Bonus #1
Workflow Tips, Tricks and Techniques
Four habits that make you faster and keep your copy grounded in real people.
Copywriting Combinations, by Mikhail Kuznetsov
The Ultimate Copywriting System
Advertising gets a bad rep. You've had that moment: you open an email and all of a sudden you realize you're being sold to. This is how to write copy people actually want to read, the honest way, so you can sleep at night and still get paid.
Ten years of my copywriting, the frameworks behind more than $70M in client revenue, every template, and an AI system that writes it all in your brand's voice.
One payment. 30 days of the AI system included. Keep the AI after that for $97 a month, or don't.
01Who is writing this
My name is Mikhail, and I've been writing copy for over ten years.
Today I run launches and write copy for some big brands you've probably heard of. The copy I've written has helped my clients bring in more than $70,000,000 in revenue, and my rate starts at a thousand dollars a day.
I'm telling you that so you know where this comes from. Everything in this system has been used on real launches, with real money on the line.
I care about one thing more than the numbers. I call it Human Copywriting: the person reading your words sits at the center of every sentence, and never off to the side as a "factor."
02How it started
I started off writing copy for free.
- Then
Little snippets and emails for people. For free, because nobody was paying me yet.
- Next
Video sales letters. Eventually I was writing them for some of the top people in just about every niche you can think of.
- Now
Launches, and copy for brands you would recognize. My minimum is a thousand dollars a day.
Somewhere along the way I noticed the thing that ruins most copy. You're reading an email, or talking to somebody, and suddenly you realize the whole thing only happened so they could sell you. You feel used, like your time got violated. I didn't want to write like that, and I don't want to teach it.
Copywriting saved my life.
03The gap
Wanting to write great copy and actually writing it are two very different things.
Most people who try end up with a folder of swipe files, a few formulas they half remember, and a blank page that still won't fill itself.
The copy that does get written usually sounds robotic. Sanitized, almost not human. The reader's very first reaction is "this person doesn't understand me," and instead of building a connection to the product, the copy pushes them away.
What's missing is a system. Blocks you learn once and put together again and again, for any product, any reader and any channel.
04The system
That's why I built The Ultimate Copywriting System.
A complete, modular system for mastering the art and psychology of copywriting.
Think of it as a set of building blocks. Every great sales page, VSL, email and ad is built from the same small set of modules. Learn the modules, then put them together in different combinations for different assets. That's where the name comes from.
- 01
Core Principles
What copy really is, the feeling your product sells, human needs, the Pendulum of emotion and logic, the avatar.
10 lessons - 02
The 7 Primary Actions
Triggers, anchors, frames, pacing, leading, seeding and looping. The moves inside every line.
8 lessons - 03
The Modular System
The hook, the journey, pain and desire, connection, the product and the 3 stacks.
7 lessons - 04
High-Converting Assets
Offers, emails and ads, VSLs, the Hero's Journey and the full sales page. Plus the AI system.
6 lessons - 05
Advanced Techniques
The 9 Deadly Frames, objection handling, pricing, the battle speech and the close.
5 lessons - 06
Ethical Selling
Selling with intent, and finding the value in yourself so asking for money stops feeling weird.
2 lessons - 07
The Big 3
The offer page sequence, the VSL sequence and the elevator pitch, with build blueprints and testing.
5 lessons - 08
Bonuses
Workflow habits, the Ultimate Swipe File Blueprint and a full VSL script breakdown.
3 lessons - 09
Masters Library
Schwartz, Great Leads, Sugarman, Halbert, Bencivenga, Collier, Carlton and the classic formulas.
11 lessons - 10
Psychology Library
Decision science, influence, attention, emotion, story, trust and pricing, with sources.
10 lessons
Copywriting Combinations
Build a combination.
Pick a lead, a frame and a close. It's a simple version of the choice the AI system makes for you, and the same one you'll learn to make yourself in Modules 3 and 5.
Not sure which lead? Tell it how aware your reader is:
Your combination
Story Lead + The Gap + CLOSER
Reads best for: Cold traffic, readers who don't know they have the problem yet.
- Open[character] was [situation]. [tension]. Then [discovery] changed everything. Today, [result].
- FrameRight now you are [where they are]. You want [where they want to be].
- CloseSo here is what you get: [benefits]. Which means [desire]. All you have to do is [one step]. The second you join, [reward].
The psychology behind it
Every move is graded by the research, and it says so when the research isn't there.
The Psychology Library covers 45 topics with the original studies cited. Each move carries a grade, so you know what's solid science and what's practitioner wisdom.
- A
Narrative transportation
When readers get lost in a story, they argue with it less and come out believing more of it.
Used in: The Journey, the Hero's Journey, VSLs
Green and Brock (2000) - B
The curiosity gap
Curiosity is the itch of a gap between what we know and what we want to know. Give a little information and the itch grows.
Used in: Hooks, bullets, open loops
Loewenstein (1994) - A
Anchoring
The first number people see pulls their estimate toward it, even experts, even when they say it didn't.
Used in: Pricing anchor, value stack
Tversky and Kahneman (1974) - A
Processing fluency
Easy-to-read feels truer, smarter and more doable. Hard-to-read feels risky.
Used in: Plain words, short steps, every asset
Reber and Schwarz (1999) - X
What doesn't hold up
NLP's "learning styles" claims fail the research. You still get the part that works, concrete and sensory language, and the reason it works.
Used in: the honest version of Module 1
Pashler et al. (2008)
05The room
It's actually much more than a course.
The community is one of the best things about this program. It's full of people who are serious about getting better at copy, and at business and life while they're at it. You post a draft, somebody finds the angle you missed. Next week you return the favor.
Just starting out
This is your first real introduction to copy. Congratulations. You're starting a skill that will bear fruit for you for years.
Writing for a while
You'll pick up new techniques and tools for your arsenal, and fine tune the skills you already have.
Seasoned pro
You'll revisit the fundamentals at a level you couldn't see the first time. New angles come out of old ideas.
Day one, you make one post: the number one thing you're excited about in your life right now. It doesn't have to be about copy. Don't be shy.
06Who it is for
I'd rather have the right people in here than a lot of people.
That isn't a sales line. The room is better when everybody in it wants to write honest copy and actually does the work.
This is for you if
- You want to write copy you'd be proud to show your friends and family.
- You sell something you believe in and you're tired of guessing at the words.
- You write for clients and you want the kind of results that get you hired again.
- You've been writing for years and want new angles out of old ideas.
This is not for you if
- You want to trick people into buying something they don't need.
- You want a button that does the thinking. The AI writes from your brief, and the brief comes from you.
- You won't do the exercises. Every lesson ends with something to do right now.
07Proof
The numbers behind the system.
- $70M+
- in revenue generated for my clients
- 300+
- clients served
- 10+
- years writing copy, from free snippets to full launches
Studied and broken down in the Masters Library
- John Carlton
- Craig Clemens
- John Benson
- Gary Halbert
- Gary Bencivenga
- Eugene Schwartz
- Joanna Wiebe
- Daniel Throssell
- Joe Sugarman
- Robert Collier
08Everything you get
Here's exactly what you get.
The curriculum, 67 lessons
01Copywriting Core Principles10 lessons
- Welcome to Copywriting Combinations
- What is Copywriting?
- The Feeling of Your Product
- Understanding Human Needs and Desires
- The Deep Drivers and the 7 Deadly Sins
- Copywriting Psychology
- The Pendulum: Emotion vs Logic
- Everybody Wants Something
- The Avatar
- Where to Start: Copywriting Concepts
02The 7 Primary Copywriting Actions8 lessons
- The 7 Primary Copywriting Actions
- Triggers
- Anchors
- Frames
- Pacing
- Leading
- Seeding
- Looping
03The Modular Copywriting System7 lessons
- Introduction to the Modular Matrix
- The Hook
- The Journey
- Pain, Frustration, Desire
- Establish a Connection
- The Product
- The 3 Stacks
04High-Converting Assets6 lessons
- Introducing: The AI Copywriting System
- Offer Creation Frameworks
- Email and Ad Sequences
- VSL Mastery
- The Hero's Journey
- The Sales Letter and Landing Page
05Advanced Copywriting Techniques5 lessons
- The 9 Deadly Frames
- Objection Handling and Trust Building
- Pricing Strategy
- Conversion Elements and the Battle Speech
- The Close
06Ethical Selling and Intent2 lessons
- Ethical Manipulation: Selling with Intent
- Personal Value Alignment
07Advanced Implementation and Sequences5 lessons
- The Big 3: The High-Converting Offer Page Sequence
- The Big 3: The Ultimate VSL Sequence
- The Big 3: The Elevator Pitch Sequence
- Implementation Tools: Step by Step Blueprints
- Optimization Frameworks: Testing and Iterating
08Bonuses3 lessons
- Workflow Tips, Tricks and Techniques
- The Ultimate Swipe File Blueprint
- Sample VSL Script Breakdown
09Masters Library11 lessons
- The Masters of Direct Response
- Schwartz: Awareness and Market Sophistication
- Great Leads: The First 20 Percent
- Sugarman's Slippery Slide
- Bullets and Fascinations
- Proof, Emotion and the Starving Crowd
- Entering the Conversation: Collier and Carlton
- The Classic Formulas
- Launch and Soap Opera Email Sequences
- Modern VSL and Persuasion Methods
- The Complete System, the Reading List and the 30-Day Training Method
10The Psychology Library10 lessons
- Decision science
- Influence
- Attention and memory
- Emotion and motivation
- Narrative
- Trust and proof
- Pricing psychology
- Awareness models
- NLP and learning styles
- Ethics and evidence
The AI copywriting system
Your brief goes in. Brand-specific copy comes out.
Fill in your product, your avatar and your brand once. Pick an asset, pick a combination or let it choose one from your reader's awareness, and it writes copy built on the same frameworks you're learning. Edit it, copy it, keep it.
- Offers and pages
- Offer
- Landing page
- Elevator pitch
- The Big 3 sequence
- Video
- VSL script
- Welcome sequence
- Launch sequence
- Soap opera sequence
- Cart close sequence
- Ads and social
- Meta ads
- Google ads
- YouTube ads
- Instagram captions
- Building blocks
- Hooks
- Headlines
- Bullets
- Guarantee
- Call to action
- Objection stack
Score My Copy. Paste copy you already have. It scores it against the frameworks and hands back rewrites.
It won't make up testimonials, numbers or deadlines. If your brief is missing something, it leaves a slot for you to fill.
- The Ultimate Copywriting System10 modules, 67 lessons, from core principles to the Big 3 sequences
- Every templateFill-in-the-blank templates and a do-this-now step at the end of every lesson
- Copywriting CombinationsThe modular matrix: hooks, journeys, frames, stacks and closes you can mix for any asset
- The Masters Library11 lessons on the direct response greats and the formulas they tested
- The Psychology Library10 lessons across 45 research topics, graded, with sources
- 3 bonusesWorkflow habits, the Ultimate Swipe File Blueprint and a full VSL script breakdown
- The communityAccess to the Copywriting Combinations community on Discord
- The AI copywriting system, 30 days19 asset types plus Score My Copy, written from your own brief
Plus three bonuses inside
Bonus #2
The Ultimate Swipe File Blueprint
Build a swipe file you will actually use, and learn to study great copy until its rhythm gets into your own writing.
Bonus #3
Sample VSL Script Breakdown
A 13-step VSL structure filled in end to end, so you can model your own script on it.
One payment. Everything above is yours.
The full system
The Ultimate Copywriting System
$997 one payment
- 10 modules, 67 lessons
- Every template
- Copywriting Combinations
- The Masters and Psychology Libraries
- 3 bonuses and the community
- 30 days of The Copy Machine, the AI system that is $97 a month on its own
After day 30, keep the AI writing for you at $97 a month. Totally optional. The course, the templates and everything you write stay yours.
09How to start
Three steps and you're in.
Click the button below
It takes you to the secure checkout.
Check out
One payment of $997. Your 30 days of the AI system start with it.
Open lesson 1.0
Then make your first post in the community. That's it, you've started.
10Questions
Questions people ask before they start.
How do I know if this is right for me?
If you write anything that's supposed to get somebody to act (pages, emails, ads, scripts, captions), it's for you. Just starting out, you get the foundations in the right order. Writing for a while, you get new tools and sharper skills. Seasoned, you get to see the fundamentals again from a level you couldn't see them at the first time.
What if I'm on the fence?
Totally normal. So here's the real question: do you trust yourself to do the exercises? The system works when you use it. Every lesson ends with a do-this-now step and a template, so the work is laid out for you. Doing it is your call.
How do I start?
Click any button on this page and check out. Then open lesson 1.0. It takes a few minutes and tells you exactly how the program works.
What happens after the first 30 days?
The course, the templates and every asset you wrote stay yours. The AI system is included for 30 days. If you want it to keep writing for you after that, it's $97 a month.
Does the AI just spit out generic copy?
No. It writes from your brief: your product, your avatar's exact words, your brand voice, your real proof. It won't invent testimonials, numbers, deadlines or scarcity. Where something is missing, it leaves a slot so you can fill it with the truth.
I don't want to manipulate anybody. Is this for me?
Good, that's the whole point. Module 6 is about selling with intent: the difference between persuasion and manipulation is what you're trying to do for the reader. The Psychology Library also flags the tactics that cross the line, so you know where it is.
11The decision
The decision is yours.
I want you to always find the human connection your copy needs, so it makes a lasting impact on the lives of the people who depend on you. That's what this whole thing is for.
You can keep piecing it together from swipe files and guesswork. Or you can learn the system once and use it on everything you write from here on.
Not sure you're ready? Start anyway. The first lesson takes a few minutes.
Mikhail
