In 2010, I wrote this email to promote a new product we’d created. I wrote it. I agonized over it. I threw it away and started again. And finally, when it was ready, I clicked send.
Within 24 hours, that email pulled in hundreds of thousands of dollars.
But that’s just the beginning.
Since 2010, this email has been invisibly running in our systems. During that time, it has automatically generated millions of dollars — just that one email.
The millions we’ve earned from that one email has allowed me to aggressively invest in myself and my business. I used that money to train with the best mentors I could find. I hired the best designers, the best project managers, the best support team. That money allows me to advertise and acquire even more customers, and build even better products. This is what business people call a “virtuous cycle.”
I’d like to show you how to build that virtuous cycle into your business so you stand out, get more customers, and generate more revenue…for the exact same work.
Along the way, I’m going to challenge the way you think about growing your business. Hint: So many people think about getting new customers and building products, but completely neglect…
Every day, you and I have a million different options on how we can grow our businesses:
And on and on.
When faced with this infinite number of choices, what do we do?
A little bit of everything!
Pretty soon, we wake up and notice we’re jumping from tactic to tactic. No time to focus. No time to go deep on the things that matter. It’s no surprise that we’re tempted by clickbait articles like “10 ways to grow your business.” As if another shiny tactic will help.
The truth is, you’ll always have an overwhelming number of options to grow your business. It’s your job to decide on the most important levers to pull — the ones that move the needle — and say “no” to the ones that can wait until later.
Which is why I want to challenge you on something you might be overlooking.
Other business owners think about building the best product, designing a beautiful website, and creating awesome customer service. All good things.
In fact, you might have the best product, the best web design, even the best customer service. But what’s the first thing a potential customer sees?
It’s not your product. It’s not your whiz-bang technology. It’s not your customer service.
The first thing that anyone sees in your business is what they read on your website and your emails.
Nothing else comes close. Your copywriting is truly the “tip of the spear” — the first cut, the one that matters. It is what your users see. It drives what they feel.
But what do you see on 90% of other websites?
The same copy. The same hype. The same generic BS. Everyone shouting the same over-the-top promises in ALL CAPS.
And the worst part is, that me-too copy isn’t even you. If you actually sat down with someone — a reader, a customer, a friend — and had a real conversation with them, you could help them as one real person to another. But somehow, when you write something online, it turns into the same Frankenstein language that everyone else uses.
Left, a 6-page profile in Fortune Magazine. Right, featured next to Warren Buffett.
I don’t know about you, but I’m tired of the same old copywriting online. You see the same overblown promises. The same formulaic sales pages. The same words — SUCCESS STRATEGY! FAST FRAMEWORK FORMULA! — which make me want to die. (Why do all women’s life coaches sound “sassy”?)
Your copy should not sound like mine. My copy does not sound like a life coach’s. And none of our copy should sound like the copywriting that Verizon, the wireless telecommunications company, uses.
Your copy can be fun and totally authentic.
It can also be serious, like what I wrote for The New York Times.
I’ve written about being protective of my ass, listening to Whitney Houston in the gym, and my obsession with hot sauce. You will not find this anywhere else. It is uniquely me.
You don’t have to write like me. But you can write like you — and grow your business. When you know how, your copy will be totally unique and it will attract people who love what you have to say.
That’s what we mean when we say “authentic.” Not “authentic like Ramit” — but authentic like you.
The irony is that, 1-on-1, I know you’re passionate about your products. You can sit down with someone, listen closely, and then help someone in a caring way. No shouting or hype-y promises.
Yet somehow, when people start writing copy, they all START SOUNDING LIKE SHOUTING INTERNET MARKETERS. Ugh. That’s a fast descent into sounding like everyone else…and if you sound like everyone, why would anyone choose you over the 5,000 other options?
Great copy sounds like how you would talk to a friend 1-on-1. Imagine you could take your conversation with a friend — all the questions, all the time, all the care and compassion you put into it — and “scale” it to help tens of thousands of other people. That’s exactly what great copy does.
This one was really hard for me. I’m a perfectionist, so as I got better at copywriting, I realized how much more there was to learn. I started diving into increasingly esoteric copywriting books and testing newer and newer concepts.
I was getting into a frenzy trying to nudge our attendance rate higher and higher…until one of my co-workers pointed out that our webinar attendance was “good enough.” That means I could move on.
Do you see how this applies to copywriting? You could spend your whole life perfecting copy…or you could make it “good enough” and move on. Copywriting is a tool.
This is incredibly liberating. It means you don’t have to spend time on tiny copywriting tweaks for the rest of your life. You can get good enough, then move on.
When you’re able to get good and move on, here’s what happens: You can focus on other, more important areas of your business. Here, I’ll show you what I mean.
Remember that Earn1K email I told you about? It’s completely automated and has continued to generate millions of dollars.
Since that’s automatically running in the background, I can focus my attention on other areas of my business, like creating new products. KABLAAM:
These are the sales of another product, “Brain Trust,” which generates millions of dollars. It has thousands of members paying $49/month — often for years and years. I only came up with this idea because I wasn’t buried knee-deep in copywriting and had the time and mental energy to focus on new products.
And now, it hums along, helping thousands of people around the world.
Do you see? You don’t have to spend 10 years slaving away to be the world’s best master copywriter. Copywriting is a tool. You can spend time learning the key concepts, get good enough, automate your copy, and move on. Do this a few times and “stack your successes” — write great copy, automate, move on — and watch your business growth skyrocket.
There are thousands of books on personal finance. Yet I Will Teach You To Be Rich became a New York Times bestseller.
Whatever your business is, there will be other competitors. The key is to stand out and demonstrate why you’re different. Show, not just tell.
Let’s take a look at what I mean. I just Googled “train your ferret to walk on a leash” and got over 67,000 results.
If you were going to stand out, how would you do it?
Would it be talking about how great your ferret-training features are? (Everybody already does that.)
Would it be showing testimonials of all the ferrets you’ve trained? That’s better…but what else?
To stand out, you have to show and tell. I’m not talking about writing the same words everyone else uses, like “Fast, easy, and secure.” I’m talking about telling a compelling story. Your story.
Our brains are wired for stories. That’s why we teach little kids lessons with stories of talking animals…not college lectures. That’s why you still know the story of Little Red Riding Hood and Goldilocks and the Three Bears, even 30+ years later.
Dos Equis knew they couldn‘t win if they competed with American brands by talking about taste, or quality, or price. ZzZzzZz.
So instead they created “the most interesting man in the world.” His story showed every guy in America who they secretly wanted to be. Then they told us our new hero drank Dos Equis. The result: Dos Equis sales jumped 22% at a time when imported beer sales were falling.
Other people can imitate your website, they can rip off your product, they can hire more customer service people than you. But nobody can be you. When you tell your story — the challenges you faced, how you overcame them, and how you’ve helped others do the same — you are absolutely, positively unique.
People will read your emails. They’ll comment on your blog posts. They’ll retweet you. And most importantly, they’ll buy again and again.
It sounds simple. But the struggle is getting your story out of your head and onto the page. When you start writing, everything jumbles together. I know how it feels to write down a list of stories…then just look at it and realize it sounds like everyone else.
Ugh! I also know what it’s like to finally sit down and write…then want to crumple the page up and throw it away. The words sound good in your head, but they come out artificial and cliché on the page.
But take a look at what happens when copy really works.
This is directly from the sales page for one of our products:
This copy is totally authentic. It’s captivating. And it’s completely true. You can tell it’s true by the little details in the copy — “rolling over” to check your phone, the “grumbly” friend, and on and on.
This is great copy. It’s real. It doesn’t have to shout about how much money you can make. And it instantly connects with the reader.
Remember how I mentioned that copywriting is just a tool to grow your business? When your copy works, you get results like this:
Here’s the good news: It’s possible to improve your copy, get good, and move on. And we can show you how.
I wasn’t born knowing how to write. I certainly wasn’t a “natural” writer. In fact, the first time I ever tried to sell anything online, my writing was incredibly clumsy.
That was back in 2004. It had taken way too long to write one sales page — and the results were tepid. Honestly, they were just enough to keep me from quitting — barely.
It’s very seductive to imagine hiring a copywriter to write some amazing copy that instantly sells $10,000, or $100,000, or even $1 million of your product. I spent months learning about professional copywriters, figuring out how much they charged, and on and on…
Until I realized one thing. I was delusional!
“But Ramit,” you might say, “I hire someone to manage my WordPress. Why not pay someone to write my copy? I don’t have time to learn this. I have a business to run.”
Really? So you want to manage their copy? Do they understand your customer avatar? Can you spot a great headline vs. a good one? Do you know the difference between your positioning and your USP?
No. And hiring a rookie? It turns into a nightmare. You spend 5 hours a day just keeping them on track and answering questions about how you would say something. In the end you’re paying $5,000 to essentially write the copy yourself.
Copywriting is not like hiring someone to clean your house or mow your lawn. It’s not purely a service. Writing copy is strategic to your business: It can be the difference between $100 and $250,000. Once you get “good enough,” then you can move on or hire it out. But hiring a copywriter too early means you’ll be jumping from product to product, promotion to promotion, without ever writing copy that sells.
So that brought me to the second option: learning how to write copy myself.
Like a typical weirdo, I spent hundreds of hours poring through copywriting books. I bought courses by A-list copywriters. I wrote thousands of pages, tore them up, and did it again.
I made every mistake a copywriter can make — bad launches, blog posts that just didn’t “click,” and me-too copy. I learned the hardest way of all: in my own business with my own money at stake. It took years of hard work, trial and error, and swallowing my ego, but I learned how to write copy that connects, engages, and also grew our business by millions and millions of dollars. Year after year.
Now I’ve written for The New York Times. My writing is read by millions of people a year and my work has opened up amazing opportunities, like speaking at Google headquarters. Best of all, my material actually helps my students live Rich Lives. Finally, copy isn’t a limiting factor. It amplifies what I already know.
So…you could do that. It just takes 10+ years of work and millions of dollars to test your chops with.
Or you could take a different approach.
If you’ve already done the hard work of deciding to start a business, narrowing down your idea, and getting ready to launch, would you leave one of the most important parts to chance? Would you want to take all that work, all that time…and just scribble whatever randomly comes to your mind?
Of course, you can try on your own. Or you can learn about copywriting from someone who’s gone from 0 to millions of dollars, 18+ products, and is recognized by Fortune Magazine, The New York Times, and The Wall Street Journal. Someone who won’t just focus on one narrow area of business — like writing headlines or Facebook ads — but will show you how to assemble all the pieces to 10x your business.
This takes a lot of courage. It takes courage to step away from the “experts” who scream and insist that you must learn about A/B testing, conversion optimization algorithms, and finding the perfect color for your “Buy” button.
It takes a deliberate, methodical approach to realize that you could have the best products in the world…but if your copy doesn’t connect with someone in seconds, poof — they’re gone.
But there wasn’t anything like it. In fact, after buying all those copywriting books and products, I got better at copy…but I couldn’t write “naturally.”
Finally, we developed a powerful framework that lets us write great copy — every time, on time — and everything changed. I watched as my business outgrew the very copywriters I had initially learned from. Not once. Not twice. But with 18+ successful products.
So you can try this on your own and hope for the best…or you can get a system. One that ensures that every time you flip open your computer, you know exactly what to say and how to say it.
Here’s a sneak peek:
This is a small part of our secret weapon. It’s worked for all 18+ of my products and has been proven in over 50 different industries. Including:
Look at the incredible success my students have had with just a few pieces of my system:
“There were people who bought from me, and they emailed me to say, ‘We had never heard about you. We landed on your sales page, and we bought on the spot.’”
—Bushra A., IWT graduate, earned $50k in one month
“I took what I learned, re-wrote sales pages on my 3 most popular courses, wrote a brand new email auto-responder funnel based on his 5 day sequence, and sales shot up 44% the next month (and every month since).”
—Graham C., IWT graduate who went from food stamps to $460,000/year
Call to Action is an 8-week online course that distills everything I’ve learned about copy in 10 years and millions in sales. Each week we unlock another module that decodes a specific piece of our copywriting system. Everything from the psychology of great copy — to detailed breakdowns of email funnels, blog posts, and sales pages — to write great copy, get good, and move on.
Our in-depth video lessons cover everything you need to know to write great copy for your business. Without wasting time on esoteric theory. We’ll show you exactly what will move the needle and what you can ignore.
Here’s a brief glimpse of what’s included:
Done-for-you templates and formulas for opt-in copy, bonus pages, sales bullets, and more (students have gotten 80% opt-in rates and grown their business 300% using this material).
And that’s just the beginning. We’ve also included:
All-new copy teardowns: Watch me tear down and rewrite other students’ copy on the spot. You’ll even get to listen in on a call with me and one of my senior writers as we create sales funnels and sales pages for a $25,000 product. Learn how to think like a copywriter and see how you can create compelling sales copy out of thin air.
The IWT Report Card: Green-light benchmarks for open rates, conversion rates, and more. These will act as your roadmap, eliminating all guesswork and telling you exactly when your copy is good enough for you to move on.
More than 20 different templates and cheat sheets:
Create high-converting email funnels and sales pages with the proven formulas that I have used to generate millions in sales.
And much, much more…
You do not need to be a copywriter to join Call to Action. In fact, you don’t even have to be a good writer. Can you breathe oxygen? Then you can write. The truth is, if you have your own business, I guarantee you’ve already written copy — even if you don’t know it.
In Call to Action, we show you how to write the most common forms of copy, including blogs to emails to sales pages and even social media. We give you lessons, templates, examples, breakdowns, and even cheat sheets to help you write your own copy as fast as possible.
Call to Action is designed to help you succeed no matter what business model you use.
Most of my students sell online products, which I recommend. In my experience, it’s the most profitable, scalable, and maintenance-free business model. But Call to Action will help you sell anything from a baseball card collection to graphic design services, and anything in between.
Yes, Call to Action will help you. Our students have found success all around the world. The copy techniques you’re learning are based off basic human psychology and are proven in 50+ industries and over hundreds of years. The only requirement is for you to be able to speak English. We also recorded every video, including full transcriptions, so you can watch them at your convenience.
Earnable and Call to Action are built to work together. Earnable provides a foundation for starting your online business. Call to Action will take your copywriting to a whole different level. You’ll get advanced lessons, templates, and formulas for writing copy for nearly every area of your business. Plus, green-light benchmarks that help you determine when your copy is good enough for you to move on.
I stand by this course with a 100% money-back guarantee. Because these are the exact writing systems the IWT team uses every day, I know this material works. So I can take on the risk myself. Try the entire course and decide if it’s right for you. If you follow the steps I lay out in the course but don’t get positive results, email me, show me you did the work, and I’ll refund your order in full.
Don’t worry — all of my courses come with lifetime access so you can take a break from the material if you’re out of town, on vacation, or just swamped for a few days. Interruptions happen, and your Call to Action course will ALWAYS be here for you when you’re ready.
Once again, here’s what happens when people join my courses:
“I’ve quadrupled my email list this year, since January. (From 5800 to 23,000+ now). 18 months ago I had fewer than 1,000 subscribers… I’ve made well over $100,000 this year.”
I read just about everything [Ramit] produces – emails, sales pages, etc. I save his sales pages as PDFs so I can reference them later in my swipe file.”
—John C., IWT graduate,
I want to be clear: Call to Action is not like most copywriting courses. We’re not trying to turn you into a master copywriter. We’re not going to waste time with the theory of direct response, or studying sales letters that worked in 1932. Instead we’re going to hand you the proven tools that work today. Everything you need to double, or even triple the size of your business in the next 18 months. So please read the following carefully to make sure this program is right for you:
My courses are not for everyone. They are very challenging. People looking to passively absorb information don’t benefit nearly as much from them. But those who actually follow the steps and instructions in my courses get incredible results. Take a look at what students have done through my other programs:
“I started out… without an existing business. I was using it to start from scratch. I just finished my first year as a full-time business. I went from $0 to $500,000 USD in revenue my first year. I definitely couldn’t have done it without [Ramit’s material] because I had tried moonlighting before and never made much money.”
—Jessie A., IWT graduate
“Last week I got to $1m total sales since starting my business. In another month this will be my most profitable year.”
—Richard G., IWT graduate
Try the entire Call to Action course. If you don’t LOVE it, I insist that you get 100% of your money back.
I’ll even eat the credit-card processing fees.
Let me tell you why I offer this unbeatable guarantee:
My entire business is built on helping people get results to live a Rich Life — whether it’s starting a successful side business, getting a Dream Job, or eliminating debt.
Our track record for helping our students is why we’ve been able to grow so much the past 10+ years. It’s the reason our business hosts over a million readers a month. And it’s the reason my book was a New York Times bestseller.
And that’s why I guarantee Call to Action.
It’s simple: Take the course and see for yourself. If it doesn’t work, I want you to email me. Show me you did the work, and I’ll refund you 100%.
This guarantee covers you for a full 60 days, which completely covers the duration of every module in the program. Try the ENTIRE course. If you don’t love it, just email me at ANY TIME during the course and show me you’re doing the exercises and not getting results. I’ll refund 100% of your price. You can even keep the bonuses — at my expense.
By the way, I ask you to show me you’ve done the exercises because I know how powerful they can be when applied. I have no intention of keeping your money if you’re dissatisfied, but the only way to get results is to take action. I know you’re busy, but If you can’t commit to at least trying the first exercise, then you shouldn’t join.
But if you’re willing to commit even a single hour to just one module, then this course is 100% risk-free.
Our goal is to help you use the insights we learned — and tested, at the cost of millions of dollars — to grow your business. Considering that this course could help you double or even triple the size of your business, we believe this is a fair offer.
Hell, I think it’s a fantastic offer, and I hope you’ll agree.
Next, please review some of the results from students who have worked with me:
Great copy is a massive, underused lever for growing your business. The difference between “good” and “great” copy is hundreds of thousands of dollars in your pocket. (In our case, the difference has been millions of dollars.)
Writing doesn’t have to be a struggle. Imagine being able to wake up, sit down at your laptop, write exactly what’s in your head, because you know it inside and out…and click Send.
Then imagine the responses flow in:
“Wow, that was amazing”
“I am so glad I found you”
“It’s like you’re reading my mind”
A customer purchased: $49.00
A customer purchased: $199.00
A customer purchased: $499.00
Imagine when copy isn’t a limiting factor, but actually amplifies what you already know and helps you connect with customers — customers who are delighted to pay.
You already saw the power of what ONE email can do:
If you could write just one or two great blog posts — or a single sales page that pulls customers in and moves them to buy — it could change your business forever.
Now imagine you could “scale” that across your business. To your blog posts, your emails, your sales page. All of your marketing.
Get it right, and you’re instantly playing a different (and more profitable) game than everyone else out there. Get it wrong…suddenly you’re pushing a boulder up a hill for the next 10 years.
Let other people focus on social media tactics and “top 5” headline templates. Great copy goes much deeper. It allows you to amplify what you already know and magnetically draw people in, closer and closer. It builds a deep and lasting relationship with your customers. No one can ever take that away from you.
This is important. Like you, I know how hard it is to get the courage to start a business. To put yourself out there and go against what society tells everyone else: Just be happy! Be thankful you have a job at all!
I know what that felt like. But I knew I had something the world needed to hear.
Once I decided that, I made another decision: to give myself every advantage to succeed.
You deserve the best help. If you trust that I can help — after deliberately and methodically guiding our business to consistent growth — I’d like to invite you to learn how to use copywriting to deeply connect with your customers.
It’s powerful. It’s authentic. And it works.
There’s no pride in growing your business alone. I grew my business by standing on the shoulders of giants — by studying from the very best mentors, painstakingly writing and editing copy for years and years, and testing it with millions of data points.
You can go through the same grueling ordeal for 10+ years. Or, by clicking right here, you can bypass this misery and get instant access to our millions of dollars of copywriting insights. To stop sounding like everyone else and play a totally different game. To put your customers first and make them excited every time they see your name in their inbox.
And, of course, to grow your business.
Honestly, I have no doubt your business will continue to grow. The question is, how fast? And how many customers are you losing every single day by not having the right copy that hooks, engages, and compels them to take action?
Call to Action can show you how. But we’re closing it soon. If you’re ready, I’d love to invite you to learn what took 10+ years and has generated millions of dollars and 30,000+ delighted customers.
A year from now, you’re going to be a year older. What are you going to do?
That’s why I’ve created an easy payment plan, in addition to my unbeatable money back guarantee.
Call to Action normally costs $1,497, and given your alternatives, I think that’s a steal. But you don’t have to pay that to get started today.
Not only will you have two full months to complete the entire course — and apply what you’ve learned to your business before deciding if it’s right for you — but you can get started for just $149. Then you’ll pay just $149 a month for the next 11 months (12 total payments). That’s just about $4.90 a day.
And frankly, any one of the lessons could make you 10 times that before your second payment is due.
So you’ve got a decision to make. Are you going to go it alone, or worse, hand over thousands of dollars and the future of your business to a complete stranger? Or are you going to give yourself every advantage with a proven system that’s generated millions of dollars in sales across dozens of industries?
Let me know.
Just remember, Call to Action closes to new members soon. If you’re interested, you need to act now.
If you have any questions or concerns about the course, call or email us. We’re happy to help
One more thing.
Each Call to Action module contains an accompanying private vault, packed with advanced strategies, proven tactics, scripts, video case studies, worksheets, and more.
You won’t find these techniques anywhere else because we tested, refined, and — in many cases — invented them.
These vaults contain so much new material that I could have divided them into two courses. But I included them all in Call to Action so you would have every possible formula, tactic, framework, and teardown at your fingertips. Hours and hours of organized videos, case studies, tools, and material gives you instant access to the answers you’ll need to take care of any copy challenge you’ll face.
My step-by-step process for writing the first email of a sales funnel. I’ve sold over $10 million starting funnels this way.
Winning headline formulas and templates you can use over and over (Plus, the “How to Write Killer Headlines” training sheet created for IWT writers).
Video breakdown of my Ramit’s Brain Trust sales page that makes me $100,000 every month.
If you have any questions or concerns about the course, call or email us. We’re happy to help