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Write Copy that Compels and Sells

Lesson 5 of 10

Understanding Your Client’s Motivation

Melissa Cassera

Write Copy that Compels and Sells

Melissa Cassera

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Lesson Info

5. Understanding Your Client’s Motivation

Lesson Info

Understanding Your Client’s Motivation

So let's understand client's motivation and what drives them to make decisions. We're going to talk just briefly about the psychology of excitement. Yay! Excitement is a state of arousal and in an excited state emotions become more powerful and you're more likely to make a decision. Of course we want to be pouring some excitement into our copy. So let's talk about how to create excitement, just some quick tips. First excite yourself. If you're not excited about you business why would anybody else be? This sounds kind of like, well duh Melissa, but I can't tell you how many folks actually are very like meh about their business. Their just kind of like eh or their completely stressed out and burnt out and their like, my business, and it just feels horrible. If that's the case that will actually bleed through all of your copy and every way that you're showing up for your clients even if you pretend it doesn't. Even if you're like nope, nope, nope it doesn't. No, I put on a good face. It...

doesn't, it really does. There's no way you can get over this and pretend or act as someone else. First figure out what's going to get you excited about your business. Is it restructuring it? Is it chopping some things off and getting rid of some offers or products or programs that you're like I really hate this so that you create time for something new. There's lots of ways that we can restructure our business and we're the freaking boss so do it. Get yourself to a place where you're excited. Then I want you all to soak in good story telling. This is all of your homework and I don't want to hear anything about it. So I want you, I want you guys to start soaking in fiction. If you're want of those people that is like, I don't ever read fiction I never watch TV and I never watch movies, okay you have to. You don't have to do it every day but I need you at least once a week to soak in some kind of fiction. There's cool fiction podcasts, you can read poetry, I don't care what it is. Just get some narrative story telling into your world because that will make you a better writer without actually having to do all this work to like toil away and write. You have to soak in good story telling and non-fiction I'm sorry usually is usually not. The majority of it is not. There are some great non-fiction story tellers but it's really hard to find those people so instead get yourself some fiction right. Then work it in with all the non-fiction stuff that you want to read. But if you're one of the folks that are like, I only read business books, and I was that person too, then just know it's affecting your writing. If you just get yourself into some good fiction or watch a Netflix show it really really works. It will teach you how to structure your copy and your content. Alright. And then paint pictures for your audience, so visual cues. We're going to talk about this a little bit more in depth in just a few moments but again we want to paint the picture just like the nerves example I used for you guys. So instead of saying nervous you say sweaty palms or some other visual cue that's going to make them feel that. And then tap into what excites your audience. So figure out what are they excited by. This is something you can ask them to, by the way, just straight up ask. You can ask when you're on the phone with them. What's exciting you right now? You can do a survey. Just kind of understand what are they excited about because people are excited about all kinds of great things and then you can take that as a beautiful inspiration for your own business.

Class Description

For some business people, if they write a piece of copy that sounds decent and doesn’t have any grammatical errors, they’re happy. But lazy, serviceable writing isn’t going to help sell your product or service.

Marketing consultant and screenwriter Melissa Cassera will show you how to use storytelling techniques and professional TV writing structures to create copy that captivates your reader and compels them to buy. Before long, your clients and customers will be consuming your copy like it’s the latest episode of “Game of Thrones.”

In this class, you’ll learn how to:

  • Turn your clients or customers’ pain points into compelling crises that they’re dying for you to solve.
  • Determine what stories you should tell.
  • Write copy that captures your personality.
  • Understand your clients or customers’ motivation and what drives their decisions.
  • Turn your readers into fascinating protagonists in your copy.
  • Come up with loglines for your offers that immediately draw people in.
  • Create a world in your copy that people want to be a part of.
  • Develop an exciting story arc that guarantees people will read to the end.



I thought this course was pretty great. Melissa packed a lot of value into a short class. I took notes and brainstormed on a lot of the exercises and strategies she recommends while watching (pausing as needed) and finished the class with a document full of good ideas and first-draft copy. It is a short class, so if you're looking for something that really gets into the nitty gritty of how to write, this probably won't be enough for you. But if you're just a bit stuck on how to tell your story in a compelling way, or need to inject some excitement into your copy, I'd recommend it.


This was a great course for giving starting points and methods to make your copy more engaging. It doesn't tell you what to write or is not overly specific, but then what course could cover that for everyone. It does set you up with ways to write and include storytelling techniques that will help make customers read your copy, and hopefully,​ take the action you want.

Mariya Haberberger

This was super helpful!