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Welcome to Personality & Persuasion

You’ve taken the next step on the road to becoming a master of persuasion. Each segment in this Masterclass is designed to help you understand not just the tactics, but the science and psychology that explains why these persuasion tactics work.

Let’s get to it…

Welcome to Personality and Persuasion. 

This masterclass is likely to be different from all the other copywriting courses you’ve seen or purchased  in the past. 

We won’t be walking you through the steps for writing a sales page or the 8 things you need to know before you write a piece of content. We also won’t be showing you how to conduct customer research or competitive analysis in order to find the right words for your copy.

You probably already know how to do that.

Instead, each of the segments in this course is designed to help you do those things better. Significantly better.

As you work through the different lessons included here, you’ll learn proven tactics to make your sales pages far more effective so you can a) get better results (and case studies) for your clients, b) defend your copy (we’ll talk about what we mean by that in a minute), c) feel more confident in your craft, d) charge more money for your copy services because it’s more effective, and e) become a sought-after copywriter.

And it’s not just sales copy… the content you write—white papers, lead magnets, blog posts and more—will be more engaging and more persuasive. 

In fact, the principles we’ll show you in this course will help you on sales calls, in negotiations, and may even be applicable to your conversations with your partner or kids.

Because persuasion is a super power that impacts almost everything you do.

These principles are timeless. 

A lot has changed over the course of human history. But these principles haven’t. They are built into our genes. They control the way we react and the way we think. And if you study them, practice them, and implement them into your copy, you’ll become—like we mentioned before—a sought-after copywriter.

We’re going to cover a lot of ground here. Looking at the list of tactics, you might feel a little… maybe even a lot…  overwhelmed… and not know where to start. Don’t worry… you don’t need to watch all of the videos or do all of the exercises before you can start using them in your copy. 

By adding just one persuasion tactic at a time, while ignoring the rest, you can still dramatically improve your copywriting and your clients’ results.

So choose one tactic—maybe it’s something you’ve used in your copy before, but want to get better. Or maybe you see a tactic that is new to you. Or maybe you just want to start at the top of the list and move through all of them—start by choosing one and try it out.

Once you’ve got that one down, move onto another. Then another. The course isn’t going anywhere… we’ll be here when you’re ready to move to the next principle.

Each module will focus on a different tactic. We’ll give you a little background on what it is and how it works. We’ll share some of the scientific research that proves the technique is real and explores why it works. While the scientific research may not be sexy, it gives you the proof you need to defend your copy and the decisions you make. 

Why would you need to defend your copy? 

Well, if you’ve ever worked with a client who questioned your copy, you already know why this is important. And, hey, if you’re working with clients who trust you and don’t question you, cool—that’s great. But if you want to continue to provide value for the clients that might question why you did what you did, you need to know the science behind your decisions. You shouldn’t just wing it. The copywriters who get paid the big bucks and royalties aren’t winging it, and neither should you. And now you don’t have to. 

We’ll also show you a few examples of how others have used this technique in their copy so you see how its done. Finally, we’ll share a “challenge worksheet” with questions and ideas that you can use to implement each technique in your own copy.

Need feedback along the way or want to discuss what you’re learning? Jump into our private membership, The Copywriter Underground, to ask questions or share your wins and struggles as you work through these persuasion tactics. Use the hashtag #P2 when you post your question.

All good?

Great. Before we get to the persuasion tactics, jump into the next 3-4 video lessons, which are designed to help give you an understanding of why persuasion techniques work and how to use your new found powers for good, not evil. We’ll also talk about why personality should be included in your persuasion mix.

And if you just want to get to the persuasion tactics, feel free to jump directly to Module 2. But if you want to see why they work, start the next segment.