The Greatest Thing I’ve Done for my Writing Career

I was sitting in a closed-door training with Dan Kennedy last week, and he said something that caught my attention. (Actually who am I kidding… everything he said had my full attention… he’s Dan Kennedy.)

So what Dan said is that the 2 most important things you can do to improve your marketing conversions has nothing to do with the copywriting.

Those are fighting words in my copywriting circles.

In the highest writing towers in the world, there are tense conversations going on about this verb vs. that verb… this idea vs. that idea. 

I know, because I’m in those rooms and I pay close attention to the conversations. Those little chats equal multiple millions of dollars in sales. 

What could be more important than that?” I wondered.

What Dan said next blew my mind with the simple logic of it all.

The 2 most important things you can do to improve your marketing conversions are:

1- Master behavioral psychology… the art of getting people to do what you want them to do.

2- Master “money math”… get good at knowing where the money flows and why.

Let’s just take a moment and appreciate the brilliance.

Most people think the most important thing you need to know about copywriting is persuasion… the art of changing minds.


Changing a person’s mind won’t matter, if you can’t change a person’s behavior.

In that moment, I suddenly understood what I’d been doing all these years that was so different than other copywriters. And it’s the reason why I get results other writers don’t get: 

I focus on the behavior more than the words.

And since I’m in direct response marketing, that makes all the difference. The response is what matters. Nothing else.

Here’s a little example of how that played out in my life today…

My 10yo daughter came home from a sleepover and knocked on my door.

When I opened the door, she tilted her head to the side, and in the sweetest voice said, “Did someone make cookies?

Well, the duh answer would have been yes, because the cookies were obviously freshly baked and sitting in the center of the counter.

But the subtext… and what she actually meant was, “Can I have a cookie?

All I can say is the kid has skills.

She got me to change my behavior of happily lounging in my room to granting her wish to eat cookies.

The kid is a master of behavioral psychology.

How can you use the cookie technique in your marketing?

Look at your marketing materials and ask yourself:

  1. Is this email/brochure/sales letter designed to get a behavior change?
  2. If so, which one?
  3. Now ask: Does the behavior fit into the overall plan of what I want my customer to do?

For example, if you have an email sequence that is designed to get the reader to buy a certain product, but one of the emails sends them off on another path or seems disjointed, you need to get rid of it. 

Anything that feels out of sync will trigger the fight, flight, or freeze reaction and that’s death for sales.

What to do now: If you’d like to know more about how a former 9th grade Algebra teacher helps multi-million-dollar businesses increase sales with simple “teach for action” techniques, then go to

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