I've been in business for 14 years. We spend tens of millions of dollars per year in paid

advertising. And in this video, I'm going to share something I've never shared before,

which is that I have 12 internal hacks that we use whenever we write any piece of advertising

or copy that goes out to sell stuff. And I'm going to give you all of them.

All right, this is very exciting.

I haven't shared this publicly ever before.

And so I want to give you 12 persuasion hacks to get anyone to buy.

And I'm calling it that, but fundamentally, I have rules of copywriting that I have as an internal document that I check when I write every piece of copy.

And so fundamentally, no one knows you exist. They don't care about you or your product.

And so you have to convince them. And so I've spent tens of millions of dollars on ads,

just like last year alone. And these are the commandments that I check off for every single

piece of advertising that we write,

every piece of messaging, every video sales letter, every landing page. And this checklist is my

internal checklist, and I'm just going to give it to you. So there are 12. Let's start with number

one, which is headlines come first for a reason. And the reason I have it as the first one is

that it is the first and most

important. So to quote David Ogilvy, once you've written your headline, you spent 80 cents

of your advertising dollar. Right. And so that means that the vast majority of people will only

see the headlines in whatever it is that you make. And it almost feels unfair that a headline is

just a phrase or one word or one make. And it almost feels unfair that a headline is just a phrase or one

word or one question. But it is also the thing that is ultimately to get the most people to or have

the biggest lever on whether your advertisements do well. So think about it like this because it's the

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