"If you're a VC, a lawyer, a painter, a podcaster, an accountant, a comedian...you write. Learn to write!"

Sahil Lavingia—
Founder, Gumroad

"Been a rule at 37 Signals/Basecamp since 1999. Hire the best writer."

Jason Fried—
Founder, Basecamp

"Communication is important. How you say things, what you say, style is really important. So, take the time and get it right!"

Chamath Palihapitiya—
Founder, Social Captial

"People who write thoughtful email intros make two recipients feel great with a single note. Easy way to stand out. Great writing is a superpower."

Jeff Morris Jr.—
VC, Chapter One

How the hell do you make people hand over cash?

Of course, there are table stakes things like:01/ Getting attention
02/ Driving the right traffic
03/ Having a great product

But unsurprisingly, that’s not enough.

Sure, you’ll convert the small percentage that were already ready to buy. But the majority will need convincing. Not because they don’t need your product. You know they do.It’s because people don’t hand over cash easily, they’re naturally risk averse, and they don’t decide to buy based on logic.

So, to maximise sales, you need to understand and write for the oddities, complexities, and paradoxes that define us as human.

Before my time in the copywriting trenches, it all seemed so esoteric to me.Behavioural science
Psychological triggers
Persuasion techniques
Conversion optimisationThose magical triggers and influences to seemingly hack the human mind and make it hand over cash...It’s a skill few master.Yes, we all went to school and studied English, but if you’re schooling was like mine, you learned to write essays about books you didn’t care about.Nobody taught us the useful side of writing. Nobody taught us how to persuade, convince, or sell.So, what do you do?01/ Hire a full time copywriter?
02/ Contract a freelance copywriter?
03/ Write it yourself?The first two can be prohibitively expensive and so the landing page copy is often the work of the founder, or someone in marketing with 1,000s of other jobs.

A landing page expert rarely works on the copy

The job may have fallen to you.The problem is you barely have time to write the landing page, let alone find the time to understand the behavioural science of writing, the psychology of writing, or how to persuade, convince, and sell.You may have made a valiant attempt by using what the free internet provides:01/ Using generic, unproven templates
02/ Using templates not backed by data
03/ Copying your competitors
04/ Following theoretical advice from a blog

None of that stuff works though

Because it’s not structured, or backed by data, or proven, or laid out section by section, or in depth, or demonstrated by examples tested in the real world on risk averse, sceptical, lazy, busy humans.The internet is suffocating in templates and frameworks designed by people not in the trenches.They’re all based on what might work.Not good enough.

And so, permit me to be brutally honest for a second

If you’ve never had a pro copywriter guide your landing page copy, you’re relying on luck to convert visitors into buyers.You’re relying on how well you can guess the formula. How well you can guess what an expert would have written.It’s always baffled me why people would guess such an important piece of the business puzzle. The conversion piece. To me that’s crazy because people are missing the big picture.And it’s this...

Without good landing page copy you’re wasting every cent and second spent somewhere else

Every ad.
Every exhibition.
Every conference.
Every social post.It’s all wasted if you’re sending people to an unclear, unconvincing page that doesn’t use behavioural science and psychological triggers to make people act. Because, each of those interactions ends THE SAME WAY.With a human going to a landing page. And you’ve worked way too hard to let the landing page copy sabotage the sale.At best, you're leaving money on the table. At worst, you're slowly killing your business.It wouldn't be so galling if a competitor out worked you, or had a better product, or more investment. You could deal with that.But to fail simply because you couldn't articulate why people should part with their cash?That would sting.

But imagine if your landing page copy worked for you, 24 hours a day.

Every single other thing you put time, money, and effort into would be maximised.The money you throw at ads would go further.The money you spend on conferences and exhibitions would go further.The hours you spend on social media would finally be worth it.The hours you spend prepping for and talking on podcasts would be worth it.Every conversation would have a better chance of becoming cash in your bank because when they ask “where can I get more information?” you can confidently give the link to your homepage, knowing it’s optimised to convert.

All your other activity immediately becomes an investment because you have a clear way to turn that attention into money.

If you don't have a conversion strategy at the end of the funnel, you're not investing, you're gambling.

A year from now you’ll have made more money than any year prior. All because you spent a few hundred dollars to get the expertise of a pro copywriter with 6+ years of experience.

It may only take a couple of sales to cover the cost of my course.

Everything else, until you sell the business, or you die, is pure profit.If you think you can make a few hundred dollars in a time frame you consider reasonable, by applying my 6+ years of copywriting expertise, you don’t have a lot to lose.For example, can you hit one of these metrics?$17 a day for a month
$6 a day for 3 months
$3 a day for 6 months
$1.50 a day for a yearIf you can, you’ll have already covered the cost of the course.

How many sales would you need to make to break even on 499 dollars?

20 sales?
10 sales?
5 sales?
1 sale?Does less than one sale cover the cost?How long might that take?Let’s say it takes an entire year to make 499 dollars. How long beyond that do you think you’ll be in business?1 year?
5 years?
10 years?
20 years?Copywriting advice based on psychological triggers and behavioural science doesn’t go off.But, the best thing, in my opinion, is this...

My framework and principles work everywhere.

Unless human behaviour changes, and it hasn’t for millions of years, my framework and principles will work for you for the rest of your life.Any project
Any startup
Any industry
Any economyI've even used them for LinkedIn company bios to get 40%+ click through rates.

As long as you’re selling to humans, my course will help you turn them from visitors to customers.I’ve used the principles and framework in my course to sell:01/ B2B SaaS
02/ Parenting apps
03/ Makeup masterclasses
04/ Complicated financial products
05/ Property investment opportunitiesThe same framework. The same principles.And I can unlock it all for you.

I wanted a “do this, then do that” from someone who had “done that” before

Someone who could show me an example that had worked in the real world.But all I got was thin, theoretical parroting of the ubiquitous copywriting advice that infects the internet.So, I was left to cobble a landing page together using common sense and empathy.It took me months and months but through iteration, user research, and a fast feedback loop, I got the page to convert.My words were doing their job.People began to trust us with their entire life savings, and by the time I’d left a few years later, we’d raised half a billion from pension funds to buy hundreds and hundreds of homes with families stuck renting.Back then, I would have killed for the definitive landing page course from someone with more experience.

Today I’m no longer an employed copywriter

I’m a Founder. In December 2023 I launched Penfriend with my two Co-Founders, Tim and Inge.A three person team launching a B2B SaaS company...So as Head of Copy, all the words were my duty.Once again, I was stretched thin.But using the framework I’d built over the years, the landing page copy came together in a matter of hours. It was just a question of following my formula.And when we launched on 01 December, we made $41,674 in the first 24 hours, a third of which came from people buying the yearly subscription to the most expensive plan.Strangers on the internet handing over $5,000+And we sent them all to that landing page.But my landing page course isn’t for everyone.

My course is only for you if

01/ You think copy is worth investing in
02/ You don’t know conversion techniques
03/ You’ll spend time and money sending people to this pageIf those underlying factors resonate, then here’s who I designed my course for:01/ You aren’t a pro copywriter
02/ You don’t have a dedicated copywriter
03/ You don’t want to pay a freelancer
04/ You don’t know where to begin
05/ You don’t know about conversion techniques
06/ You don’t know how to use psychology
07/ You don’t know how to use behavioural science
08/ You don't have time to learn
09/ You want a framework that's proven
10/ You want a structured template
11/ You want to see real world examples
12/ You don't want to sound salesy
13/ You need to move fast

Who this course is not for

01/ DTC products (e.g. jewellery)
02/ Companies built on brand (e.g. fashion)
03/ Personal websites
04/ Homepages for multiple productsIf your DTC product, brand, or personal website solves a problem, my course is still for you
(e.g. Hismile selling teeth whitening products.)And if your company has one product or service you can use my landing page framework for your homepage, like I did for Penfriend.

The course should only take you a matter of hours to read

I’m a good copywriter so there’s no fluff. It’s just the raw, useful stuff.If you build your landing page section by section as I lay it out, you could have new, optimised copy within a day.

Here’s what you’ll learn

I'll walk you through each landing page section step by step, in detail, using examples that have worked in the real world.I’ll show you the data backed framework I use, and how to write for each element of that framework.I’ll show you how to capture attention above the fold, but more importantly, how to keep it. I’ll show you how to turn bounces into scrolls.I’ll show you the 3 elements that make up an irresistible CTA.I’ll show you the 4 elements you need to make sure people understand and are compelled by your product.And every time I’ll show you an example that worked for me in the real world.

You'll finally understand

01/ How to answer questions readers always ask
02/ Which order to answer them in
03/ How to resonate through pain points
04/ How to write valuable outcomes
05/ How to tie your features to those outcomes
06/ How to highlight your uniqueness
07/ How to make action inevitable
08/ How to prove authority
09/ How to make people trust you
10/ How to help people understand your product
11/ How to sell using emotion and logic
12/ How to structure the page layout
13/ What you should leave off a landing page
14/ Where to add CTAs and why
15/ Why CTAs are more than buttons
16/ How to cover difficult objections
17/ How to make people act today
18/ How to de-risk taking action
19/ How to stop people bouncing
20/ How to get people to scrollMy approach is based on a landing page framework that’s been tested in the battle for attention and rewarded with cash.If you're wasting time and money sending people to an unoptimised landing page, let my course fix that for you.