Jacob McMillen

"The best course I've come across for learning the ins and outs of writing persuasive copy."

Jacob McMillen

Tyler's training is incredibly thorough, and he does an amazing job of providing context for every technique while also diving into the specifics of how it's executed. His frequent examples and analogies take the training from conceptual to practical, so you are never lost on how to apply what you've just learned. If your goal is to write more persuasive copy, this is the course for you.

For a lot of us, copy kind of just...happens.

We get an audience, an objective, and a pretty good idea of how we want to put it all together.

Then, yeah.  We just start writing.

Maybe you've got some kind of process, but realistically, we mostly just lean on experience and go with our gut.

There’s no software to run it through, or any type of measurement to know if it's effective before testing.

You just gotta...


...kind of...feel it out?  I guess?

The Problem with "Winging It"

We usually have the resources and the writing ability.

But rarely do us copywriters and creatives ever get help.

Opinions, sure.

But nothing to push through writer's block, and no way to know if our copy will actually do its job.

Just “Yeah, this feels good.”

Or “Nah, I think this needs work.”

Once we send off a final draft or launch a product, really all we can do is wait and hope we did our thing.

Hope that our voice didn't get lost while trying to be persuasive...

...and hope that the persuasion didn't get lost while trying to be ourselves.

And sure, experience is the best teacher.

But no one has an experience journal laying around with everything they've learned.

Here’s the truth:

There's never going to be a world where good copywriting comes easy.

Even with formulas and templates, there will always be a phase where you just need to dig in, figure things out, and trust in your abilities.


I believe our framework can definitely improve.  Some base of understanding to help us do more than “feel it out.”

Some baseline that lets us be free and creative with our work...within the constraints of persuasion, efficiency, and wanting to always produce.

Not just for the sake of good copywriting.  For the sake of good business.

That realization (er, hope) led me to some digging.

Scouring through books, analyzing brands, picking the brains of top copywriters...looking to see if that base existed.

So what was it?

Well, there were two.  The first one you can probably guess (starts with a P).

But my second discovery was the real game changer.

This is what I learned:

Watch Intro Video

The reality of persuasion

To be honest, I see why persuasion gets a bad rep.

Its purpose is to change someone's behavior.  To make them do something they might not have otherwise done without a push.

But sometimes that push is exactly what we need.

Here's something I've discovered of brands that embrace persuasion:

Even when their audience initially comes for a product or service, that "thing" is not why their fans stick around.

And it's not because they hand-hold through all the scary stuff, or because there's no other alternative.

No.  Those loyal customers usually stick around because they appreciate the guidance.

The product or service is just a by-product of that brand being an extremely capable guide.

Expert persuaders like Ben Settle, Ramit Sethi, Gary Vee — their true value is empathy and authority.  Not some newsletter or podcast.

When you can apply this idea to your copywriting, everything starts falling into place.

Your job as a persuasive marketer is not to sell.

It's to help guide your prospect out of the problems that are weighing them down.

Is guidance always nice and gentle?


Because it's not about telling your audience what they wanna hear.  It's telling them what they need to hear to take action.

When your only value is the product or service you’re selling, you will quickly become a commodity.

And I probably don't need to say it...but you can’t afford to become a commodity.

So then. 

How can you position yourself as a guide without sounding forced or fake?

“Be persuasive” is a decent start.  But it’s more than that.

The key to good persuasive copy is to write with intention.

To employ persuasion and give your writing authority, you have to make conscious decisions about what you're saying.

Knowing what's missing, where it's missing, and what your prospect needs to hear at any given moment.

Not just knowing what to say, but why you're saying it.

For me (and many others), that's the difference.


If this all sounds like something that could help your writing, well...stick around.

This course might change the way you write forever.

A self-paced online course to help you:

  Become a more efficient marketer and copywriter

  Be more intentional with your messaging

   Analyze & improve your writing process

  Learn how to build trust with persuasive storytelling

What happens when you can apply persuasion?

You can stop wasting hours just trying to "feel it out," hoping that the right sentence or phrase will just pop out of thin air.

You'll be able to explain your writing process and understand why you're making certain choices.

You won't have to question whether it's time to mention your offer, how to offer it, or how to acknowledge hesitations.

Simply put — you will become a more intentional, more efficient copywriter.

Now...why this course?

You can probably find a few resources that tell you what to do for persuasive copy.

You will not find another one that actually explains how.

Not only will you get straightforward descriptions of each persuasive element and how they work together...

...you’ll learn exactly how to implement them.

You'll learn strategies like:

  How to attract the right type of attention for your objective

  How to move forward from the (necessary) hammering of problems to offering solutions

  How to find and target the most powerful emotional triggers in your audience

  How to challenge your reader to be more aggressive than they're used to

  How to place multiple call to actions in a single piece of copy

  The difference between desire and emotion and how to use them both

 How to frame your solution as the only logical choice

And more.

Each section takes you deeper into the wants and needs of your prospects and how to stoke them at each point of your copy.

Here's how the course is organized:

Course Curriculum:

  • 1
    • Welcome / How to Use this Course
  • 2
    • Intro to Attention
    • The 3 Types of Attention Grabbers
    • Finding (and using) Emotional Triggers
    • Creating a Curiosity Gap
    • Attention Quiz
    • Attention Overview + Exercise
  • 3
    • What is Interest?
    • Identifying the Mass Desire
    • Empathy through Emphasis
    • Interest Quiz
    • Module Overview + Exercises
  • 4
    • An Introduction to Desire
    • Transitioning from Interest to Desire
    • Breaking through "Marketing Defense"
    • Offering Relief (in the form of a Solution)
    • Desire Quiz
    • Module Overview + Exercise
  • 5
    • The Importance of Conviction
    • Revisiting the Initial Desires
    • Challenging the Reader
    • Conviction Quiz
    • Conviction Overview + Exercise
    • Bonus Strategy: Perceptual Contrast
  • 6
    • The Biggest Hurdle to Action
    • How to Use Multiple Closes
    • Clarity and Future Conditioning
    • Action Quiz
    • Overview + Exercises
  • 7
    Wrap Up
    • Persuasion in Action
  • 8
    • Research and Planning Templates
    • Mental Mastery Sales Page
    • Digital Marketer Email (3 Closes Example)

You'll find this course valuable if:

  • You feel comfortable with long form content marketing, but don't know as much about copywriting. (Beyond the basics)

  • You understand short form ad copy, but want to start writing longer form landing pages and sales pieces for your funnels.

  • You've been writing for a while but have never taken the time to slow down and analyze your process.

  • You've studied copywriting before but wouldn’t mind a resource that you can reference and practice from — focusing on not just the what, but also the how and why.

This course might not be for you if:

  • You prefer a video-only course that you can throw on in the background.

  • You want plug-and-play templates.

  • You want a certification that you can add to your website.

  • You aren't really interested in the reasoning behind your writing.

What you can expect from a teaching standpoint:

Most courses stick to just video — easier to make, easier to watch.

But I find that videos are much harder to reference and actually learn from.

Yes, this course has videos.  But those are mostly reserved for intros and analysis.

Most of the teaching is done with long-form text.

Think of the Pillars as your persuasive copywriting textbook.

  • Mixed Learning

    2.5 hours of video along with 18,000+ words of learning material (17 full lessons)

  • Google Friendly

    Google Doc-based exercises and templates for easy saving and editing.

  • Contextual Analysis

    Various examples + a single, course-long analysis to see how each element works together.

See the Strategies in Action...

Rather than isolated examples, you'll sit with me as we analyze a 7-figure sales page, dissecting how each Pillar works together.

...and Practice Real Situations

Complete each exercise on your phone or computer via Google Docs, with realistic scenarios & user personas to guide your practice.

Oh and hey — just to be very clear:

This course isn't going to write for you.

It's not a template pack or a fill-in-the-blank secret sauce thingy.

You have to know (or be willing to know) your audience on a deeper level.

You're going to be required to get into their heads and think critically about what they truly want — beyond what they search online or talk about with colleagues.

Good persuasive copywriting requires you to take a backseat to your prospect:

Everything in this course is predicated on the idea that you are the uniquely-qualified guide, only here to help your prospects succeed.

Now then. Let's hear what some students had to say.

"I've been a copywriter since 2007.  There are a lot of things that I do unconsciously — I automatically go through the process.

Your course forced me to analyze my process (the things I do without thinking) and to think about them in a new way.  

It really crystallized a few things for me and I believe it will really change the way I write."

- Donnie Bryant, Copywriter

Watch Intro Video

“I loved this, Tyler. I’m a huge course skeptic - mostly cause I’m overly confident and also have a very high bullshit meter. But I learned a lot in this, and as I said, you inspired me to pretty much redo my entire website.

I’ve already massively changed my homepage, and my plan for the rest of the month is to write some new conversion landing pages for my different audiences.

- Liam Carnahan, Marketer

Watch Intro Video

About the Instructor

  • Tyler Koenig

    Copywriter | Persuasion Strategist

    Tyler Koenig

    Previously a strategist for Agora Publishing, Tyler teaches persuasive copywriting to writers, marketers, and business owners around the world.
Erik Hayton

"Really cemented it."

Erik Hayton

I enjoyed your constant reminders that generating and building interest is dynamic. Robert Cialdini mentions this a lot in his new book 'Pre-suasion', but I liked the simplicity in your delivery.
Liam Carnahan

"Just wanted to let you know..."

Liam Carnahan

An old client just emailed me out of the blue to tell me she loves the redesign I've done on my site since I took your course. A few people have said that actually, so thank you thank you!
Donnie Bryant

"This will help me become a more efficient copywriter."

Donnie Bryant

There are a lot of things that I do unconsciously — your course slowed me down and forced me to dissect my process. It really crystallized a few things and I believe it's really going to change the way I write.
Suzannah James

"The perfect refresher."

Suzannah James

I started my career as a copywriter and this was the perfect refresher to get back into it. I especially loved the 'Interest' module -- Tyler's distinction between external and internal problems was very helpful for client work.

Here’s what will happen as you go through the course:

You will start thinking of ways to update your website, emails, and landing pages.

Not just because of the material, but because the fresh perspective will generate fresh ideas.

We all get a little too into our work sometimes.

You will realize how quickly you can tie your solution to a deeper problem.

Even if you have a relatively straight-forward product or service, you can always tie it to something deeper that has a bigger effect on your prospects lives.

You'll start defining elements of your writing style that work for your audience(s).

Every copywriter should have their own style within this idea of persuasion.

The strategies in this course will help you define what works and what doesn't work for your audience, and how to use your unique voice.


You've already got the ability and the know-how.

Why not give yourself some well-deserved help?

How much smoother would your projects go with less writer's block and more intention?

A little backup never hurts.

Get the Pillars. You'll have a PhD in persuasion so you can take your copywriting to another level.

Hope to see you in there.



  • How much content am I getting?

    There are 17 lessons, about 2.5 hours of video (mostly analysis), and 18,000+ words of long-form text. Then you've got 5 quizzes, 5 exercises, and a few research/planning templates.

  • Who is this course really for?

    Copywriters (freelance or in-house), marketers, and small business owners. Even if you don't specifically mess with copywriting, it’s got a lot of marketing psychology that you can use in other areas.

  • How long will it take to finish?

    3-4 hours on your first pass. That said, you'll want to dive back in as you take your learning to real projects.

  • Why not just use the free information from copywriting blogs?

    No doubt there are tons of great free resources online. But none (that I have found) go into this level of detail, or offer the specific "how-to" needed to apply persuasion to your work.

  • I'm already a good copywriter. Why would I need this?

    As a successful copywriter, your time is super valuable. This course will help you write more efficiently and create your own unique brand of persuasion.

  • Is there a guarantee?

    If you've read this sales page, nothing in the course should catch you off-guard. But if for some reason you feel bamboozled, or you just can't get down with my teaching style, send me an email and I'll refund your purchase. (ty@tylerjkoenig.com)