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How to write enchanting copy

Imagine you had the ability to tap a few letters on your keyboard, and a couple hours later those same letters spit out money into your bank account.

That’s what working with an “enchanting copywriter” is like. And yes, someone just complimented my copy style as enchanting.




The way you write emails is to nothing short of enchanting.

I can see a lot of Ben Settle’s influence in you but it’s not overdone and your own style shines through.


Well, thank you (not sure if he wants to be named).

As I’ve stated several times before, Ben Settle is the GOAT when it comes to infectious email copy. Yes, our styles are similar — but they’re not too similar.

If our styles were too similar?

I’d lose all credibility. In fact, as a copy chief, one of my main areas of focus is toning down the “Ben Settle-isms” that many young copywriters who study Ben pick up.

Anyway, here’s why I bring it up:

Writing enchanting copy takes work, yes, but here are 3 ways to make any piece of copy you have more enchanting:

1. Tell stories.

This is how I come up with email ideas when I write emails damn near every day.

Telling stories allows me to reiterate the same lessons over and over again — without you feeling like I’m writing the same emails each and every day.

Plus, stories are naturally enchanting. That’s why Luke Skywalker, Harry Potter, and Frodo Baggins have become billion dollar franchises.

2. The “Kanye” Effect.

(does not include any of his recent media stunts)

You know why Kanye became arguably the best rap producer in the history of the genre?

He studied the greats, but then put his own twist and style onto them.

For example, Kanye sampled the likes of Curtis Mayfield, Marvin Gaye, Lauryn Hill, Daft Punk, Aretha Franklin, Otis Redding, Elton John, Steely Dan, King Crimson, Bon Iver, and the list goes on.

Each of these artists lived in wildly different genres — from soul and R&B to prog rock and indie and everything in between.

But each of Kanye’s songs sounds like, well, Kanye. Not any of the great artists he sampled.

And as our writer writes in, I do this too.

How did I develop this skill?

Two ways:

By studying the greats. And by writing my arse off.

Creating your own writing “style” takes time, and the only way to do it is with ruthless practice.

Moving on…

3. Writing like a human (despite my magical powers).

Here’s what I mean:

There’s no rhyme or reason to any particular way I phrase things. Or how I write sentences. Or how I even write paragraphs.

Some sentences go on for days and days. Others are as short as a word or two. Same with paragraphs. And questions.

In other words:

I write as if I would talk if I were having a conversation with you.

In fact, there are times I visualize you as I write emails, so I can answer your questions and objections before your mind even thinks them up.

Again, this takes practice. But it’s a powerful “skill” to have in your copywriting toolbox.

Of course, there are many other skills I use to write enchanting copy. But these 3 reasons will give you a head start over other sucker copywriters.


If you want to fast track your ability to write enchanting copy (and laugh your arse to the bank while you do), book a discovery call here.

We’ll chat for a few minutes to make sure you’re a brand that my emails can help. And if’n we’re a good fit? You get to see the money-making power of enchanting copy in your own brand — without typing out a single word.


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