What does it take to write great copy? And how can you master it to reach your audience and share your message? In today's conversation, you'll hear Rory share his top three copywriting secrets for producing persuasive copy and the key lessons he's learned over the course of his career. Using his best-selling book Take The Stairs as a jumping-off point, Rory unpacks what it means to sell the destination instead of the vehicle, the role of pain copy, and how to write excellent pay-off text. Listen now to hear all the details of these three copywriting secrets, and transform how you communicate with your audience!