He learned his persuasive writing style from watching stand-up comedy and uses humor to capture attention and engage people. Instead of traditional copywriting, he incorporates joke formulas into his emails and offers unique incentives like taking people out for tequila shots. This approach makes his emails stand out and creates a friendly and exciting atmosphere for potential clients. Charming copywriting not only generates sales calls and meetings but also qualifies and disqualifies people based on their sense of humor, allowing him to connect with people on a personal level.