Struggling to write sales copy that converts? Learn storytelling techniques, see examples, and grab a ready-to-use template here.
You’ve been posting on LinkedIn, sharing tips, stories, and advice, but your inbox is silent. No DMs asking about your services, no one signing up for your offers. You wonder what you’re doing wrong. The words feel flat, the connection missing. It’s frustrating and exhausting.
But here’s the thing: great sales copy doesn’t just share—it tells a story, builds trust, and makes an offer your audience can’t ignore.
The good news? Writing better sales copy is a skill that you can develop.
To show you exactly how it’s done, let’s dive into a brilliant Facebook post by master copywriter Taki Moore. We’ll analyse the copy step by step and share a fill-in-the-blank template you can use for your own business.
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Copywriting Example: Taki Moore’s Facebook Post
For me, the best way to learn how to write compelling sales copy is to 1) see it in action and 2) practise, practise, practise. Real-world examples bring the techniques to life in a way no theory can. It just so happened that I came across this post from Taki Moore, and it’s a fantastic example to use for teaching. Let’s dive in.
[Dead Broke on December 15]
I was driving down a dark, windy road on my way to my son’s sports awards night years ago, when I got a desperate call from a coach who was in real trouble.
It was December 15.
His name was Simon.
He was part of a franchise, and things weren’t going well.
He was $30k in debt to head office, and he had 30 days to pay it off.
He’d signed an agreement that said if they cancelled his franchise he couldn’t coach again for 5 years.
He had 4 kids, was up to his eyeballs in stress, and had no way to come up with the money.
A mate told him about me, and gave him my number.
“𝑊ℎ𝑎𝑡’𝑠 𝑦𝑜𝑢𝑟 𝑐𝑢𝑟𝑟𝑒𝑛𝑡 𝑝𝑙𝑎𝑛 𝑓𝑜𝑟 𝑡𝑢𝑟𝑛𝑖𝑛𝑔 𝑡ℎ𝑖𝑠 𝑎𝑟𝑜𝑢𝑛𝑑?”
Well… If I can get 50 people to pay me $1,000 for a 2-day workshop… I think we’ll be ok.
I’ll be able to pay back the money, keep coaching, and have $20k for me and the family.
It’s 2 weeks before Christmas. No-one’s gonna come to your 2-day workshop.
And even to get 50 people to pay you $1,000, you need a pretty big database. How big’s your list?
I never really kept a list. I have 7 clients. 7 past clients too — but not all of them still like me.
So we’ve got no time. No list. And no money.
In fact, he was doing so badly that every month, the franchise emailed all the coaches a list of all their names, in order of who’s making the most money…
And my guy was in last place. Right at the very bottom.
Great!
I felt for the guy, so I offered to help him for 30-days for free.
We didn’t have much, but like the old TV show MacGuyver, I used what he had lying around:
10 viable relationships, and one good case study with a restaurant he used to coach.
I didn’t know anything back then compared to now — but we made a plan and got to work. I called him every morning to set up the day’s activities, and checked in every night to debrief and tweak the plan.
We got him 57 booked appointments for $5.30.
And we wrote a killer direct mail letter. We called it the Scarcity Letter. I’ll tell you about it another time.
Sent it to 10 restaurants, pitting them against each other. Signed a client. So we sent the same campaign to the restaurants in another area. Signed another client.
Here’s what happened:
He paid off the debt before Christmas, and within 87 days, he went from the bottom of the list to #2 in Australia.
The other coaches in the network started asking how the hell he turned it around, and he told them about me.
And that’s how I started this business all those years ago.
It wasn’t on purpose. It was an accident that happened after I helped a coach get clients by Christmas.
Here’s what I learned:
1. This time of year is the easiest time to sign clients when you know how.
2. When I help coaches get clients by Christmas, they seem to like me, and tell their friends.
So that’s why I’m running this workshop tomorrow.
I figure that if I help you get clients by Christmas, you’ll be more likely to work with me in the new year, and tell your friends.
I’ve got a whole system for it — the campaigns are here on my computer ready to share. All we need is 2 hours to set it up together.
P.S. The workshop starts in 12 hours, so if you haven’t already registered, NOW is the time! Link in comments to register.
The Frameworks Behind Taki’s Copy
Taki’s example uses elements of several well-known copywriting frameworks, which blend seamlessly to make the story persuasive. Here’s how it aligns with common approaches:
1. PAS (Problem-Agitate-Solution):
- Problem: Simon’s $30k debt, tight timeline, and personal stakes are clearly outlined.
- Agitate: The narrative adds tension with further details, such as Simon’s lack of a client list and his ranking at the bottom of the franchise.
- Solution: Taki steps in, provides guidance, and delivers an impressive turnaround, which is tied to the offer of his workshop.
2. Hero’s Journey (Adapted for Sales Copy):
- Ordinary World: Simon’s struggling business and personal stress establish a relatable starting point.
- Call to Adventure: Simon reaches out for help, desperate for a way forward.
- Mentor (Taki): Taki takes on the guide role, offering expertise and support.
- Challenges: They overcome obstacles such as limited time, no list, and no money.
- Transformation: Simon’s financial and professional life improve dramatically.
- Sharing the Treasure: The story ties back to Taki’s workshop, presenting it as the solution for others.
3. AIDA (Attention-Interest-Desire-Action):
- Attention: The headline (“[Dead Broke on December 15]”) hooks the reader.
- Interest: The story captivates with relatable struggles and conversational dialogue.
- Desire: Simon’s transformation inspires the reader to achieve similar results.
- Action: The post concludes with a clear, urgent CTA.
4. Story-selling:
Taki uses Simon’s story as a case study, building emotional resonance and trust while tying the transformation to his offer.
Step-by-Step Breakdown of Techniques Used in Taki’s Copywriting Example
1. Intriguing Headline + Introducing Urgency
“[Dead Broke on December 15]”
This headline sparks curiosity. It’s specific, dramatic, and emotionally charged. The brackets make it feel like an insider secret, drawing the reader in. Furthermore, Taki deliberately starts with this line and “December 15” to grab attention and make the story feel urgent. He’s sharing a real story about someone with big money problems but uses it to make readers think about their situation.
By choosing this story now (the date at the time of writing is Nov 26), near the end of the year, he knows people might feel stressed about their goals, so it’s the perfect time to get them interested in his help.
2. Relatable and Vivid Opening
“I was driving down a dark, windy road…”
The opening scene is personal and vivid, grounding the reader in a moment they can picture. Adding details like “dark, windy road” creates atmosphere and tension.
3. Introducing the Hero and Problem
“His name was Simon. He was part of a franchise, and things weren’t going well.”
The story introduces Simon, a relatable character, and escalates the stakes with specifics like “$30k in debt” and “4 kids.” These details build empathy.
4. Dialogue for Engagement
“𝑊ℎ𝑎𝑡’𝑠 𝑦𝑜𝑢𝑟 𝑐𝑢𝑟𝑟𝑒𝑛𝑡 𝑝𝑙𝑎𝑛 𝑓𝑜𝑟 𝑡𝑢𝑟𝑛𝑖𝑛𝑔 𝑡ℎ𝑖𝑠 𝑎𝑟𝑜𝑢𝑛𝑑?”
Adding dialogue creates intimacy and makes the story feel authentic. It mirrors the questions readers might have, pulling them further into the story. Taki uses italics to emphasise the significance of the question, drawing attention to a key turning point in the story. This stylistic choice enhances the conversational tone, engages the reader, and visually separates the dialogue for better readability.
5. Emotional Rock Bottom
“So we’ve got no time. No list. And no money.”
The Rule of Three makes the problem feel insurmountable, creating suspense for how the resolution will unfold.
6. The Hero’s Plan and Resourcefulness
“We didn’t have much, but like the old TV show MacGuyver, I used what he had lying around…”
By showing how they leveraged limited resources, Taki inspires readers and builds credibility for the solution. Also, Taki’s MacGyver reference shows he understands his target audience’s age (likely in their late 30s to 50s), values, and struggles, using humour and relatability to position himself as a resourceful mentor who can creatively solve their challenges.
7. Results-Oriented Storytelling
“He paid off the debt before Christmas, and within 87 days, he went from the bottom of the list to #2 in Australia.”
Quantifiable results make the story feel real and believable, while the transformation arc keeps it emotionally satisfying.
8. Offer and CTA
“That’s why I’m running this workshop tomorrow…”
The transition ties the story to the offer logically. The urgency in the P.S. (“starts in 12 hours”) motivates action.
Why Taki’s Approach Works
Taki Moore‘s example demonstrates how powerful storytelling can be in sales copy. Here’s why it’s so effective:
- Emotional Connection: The story is relatable and human. Most readers can empathise with Simon’s struggle and root for his success. Emotional engagement makes readers more likely to trust the solution presented.
- Credibility and Authority: By showcasing Simon’s dramatic transformation and providing specific results, Taki positions himself as a trusted expert. He doesn’t need to boast; the story does the work for him.
- Clarity and Simplicity: The writing is straightforward, using short sentences and clear language. The story unfolds naturally, and each section builds on the last.
- Urgency and Relevance: The offer is tied to a specific timeframe (Christmas), making it feel urgent. This encourages immediate action rather than procrastination.
- Subtle Persuasion: The story doesn’t feel like a hard sell. Instead, it feels like an inspiring case study, which makes the offer at the end feel organic and trustworthy.
How to Apply This to Your Own Sales Copy
If you’re promoting a product or service, consider how you can use these techniques to build a narrative around your offer. Think about a transformation story your audience will resonate with. Whether it’s a personal experience or a client success, focus on:
- Highlighting the challenges and stakes to make the problem relatable.
- Demonstrating resourcefulness and your unique approach to solving the problem.
- Quantifying the results to make the transformation feel tangible and believable.
Then, connect the story to your offer with a clear, direct call-to-action. Make it easy for your audience to take the next step.
Sales Copy Template
[Hook – Start with Drama or Curiosity] “[Adversity/Challenge] on [Specific Date or Context]”
[Opening Scene – Set the Stage] “I was [personal moment or setting], when [unexpected event or challenge occurred].”
[Introduce the Character and Problem] “Their name was [Name], and they were [role]. [Specific problem they faced, quantified where possible].”
[Dialogue – Add Authenticity] “I asked, ‘[question reflecting curiosity/problem-solving].’ [Response showing the odds they faced].”
[Rock Bottom – Show the Depth of the Challenge] “[Briefly list the constraints or stakes].”
[Turnaround – Introduce the Plan or Solution] “I [specific actions taken] with [limited resources/tools]. We used [specific strategies] to [achieve the goal].”
[Results – Showcase the Outcome] “[Quantifiable results or before-and-after transformation].”
[Offer – Tie It Back to Your Product/Service] “And that’s why I’m [making this offer/running this event].”
[CTA – Add Urgency and a Clear Next Step] “P.S. [Time sensitivity statement]. [Direct action instructions].”
Additional Resources for Aspiring Copywriters
If you’re excited to dive deeper into the art of persuasive writing, here are some fantastic resources to help you sharpen your skills. Whether you’re a beginner or looking to refine your craft, there’s something here for everyone.
My 3-Part Series on How to Be a Persuasive Writer (Without Studying Copywriting for 10 Years):
This series is packed with actionable tips and insights to help you write copy that resonates and converts.
- Part 1: 3 of the Biggest Lies You’ve Been Told About Persuasive Writing (That May Be Holding You Back)
- Part 2: 6 Principles That Drive People to Take Action
- Part 3: 5 Copywriting Techniques That Master Writers Use to Hook Their Readers and Get Them to Buy
Free Copywriting Courses:
- Tutorial Tuesdays by Copyhackers:
A brilliant series of beginner-friendly videos that teach you the fundamentals of copywriting. - Neville Medhora’s Free Copywriting Course:
This free primer introduces you to core copywriting frameworks in a fun and approachable way. (Fun fact: this was my first-ever deep dive into copywriting, and it’s a great starting point!)
Paid Courses I Recommend:
While not exclusively focused on copywriting, these courses are excellent for learning how to write compelling content, grow an audience, and make sales online.
- Unignorable by Demand Curve:
Taught by Katelyn Bourgoin and Neal O’Grady, this cohort-based course helps you craft irresistible hooks and write effectively for growth on platforms like LinkedIn. - Ignite by Hustle & Heart:
Led by Brook McCarthy, a digital communications expert with 19+ years of experience, this course helps you dig into your value and write in a way that captures attention and drives action.
Final Words on Writing Compelling Sales Copy
Crafting compelling sales copy is about more than just describing what you offer. It’s about showing your audience how you understand their struggles and how your solution has transformed others like them.
Mastering the art of copywriting takes time, practice, and the right resources. Whether you’re starting with my blog series, exploring free tutorials, or investing in a course, the most important step is to start writing.
Following Taki Moore’s example and using the template provided, you can create sales copy that resonates, persuades, and converts. Test, refine, and watch your skills grow as you connect with your audience and make your offers irresistible.
Now it’s your turn—grab the template, start writing, and see the difference storytelling can make!
Acknowledgement: I used ChatGPT to generate ideas and draft sections of this blog post, including the analysis of Taki Moore’s sales copy and the creation of the fill-in-the-blanks template. Additionally, I used ChatGPT to create the featured image for this post. The tool was used to provide a structured breakdown of techniques, alternative titles, example content, and visual elements. All outputs were heavily edited and refined by me to ensure they align with the tone, style, and context of the blog.
