Interviews Michael Stevenson

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Q1. Where are you from?

Draper, UT

Q2. How did you discover copywriting?

I began marketing my software on the internet in 1995. By 1996, I began to realize that persuasive writing was the key to selling online. I studied copywriting voraciously and began applying principles from social psychology and Neuro-Linguistic Programming to my writing. Within two years I was being hired to write copy for other business owners. I’ve helped many of my clients go from “zero to her” through copywriting and consulting, and I’ve sold eight-figures through my own businesses.

Q3. What forms of copy do you write?

I write in whatever medium and style is appropriate for the job. Everything from email to (short-form and long-form) landing page copy, VSLs to webinars, blogs, listicles, and more.

Q4. What are your favorite niches to write in?

Personal development and marketing

Q5. What is the #1 lesson you've learned as a copywriter?

Not to market to my own preferences. I hate reading long-form copy, but it converts if it’s the right fit. I usually won’t sit through a webinar, but I’ve done millions of dollars to others through webinars. As long as it’s ethical, my own preferences have nothing to do with what converts. Also, the tiniest of changes (even if they are imperceptible to the conscious mind) can create the biggest lift.

Q6. Who is your favorite copywriter & why?

Joe Sugarman. He is the first person that explained copywriting in a no-nonsense way that made sense to me. I had the pleasure of meeting Joe – my copywriting hero – several times and the distinct honor of sharing the stage with him twice.

Q7. Do you have any recent wins to share?

I’m really enjoying writing vertical video micro-content right now. It’s a whole new dimension of writing for me. It is not writing, per se, but without all my years of copywriting experience and knowing how to create a hook, I’m sure my results would not be favorable.

Q8. What would you say to a prospective client who wants to hire you?

I’m not available for copywriting projects anymore, but my company teaches business owners and marketers how to write their own copy using very powerful psychological triggers and Neuro-Linguistic Programming. I would tell prospective clients that if people are saying no to you, it’s not you they’re saying no to. You just haven’t yet found the right words to get them to say yes to themselves. The best product, service, or product in the world won’t sell without persuasive copy. But you can sell the crappiest product, service, or program in the world (and people have) with just the right combination of words. If you have a great offer AND the right combination of words, you will be rich. Nothing can stop you.

Q9. What is a good email address for prospective clients to contact you?

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