Working from home has many advantages, but I heard an interview this morning that made the hairs on the back of my neck stand on end.

A pretty successful SEO guy who works with offline businesses works like many of us “digital entrepreneurs”, from his modest office at the back of his house.

On this particular morning he was getting through his early morning tasks like checking his emails, and sending out invoices to clients, when he heard the front door burst open.

Before he had time to get out his office chair to see who was making such a dramatic entrance, his 7-year-old son flew through the office door. Turns out the local school heating had broken down, and being winter all children had been sent home for the day.

Whilst this normally wouldn’t have been a problem to our SEO man, on this wintry morning, his little boy was so excited to be off school for the day, and so eager to tell his Dad the good news that he paid no attention to the full mug of coffee sitting on his father’s desk.

Thus, whilst jumping up and down in glee he knocked the mug all over the desk where the contents spilled onto his father’s keyboard, and sloshed down onto the PC base unit!

After the initial post-spillage shock, it turned out the computer wasn’t mortally damaged and the father’s work could continue.

However, (and this is what really freaked me out!) is that this guy had EVERYTHING to do with his SEO business on his PC, and like too many others, never really bothered to regularly back things up.

Had his computer ceased to work, he would have lost everything. Year’s worth of client information, invoice details, hundreds of articles and editorials, and at least a dozen vital programs he uses everyday to run his business!

It really made me think about how often I back things up.

I like to think of myself as pretty organized, and I routinely back up the contents of my MAC at least once a week. Know what? After hearing this story I’m thinking I may start backing things up once a day!

I also keep printed records of my client details, any contracts or documents I use regularly, and I have a disk full of any software I use on a daily basis.

How Do You Back Things Up?

If you work from home here’s how to ensure you’re always protected if your computer has an off-day, or even worse, a fatal accident involving coffee!

1. Make a complete copy of your hard drive. To be safe I would do this on a disk, and a USB. Ensure you have a recovery disk made for your PC in case something does go seriously wrong.

2. Separate software, invoices, scripts, accounts, sign-in details etc. into different folders and back them up individually. That way if you ever need to recover something in particular you won’t have to sift through dozens of files to find what you need.

3. Make printed copies of any important documents. This way you don’t have to rely on your PC should something go wrong.

4. There are certain websites that allow you to store information out in your own little corner of Cyberland. That way if you lose anything you simply log into your account, and download whatever it is you need.

This way you can also access your information wherever in the world you are, even if you’re not on your home PC. There’s normally a charge to use a service like this, but it’s a small price to pay to protect your business.

The main thing is to make sure you have some sort of back-up system in place! If the thought of your computer going up in smoke makes your heart skip a beat, you aren’t backing your stuff up often enough!

Now where’s that coffee?

It’s that time of year when everyone starts dreaming of a New Year filled with even more happiness, health, and wealth than the year before.

If you work for yourself, there’s a pretty good chance your hopes for your business will be the same as most other entrepreneurs.

More clients, higher profits, and better stability.

But how are you going to achieve those goals? Some people will simply work even harder in their business. Spending more time in the office than anywhere else, and sacrificing every spare moment of the day (and night in some cases!) to “Get things done”.

Contrary to what many people may tell you, whilst having your own successful business does require hard work, overdoing things can have a disastrously negative effect. Not just on your business, but on your health, and personal life.

It’s the old richest person in the graveyard scenario. What’s the point in making a ton of money if you’re going to burn yourself out before your time?

So What’s the Answer?

Here are a few tips to help you work smarter not harder, so you can achieve your business goals without running yourself into the ground!

Have a Plan

Having a proper plan in place for your business is vital to your success. It’s also of paramount importance if you want to claim back more of your time. How many times have you worked for 12 hours in the day, only to be left wondering why you seemed to get so little done?

When I started in business I tended to “freestyle” somewhat. Having a rough idea of what I wanted to achieve throughout the day, and then jumping from task to task until I’d got a few things done, or wore myself out.

It was only when I started following a proper business plan that I realized how much time I was wasting.

At the beginning of every week plan out each day, so you know what needs doing and can figure out how you’re going to schedule everything into your day. Once you have your daily “plan of action” stick to it!

Don’t go from task to task. Stick to one thing and work through to completion. Only then should you move on to the next thing on your list. The amount of time you’ll save working this way will blow you away!

It’s all about, planning, organization, and focus.

Don’t Try and Do It All

One of the biggest mistakes I made when I started my own business was trying to do everything myself. I wanted control over everything. Accounting, marketing, writing- the lot.

Whilst I knew everything had been done to my very high standards, I was working 16 hours a day, having no time to spend with my friends and family, and ended each day exhausted and cranky.

Once I finally accepted I couldn’t do everything myself I looked into outsourcing. Regardless of what part of your business you choose to outsource you must outsource something.

Even if it’s a very basic, yet time consuming task.

There are plenty of great workers desperate for employment, who after some basic training will become a vital part of your success. Yes you may have to sift through some “turkeys” to find your gems, but once you do you’ll never look back.

Remember, outsourcing doesn’t mean you’re losing control over your business. You can still oversee what your staff are doing, and can work with them to improve the quality of their work.

Take Time for Yourself

If you only listen to one tip from this post it has to be this one.

Taking time out from your business is more than vital. Even if you only take one day off a week to begin with, you have to stop working and do nothing in relation to your business.

It doesn’t matter whether you spend the day with friends and family, or whether you spend the whole day in a darkened room (I’ve done this a few times myself!).

What’s important is that you switch off and take your business head off.

This special “you” time will actually benefit your business. You’ll find that having a break leaves you feeling bright and refreshed, and you’d be amazed at how much more productive you are when you start working again.

More importantly that any of that, your family won’t lose you to your business. Remember, they’re probably one of the reasons you started it in the first place!

“Chestnuts roasting on an open fire, Jack Frost nipping at your nose.”

The holidays are here again, although for most of us they were here back in September when the grocery stores started to tentatively put out the first of their Christmas products, thinking we hadn’t seen them at it.

Along with the holidays comes a global marketing frenzy, and for those that care to take notice, a great lesson in sales and marketing.

Let me explain…

Not everyone in the Western world celebrates the Holidays, and there are some people that can’t wait until January hits and the world returns to some sort of normality. But consider what the majority of people associate with Christmas time.

Christmas lights, tinsel, warm nights snuggled in front of the fire, tasty comforting food, presents, parties, time off work, and time to spend with friends and family. Most people have very positive associations with this time of year.

For many consumers the sight of Santa Claus and the reindeer flying through the sky, against a backdrop of snow and Christmas lights brings with it some very warm feelings, and fond memories of Christmases gone by.

So what do we see in most marketing and advertising campaigns approaching the Holiday season?

You got it. Santa, snow, reindeer, food, people hugging and laughing, warm fires, tables laden with tempting treats, and a host of other Christmas related symbols.

Then there’s the hits from Bing Crosby and Nat King Cole you used to hear your folks playing throughout December.

Companies know all about our positive associations with Christmas, and build their whole marketing and advertising campaigns around the sounds and imagery we respond to so warmly.

After some repetition and exposure, we begin to associate their products and offers with those warm feelings we get about Christmas.

What’s the Lesson?

Good marketing taps into our feelings, emotions, and associations in order to motivate us to buy. Businesses get us to associate their products with positive feelings, and their competition or not using their products with negative feelings.

That’s why when you see cars advertised, more often than not you’ll see them being driven on big open roads, high on a beautiful mountain with the clouds and ocean in the background.

Most of us associate this sort of scene with space, freedom, speed, control, and excitement to name just a few. And these are the exact feelings the car manufacturers want us to associate with their vehicles.

Even if it was the greatest car on the planet, do you think it would sell as well if we watched an advert where a middle-aged couple were driving it into a shopping center multistory car park?

Not quite as inspiring as our gorgeous mountain top scene is it?

So How Can We Use This in Our Own Marketing?

Have a look at how you engage with your customers. Are communicating with them in a way that appeals to their feelings, emotions, and associations?

It’s been said many times that people buy on emotions, and justify their purchases with logic. Chances are that if you’re trying to market your products and services using features and benefits alone you’ll be leaving money on the table.

Why do you think companies like Pepsi pay superstars like Michael Jackson, and Beyonce millions of dollars to feature in their advertisements? It’s certainly not to do with their selling ability.

And why do you think that from September onwards Santa becomes the main feature of almost every advertising campaign on the planet?

Happy holidays everyone!

What I’m about to share with you is an incredible secret about copywriting that tends to be overlooked by most entrepreneurs.

The secret is powerful enough to repel your readers from your offer. Not knowing this can end up costing you a lot of money. You lose sales without realizing why. Sadly, most people wouldn’t recognize it if it starred them in the face.

If you want to know this secret to increase your promotions… then you need to read on and discover how you can apply it with precision to your sales letters and promotions.

If you’re smart enough then you already know that your copy can either repel readers from your offer, or it can prompt them to take action.

In case you are still undecided about the power of words ask yourself why some copywriters are paid in excess of $20,000 for a single sales letter?

… The answer of course is: “because they make the client six-figures, sometimes millions in return.”

Copy written in the right context hits the sweet spot of your potential client and therefore moves him or her to buy from you.

Words are very powerful. So much so that they can direct people to break with tradition and vote for a black president (as was the case with Barrack Obama and his Twitter campaign), and move people to act intuitively – without their conscious knowledge.

As a copywriter I understand the power of words. Words are my secret weapon. And they are mighty powerful when used accordingly.

The Success Element No One Talks About

Before I’m about to get into the secret success element no one talks about I need to ask you to pay close attention.

Fail to see the incredible value of this “secret” and you fail to understand one major copywriting success principle.

When writing your promotions, you need to pay close attention to the connotations of your words. Why? One single word can trigger the wrong feeling in your prospect’s mind – and that’s usually enough to lose them for good.

When readers look at your copy, they usually do two things; one group connects with what you’re telling them; the other group fails to connect emotionally with what you’re saying and leaves. Your job is to increase the number of people belonging to the first group to increase your ROI.

Words such as cheap can actually ruin your promotion because readers might associate them with something that is “of little value” or “crap.”

When writing your promotions, always aim to include copy that evokes a positive association in your readers’ minds.

Use words like: free, you, your, easy, new, safe, fun, guaranteed, now, how to, proven, benefit, etc.

Your objective is to paint a positive picture in your potential customers’ heads. It helps them to connect with your message, which prompts them to take action and buy.

You can test the power of words for yourself the next time you have an argument with your spouse or partner. Use positive associations rather than blame and see how you disable their armory with a couple of carefully placed words.

Practice this and before long you become a powerful wordsmith, able to disarm anyone with a few carefully placed words and have them jump through whatever hoops you place in front of them.

You make more sales, get more people to subscribe to your newsletter or get the best room in the hotel – without having to pay for a costly upgrade.

When hiring a copywriter to write your promotions keep in mind that his or her ability or failure to use words in the right context can either make you or cost you a lot of money. If you’re thinking about saving money by hiring a cheap writer think again, because most cheap writers are exactly that – cheap.

They produce crap content that is at best good enough for the shredder. Their copy fails to get you the results you want. You get no return on investment and what you perceived as a clever way to save money has actually ended up costing you thousands of dollars in missed sales.

Note: This post has been previously featured on Keith Keller’s Blog. This is a guest post by Monika Mundell, sizzling copywriter, author and entrepreneur. Monika has an intuitive understanding of the conversations in your customer’s heads. She works with businesses of all sizes, helping them convert leads to buying customers with her witty, sharp and informative copy.

Late in 2009 I was stuck in a business I loved, but felt trapped because I had simply swapped a boss for a business. I was still the slave who sat there 14-16 hours a day trying to make ends meet. I did. But the price I paid was far too big on my health, on my relationships and my quality of life. You might wonder what my being stuck has to do with systematizing your blogging schedule?

Just bear with me while I connect the dots for you…

Here’s the thing. Back then I was chasing the rainbow. My schedule was being controlled by other people and I was reacting to their needs, whims and demands. There was little left for myself at the end of the day. Day after day I would fall into bed exhausted… wondering whether I had made the right choices – the choices that had led me to that point in time.

Recognizing the Problem and Fixing It

In my heart I knew I did. My mind however was telling me to “get a life.” To work smarter, not harder. Since then I have come a long way, and so has my business and the way I run it. Today, nobody controls my schedule but me. I have gained more time freedom than ever and generally work about five hours a day – the rest is spent playing with my birds, enjoying quality time with my husband, traveling the world and OK, I admit it – hanging out at Facebook (my partial social media addiction).

Systemizing Blogging – Start by Respecting Your Time

If you struggle with your content schedule, be it with your blog posts, your newsletters or video posts it is likely that you are a victim of other people’s demands. The first step in finding the time to fix things is to recognize the problem for what it is.

How can you expect others to respect your time when you don’t? You need to set clear boundaries and make yourself unavailable more often. You’d be surprised to see that the world still functions without you checking email every two minutes.

Content creation is not hard when you set yourself up for success. The less room you leave for failure, the better your system will run.

The 3 Rules to Establishing a Successful Blogging Schedule

Establishing a blogging (or content schedule of sorts) is actually quite easy if you abide by the three foundational rules.

Rule # 1 – Eliminate Distractions

This rule is the first and the most important rule if you want to gain more clarity about your content schedule. Let’s face it, in today’s age and time most people spend hours a day on social media. Unless your activities are heavily targeted and you tweet, buzz, facebook and message for a good reason you are wasting your time!

Email is another medium that robs you of peace of mind. How many times a day do you check email, instead of planning and writing your blog posting schedule? I guess more often than not, otherwise you wouldn’t be reading this post.

In order to claim back ownership of your time you must eliminate ALL non-paying activities online. If the activity doesn’t bring you a new paying client, a new business partner or a new product sale forget about it – at least until you have some spare time. I’m serious! There is plenty of time to be social AFTER you have completed your schedule.

Rule # 2 – Get Inspired

Inspiration can happen to you unexpectedly. Your next topic for a great blog post can be found just about anywhere you look and listen. If you frequently experience writer’s block then you are trying too hard. I have found some amazing “lightbulb” moments by reading the TV guide (even so I hardly watch TV).

Make a list of topic ideas. Here are some places to find inspiration for blog posts:
• Ad breaks on TV
• TV guide
• Other industry blogs (think supporting posts, controversial posts, new ideas, tutorial, etc.)
• Industry magazines
• Listening to people’s conversations (both online and offline)
• Books
• Newspapers
• …
Write down every whimsical idea you have and file them as potential ideas for your writing schedule. These ideas will come in handy later down the track. Often they will help you find your muse.

Rule # 3 – Develop Habits

Habits turn into behavior. If you do something long enough it will eventually become part of you. It’s like being made to speak a new language. Be patient as you start on the road to a new, more organized you. There will be times when you crash and burn. If you do, get up and keep going.

Every system starts with simple processes. Eventually these turn into a working machine.

Your Blogging Machine

Setting up and running your blogging machine week in and out is easy with the above foundational rules in place. I have found setting aside a weekday or two to write the weekly content schedule to work well for me. The only difference between you and me is that I do this for clients, whereas you’d be doing it for your blog(s).

Usually on Sunday nights I spend 10 minutes planning my posts for the following week. I reserve a day/or two to write my blog posts early in the week then proceed to doing that. Before I sit down to write I grab my muse list, my headphones and my iPod with my easy listening playlist. I find that my muse really flows when I’m surrounded by good vibes and a stress-free environment (this includes pet free, child free, work colleague free places – if possible).

If that is not possible try to listen to some music to create your own writing zone at will.

I aim to publish my posts twice weekly, depending on the client’s needs, but even if you opt for one post a week it is better than none.

Once written, posts can be scheduled for publication if you run your blog on the WordPress software. It works perfectly every single time.

Getting the System Down Pat

Once your posts are scheduled for the week you are off to a great start. Things are much easier to control once your system has been set up. The next thing you must do is to keep at it, week by week. Get into the habit of observing the world around you for content ideas, keeping snippets for inspiration and setting your weekly schedule at a given time during the week. Then proceed to write your content.

Stuck for Time, Despite Your Best Efforts?

If despite your best efforts you just can’t find it in you to blog or write content for your business you might be better of outsourcing the work to a capable writer. Time is money and wasting time chasing things you hate doing is a bad business move. Instead, spend your time doing the things you love and pay a capable professional to do the work for you. It’s a win/win situation.

Blogging should be fun. If it doesn’t feel like fun you might consider video blogging. Now it’s your turn. What do you do to manage your content schedule week in and out? Please share your thoughts and feedback in the comment section below.

I’m so excited to show you my latest creation that I decided to feature the first issue here for you. You get to see what’s in store for you each month and best of all the subscription is totally free (at least for now). Readers who opt in now will never have to pay a penny – even if I decide to put a price tag on the publication in future issues.

Let’s say I have plans… and leave it at that…

To make it easier to read here is the live link to the Get the Click magazine.

Enjoy

If Dracula were a copywriter he would suck the blood out of you faster than you could say, “don’t bite me.” He’d lace his copy with the bloodiest (note: deadliest) copy tricks around. You’d be forgiven to fall for his tricks – but of course you’d be long dead. Sucked dry. The only thing left would be your crumpled, empty shell.

Hidden Forces at Play…

Dracula is an expert bloodsucker. He should be. It’s said that he’s been around for some 1800 years. Surely that’s got to count for some experience. He has a lot in common with today’s online vampires. The kinds that suck you dry of your hard-earned cash. Often, you are not even aware of the emotional triggers that were at play before you venture on a credit card frenzy.

Garlic isn’t Enough to Ward Them Off

If you want to ward of vampires and keep them well away from your wallet then you need more than garlic. What you need is a basic understanding about emotional direct response copywriting.

In case you haven’t noticed; the art of copywriting is the ONE skill that can make or break your business. This is why the best copywriters get paid big bucks and why they make their clients rich – every time they pen words to paper.

Great copywriters are a dime a dozen. It takes time to hone your copy chops to perfection. While the onus lies on on the writer to deliver results, you as the business owner can do a lot to improve your existing content without busting the bank. If you don’t, your competitors may, and you know where that will leave you…

What I love About Being a Sucker…

For once I love calling myself a sucker.

I thrive on sucking the last drip of blood out of every piece of sales copy I write for my clients. Digging right into the brains of the prospective buyer is fun. It is key if you want results.

Lock ‘em in

Dracula knew how to keep his victims captive. So does every copywriter worth his or her salt (pardon the punt).

You got to lock your reader into the embrace the moment they land on your sales page. Keep ‘em captive long enough, tickle their emotional hot button and chances are they will buy from you.

You must learn how to uncover the pain and emotions that keep your target market awake at night. Modern-day vampires know this. They apply the hidden forces of emotional copywriting to every launch. They carefully craft the copy to hit the hot buttons of each reader. But it doesn’t stop there. Every piece of copy is carefully researched, written, printed, edited and polished before it goes live.

It’s worth the effort.

This is going to be very short post. I’ve finally taken the finger out of my backside and launched my first newsletter. You can subscribe to my site’s updates from the sidebar (in the top right) and get the newsletter delivered directly into your inbox each month.

This isn’t your average newsletter either. I’ve had fun writing and designing this issue and look forward to honing my creative chops while giving you kick ass copy tips you can implement into your business. Each month will contain a feature. Starting next month I have a super regular contributor.

I think you’ll be pleasantly surprised. Subscribe now and build your business one word at a time with “Get the Click.”

Have you ever wondered why your marketing campaigns suck, or why your efforts to turn prospects into buying customers turn into thuds? Marketing is a funny, yet fascinating topic. You can throw thousands of dollars at a Google Adwords campaign for – nothing! And trust me, I’ve seen dozens of people do this back when I was involved in network marketing.

I myself threw away hundreds of dollars because I didn’t understand the finer points of converting prospects into buyers. Mind you, I’ll always be a student of marketing no matter how much I have learned in the interim.

This is why I’m so excited to tell you about an up-and-coming super event not many people know of. But when they do, I can hazard a guess that this event will sell out fast. Why? Read on to get in before the pack…

A Star Line-Up of Copywriting and Marketing Testosterone

What started as a simple Facebook banter between my mentor Pete Godfrey, who hardly needs an introduction, except to tell you that he is as groovy as he sounds and copywriting conversion specialist Alexi Neoclous is becoming reality in October 2011 – on the 14th, 15th and 16th to be exact.

The Conversion conference of all conferences ever seen in Australia is going to be held on the Gold Coast (venue to be announced). If you always wanted to know the secrets of the pros to breathe fire into your marketing campaigns; blogs, websites, webinars, sales letters, direct mail, reactivation campaigns, acquisition campaigns and more… and BOOST conversions for increased profits… then this is the place to park your bum in all seriousness.

You want to be armed with a pen and an endless stack of paper because not only will you have the opportunity to listen to Pete and Alexi talking pure marketing wizardry… you will likely experience a copywriting orgasm when I tell you who else is going to be a guest speaker at the Masters of Conversion Event.

Drumroll please…

An Assembly of Copywriting Sages

What would you pay to see Australia’s copywriting sages assembled on the one stage?

You tell me…

Check out the line up:

1. Bret Thomson
2. John Anderson
3. Alexi Neoclous
4. Pete Godfrey

Damn and here I thought I could stay home for a while.

Anyone involved in marketing would instantly recognise the opportunity here. By attending this event you have at your disposal the best experts in the industry. The good news is that you can pick their brains, listen to their wisdom and then go home and put your campaigns on fire.

Whether you are a business owner looking to get more customers, or a copywriter hoping to pick the brains of these guys you need to be in that room to benefit.

But wait, there is more…

Ted Nicholas is Coming Down Under

Ted Nicholas, Direct Response Godfather really needs no further introduction. He IS the person you want to see live and learn from because frankly, Ted is making himself sparse these days.

Even the fact that he is attending the Masters of Conversion Event as a guest speaker is unbelievable. If you’ve been around for a while then you know what I’m talking about.

Unless your veins are made of rock you immediately recognise the opportunities that present themselves to you when you attend an event of this magnitude.

Let me help you with a personal story of mine. A couple of weeks ago I attended the Our Internet Secrets Event with Daryl and Andrew Grant in Sydney. Bret Thomson happened to be a guest speaker at this event too and because I’m one of his students I made an on-the-spot decision to attend.

Bret and I connected at the event for a 20 minute breakout private chat. One thing led to another and as a result I’m expecting a phone call any day from one of the country’s best and busiest marketers.

You see, often it’s not about what you know… but who you know that leads you to a better future.

You now have the same opportunities by connecting – in person – with the star-studded line-up of copywriting and direct response marketing sages in that room.

Make the most of it, because I will.

Make sure you grab your tickets once they become available to the masses. Visit the Masters of Conversions Facebook Fan Page now to stay tuned in to the event.

Have you ever heard of Ferrari-driving monks who wear red robes with blue hoods? Well I have. In fact, I just finished Robin Sharma’s acclaimed book titled: The Monk Who Sold His Ferrari.

The book is a fantasy story that takes you from the urban jungle of one of America’s biggest cities to the farthest regions of the Himalayas and back. It’s the story of lawyer-turned yoga monk Julian Mantle and if you haven’t had the privilege to read this book then I suggest you head over to Amazon now and order your copy now.

This book has been written so well that I devoured it in ONE single sitting. I just couldn’t put it down and I know why…

… Robin Sharma wrote this intriguing story so well, it touches you at the core of your heart. The book is a perfect example of the art of story telling, something every great copywriter has to master to rule the pack.

“But I don’t know any stories”… I hear you cry.

How about you start with yours?

Every one of us has a story to tell. You can tell yours in your sales copy. When you write copy for a client, always look for the story behind the objective of making sales. You’ll find that by listening closely you can uncover some REAL gems that will unlock the key to the treasure trove.

Jim Rohn whom I met years ago at a convention was the perfect story teller. He had a rare ability to tell stories that made you listen and take notes. Back then I made a pact with myself to become a good story teller myself. I have since studied many a great copywriter who tell stories and implemented the art of story telling into my own business.

One of my stories has been published in a book: Birdy is the story of a tiny cockatiel who survived against all odds. Click here now to grab your copy on Amazon.

How to Become a Great Story Teller

If you want to write your own great stories you can study the masters at play. Get an idea how they craft their message into an adventurous, fun-filled story by looking for clues.

1. What is their twist?
2. How have they set the scene?
3. What are the characters found throughout the story?
4. What traits do they possess?
5. Is the pace fast or slow?
6. Is there an underlying message?

A host of details are at play in good story telling. If you are unfamiliar with story telling, it can take a while for you to get used to the pace and the visual imagery. It helps if you have a vivid imagination.

When I read a well-written story I see the scenery in front of my eye – I’m right there, in the middle of all the action and actively relive the story as I read on. I’ve always had the ability to lose myself in a book; nothing distracts me when I read a good book!

One of my favourite childhood stories were Brother Grimm’s fairy tales. To this day I still own a copy of their book in my library.

One of the best copywriters of all times Gary Halbert was perhaps the best story teller ever to have graced this planet. If you do nothing else, I urge you to subscribe to his newsletter archives (it’s free).

If you want to become a better copywriter then learning how to be a good story teller is a great start.