Part 1. Foundations and the State of D2C Marketing in 2025

Lay the groundwork for your marketing success by understanding the core principles and current trends of direct-to-consumer commerce. This foundational section sets the stage for everything that follows, ensuring you have the right mindset and knowledge base.

• What is Copywriting? A clear and concise definition of copywriting and its fundamental role in direct response marketing.
• The Two Crucial Customer Journeys You Need to Understand: Learn about the two primary customer paths that dictate your marketing strategy.
• What Sales Funnels Look Like in 2025: Get an up-to-the-minute overview of modern sales funnel structures and how they’ve evolved.
• The True Purpose of Direct Response Marketing: Understand the core objective of your campaigns: eliciting a specific, measurable action from your audience.
• Context is King: Why All Advertising Starts With Product/Market Awareness and Platform-Specific Strategies.
• The RMBC II Approach: Simplifying Complexity & Leveraging AI for superior marketing performance.

Part 2. Deep Research for Powerful Copy

Before you write a single word, you must understand your audience. This section provides a deep dive into the research methodologies that form the backbone of all high-converting copy.

• Product/Market Awareness: What it Is, Why it Matters, the Deep Research Process for identifying the Product/Market Awareness Level of Your Core Customer (And How to Speak To Them).
• Competitor Research: Deep Research Process for Doing Competitor Analysis to get Claims For Your Own Product and Differentiate Yourself From Competitors.
• Psychographic Research: Understanding the Deep Psychological Drivers of Your Prospect to craft emotionally resonant messaging.
• Unified Research Document: Putting the Above Together Into One Document that Can be Fed to LLMs When Writing Copy, ensuring a cohesive and data-driven approach.
• Ingredient Research (When Relevant): Using Perplexity (Or Other LLMs) To Get Studies, Claims, and Citations for Any Supplement Formulation in Under 5 Minutes.

Part 3. Unique Mechanisms: Your Secret Weapon

Discover how to create and leverage a **Unique Mechanism**—the single biggest difference between winning and losing copy. This is a game-changing concept that will make your offers stand out from the competition.

• Overview: A clear introduction to what a Unique Mechanism is and why it’s essential for your marketing success.
• UM Ideation With LLMs: Learn how to use large language models (AI) to generate compelling Unique Mechanism ideas quickly.
• UM Evaluation Process Using LLMs: A systematic process for evaluating which of your ideas have the highest potential for conversion.
• UM Expansion with Claude: Dive deep into using AI to expand on your chosen Unique Mechanism, creating richer and more persuasive content.
• Claude Project Setup for Unique Mechanisms: A step-by-step guide to setting up your AI projects for optimal results.

Part 4. VSL Copy Part I: Understanding Structures, Elements, Etc.

Master the art of crafting compelling video sales letters (VSLs). This module breaks down the essential components and structures you need to create VSLs that convert.

• Sales Copy Structure Core Training: With Multiple Long and Medium Form Examples, you will understand the anatomy of a winning sales message.
• Financial Long Form Example: A deep-dive walkthrough of a high-performing financial VSL.
• Medium Form VSL Breakdowns: Deconstruct successful VSLs of medium length to understand their flow and elements.
• Short Form VSL Breakdowns: Learn the secrets of creating concise, impactful video sales letters for today’s attention economy.
• Hooks Training: Master the art of writing compelling hooks that grab attention instantly and keep viewers engaged.
• ADHD Hook Video Ads: Specific training on how to create highly effective, short-form video ads for platforms like TikTok and Meta.
• In-Feed vs. On Page VSLs: Understand the differences between VSLs designed for social media feeds and those for dedicated landing pages.

Part 5. Brief 2.0: The Ultimate Copywriting Brief

Say goodbye to outdated briefing processes. This module introduces you to a revolutionary new system that ensures your copywriting projects are set up for success from the very beginning.

• The old brief vs the New Brief: A clear comparison of outdated methods and the new, streamlined approach.
• The Brief 2.0 Generator (Claude Project): A hands-on walkthrough of the AI-powered tool that automates the brief creation process.
• Brief Generation Examples: See real-world examples of how to use the new brief to kickstart your copywriting projects.

Part 6. VSL Copy Part II: Advanced Creation

This module takes your VSL skills to the next level, showing you how to use AI to rapidly create winning video sales letters in various formats.

• Setting Up Claude Project Recipes: For Long, Medium, 3-7 Minute, and Short VSLs.
• VSL Creation Walkthroughs and Examples: Learn how to generate and refine VSLs in Long, Medium, 3-7 Minutes, and Short formats, with practical examples.

Part 7. RMBC II Mid-Course Recap

This module provides a crucial pause to **summarize everything we’ve covered so far**, ensuring you have a firm grasp of the concepts. It includes an explicit breakdown of the processes you just learned and how they fit together into a cohesive, high-performance system.

Part 8. Advertorials: The Blurring of Content and Commerce

Learn how to write and deploy powerful **advertorials**—hybrid articles that educate and sell. This is a key skill for driving traffic and conversions in the D2C space.

• Overview of Advertorials: Including Purposes, Common Elements, Why they Vary in Length, and How They Fit Into the Broader Marketing Funnel Context.
• Specific Journey Walkthroughs: Practical examples for **Meta and Native** advertising platforms.
• Claude Projects Setup: For Generating Endless Advertorials of All Lengths and for All Platforms.

Part 9. PDPs (Landing Pages)

Landing pages are a critical touchpoint. This module covers everything you need to know to create highly effective Product Detail Pages (PDPs) that convert visitors into customers.

• PDP Overview: Different types, different lengths, and different purposes. Understanding why some are essentially long sales letters, and some are very short and basic. Fitting them into the overall A→B marketing funnel journey.
• Numerous Breakdowns and Examples: Deconstructing their purpose, important elements, etc.
• Using AI to Create Outlines: From Winning PDP Structures and then Instantly Generate New Ones.

Part 10. Checkouts: The Final Step

The checkout page is where conversions are won or lost. This module teaches you how to optimize this crucial step to maximize your revenue.

• Walkthrough of Multiple Checkout Examples: Learn what works and what doesn’t with real-world examples.
• Identifying common conversion elements: and opportunities for improvement to boost your sales.
• Understanding why some are very basic and some are longer: And when to use each approach for your specific product.

Part 11. Ads: The Engine of Your Funnel

Driving traffic is essential. This module provides a masterclass on creating high-performing ads across multiple platforms, with insights from industry leaders.

• In-Depth Walkthroughs of Various Ad Styles: And Structures on Meta (SPG), Native (Dynh at Adxp), Google (David OConnell), TikTok (Maxwell Finn), and YouTube (Tom Clayson at Tried and True).
• AI Processes for Generating Winning Ad Copy Fast: Learn how to use AI to generate high-quality, conversion-focused ad copy in a fraction of the time.

Part 12. The 15 Factors that Determine Your Funnel Structure

This groundbreaking module provides a specific set of criteria for evaluating any product or offer you’ll be selling, and then determining the optimal funnel structure to create. This is **insanely powerful** and nobody has ever done a training like this to my knowledge. It’s the ultimate guide to funnel strategy, ensuring you build the perfect system for your unique offer.

Part 13. Upsells: Maximizing Your Customer’s Value

Learn the art and science of **upsells**, a critical component for maximizing your revenue and profitability. This module covers the psychology behind effective upselling and provides practical, real-world examples.

• Psychology, Strategy, Funnel Economics, and Purposes: Of Upsells and Cross-Sells.
• Multiple Upsell Walkthroughs: Including a Cleaning Product, Protein Bars, Supplements, Biz Opp, and Info Products.
• Claude Project Setup and Examples: For Generating Endless Upsells for Any Offer with the power of AI.

Part 14. Email Marketing Journeys

Email marketing remains one of the most powerful tools in a D2C marketer’s arsenal. This final module gives you the strategies and AI tools to create high-converting email campaigns.

• Abandon Carts: Purposes, Economics, and Why people Don’t Buy. Example Flows for Supplements and Book a Call Funnels.
• Welcome Series: Purpose, Walkthroughs for eCom Supplement, High Ticket (Consumption), and Digital Course with Push to Book a Coaching Call.
• Promotional Sequences: Holiday Promos and Flash Sales with Examples for Supplements, Digital Product (BizOpp Saas). Includes 3 Day Sale, 5 Day Sale (Thanksgiving and Black Friday) and 24 Hour Flash Sale Examples for Both.
• Reorder Sequences and Winbacks: Reorder sequences for supplement buyers, Winback Sequences for Supplement Buyers and SaaS Subscription Cancelers.
• Claude Project Setup and Walkthroughs: For Generating Endless Email Sequences of Any Type and for Any Product or Service.