Not too long ago, we were standing in your shoes.

Hey - Tyler here.  1/2 of the Copy Chefs.

And chances are, I used to be a lot like you.

New copywriters, wondering what the hell it really meant to “persuade.”  The idea of typing in words and making money come out sounds incredible.

After all, that's what copywriting comes down to, right?  Just convincing readers to take action.

Problem is, everyone has strong words about the “what.”  Few actually talk about the “how.”

And trust us...we’ve done our due diligence.

We took a bunch of courses, read tons of books, and spoke with other writers...but nothing really told us specific, no-bullshit methods to write persuasive copy.

You've probably seen the type of advice we're talking about.

“Focus on benefits.”

“Research your audience.”

“Drive action.”

That all sounds great.  But how the fuck do you actually persuade people to act?

The books are good BUT they're outdated.

Facebook groups are good BUT they only talk about the business side of copywriting — how to find clients, negotiation tactics, etc.

Almost no one talks about the actual art of persuasion.

More importantly, how to persuade in the era of social media and attention saturation.

And when they do, it’s half-assed, generic advice that doesn’t really help anyone.

Chances are, you’ve already got some copy projects under your belt.

But even experienced copywriters run into problems.  It took me years to diagnose the problems that were holding me back.

Tell me if any of these sound familiar.

  • I used to piece together sales pages, based on nothing but whether or not they “felt right.”

  • I used to go through endless pages of swipe files, trying to emulate the tone and feeling but never really knowing why they were effective.

  • I used to struggle finding a research process that I could apply to even the most obscure of clients

  • I used to spend hours deciphering copy formulas, wondering what was actually needed to make each element effective.

The copy that I produced worked, but it just wasn’t all the way there.  And not only that, I just knew I wasn’t being as efficient or process-driven as I wanted to be.  I wanted to up my skills and be able to focus on a few clients, rather than scrape together of jobs that my heart wasn’t in, just to get by.

I didn't aspire to be an A+++ world-wide recognized copywriter like Gary Halbert...I just wanted to be good enough to confidently demand 4 and 5 figure projects.

But it all changed about 2 years ago, when I started creating processes and taking the time to learn how to apply these formulas, step by step.

And then, I met Valerio.

We connected because we were both follically challenged, half-Korean copywriters, that saw a huge, gaping need among copywriters.

We started comparing notes, and having a lot of long, intense conversations about copywriting, persuasion, and what the hell people were doing so terribly wrong.

We had both taken various courses, including AWAI, course 2, and course 3.  We both had long documents of notes from all the expert books and articles.

And we both felt that something was seriously lacking.

So we put our follically challenged heads together and started creating the processes we used.

Me, with the direct-response techniques I learned as a strategist and writer for Agora, that I used for my freelance clients.

Valerio, with the processes he uses as the CD for a multi-million dollar marketing agency, and former big-time freelance writer.

Where all the other courses stopped at “what,” we took the time to add on the “how.”

Once we had this, writing persuasively became a lot easier.


  • Rather than piecing together a sales letter and copying from swipe files, looking at a piece and being able to identify each persuasive element, and pick it apart.

  • Having a go-to research process that ensures you’re covering all your bases

  • Having a step-by-step method to build interest and desire, rather than just being guessing what to add and what not to add.

  • Waste less time perfecting individual words and more time on big picture elements to get your message across

Once we started documenting our processes, and tweaking them according to what we knew and used as copywriters, we started testing.

The results were great.  It took less than half the time to edit and finish pieces because I finally knew what I was looking for.  I had structure.

Social proof: testimonials

Trash man

A writer that used to be trash

Trash man

Before, my writing was trash. Now, it's not trash.

Text & media

And when we started sharing it with our group of 1800+ freelance writers, they found very similar results:


We knew we were on to something.

Valerio and I got into the kitchen.  We Gordon Ramsey’d the shit out of our strategy, and came out with something amazing.

That something is Cooking Copy.  The last persuasive copywriting course anyone should ever need.

About the instructors

Tyler James Koenig & Valerio Puggioni

  • Tyler James Koenig


    Tyler James Koenig

    Tyler is a freelance copywriter and consultant based in Los Angeles. Trained in direct response, he works primarily with tech startups & entrepreneurs to craft killer stories and bring clarity to their brand. In addition to running the Freelance Copywriter Collective with Valerio, Tyler coaches writers from around the world, having recently spent a year in South America & Europe working closely with groups of digital nomads. Previously, he worked as a strategist for Banyan Hill & Dent Research, subsidiaries of Agora Publishing.
  • Valerio Puggioni


    Valerio Puggioni

    Valerio is the Creative Director for Right Hook Digital, a multimillion dollar ad agency specializing in full funnel builds, CRO, and Facebook ads. As agency CD, he routinely trains copywriters, writes training material, and oversees the ads run by the agency. He’s also a seasoned freelance copywriter and former marketing director, with a research background in propaganda studies (PhD.c). Together with Tyler James Koenig, he runs the Freelance Copywriter Collective group on Facebook.


An at-your-pace video/text course that demystifies persuasive copy and helps you write better and faster.

 No fluff.  Real examples, real strategies, real processes that you can follow.

We keep it simple.  The course is broken into 4 modules:

CHAPTER 1: KYS (Know Your Shit) Research Process

  • Overview of the research process [Emphasize importance of research]

  • Using free and paid powerful data tools to conduct your research

This is Valerio’s research process that has been honed over years and years of working as a copy director for a multi million dollar agency.  Thousands of dollars went into perfecting this process.

We’ll show you the exact tools and processes that the agency uses.  You’ll save hours of time.  It will be like 10 hours of research boiled down into just a few easy steps.

CHAPTER 2: Identifying the correct emotional appeals based on your target research

  • What is an emotional appeal? 

  • A typical sales funnel, and why it’s important to get into the mindset of your target audience in relation to the emotional appeal

We’ll show you how to take your research and apply to an effective sales funnel.  You’ll learn the relationship between emotional appeals and persuasion which gives you the ability to better align your copy with your goals and get more action from your audience.

You’ll learn how to get into the head of your customer to find the right copy to use, without spending hours going back & forth between word choice.

CHAPTER 3: On copy structure

  • Valerio’s introduction on structure [structure vs. flow] 

  • Tyler’s step-by-step structure process

  • Tyler goes through a real landing page to show how the structure applies

  • Quick lesson on structuring short form copy

  • Tyler presents extra tips on how to keep the reader reading

A lot of sources give you the formula, but few actually dissect how to best use each element.  You’ll learn a step-by-step process to ensure that every element of persuasion is properly placed and used.

Things like, the difference between interest and desire, how to add conviction, and what it really means to draw attention.  You’ll also learn how to structure short form copy.

CHAPTER 4: The writing part

  • The bare bones: 

  • Voice: 

  • Determining your brand attributes

  • Language: A quick two-step hack

  • The royal “we” and buzzwords

  • Clarity through simplicity

  • Visual tips for grabbing attention if you’re working solo

  • The So What? Test

  • Importance of feedback