Marketing magic? Nope. This is better.

We interrupt our program to bring you this important announcement…

You still have time to register for tonight’s training (Thursday 7/24): “Turn Content Into Clients: The Proven ‘PLAN’ to Get More and Better Leads, Inspire Prospects to Hire You, and 3X Profits — Without Ever Feeling Stuck.” 7 p.m. ET, 4 p.m. PT. Details and registration here.

If you can’t attend live, you can sign up for the replay (and other bonuses) here.

Now back to our regularly scheduled program…

Melissa and I have been watching (and loving) Dark Winds on Netflix.

It’s a murder mystery set in the Navajo Nation…

…and it’s got a black magic woman.

Her name’s Ada, and she’s nasty.

(Don’t let her get a lock of your hair. She’ll put a spell on you.)

Ada got me thinking about magic-making.

When I was a kid, I loved any book, TV show, or movie where characters used magic potions or spells to control others.

The Lion, The Witch, and the Wardrobe, whenThe White Witch feeds magical Turkish Delight to Edmund to turn him into a traitor.

Bewitched, Season 8, Episode 26, when Eldora gives Darrin a magic pin that makes all mortals around it tell the truth and nothing but the truth.

And (my favorite) Batman, Episode 57, when Marsha Queen of Diamonds pricks Commissioner Gordon, Chief O’Hara, and Robin with “Cupid’s darts,” and they become her devoted love-sick subjects.

What power!

Even as a kid, I knew this wasn’t real. But I wanted to get me some of that magic.

Fast forward to my early days as a business owner.

I’d sit in front of a blank screen, hoping to create content to attract leads and generate sales, but feeling stuck.

What should I write? How can I stand out?

I witnessed so many others winning the game of business, and I was wondering, what are THEY doing that I’m not?

I’d read books by the so-called marketing geniuses, and I began to think that business success required some kind of genius or MAGIC that maybe I didn’t have.

But then I heard the great copywriter Eugene Schwartz say something that changed everything. He said,

“Copy is not written. Copy is assembled.”

Before I heard that and analyzed what it meant, I envied the marketing “geniuses” as I imagined them pouring copy from their great brains as if it was magic.

But here’s what I took from Schwartz. This is NOT magic.

I can assemble profit producing content (and so can you), as long as you have the right building blocks to assemble that content.

Let’s face it: Writing feels hard.

Assembling, though, is simple if you have those building blocks.

So I began to study profit-generating content to understand how it was assembled, to find the building blocks.

I studied thousands of great marketing pieces, emails, social posts, videos, sales letters and more. And I looked for the repeating patterns.

I looked for the building blocks that were common in all of the most profitable content.

And once I understood what building blocks I needed to assemble content, I developed habits and systems to find, gather, and organize those building blocks.

That is how I conquered writer’s block and began to consistently produce content that brings me great leads and converts them to clients.

Over 20 years of studying the most profitable copy and testing what works and what does not, I developed those habits and systems to assemble sales-generating content without getting stuck.

This is NOT Magic.

It’s just well-crafted habits and systems.

And now I’ve packaged those habits and systems and methods into a simple-to-implement framework.

It’s called the P.L.A.N framework, and for me, it’s been the key to get unstuck, to attract more leads, and to land more clients using captivating story-powered content that I assemble.

Tonight, I’ll share with you the P.L.A.N framework (and how to implement it) during my free training called:

“Turn Content Into Clients: The Proven “PLAN” to Get More and Better Leads, Inspire Prospects to Hire You, and 3X Profits — Without Ever Feeling Stuck.”

Thursday, July 24, 7 p.m. ET, 4 p.m. PT.

Click the button to get the details and save your seat.