“Ry Schwartz has been my not-so-secret weapon for six years. He’s the copywriting genius behind five separate multi-million dollar sales pages for my digital course launches. In my early years, way before I could afford to hire Ry, I invested in learning how to craft my own copy. I knew that copy was the lifeblood of any business and when you know what to say and how to say it, you instantly connect with your audience. Copy creates connection and connection creates conversions. I learned that from Ry.”

Because as every top-in-class marketer, copywriter or business owner will tell you… cash doesn’t change hands, lives don’t get impacted, and YOUR biz doesn’t get rewarded with record-breaking profits until… YOUR COPY CONVERTS.

Which is also…

The real reason copywriters and marketers drink.

Don’t let Don Draper’s fictional swag fool you.

Drinking is not an emphatic glass-clink to celebrate a job well done.

• It’s to calm the PTSD from that last time you hit “share” on a Google doc with your client or the higher ups and prayed to the copy gods that it actually converts.
• It’s to grapple with the existential crisis that comes from stress-eating Cliff bars on a Sunday night and toggling through Spotify playlists waiting for inspiration to strike.
• It’s to feign the confidence that you actually know what you’re doing when you get assigned an email sequence or sales page – while on the inside you’re helplessly trying to pacify a pitchfork-wielding mob of inner voices. (Was that last win a fluke?… Can I do it again?… Am I a one hit wonder like those Macarena dudes?… Should I just quit while my reputation and ego are intact?)

Or if you’re a business owner…

• It’s to soothe the shot nerves from the last time you had to patch together a 5-minute copy education from the blogosphere in order to whip up the landing page, sales page and sales emails that would actually get your product into the hands of customers.

So yea.. the pressure is real

Insta-Pot stuck on high, real.

Overtaxed adrenals with no amount of adaptogens that can fix it real.

And it’s justified.

Cause in reality, everything you do in your career and business depends on it.

Allow me to be blunt…

• Without the copy, the lofty acquisition goals you whiteboarded for that SaaS you spent 19 months coding are just that. Goals.
• Without the copy, your online course (aka the reason your friends and family barely recognize you anymore) doesn’t enroll a single student.
• Without the copy, the cash you’re sending to Zucks to put you in front of a hyper-targeted audience does nothing but help him target another 50-acre estate off the Amalfi coast.
• Without the copy, your “next level” funnel that you spent all of last quarter’s marketing budget on is nothing but a set of lines and empty boxes spread out across an overpriced flow chart.

The skeleton of a real-world marketing campaign.

The dead bones of a rotting digital carcass.

Without the beating heart, flesh and connective tissue that actually makes things MOVE.

The “STUFF” that actually makes the cash register ring.

In short, nothing happens until your copy converts.

Nothing changes until your copy consistently and predictably gets the “yes.” And gets it at scale.

And that’s why…

Writing High-Converting Copy is the Single Most Profitable Skill You Will EVER Master in Your Business or Career

WE’VE PROVEN IT OVER AND OVER AGAIN.

In our businesses. In our clients’ businesses. In our students’ businesses.

When you master the ability to quickly and confidently write high-converting copy, you’re arming yourself and your company with an invaluable $1,000 per hour skill.

“Andrew Capland achieved a 350% uplift on Wistia’s trial-to-paid email sequence.”

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Prerna Malik sold nearly $18,000 of her agency’s services with just TWO… yes… TWO email sends.

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Tarzan Kay 3x’d her rates and made 15K on her very first affiliate launch

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Brad Wages helped his client generate $228,717 in sales by using 10x Sales Pages.

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“I used the 15-Point Sales Page in a Day framework on a full-day intensive (that I sold for $3k). I updated my client’s sales page. And since re-launching it, she’s brought in $56,000 in one week.”

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Tara Gentile sold out 24 spots for her high-ticket live workshop within 15 minutes… 3x’ing her revenue

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Marian Schembari helped her client, Teachable generate over half a million dollars using the themeplates inside 10x Emails and 10x Launches

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An extra 150K+ in launch profits from 3 emails that took an hour to write.

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These wins didn’t come from months or years of learning and laboring.

They were earned in literally MINUTES or HOURS of knowing exactly what to do in order to generate dramatic “we be moving our biz into a 2,500 square foot loft with exposed brick” results.

THIS SKILL IS LITERALLY PRICELESS.
BECAUSE…

When you FINALLY have the confidence to turn your words into revenue, everything changes.

When you FINALLY have the ability to turn your Macbook Pro into a weapon of mass conversion, everything changes.

When you FINALLY have the Kanye-level confidence that comes from knowing what you’re doing rather than guessing and praying (aka the GAP method), you can hit “share” on that g- doc while sporting the world’s ugliest khakis and still feel like a million bucks. Hell, you can be “socks and sandals” guy and still strut out of the office at 5:01pm with your proverbial middle fingers in the air. #dontbethatguy

If you’re a marketer or business owner, this means:

• Being able to login to Hubspot, ActiveCampaign, Mailchimp, etc. at 2:04 pm and celebrate new sales notifications in Stripe or Paypal at 2:15 pm.
• Being able to bootstrap more effectively instead of trying to find a copywriter who either doesn’t know their value or is looking to take 2% equity on something that doesn’t exist yet.
• Being able to capitalize on flash sales, new campaigns and, yes, the world’s most epic funnel – without worrying about how those “hungry empty boxes” will actually get fed.

If you’re an in-house or freelance copywriter, this means:

• Proactively pursuing bigger projects instead of self-sabotaging out of your fear of not being able to deliver.
• Being able to quote higher fees, negotiate a hefty raise or pushback on the pushback because you KNOW your copy makes you indispensable and invaluable.
• Being able to pinpoint where a client is leaving money on the table, and swooping in to save the day with your skills – while cashing bigger checks in the process.

“Huge thank you! I did the Minimum Viable Funnel last month, and it really, really resonated. We enrolled 12 guys into our program, which was a record. Our biggest month before March was 7 enrollments, so we surpassed that by 71%!! Amazing. THANK YOU. Coaching the Conversion is 100% aligned with me, and it was the easiest thing I’ve ever implemented.

61 pages of copy just flew out with the themeplates, the passion, and the empathy you coached me to coach with.”

– SARAH JONES, BUSINESS OWNER

“Copy School gave me tools, templates, and processes that walked me step-by-step through how to develop my copy skills. Now I never have to start from a blank page again and I am completely confident in my copy because I know it’s based on data and experience, not guesses. And the results speak for themselves. My most recent email campaign had a 15% clickthrough rate and 3 times the expected signups.”

– MOLLY MAC, COPYWRITER

So if the rewards of this skill are so disproportionately high, why do most marketers (and some copywriters) treat copy like a close-talking lepper?

SIMPLE. IT’S KINDA SCARY. NOT KINDA… A LOT SCARY.

Double root canal without the laughing gas – SCARY.

Cause even though it’s the most profitable skill, it’s also the most subjective and confronting.

As you sit at your laptop with a Google Doc open, you wonder things like…

… Am I doing this right?

… Does this sound too salesy?

… Are these words gonna convert? Or am I wasting my time with something that’s already dead before I even hit send or publish?

There are apps that tell you what grade level your writing is at. There are plugins that will tell you if a word is spelled wrong. There are bots that will autocomplete a common sentence.

But there’s NO plugin, app or bot that will tell you if your copy is any good.

Only the market and your merchant account can tell you that. And rest assured, they will.

Every single time.

In cold hard numbers that don’t CARE how many Saturday nights you spent stress-eating cliff bars in front of a laptop. Or how much time and money you spent creating that thing you’re trying to sell.

That’s why it’s far safer to share a social post and pat yourself on the back for those 300 likes than it is to fire off a 300 word sales email and feel like a helpless hack as the Mailchimp monkey laughs at your whopping 1% CTR.

Confronting? Yep.

High stakes? Absolutely.

An unfair advantage to anyone courageous enough to master it? You already know the answer.

Simply put…

If you’re responsible for generating revenue inside your business or a client’s business – you’re responsible for gaining outcome-based mastery over this skill.

And damn right there’s a path for that.

The Proven 3-Step Path to Results-Based Mastery (and declaring yourself the Most Profitable Person in the Room)

Step 1: Master the Places Where Cash Changes Hands

The reason most founders, copywriters and marketers give up in their pursuit towards mastery is because they’re literally trying to master everything.

Which is pure insanity.

Unlike Facebook Ads or SEO – which are barely old enough to order a cheap whiskey from a Canadian dive – copywriting has been around for over 120 freakin’ years.

The amount of techniques, philosophies, schools-of-thought and the places to apply them are nearly endless.

That’s why even seasoned copywriters never quite feel like they’ve “made it” or that they’re “good enough.” The goal posts for mastery are blurrier than a Jackson Pollock to those people in Bird Box.

So to that we say “screw it.” Don’t shoot for this elusive thing called “mastery.” Instead, develop results-based mastery over the key marketing funnel assets where cash changes hands.

Meaning…

1. Your Website
2. Your Facebook and Instagram Ads (to turn strangers into traffic)
3. Your Landing Page (to turn traffic into leads)
4. Your Emails (to turn leads into primed prospects)
5. Your Sales Page (to turn primed prospects into customers)

Gain results-based mastery over these 5 cash-changing junctures, and you’ll NEVER have to worry about your ability to generate revenue in your business again. Or in your clients’ businesses again.

Step 2: Need for Speed: Never start from scratch. Never second guess.

High-converting copy is meant to be written fast. Methodically fast.

It’s not a study game. It’s a speed game.

As a a founder, a marketer, business owner… or as a busy-ass copywriter who wants to serve all those clients fighting for your keyboard, you don’t have endless hours to labor over your Macbook while throwing back 18 Starbucks refills.

You don’t have time to play a poor man’s game of copywriting chicken with the blinking cursor.

Your CMO – your client – your employees – they can’t “wait” until you feel inspired enough to write the copy that keeps everyone, including the company’s Bernese mountain dog, fed.

And that’s actually an advantage for you. Because killer sales copy happens fast. Methodically fast. And that’s why the top-performing copywriters on the planet NEVER start from scratch – they start with the proven templates, frameworks and processes that churn out record-breaking copy in half the time it takes you to labor over that stuff that makes your stomach churn the second you hit “share.”

Step 3: Recognize Copy as the Universal Blood Type of Your Marketing Campaign

You’re probably just as sick as we are of every marketing person on the planet professing their thing as “the most important thing” – SEO, CRO, funnels, high ticket services, ascension paths, inbound marketing, conversational marketing, etc.

Endless, right?

But the one thing they ALL HAVE IN COMMON is the requirement for high-converting copy.

Copy is the great unifier. It’s the O-Negative blood type that generously pumps its profit-generating power into EVERYTHING you’ll ever do in your marketing.

It was the “thing” in 1920. And it’ll still be the thing in 2020 and beyond.

When it comes to marketing, copy is an immortal Taoist sage who’s sipped from the fountain of youth and bottled that sh*t up for safekeeping.

You can blame it for being too humble. You can resist it. You can pretend it doesn’t exist or that it doesn’t matter. But with that attitude, it’ll likely outlast you and your business.

It’s time to let bygones be bygones and finally make peace with this most profitable skill.

And that means committing to actually mastering these key assets.

Not just being “blog smart” and name-dropping Ogilvy every chance you get. Not just learning the “101” stuff on Udemy.

But actually acquiring and applying the repeatable, evergreen skills and strategies that have helped create repeatable 6- and 7-figure wins for the brands, businesses and software programs you use everyday.

If you’re ready to do that… we’re initiating a brand new breed of copywriter and marketer:

The Most Profitable Person in the Room™ (noun)

ORIGIN: COPY SCHOOL 2020

Definition:

A confident, well-paid copywriter, marketer or business owner who’s developed the skills to generate profits on demand by mastering the 5 key junctures where cash changes hands: your website, ads, landing pages, emails and sales pages.

“Cool, but can you like… use that in a sentence?”

F-ya we can. Here’s what it means to be the “MPP”…

It means that…

… as a copywriter, you’ve de-commoditized yourself and set yourself up to charge A-list fees to A-list clients by mastering the critical junctures where cash changes hands.

… as a marketer or founder, you’ve given yourself and your team results-based mastery over needle-moving assets so that you can raise your in-house “profit quotient” and never be straight-jacketed in your ability to make good on those aggressive goals you set last quarter.

… as anyone directly responsible for generating revenue in your business, you’ve gained the confidence, clarity and processes for getting the “yes.” Getting it fast. And getting it at scale.

We’ve Helped Over 1,500 Copywriters, Growth Marketers and Business Owners Become
The Most Profitable Person in the Room

 

THE END OF GUESSING

“I called myself a copywriter before I enrolled in Copy School, but when Joanna shared her enormous amount of insights & practices – and Ry brilliantly took us through the process of converting readers to buyers – my copy became so much more effective and intentional.

After Copy School, I knew how to construct a strategic marketing plan for sales email sequence, I could explain the choices in copy I made in my copy – I wasn’t just sorta winging it anymore with my hodgepodge of collected knowledge. And with that came