Humans are simply wired to pay more attention to stories. And if your audience doesn’t actually stop and pay attention to your emails, you’ve simply wasted money.

👇 Here’s how I used my client’s heart attack to sell tix to a real estate conference:

SL: What my heart attack taught me
=== 
“You’re having a massive heart attack.” 

I initially thought it was back spasms on my flight home from a speaking event. It couldn't be anything serious, I always thought of myself as healthy – no smoking, no drinking, I work out with a trainer.

But the ER nurse quickly changed my mind. This was serious. And in that moment, none of the money, properties, or deals mattered – 

just getting through the night. 

But no matter what happened, I felt relief knowing my family wouldn’t struggle financially. I’d already put the right structures in place to protect my wealth and legacy.

Most people know they should do this in case of an emergency – but they put it off until it’s too late. That’s why our Vegas workshop is so valuable: 

In just one weekend, with help from the industry’s top tax and legal minds, you can get the same peace of mind that your legacy is protected and will pass on seamlessly – at a fraction of what it’d normally cost to work with our expert team.

Personal stories work especially well for people-driven brands, where prospects need to genuinely like you before they’ll take out their wallets.

Use other client stories to help your readers see themselves in their transformations. It makes the hopeful future you offer feel more real.

👇 Here’s how I used a past client story to sell asset protection services:

SL: How [he] avoided a $5.5M suit → 
PT: The bank wanted everything. They walked away with ZERO.
=== 
THIS is when real estate gets risky: 

In the COVID aftermath, our client lost a commercial property in foreclosure. And to throw salt in the wound, they opened their mailbox to a letter from the bank: 

✉️ “You still owe us $5.5 million.” 

But when the bank’s attorney dug deeper into his finances, they hit a wall. We protected all his assets in meticulously structured LLCs and a holding company.

So instead of filing a lawsuit, the bank’s attorney responded: “We decline to seek a deficiency judgment given the complicated structure you have weaved for yourself.”

This exemplifies how my client’s asset protection services work far better than if I were to simply list the benefits.

I follow Harry Dry’s three criteria:

Is it concrete?
Is it instantly visual?
Is it falsifiable?

👇 Here’s how I used specific, concrete reasons to back up my main persuasive argument:

Our world-class legal team combed the 870-page bill, line by line, to translate legal jargon into actionable moves that’ll optimize your opportunity (i.e. profits) ahead of major changes.

Here’s what’s changing, and what America’s wealthiest are doing about it (NOW):

⚡ Clean energy credits expire Dec. 31, 2025. So we’re locking in up to 30% federal credits before Washington slams the door shut. 

💸 Charity deductions decrease significantly Jan 1. So we’re prepaying donations through a Donor-Advised Fund in 2025 to lock in higher deductions.

📈 SALT Deduction Limit Raised to $40K. So we’re restructuring pass-through entities to capture full state tax deductions at both the business and personal level.

And this is only the tip of the iceberg. Join us in Dallas to access (and implement) the full range of opportunities this bill presents investors:

I could have (and many copywriters would) just made claims about all the massive opportunities this Bill introduces for this audience.

For many copywriters, the details would be too technical, and they’d give up, resorting to generic, unbacked claims like this.

It’s the extensive research, seeking facts to back up the claims, that makes this copy 100x more effective.

Asking pointed questions can also be an effective way to make a reader connect the benefits of your offer back to their personal real-life situation.

👇 Here’s how I used reflective questions to increase webinar attendance:

We’re only one week away from a real estate workshop that can truly reshape your financial future – if you’re ready to show up and take action.

But before next Saturday, it’s important to sit down and get clear on a few things:

1: What are 1–2 specific financial goals that real estate could help you achieve? 
Consider family, retirement, and legacy.

2: What would having 10% of your income from passive sources mean for your lifestyle and freedom?
It’s nice to have a plan rather than aimlessly build for wealth’s own sake. 

3: What’s the deepest reason you want to build this – is it safety, legacy, time? 
Knowing your “why” makes it much easier to follow through, especially when it gets tough.

Don’t skip this reflection – clarity now means better focus when we go deep on strategy together.

Because “maximizing your real estate revenue” is a real transformation benefit – but that language doesn’t instantly evoke a concrete feeling that this will change my life.

But when I actively consider how this benefit would change my life – the doors it would open up, the specific ways I could use that extra income – it simply feels real and significant.

“When you speak to everyone, you speak to no one.”
Seth Godin

If your message doesn’t make them say “oh crap, that’s me,” you’re just background noise in their already-too-loud inbox.

It doesn’t need to be complicated. 👇 Here’s a very direct callout I used to reach the most ideal prospects for this webinar:

SL: Have $100k+ in a brokerage? Read this 👉
PT: If you’re like most traders, you’re paying WAY too much! 
=== 
I’ve got some bad news {{ first_name }}.

If you’re like most traders, you’re handing over way too much of your profits to the IRS. 

And here’s the unfortunate paradox: the bigger and more profitable your brokerage account becomes, the bigger the target on your back – for both the IRS and opportunistic lawyers. 

Without a solid tax strategy, you can lose up to 50% of your hard-earned gains to annual taxes.

That’s why I’m excited to announce this free, one-time webinar event: 

An extremely effective way to get your audience to pay attention is to piggyback on what’s already on their mind.

👇 Here’s how I empathized with very specific problems for this audience (based on location & current events) to grab their attention and tie in our solution.

SL: BIG shifts for Texas investors ⚠️
PT: How the region’s wealthiest are staying ahead → 
=== 
Interest rates are squeezing deals, {{ first_name }}. 

In 2020, a $400K rental in Dallas might’ve cash-flowed $600/month. Today? The same property, with 7.4% lending and 35% higher insurance, barely breaks even.

But this isn’t true for everyone: 

Top investors across Texas and the Southwest are quietly restructuring their entities to unlock better lending terms than ever – even with interest rates climbing.

With very specific business entity structuring, they’re able to instantly earn credibility with banks and open access to lower rates, higher limits, and faster approvals.

Don’t just make claims – use stories from your own professional experience that showcase why those claims are true.

Using your own stories has the added benefit of positioning you as the expert in your reader’s mind.

👇 Here’s how I used my client’s personal investing experience to promote a free webinar:

SL: How to be recession-proof →
PT: Yes, even in this economy… 
=== 
This year alone, I’ve added 382 units to my portfolio and raised $8.2M in private capital.

I’m not boasting. I just wanted to demonstrate what’s possible when multi-family real estate investing is done right.

Because if you know how to structure deals the right way, recessions don’t matter. You don’t even need to invest your own money or time the market perfectly.

I’m giving away the exact steps to my system (which has generated $151M in assets) in my free training webinar: 

👇 Here’s how I used a personal reflection from the founder to generate record-breaking, single-day investments in a crowdfunding campaign

The odds were against us!

The overwhelming majority of companies don’t get any traction from equity crowdfunding. Seeing companies fail again and again, we almost decided against it. 

But we ultimately decided to run our crowdfunding campaign on WeFunder. Our SelfDecode community has been the main driver of our success, so this gave our users a chance to financially share in that success. 

And the response was unimaginable…

Our campaign was extremely successful, almost immediately after launching. This is because almost all our WeFunder investments came from SelfDecode users who understand the effectiveness of precision health and share our passion for this mission: to empower people to take charge of their health.