The education. Copywriting Combinations, by Mikhail Kuznetsov
Advertising gets a bad rep. You've had that moment where you open an email and all of a sudden 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.
It's ten years of my copywriting and the frameworks behind more than $75M in client revenue, laid out in 74 lessons with every template I use. You also get The Copy Machine, the half of the system that writes for you, free for your first 30 days.
One payment of $997. Your first 30 days of The Copy Machine are included. Keep it after that for $97 a month, or don't.
01The meaning of wealth
What good is money if you don't know what to do with it?
You can only throw so many parties, take so many trips and buy so many things before they start to blur together. Ask anyone who's been there. The fifth watch never hits like the first one did.
At some point something else has to win. Call it purpose. It's the business you're actually proud of, and whatever it leaves behind for the people who count on you.
Purpose doesn't do much sitting in your head, though. It has to get out into the world, in a sales page, an email, a pitch to a room full of people who don't know you yet. That only happens through words, and almost nobody gets taught how to use them well.
Words are how you communicate your purpose to the world.
That's what this system is for. It teaches you to think clearly about what you're offering, then put it into words that make people act, so the money you make is building something that lasts.
02Why it paid
Nobody pays that for words. They pay it because one page, written right, decides whether a launch pays for the whole year or quietly dies.
A sales page that turns 3 out of every 100 visitors into buyers instead of 1 triples what every ad dollar brings back. On a real launch, my fee was the cheapest line on the budget.
Before I wrote a word, I worked out who was reading, what they already believed, what scared them and what they'd need to see before yes made sense. Most of the fee paid for that part.
The pages that earned the most told the right people to buy and the wrong people to wait. Buyers who feel respected stay, refer their friends and buy again.
That thinking is a system, and it's the one you get here. You can run it on your own business and your own offers, instead of handing a writer like me five figures a page.
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.
The education
This is the course, and it's the one this page is about. It walks you through why copy works, starting with the feeling your product actually sells and ending with how to close, so you can pick the build yourself and fix a weak draft fast.
See what's insideThe implementation
This is the same system doing the writing for you. You fill in one brief, it reads how aware your reader is, picks the build and writes any of 19 assets, cleaned up and scored before you see them. Your first 30 days come with the course.
See the machine03The gap
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.
And the copy that does get written usually sounds robotic and sanitized, almost not human. The reader's very first reaction is "this person doesn't understand me," so instead of pulling them toward the product, it pushes them away.
What's missing is a system, a set of blocks you learn once and keep putting together in new ways for whatever you're selling and whoever's reading.
04The 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.
What copy really is, the feeling your product sells, human needs, the Pendulum of emotion and logic, the avatar.
10 lessonsTriggers, anchors, frames, pacing, leading, seeding and looping, which are the small moves happening inside every good line.
8 lessonsThe hook, the journey, pain and desire, connection, the product and the 3 stacks.
7 lessonsOffers, the sales page, website copy, emails, static and video ads, VSLs and the VSL production engine. Plus The Copy Machine.
11 lessonsThe 9 Deadly Frames, objection handling, pricing, the battle speech, the close, and the rules that keep your copy sounding human.
6 lessonsSelling with intent, and finding the value in yourself so asking for money stops feeling weird.
2 lessonsThe offer page sequence, the VSL sequence and the elevator pitch, build blueprints, testing, and scoring your copy with the CDIC rubric.
6 lessonsWorkflow habits, the Ultimate Swipe File Blueprint and a full VSL script breakdown.
3 lessonsSchwartz, Great Leads, Sugarman, Halbert, Bencivenga, Collier, Carlton and the classic formulas.
11 lessonsDecision science, influence, attention, emotion, story, trust and pricing, with sources.
10 lessonsCopywriting Combinations
Pick a lead, a frame and a close. It's a simple version of the choice The Copy Machine 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, on a sample bookkeeping course
Story Lead + The Gap + CLOSER
Reads best for: Cold traffic, readers who don't know they have the problem yet.
The psychology behind it
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.
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)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)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)When something is easy to read, people tend to find it more believable and more doable, and hard-to-read copy quietly feels risky.
Used in: Plain words, short steps, every asset
Reber and Schwarz (1999)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
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.
This is your first real introduction to copy. Congratulations. You're starting a skill that will bear fruit for you for years.
You'll pick up new techniques and tools for your arsenal, and fine tune the skills you already have.
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
The room is better when everybody in it wants to write honest copy and actually does the work.
07Proof
Studied and broken down in the Masters Library
08Everything you get
The curriculum, 74 lessons
The implementation: The Copy Machine
Fill in your product, your reader and your brand once. Pick an asset, pick a combination or let it choose one from your reader's awareness, and it writes copy on the same frameworks you're learning. Every draft gets the anti-AI pass and Score My Copy with the CDIC grid before you see it.
Copywriting agents. There's an agent for every copy type in the tabs above, from sales pages and VSL scripts to email sequences, ads and captions. Each one knows the frameworks for its format and works from your brand voice, your products, your offers and your avatars, so a launch email sounds like the rest of your launch.
Score My Copy. Paste copy you already have. It scores it against the frameworks and the CDIC rubric (Clarity, Desire, Interest, Conversion, section by section) 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.
Four habits that make you faster and keep your copy grounded in real people.
Build a swipe file you will actually use, and learn to study great copy until its rhythm gets into your own writing.
A 13-step VSL structure filled in end to end, so you can model your own script on it.
After your 30 days
You can keep The Copy Machine writing for you. It's $97 a month and you can cancel anytime. If you'd rather not, the course, the templates and everything you wrote stay yours anyway.
Before you buy
Four quick questions. Answer them honestly and we'll point you to the right place, even if that place isn't this page.
Then this was built for you. Your 30 days with The Copy Machine start the day you join, so your first piece gets written while the lessons are fresh.
Then The Copy Machine is the better fit. It writes from your own brand for $97 a month, and you can stop whenever you like.
See The Copy MachineNot yet, and that's fine. Start with the free Integrity worksheet. It's the first step of this system, and if you join later your answers are already waiting in your member area.
Start the free worksheet09How to start
It takes you to the secure checkout.
One payment of $997. Your 30 days of The Copy Machine start with it.
Then make your first post in the community. That's it, you've started.
10Questions
If you write anything that's supposed to get somebody to act, whether that's a page, an email, an ad or a script, it's for you. If you're brand new, you get the foundations in the right order. If you've been at it a while, you'll pick up tools you didn't have, and if you're a seasoned pro you'll see the basics again from a level you couldn't see them at the first time around.
Totally normal. The question I'd ask yourself is whether you trust yourself to do the exercises, because the system only 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, and the rest is up to you.
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.
The course, the templates and every asset you wrote stay yours. The Copy Machine is included for 30 days. If you want it to keep writing for you after that, it's $97 a month, cancel anytime.
No. It writes from your brief: your product, your reader's exact words, your brand voice, your real proof. It won't invent testimonials, numbers, deadlines or scarcity. Where something is missing, it leaves an [ADD] spot so you can fill it with the truth, and every draft is scored before you see it.
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
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.
If you're not sure you're ready, start anyway. The first lesson takes a few minutes, and you'll know pretty fast whether this is for you.
Mikhail
