In this episode, Fergus is joined by Mike Samuels, The Coffeeshop Copywriter, who has generated over $170m in sales. They discuss transitioning from personal training, copywriting fundamentals, personal branding in marketing, views on money and happiness, and the sense of satisfaction in physical challenges.

Mike Samuels discusses the importance of writing in the era of video and social media. They emphasize the need for structure and planning in creating video content. They explore the power of storytelling in personal branding and adding unique spins to stories. They talk about exploring trends and putting a spin on them. They reflect on Mike Safani, John Goodman, and the fitness industry. They discuss adapting to marketplace sophistication and acquiring clients in person versus online.

Copywriting genius Mike Samuels shares insights on the importance of persuasive copywriting and strategies for disqualifying audiences. He discusses the value of research, testing, and gathering feedback for email marketing. Mike also debunks copywriting myths about exaggerated value stacking and unrealistic scarcity. Learn how scarcity and crossroads positions can be used effectively in copywriting, and discover a bizarre sales engagement involving trips to experience Peruvian jazz.