How I FINALLY learned to
write long copy that SELLS…

… This is how I broke my clients’ biggest sales records…
… Sold over $1 million in 3 weeks…
… Landed the copywriting opportunity of a lifetime…
… And raised my copywriting fee by 10X…

My sales copy used to be so BORING!

I mean, the goal is to sell, right?

If you put out a piece of marketing or advertising…

A landing page…

A sales letter, or video script…

Your ultimate goal is to get your prospect’s attention…

Get them engaged with the copy…

Interested in — even desiring — your product or service…

To the point that they readily whip out their credit card and give you money.

I mean, if you really want to make a bunch of money through your copywriting abilities, that’s what you have to do.

That’s what I wanted, too.

But I sucked at it!

Okay, so really it was hit-or-miss…

  • I’d write one thing that absolutely nailed it.
  • Then, I’d write something else and the client would tell me, “We could never let this see the light of day.”

And I didn’t seem to have any control over which it would be.

One day, that all changed…

With a simple discovery, I suddenly understood how to write copy that sells…

My life would never be the same.

My name is Roy Furr, and I’m not sure if you’ve heard of me or not…

But a few years after I learned how NOT to suck as a copywriter, I got an email from Gary Bencivenga.  One of the greatest copywriters of all time, and my personal hero.

Gary’s email said…

Hi, Roy, 

Great job on the seminar copy!

It’s very hard to write for other writers… doubly difficult when they are copywriters… and triply challenging when it’s about their bios! 

But you did it… and your promo sings. 

All good wishes, Roy, Gary B.

I was twitterpated…

THE Gary B had just read my sales letter for The Titans of Direct Response…

And praised it! 

Titans was put on by Brian Kurtz in 2014, as a special celebration of his late boss and mentor, and founder of Boardroom, Inc., Marty Edelston.

Dan Kennedy called it “THE event of the decade.”

Gary Bencivenga broke his retirement vow of silence to speak, for his good friend and client, Marty.

The event featured Dan Kennedy, Gary Bencivenga, and Brian Kurtz…

PLUS…

  • Greg Renker
  • Jay Abraham
  • Ken McCarthy
  • Perry Marshall
  • Joe Sugarman
  • Fred Catona
  • Eric Betuel
  • David Deutsch
  • Arthur Johnson
  • Parris Lampropoulos
  • Michael Fishman
  • Jim Kwik
  • Ryan Lee
And the audience was just as jam-packed with superstars (including many now-Titans who launched their careers there).

It was a veritable “Who’s Who” of the direct response world.

And somehow, some way — Brian Kurtz had picked ME to write the copy.

Okay, so that’s another story, but the point is…

Just a few short years before Titans, I was a NOBODY copywriter…

And here I was, writing copy for an event that featured the greatest living legends of direct response marketing and copywriting…

Writing copy that was READ and RESPONDED TO by hundreds of other living legends of direct response, each spending thousands of dollars each to meet up in Stamford, Connecticut.

(Including flying from the other side of the globe!)

And let’s not kid ourselves — a HUGE part of that was Brian’s incredible offer.

But still, my copy earned me a testimonial from Gary — one of my absolute copywriting heroes.

Dan Kennedy even read it — and he’s notoriously a tough critic.

He sent a fax with 28 little edits, mostly formatting tweaks.

Dan’s biggest recommended edit?  Specific stats to beef up his own list of accomplishments!

As Brian told me, that was high praise from Dan.

It was the copywriting opportunity of a lifetime…

And one that I will forever be grateful for.

Of course, you may hear about this and think…

“Yeah Roy, but you’re you…”

Listen: I won’t deny every copywriter brings their own X-factors to the table.

And my braggadocious little ego would love to take credit and claim all the glory as my own.

But the truth is…

I was standing on the shoulders of GIANTS…

And even in that moment, I knew…

I would never have been able to write such powerful copy if it weren’t for a silly little piece of paper that I’d gotten in late 2009 — just shy of 5 years before Titans.

… One piece of paper handed to me by Clayton Makepeace’s wife, Wendy — with a simple list Clayton had written on it.

A list that INSTANTLY transformed my ability to write long-form sales copy.

  • I’d already been studying marketing and copywriting for 5 years before I got that list.
  • I’d read just about all the classics of direct marketing.
  • I’d gone through many newer books, courses, and programs.
  • I’d worked in marketing, selling IT training.
  • I’d done some freelance work, for various clients.
  • I’d tried my hand at sales letters — short and long.

And to be honest…

I’d had some success — but it was always a big gamble…

If I sat down to crank out a piece of copy, I didn’t know if…

  • I’d write something that would absolutely captivate, OR…
  • I’d write a boring piece of drivel best-suited for an academic textbook on whatever niche my client’s product was from.

I just didn’t know.

But with that list, I instantly saw INSIDE sales copy…

… Not the superficial language and tactics taught in all the classic books on copywriting…

… Not what the copywriter is SAYING in the copy…

Rather, what’s going on underneath…

What the copywriter must DO…

What we — as copywriters — must do…

  • To get the prospect’s attention.
  • To get them interested in what we’re saying.
  • To build desire for our product.
  • And ultimately to get them to TAKE ACTION and buy our offer.

With that piece of paper — plus the newfound clarity and confidence it gave me — I was ready…

I knew — just knew — that with Clayton’s list I got that November day in 2009, I was ready to finally start writing long copy that would sell.

I was ready to start making me and my clients a fortune with my copy.

And that was a huge leap in confidence.

Up until this point, copywriting had still been a big pipe dream for me…

I’d discovered marketing in 2005.

I’d been working in a customer service call center, and found some books on copywriting.

And I was able to pretty quickly jump over into a decent entry-level marketing job.

That’s where I put in some reps.  And picked up the basics.

Plus I’d taken on some of those side gigs with clients here and there.

Some were successful.  Others were flops.

But at the same time…

I’d always felt like I was betraying myself…

Because back in 2005, when I discovered marketing and copywriting, I learned about freelance copywriting…

  • Going out and working on your own.
  • Working with whatever clients you want.
  • Working on your own time.
  • On your own schedule.
  • In complete control of your life and earning potential.

Not only that, I was interested in direct response marketing.

I wanted to write sales copy.

And while my side gigs were with direct response clients, the owner of the company I worked for was decidedly NOT a direct response marketer.

So at best, I had to disguise my efforts at writing sales copy.

I was a big ol’ wannabe…

  • Where I worked full-time, I wasn’t allowed to write direct response copy.
  • And when I got clients who wanted me to write direct response, I was hit-or-miss.

What kind of confidence does that give you?

Not much.  At least, it didn’t give ME enough confidence to actually launch my client copywriting business.

So from 2005 until late 2009, I’d stifled my dream of launching my business and working with the direct response clients of my choosing.

Hoping that I’d eventually find the one thing that would let me write CONSISTENT winners…

  • Copy I could write for the best-of-the-best direct marketers…
  • Or even to sell my own products and build my own business (as I do now)…

Then suddenly, even unexpectedly, it was staring me in the face.

A single piece of paper, with a list on it, written by another of the greatest copywriters of all time.

The transformation was dramatic…

I went home from that conference where I met Clayton and Wendy, and put the gears in motion.

I told my wife I was ready.

She knew about copywriting.

She knew about my dream.

But it wasn’t an easy decision.

She was still in grad school, and had a student’s income.

We had our infant son at home.

We had a mortgage my salary was paying.

We would lose our health insurance.

And to top it all off, we had to be financially ready for a move across the country that coming summer.

But I was committed.

And I was finally confident.

I couldn’t even explain exactly where my confidence came from…

I just knew that with this final piece of the “how to write copy” puzzle and my willingness to work hard and figure it out, I could do it.

It took 3 months and 3 days.

That’s when I walked out of my full-time job for the very last time.

And I haven’t looked back since…

  • I’ve worked in my own business, writing copy for clients PLUS selling my own offers…
  • Writing the direct response copy I always wanted to get good at…
  • In complete control of my destiny…

I’ve written many million-dollar promos, for some of the best marketers in the business.

I’ve risen to the top of the direct response copywriting world.

And I’ve made myself a pretty penny, too.

In fact…

Here’s what happened on my very first project after quitting my job…

The client is a well-known company in the marketing and copywriting niche.

You’d know their name if I chose to share it.

Their calls get picked up by all the best copywriters in the world.

And they asked me to help them launch a new opportunity product.

Long story short, I wrote the copy and we launched it.

And the sales POURED IN.

In fact, sales were coming in so fast, they got worried about fulfillment.

So I recommended they shut down sales, at least temporarily.

They resisted the “marketing gimmick.” 

They’d never done anything like it, in the couple decades they’d been in business.

By the next morning, their tune had changed.

I got the call…

“Roy, we’ve decided to shut down sales.  They’re just coming in too fast.”

So we quickly wrote a campaign announcing we’d be suspending sales.

And saw another deluge in revenue pour in before the deadline.

In two incredibly exciting weeks, my new promo had sold more than any other new opportunity launch promo in the company’s history.

Including promotions written by other A-list copywriters.

I freely admitted I’d cheated.

I told them I’d used Clayton’s list.

That without it I could never have written that copy.

And they proceeded to offer me all the projects I wanted, as long as I kept doing what I was doing!

I did go on and write even more winners for them that year.

But I also knew I wanted to write investment copy.

I’d heard that the real big money in direct response was writing for the investment newsletter publishers.

And I’d actually poured a bunch of my own money into the markets in early 2008 to learn what it was like to be an investor.  (Great timing, right?!)

So with my developing reputation, I scored an investment publisher as a client…

(And I should note — I had doubled my copywriting fee in the year or so since starting as a freelancer.  From $2,000 to $4,000 per sales letter.  This client was happy to pay twice as much as the last one.)

I wrote a couple promos that did well enough they kept throwing money my way, to keep doing projects.

On my third project though, I clearly had a breakthrough.

And I crossed another threshold many working copywriters never hit…

I was tasked with writing copy for one of this publisher’s high-end products.

We were relaunching it after registrations had been closed for months.

And I was writing the promo to let people in.

Well, I opened up Word.

I grabbed Clayton’s list.

And I typed the list into my document.

Then, I went to town.

I built that promotion from the inside out.

Knowing exactly what I had to do…  To get attention…  To build interest…  To stimulate desire…  And to inspire action…  To sell.

I wrote the promo, and the client loved it.

And when we launched, they really loved it.

Because once again, I made sales pour in…

We’d initially planned to open registrations for up to a month.

At two weeks, we started announcing the cart was closing.

And by the end of the third, the campaign was done.

They’d reached their max membership goal.

The promo had brought in a total of over $1 million in sales, over those three weeks.

And it was their biggest single-product promotion in the company’s history.

As for me, I’d gotten a 3.5% royalty on top of my fee for the project.

I wish I could tell you I got a $35,000 check.

But with the timing of the campaign and my royalty arrangement, it was split over two checks.

Still, I got a nice call from the business banking rep at my bank.

He asked, “Is there anything we can do for you, sir?”

I guess when you start making big enough deposits, you get their attention!

(I’ve gotten a few of those calls since then, too.)

And here’s the crazy thing…

Most copywriters never realize just how small the difference is between good copy and GREAT COPY…

And how easy it is to level up once you understand the one key difference…

  • This isn’t about becoming a “better writer,” either.
  • Or understanding headline formulas.
  • Or copy tone and cadence.
  • Or even that all-important skill of bullet-writing.
  • And in fact, this skill isn’t even really about the writing at all.

Because once you understand this small shift — this missing link — you’ll realize it touches every persuasive message, in every media.

This exact same lesson stands to completely transform your ability to get results…

  • Whether you’re sweating bullets over your draft of a 10,000-word sales letter…
  • Or simply deciding what to riff on throughout a webinar or speech meant to sell.

So even when I use copywriting as an example…

And — for shorthand — when I talk about writing copy and being a copywriter…

Recognize this was and is the missing link if you put together persuasive messages in any media.

Listen, this will go against the grain of every lesson you wanted to believe as a novice copywriter…

… At least, if you’re anything like me.

Before I became a copywriter, I was fascinated with language and lyricism.

I thought good writing was about style.

And I wanted to believe — as much as anybody — that there were some “magic words” out there.

That there were templates and formulas I could use to get rich.

I wanted fill-in-the-blanks.

I wanted headlines that worked like selling voodoo.

(Yeah, I even entertained the idea that I could hypnotize someone into a buying trance, if I had the right incantation.)

It seems silly when I say all this now.

Especially because all the evidence today suggests the classic power words like “magic” and “free” are losing effectiveness and maybe even hurting your copy.

The “magic” of great copy is not about the words you use.

It never really has been.

It’s about the substance.

It’s about what’s going on underneath.

The underlying framework or skeleton — compared to which the words and phrases are mere superficial details.

That’s what I got from Clayton that day.

That’s what was on that list.

My life and career transformed the day I discovered DEEP STRUCTURE…

If all you’re doing is writing catchy brand advertising or content marketing that’s not accountable to generating actual sales results, this may not matter.

And if you think 1,000 — or, God forbid, 100 — words of copy is too long, this isn’t relevant.

But at this point I’m about 2,600 words in and I haven’t even introduced a product — yet here you are, still with me.

One of my sales letters clocked in at over 12,000 words — without mentioning that there was even a product until nearly 7,000 words in.

And we sold well into the 7-figures on that one, too.

That’s the power of really effective long copy…

  • Grabbing your prospect’s attention…
  • Building their interest as you take them on a journey…
  • Stimulating desire for a solution that they will discover is your product…
  • Then asking them to take action, by buying…

Your copy has to be long enough to do that effectively to generate massive sales results.

Whether we’re talking cold traffic or selling to your current list or customer base.

You don’t hear about a marketer selling $1 million or $10 million or multiples thereof with an image ad.

You don’t get image ads or branding ads where you can reliably spend $1 and have it bring back more than $1 with a new customer in tow.

But that’s exactly what you can get with a long-form persuasive message with the right DEEP STRUCTURE.

Sales letters…  Landing pages…  VSLs…  Webinars…  Whatever.

There are tiny tactical differences, depending on which media you use.

But the deep structure of a selling message is based in human psychology and how we make decisions.

And as long as you’re selling to human beings, this works.

Once you get the deep structure right, word choice and writing skill are nice icing on the cake.

But without the deep structure there, all the prettiest words will never fill your coffers with sales and profits.

I became OBSESSED with deep structure…

Once I realized what a big difference this made, I went down the rabbit hole.

And my fee kept increasing…

  • From the $2,000 per sales letter project I’d started at…
  • To $4,000, getting my start as a financial copywriter…
  • Quickly to $5,000, as the client realized what value I brought…
  • To $10,000 as I realized what value I brought…
  • To $20,000 as I there was so much demand for my time…

I’d raised my project fee by 10X in less than a decade.

And all along the way, I was ALSO getting paid anywhere from a 2% (in the beginning) to as much as 10% of the sales my copy brought in.  Starting with the very first sale.  On top of my fee.

And these fees were easy to justify, BECAUSE….

I paid far more attention to WHAT I was saying, and far less to HOW I was saying it.

I knew that if I didn’t get the WHAT right, all the HOW in the world wouldn’t matter.

And I quickly realized that all the great copywriters I knew thought this way as well.

Because this is the cornerstone of writing long copy that sells.

From the best in the biz…

Down to other copywriters I’d met in the registration line at that same event, that were catapulting their careers on the back of Clayton’s list.

I still remember one of those writers sending me a message in Google Hangouts…

“I just had my first six-figure month!”

It didn’t take me long to realize that Clayton’s list was a really good way to look at deep structure…

But it was NOT the ONLY way.

In fact, depending on the type of copy you’re writing, the deep structure of a promotion can have some small but critical differences.

I realized different BIG IDEAS require different deep structure…

If I have any big advantage over other copywriters, it’s that I’m a connector.

I’ll dig over here.  And I’ll dig over there.

And I’ll dig in another place.  And another.  And another.

All along the way, I’ll gather little bits.

Then, I’ll start arranging those little bits.

And suddenly, I see something that others don’t.

I think we all have this skill if we choose to cultivate it.

But I’m willing to work as hard as anybody to connect the dots.   Which gives me some interesting perspectives.

So a few years after getting Clayton’s list and discovering deep structure, I was looking at what’s called “big idea” copy.

That’s copy where there’s one dominant or driving idea carried throughout.

(Which ALSO describes every piece of copy that’s generated massive sales results.)

And I realized there seemed to be different deep structures depending on the big idea being used.

I also realized there was a limited number of BIG IDEAS…

Yeah, every promotion has its own.

But there are categories — or types.

And these types cross markets.

So it doesn’t matter if you’re writing a business opportunity promo…  Or a health promo…  Or an investment promo…  Or a promo in any one of a thousand different markets…

What I realized is that every BIG IDEA promo…

  • Offered to solve an URGENT PROBLEM…
  • Introduced a 10X OPPORTUNITY…
  • Or made an IMMINENT PREDICTION…

If there was a selling message that worked…

A selling message that you could pour money into advertising and generate new customers and a positive ROI…

The promo was built around one of those THREE BIG IDEA TYPES.

And depending on the demands of each big idea type, they all had their unique way of getting attention, building interest, stimulating desire, and asking for action.

In other words, they each had their own deep structure.

There it was, staring me in the face.

I’d get a new project.

I’d figure out which of the three big idea types was the best fit.

And I’d use the right deep structure for the big idea type.

With that, my copy was practically writing itself!

Once I had the big idea and the deep structure, it became really easy to crank out winning copy.

Imagine this…

You’re sitting down to write a piece of copy.

You realize your offer helps ideal prospects fulfill a specific desire, in a new way.

Better than anything else out there.

You realize this probably makes it an opportunity promo.

In fact, you’re able to position it as a 10X OPPORTUNITY — which means something about this approach is 10X better than anything and everything they’re already doing.

So you open up a template for 10X OPPORTUNITY promos.

And there you have it.

Step-by-step, it tells you what you need to do in your copy.

  • How you grab attention.
  • How you build interest and desire
  • And then how you stimulate action.

20 steps, beginning-to-end.

You know exactly what you need to say.

It’s simply up to you to take each step, in order, talking about your offer in your own words.

Same process applies whether it’s an URGENT PROBLEM your offer is solving, or an IMMINENT PREDICTION you’re making that sets up the need for your product or service.

And it doesn’t really matter the industry you’re in.  You just figure out which big idea type is the best fit for your offer, and go to town.

Once I knew what my copy needed to do, writing winners was easy…

… At least, on most of my promos.

Over the next few years, I kept this mostly to myself.

I shared it in fits and starts.

But essentially, it was my little secret weapon.

I’d get hired by a client to “beat the control.”

That is, they had a sales letter or other promotion that was already working.

In fact, if they were using it, it’d probably already beat another really powerful promo before it.

So my clients would pay me $20,000 to come in on the assumption that I could beat their best.

I’d write a brand-new promo that they’d test against copy written by another of the world’s best copywriters.

And they’d only end up using my copy if it was the new winner, the new control.

And I started racking up winners…

Making my clients many, many times that $20,000 invested in my fee.

Still, I didn’t win every time — and that bugged me.

I can’t stand losing…

It’s funny, because one of my first marketing mentors pointed this out to me.

He used to hang out with NBA players, covering the Utah Jazz as a sports reporter.

He told me that in order to get to the NBA, one of three things are true — and it usually is a pretty good predictor of how good you are…

  • If you love to play, you’re usually pretty good.
  • If you love to win, you’re among the best.
  • But the greatest players are always those who HATE TO LOSE.

“The same thing,” he told me, “applies in business and marketing.”

“And Roy,” he continued, “you’re one of those marketers who absolutely hates to lose.  That’s part of why you’re such a good copywriter.”

I would later learn from Brian Kurtz — while working on the Titans promo — that this same quality is what brought Gary Bencivenga and Marty Edelston together.

Hating to lose was a big part of why they were two of the greatest marketers of modern times.

And frankly, most other really great direct marketers are this way, too.

It’s either their nature, or they recognize its power and take on the trait.

When you hate to lose, you’ll work your butt off to find every little advantage you can give yourself.

I was sure there was a way to win even more often…

I knew the deep structure worked.

I knew that great copy always fell into one of those three big idea types.

But still, there was something missing.

Some key that, if I could discover it, would unlock a whole new level of being able to write winners and beat controls, against some of the best copywriters on the planet.

I thought back to my losers.

Why they didn’t cut it against the control.

And I realized that in every single case, there was a flaw in my big idea.

Something about the idea that just wasn’t compelling, compared to what the client was already using.

It wasn’t always the same issue.

In fact, I recognized SIX potential issues, that plagued the big ideas that weren’t quite big enough.

And I created a little test for myself, called the UPSEEN Test.

Each letter was a reminder of certain traits the big idea needed to have.

The higher a big idea scored on each and every trait, the more likely it was to be a winner.

From that day forward, nearly everything I wrote was profitable…

I’d still occasionally go up against a piece of copy I couldn’t beat.  (Anybody that tells you otherwise is a liar.)

When you’re going head-to-head with the very best, it’s pretty much impossible to win them all.

In this regard, I’m reminded of the testimonial Doug D’Anna gave to Gary Bencivenga…

“If a copywriter beats the control one out of four times, you’ve got a really good copywriter. If he beats it two out of four times, you’ve got a great copywriter. If he beats it seven out of eight times, you’ve got Gary Bencivenga.”

I’m probably somewhere in the great copywriter category, by that measurement.

And yet, even if I didn’t win them all, I took huge pride in one thing…

Just about everything I wrote was profitable.

Meaning, if you’re going to invest in my copy, it’s like buying money at a discount.

  • I get my fee…
  • I figure out the BIG IDEA…
  • I use the UPSEEN TEST to make sure it’s strong enough…
  • Then I write the promo using the appropriate DEEP STRUCTURE…
  • The client gets the copy and runs it, and they make my fee back in multiples…

Often that means I’m beating the control.  But even when I come up short, the copy still makes money.

Writing for clients, this let me write my own ticket…

Pretty soon, I had more client work available than I ever wanted to take on.

Once a copywriter has this basic skill, there’s unlimited demand for their services.

And I experienced that for myself firsthand.

Not only that, I could also write for myself…

The same copy skills that work for clients work to sell your own offers.

Which, I’ve learned, is an even better fit for me.

So now here I am speaking to you!

But I’m getting ahead of myself…

I started sharing these discoveries…

I’d put them together for my own use.

… My secret weapon.

But I’m not good at keeping secrets.

So one day I got a bunch of copywriters on a call together.

And one of the people on the call was David Garfinkel, one of the world’s top direct response copywriting coaches.

On the call, David told me this…

“Every year, I review about 50 winning big idea pieces, in group meetings, with Agora Financial. I have to say, Roy, this is the first time I’ve ever seen the winning types categorized — and I would have to say you are ABSOLUTELY correct.  Just sayin’…”

And that was just about the three big idea types.

Another copywriter on the call simply summed the whole presentation up with, “mind blown.”

When I shared the deep structure breakdown and templates plus the UPSEEN Test, the folks on the call practically reached through the internet and grabbed me by the shirt collar…

“Roy, you have to share this with other copywriters…”

They wanted me to share exactly how I’m able to quickly and effectively write profitable and control-beating big idea copy.

In detail.

They wanted the thinking behind it.

They wanted the templates.

They wanted it all.

And, well…

Who am I to turn that down?

Knowing the power this gives you to write powerful, profitable copy, fast, I decided to call it…

>>> High-Velocity Copywriting.

And with that, I went to work.

Now, I know there are a lot of copywriting programs out there.

I’ve been through many of the best.

And yet…

  • If you want a proven system that’s focused very specifically on writing big idea direct response copy…
  • The kind of copy that reliably generates profits and beats controls, for yourself or clients…
  • The kind of copy you have to write if you want to be an A-list copywriter, or get results like one…

You will love High-Velocity Copywriting…

It’s the first and only copywriting training program ever developed around this complete approach to quickly writing long-form copy that sells.

Standing on the shoulders of all the giants that came before me, and connecting their lessons in a practical framework in my unique way…

  • You’ll get a complete breakdown of the THREE BIG IDEA types, and how every single piece of breakthrough copy fits into one of the three.
  • You’ll discover how to spot your own big idea, and use the UPSEEN TEST to make sure it’s powerful enough to create a winner.
  • And you’ll have a specific template for writing your copy based on the proven DEEP STRUCTURE of copy that sells.

High-Velocity Copywriting delivers all of this to you on a silver platter…

Or at least in the form of streaming video training and downloadable templates!

You’ll get the full details in a minute on how to get instant access.

First though, I wanted to share everything you’re getting in High-Velocity Copywriting.

You’ll see that I came at this course in two ways…

First, you’ll get all the strategies you need to write better copy, faster…

  • You get the big idea types, and how to find your message.
  • You discover the secret deep structure underneath any great sales message.
  • You learn how to grab the attention of your ideal prospect.
  • You discover how to build interest and desire, to get them ready to make a buying decision.
  • And then you get an exact and very specific template for stimulating action through your offer presentation.

… And then you get even more!

Borrowing from a “copy chunking” approach I picked up from Dan Kennedy…  You get a whole pile of different elements you can easily plug-and-play in your copy to make it more powerful.

Then you get specific training on three of the most important and most consistent pieces of copy I’ve had to write as part of direct response campaigns.

This applies both in working with clients and selling your own products.

You’ll see exactly how to quickly and effectively write order forms, email copy, and lead generation copy that gets engagement and action.

But as soon as I was done with all of this, I realized it wasn’t quite enough.  So…

Second, you’ll get explicit walkthroughs of the templates for each big idea type…

This was originally recorded as a separate “templates” program — but now you get them both, two-for-one.

Basically, in the original High-Velocity Copywriting program, all three big idea types are presented side-by-side.

So you’ll see how to grab attention in each, and how to build interest and desire in each, and how to stimulate action in each.

But I quickly realized you would also benefit from each one being broken out on its own.

So you have a beginning-to-end walkthrough of how to structure and write an urgent problem promo…

… And a walkthrough of structuring and writing a 10X opportunity promo…

… And the same for an imminent prediction promo…

Including a downloadable template and reference guide you can use for each.

So that’s exactly what I did.

And the templates program is also where I taught the UPSEEN Test, for figuring out if you have a strong enough big idea, even before you launch your campaign.

Now you get it all with the core High-Velocity Copywriting program.

Quick note: this is NOT a course in how to swipe!

The more popular copywriting becomes — both as a skill and a career — the more it seems at least some contingent of writers just want to steal others’ work.

I think this is in part because copywriting is sold as a “magic pill” opportunity to the business opportunity crowd.

And some of the world’s best copywriters write that copy — so it’s really convincing!

If you show up believing a “magic pill” promise, you’re probably also lazy enough to want to just get paid for stealing.

But here’s the thing…

I’ve never met an A-list copywriter who overtly steals other copywriters’ work…

  • First off, stealing big chunks of copy is illegal. Because advertising and marketing is protected by copyright, just like any other creative work.
  • And second, it’s just not as effective as writing the copy yourself.

Be inspired.  Internalize the language and the psychology behind it.  Model the deep structure found in other great copy.

Even follow the step-by-step templates you get in High-Velocity Copywriting.

All of that is great.

But the kind of outright theft taught as “swiping” in other copywriting courses is BS.

In fact — another story for another time — I once had to blacklist a copywriter for blatant and egregious swiping.

You’ll never write copy for the really good direct marketing companies if your main method of writing involves taking big chunks of others’ work.

And if you write for yourself, you’re still doing yourself a disservice.  Because that approach will never get you the kind of wins you can have by writing original copy based on proven deep structure.

Speaking of proven deep structure, let’s get back to what you get with High-Velocity Copywriting.

You’ll also get a really special bonus, tied to that Clayton Makepeace list…

As I said, that list I got from Clayton Makepeace was absolutely the missing secret to me finally being able to write long copy that sells.

Every other skill and capability I discovered as a copywriter…

That would lead to my copy making millions-upon-millions of dollars for myself and clients…

Was built from that foundation.

I made sure to tell Clayton how impactful that was to me.

And in addition to eventually getting hired by Clayton to write copy for him and his clients…

Clayton asked me to give a presentation to his mastermind how I’d used his list to write my first few million-dollar winners.

I was flattered, to say the least.

Here I was, teaching my mentor’s lessons, to his own students…

And at the end of the webinar, even Clayton said he’d been taking notes!

After that, I asked his permission to share my experience with his list to my own students.  To be able to teach the list, from my own perspective.

He had a huge and generous heart, so of course he said yes!

And so I used my notes, and did my own webinar.

I called it “The Copy Outline that Launched My Copywriting Career.”

And you’ll get the recording as an additional bonus to High-Velocity Copywriting.

Now, with my tongue planted firmly in my cheek, I say…

But wait, there’s more!

I reserve the right to add more value.

And so, for example, I picked up a brand-new lesson to make your copywriting even more powerful.

It’s something I’d often done unconsciously, that was finally made conscious.

It applies especially when you’re selling a solution to an urgent problem that other solutions have failed to resolve.

But frankly, it’s something I think about with every piece of copy I write now.

(In most mature markets, your buyers have tried a handful of other solutions and they’re still plagued by the nagging problem or unfulfilled desire.)

It’s a lesson I’ve called “Reframing the Problem and Solution.”

I even used it in this copy!

And I added this how-to as a bonus video lesson to High-Velocity Copywriting.

In the future, if I happen across any idea that I believe adds to the core value of this program, I reserve the right to add that, too.

Now we get to the important question…

How can YOU get started with High-Velocity Copywriting?

I’ve often seen courses like this sold for $1,000 — if not $2,000 or $3,000 or more.

And frankly, if I just wanted to get the most money from the smallest number of buyers, that’s how I’d price it.

A few copywriters would learn the same skills that have earned me royalties of $35,000 and more from a single promo.

I’d be happy because I was making a lot of money.

And they’d be happy, too — because they’d be learning a skill that could easily deliver 10X to 100X ROI on the cost of the program.

But you don’t have to pay $3,000 or $2,000 or even $1,000 for High-Velocity Copywriting.

I’ve also seen plenty of courses around the $300 to $500 mark that don’t deliver anywhere near this kind of structured methodology for writing winning copy.

So even though you pick up lots of good tips, tricks, and lessons — well, you have to translate that into how to put together your copy.

High-Velocity Copywriting delivers more — but you don’t have to pay $500 or even $300 today.

So what kind of investment are we talking about?

Pay just $97 and binge-watch the whole thing…

That’s right — you get access to all of it for just $97.

High-Velocity Copywriting is part of my BTMSinsiders training library for copywriters, marketers, and entrepreneurs.

And you get access to this plus every single other training in the library as part of the BTMSinsiders All-Access Pass.

Which means YOU’LL ALSO GET…

  • The Story Selling Master Class
  • Webinars That Sell
  • The Most Valuable Customer Strategy
  • The Value-First Funnel Strategy
  • Think Like An A-List Copywriter
  • Copywriting Royalties and Pay for Performance
  • The Copywriter’s Roadmap To Building A Core Offer
  • Proof, Credibility, and Believability
  • The Client-Getting Blueprint
  • The Control-Beating Project Pre-Flight Plan
  • The Scientific Path to Increasing Profits
  • Emotional Direct Response Copywriting
  • Scientific Advertising in the 21st Century

… And more.

Not only that, every month I do special Insiders Calls including quick training on a relevant topic plus a chance for Q&A with me.

As an All-Access Pass holder, you can join us live for the Monthly Insiders Calls.  Plus you’ll have complete access to the past call recordings.

And to top it all off…

The BTMSinsiders training library is constantly growing, and you’ll continue to get access to all NEW training for as long as you maintain your membership.

The monthly membership fee is currently $97.

That gets you in the door.

Watch as much as you want.

Binge-watch the entire High-Velocity Copywriting program.  (And don’t forget to download the templates.)

Watch anything and everything else.

You get it all…

By the end of your first month, 1 of 3 things will be clear…

#1: You may decide it’s not to your taste…

I understand, not every training program or other product or service is a fit for everybody.

I’ve started things I thought I would love, and with the best intentions.

And then for whatever reason, I realized it wasn’t to my taste.

If that happens with you here, I’d rather make you whole and part ways as friends.

We offer self-service account management.  So you’ll be able to log in and cancel your membership.

And if you’d like a refund of your first month’s membership fee, let me or my team know at [email protected].

You’ll get a prompt and courteous full refund of every dollar you invest today.

#2: You may decide you’ve gotten your fill…

As I said, we offer self-service account management.

I hate when I have to jump through hoops to cancel anything.

And I follow The Golden Rule — which means I will always treat you the best way I want to be treated.

So you can spend the next month binge-watching High-Velocity Copywriting as well as any other BTMSinsiders training.

And if you decide you’ve gotten everything you came for, you can cancel before your first month is up and never pay a penny more.

You’re never under any obligation to continue.

#3: Or you may decide you’re just getting started…

The BTMSinsiders members catalog now has over 100 hours of training — and more value keeps getting added every month.

My goal is for as long as you are a member…

The value you get will be at least 10X your monthly membership fee…

If not 100X or more…

As you apply what you get from my training in your copywriting, marketing, or entrepreneurial endeavors.

And considering that even just the skills in High-Velocity Copywriting have made millions for my clients and a big chunk of royalties for myself…

I don’t see this as that big of a stretch goal.

My best students consider it the one membership they’ll never cancel

Because they’re using what they learn to grow their business and create opportunities almost nonstop.

When you join them and get started today, you’ll lock in your monthly membership rate for as long as you remain a member.

I’ve raised the price before.  And if I do it again, you’ll never pay a penny more.

Plus you’ll be getting all new training and the monthly calls — as well as any other added member benefits — for as long as you maintain your membership.

Here’s how to get started…

When you click the Join Now button on this page, you’ll go straight into the checkout process on BTMSinsiders.

You’ll be subscribing to the BTMSinsiders All-Access Pass for $97 per month.

You’ll be able to pay by credit card, processed securely by Stripe payment processing.

Once you complete your order, you’ll get instant access to all the training at BTMSinsiders.com.

Which means you’ll be able to click around, browse, and start any of the training you want.

My first recommendation is to…

Browse around for a couple minutes, to familiarize yourself with the site, course catalog, and everything you get.  I think you’ll be very pleasantly surprised.

But then, because you’re reading this, I think you’ll want to find High-Velocity Copywriting.

Just click the “All Courses” button at the top of the page, then either browse or search for High-Velocity Copywriting.

When you’re logged in, you should see a “Resume Course” button that will take you straight into the player and the course contents.

From there, you’ll be able to see and access all the course contents.

You can binge it right away.  You can spread it out over the next month.

You can even watch it multiple times.

Do it how it works for you.

You have 24/7 streaming access, through your membership.

All you have to do is click Join Now to get started.

Here’s where I’d normally throw a bunch of urgency at you…

If you’re involved with copywriting and direct marketing in any capacity, you know the drill.

You conclude your sales message with some kind of big urgency element.

  • The offer is closing.
  • The deal is going away.
  • There’s a deadline.

… Buy now!

If I were to do any of that, it’d be fake.

And yet…  There is some real urgency here.

But it’s not mine — it’s yours.

For me, understanding just the first major lesson in High-Velocity Copywriting transformed my life within 3 months and 3 days.

I went from desperately desiring the freedom I knew would come from knowing how to make a bunch of sales with my copywriting…

To having that freedom, and then some.

And it’s only gotten better since.

Along the way…

  • I used this to break clients’ sales records…
  • I created multiple million-dollar-plus paydays for my clients, and shared in the spoils.
  • And I landed some pretty incredible copywriting opportunities.

I’ve used this same skillset to write my own ticket. 

And now I’m building my own direct response business on the back of this one fundamental ability — writing long-form direct response copy that sells.

I’m sure you’ve heard Gary Halbert’s maxim that…

“One good sales letter can transform your life.”

I’ve experienced it firsthand.  And then I experienced it over and over again.  With another sales letter (or VSL, or…), and another.

And now I’ve packaged up the how in High-Velocity Copywriting, and you can take the whole training for a ridiculously low price as part of the BTMSinsiders All-Access Pass.

So my only urgency to you is in this question…

How long will you wait to transform your life with the ability to write powerful sales letters?

Frankly I wish I’d had this back in 2005, when I was a wet-behind-the-ears novice copywriter with a big dream.

I didn’t.

But you can have it today.

Not only that, you’ll have the next month to make sure it’s right for you.  With no obligation to continue, and prompt and courteous full refund if you find it’s not a fit.

All you have to do is click a Join Now button on this page.  And you’re in.

Yours for bigger breakthroughs,

Roy Furr

FAQ

“What was your biggest discovery in terms of writing copy that sells?”

In short, WHAT you’re saying is far more important than HOW you say it.  Most novice copywriters — including me — focus on superficial details like word choice and phrasing.  That’s not what generates results.

Great copy has a DEEP STRUCTURE that follows a consistent process.  It grabs the attention of the ideal prospect.  It builds their interest and desire in your message and offer.  And then it stimulates action and the purchase.

This matches our human decision making and buying process.  And is what it takes to move someone from zero awareness of your offer to buying in one piece of copy.

This is what every A-list copywriter focuses on.  It’s what I teach in High-Velocity Copywriting.  And if you want to write copy that gets results like these greats, it’s what you have to focus on, too.

“What do so-called ‘big ideas’ have to do with it?”

Every breakthrough sales message conforms to one of three BIG IDEA TYPES.

  • It promises to solve an URGENT PROBLEM.
  • It introduces a 10X OPPORTUNITY.
  • It makes an IMMINENT PREDICTION that demands response.

Each of these big idea types has its own different deep structure.  Once you identify the right big idea and map it to the appropriate deep structure, your selling message practically writes itself.

I’m the first copywriter to have explicitly identified that these are the only three big idea types behind every breakthrough selling message.  And so my High-Velocity Copywriting is the first and only program built to teach you to write from each of these three big idea types.

“How do I know if I have a good big idea for my copy?”

There are 6 potential pitfalls in picking a big idea — particularly if you’re writing “beat the control” copy that will be tested against proven copy from another top copywriter.

There’s also a way to avoid these ahead of time.  To strengthen your big idea, or know when you need to go back to the drawing board.

My UPSEEN TEST — as taught in High-Velocity Copywriting — will help you check and see if your big idea is strong enough.  Plus show you explicitly what you must do to boost its selling power — even before you spend a penny on advertising.

“How will this help me write better copy, faster?”

Imagine this…

You have a clear and strong big idea for your copy.  You know exactly what you need to say.  You have an explicit template to follow.  In fact, you have even typed that template into your document to get started.

You’re no longer staring at a blank page.  Instead, you see exactly what you need to write.  All it takes is talking about your big idea and your offer in your words, following the “what to do” instructions from the template.

And it’s all based on proven principles and strategies from the world’s best direct response copywriters — who get paid $20,000 and more for writing a sales letter.

I’ll ask you: How can that not lead to writing better copy, faster?

Side note: I track my hours, and this entire letter took less than 12 hours to finish.

“Roy, what results have you gotten with what you teach?”

My copywriting has generated millions-upon-millions of dollars in sales results for clients.  I wish I’d kept better count.

Shortly after discovering deep structure, I broke one client’s sales records for a new opportunity product.  Selling so much within two weeks after launch that they had to stop selling the product to focus on fulfillment.

It wasn’t long after that I wrote my first million-dollar promo for a client, earning over $35,000 in royalties in addition to my project fee.

I’ve gone on to write multiple promos that have generated well into the 7-figures in sales.

I earned the copywriting opportunity of a lifetime, wrote the sales letter for The Titans of Direct Response, and got a testimonial from my hero Gary Bencivenga saying, “your promo sings.”

I’ve had a virtually unlimited stream of client work available for the last decade, earning $20,000 per sales letter plus royalties ranging from 3-10% on sales generated.

And I’ve moved into building my own business using these same skills.

“Will I get the same results?”

I can’t and won’t promise that.  I just don’t know.  There are too many factors involved, well beyond what I can put into the training.

But I am confident that what I’m teaching is what it takes to write copy that sells.

I’ve worked with many copywriters who are applying these same lessons to make themselves and their clients a small fortune.  As well as business owners and entrepreneurs who are using these same skills to build their own business.

You might not make as much as we have.  Then again, you could make more.

The results will come with how you use what you’ve learned.

And how you use what you’ve learned will be up to you.

“Can I use this to write copy for clients?”

Yes.  Absolutely.

That’s where I got my start as a direct response copywriter.

First in a full-time job.  Which I always considered to be a client relationship with a salary.

Then, building by copywriting business, working with clients on a freelance or contract basis.

You can absolutely use this to write copy for clients.

“Can I use this to write copy for my own business and offers?”

100% yes.

If you have your own product or service and you’re writing sales and marketing copy designed to sell it, you’ll love High-Velocity Copywriting.

You get all the benefit of developing the skills that could make you a top copywriter.

But you stand to keep much more than the 5% royalty many copywriters are happy to collect.

“Does this only work with text sales letters?  What about VSLs?  Other media?”

When you understand big ideas and deep structure, you realize superficial details like the medium of presentation are much less important.

So while the specific tactics may change slightly from medium to medium, the same fundamental principles and strategies of High-Velocity Copywriting will work anywhere.

This is about how humans take in information, make decisions, and decide to buy.  If you’re selling to humans — in any media — you’ll get a ton of value from High-Velocity Copywriting.

“Does this only work in health and financial?   Will it work in my niche?”

Health and financial are well-known as the two big niches for long-form direct response copy.  Sometimes self-help gets lumped in there, too.  Along with a handful of other loosely-connected industries.

But they are NOT the only place where this works.

As the internet has made all advertising trackable, more and more businesses, in more and more industries are turning to direct response.

The more complex or intangible your offer, the more likely it is that longer direct response copy will not only work — but be the best way to sell it.

If your offer solves an urgent problem, introduces an 10X better opportunity, or makes an imminent prediction…  And most offers in most industries do fit under this…  You’ll be able to adapt and apply the principles and strategy in High-Velocity Copywriting to your niche and business.

“So what all is in High-Velocity Copywriting?”

High-Velocity Copywriting includes video training, templates, and other downloads around…

  • Finding Your Message
  • Structuring Your Presentation
  • Grabbing Attention
  • Building Interest & Desire
  • Stimulating Action
  • Copy Elements
  • Order Forms
  • Email Copy
  • Lead Generation Copy
  • Productivity Strategies
  • The UPSEEN Test
  • The Urgent Problem Copy Template
  • The 10X Opportunity Copy Template
  • The Imminent Prediction Copy Template
  • The Clayton Makepeace Outline Webinar
  • Reframing the Problem and Solution

It’s over 8 hours of total training full of speed secrets and shortcuts to help you write better copy, faster.

“Is this a swipe file?”

No.  Swiping as it’s often taught is both illegal and less effective than writing your own copy.

While I do give templates, they are focused on the WHAT to say, and not HOW to say it (such as word choice, etc.).

I’m all in favor of seeing how other copywriters say things, and perhaps picking up some word choices here and there.

But simply swiping doesn’t cut it if you want to be a seriously-successful copywriter.

So you won’t get it here, and you won’t get it from me.

“Are there templates I can follow?”

Yes, absolutely!

As much as I dislike swiping superficial details of copy, I know the power of modeling your copy on the DEEP STRUCTURE of other highly-effective selling messages.

That’s what I got from Clayton Makepeace, in the form of a list, all those years ago.

And it’s what I’ve continued to refine and build upon since then.

Culminating in the three big templates for the three big idea types, all of which are included and taught in High-Velocity Copywriting.

“How do I get access to High-Velocity Copywriting?”

When you click the Join Now button on this page, you’ll be taken to the BTMSinsiders checkout process, to subscribe to the BTMSinsiders All-Access Pass for $97/month.

This gives you 24/7 unlimited streaming access to the entire BTMSinsiders training catalog for copywriters, marketers, and entrepreneurs.

High-Velocity Copywriting is one of many training titles you get as part of your BTMSinsiders membership.

“Is this available outside of the BTMSinsiders All-Access Pass?”

Currently the only way you can get access to High-Velocity Copywriting is through the BTMSinsiders All-Access Pass.  And it’s likely to remain that way.

If I did not offer this as part of this membership program, the price would likely be at least $497 and perhaps much higher.

“What else do I get with BTMSinsiders membership?”

Your BTMSinsiders All-Access Pass gives you instant and always-on streaming access to my entire training library, starting today.

Some of the other training you’ll get today includes…

  • The Story Selling Master Class
  • Webinars That Sell
  • The Most Valuable Customer Strategy
  • The Value-First Funnel Strategy
  • Think Like An A-List Copywriter
  • Copywriting Royalties and Pay for Performance
  • The Copywriter’s Roadmap To Building A Core Offer
  • Proof, Credibility, and Believability
  • The Client-Getting Blueprint
  • The Control-Beating Project Pre-Flight Plan
  • The Scientific Path to Increasing Profits
  • Emotional Direct Response Copywriting
  • Scientific Advertising in the 21st Century

… And more.  In addition to monthly Insiders Calls, featuring training and Q&A with me.  Plus any additional training, bonus, or members benefit added, for as long as you maintain your membership.

“Do I have to continue my membership beyond the first month?”

Absolutely not.  There’s no contract or obligation to BTMSinsiders membership.

We offer self-service account management, so you don’t even have to call or email.

If you want to binge watch High-Velocity Copywriting for the next month and then cancel, you’ll be able to do so.

You can cancel anytime, and never pay another penny or be under any further obligation.

That said, there’s a ton of value in the catalog and it’s always growing.  My smartest and best students consider it the one membership they’ll keep basically for life.

My recommendation is to approach it from the perspective of maximizing the value and ROI you get.  Plan to keep getting value — with the comfort that comes from knowing you can stop any time.

“What if I decide this isn’t for me?”

If you do decide in the next month that it’s not a good fit, cancel your membership.  You can email [email protected] to receive a prompt and courteous full refund of your membership fee.

Beyond the first month, cancel anytime.  You’ll keep access for the rest of the month you’ve paid for.  And you won’t pay a penny more or have any further obligation.

“Is it true that one good sales letter can change your life?”

I’ve had this happen to me at least three times.

  • The first time I used the Clayton Makepeace outline and broke my client’s sales record, it basically unlocked an unlimited flow of client work for me as a copywriter.
  • The first time I wrote a million-dollar sales letter and received over $35,000 in royalties it reinforced just how valuable this skill could be.
  • And when I wrote the sales letter for The Titans of Direct Response, earned a testimonial from my hero, and got global recognition for my copy, I finally felt like I’d made it to the next level.

Each changed my life in critically important ways — although not always sheerly in terms of the money I made.

I don’t know what you’ll use your ability to inspire action for.  Do you want to build a business?  Simply write for clients and make a good income?  Change your community?  Change the world?  The same fundamental skills of persuasion apply.

And I know my voice is just one of many who can attest that learning this skill can absolutely change your life.

“Where do I sign up again?”

Click this Join Now button to go straight to the BTMSinsiders checkout process, where you can get started with your All-Access Pass and the High-Velocity Copywriting training…