The Russell Brunson Show
Inside the Copywriting Brain That Powers My Funnels | #Marketing - Ep. 24
07 Apr 2025
In this episode of The Russell Brunson Show, I sit down with my head copywriter Heath… Who’s been quietly writing behind the curtain for the past five years. And let me tell you… it was a blast to talk copy, creativity, and what actually makes great marketing work with one of the most talented people on my team! We go deep on advertorials (what they are, why they work, and how they’re still crushing it today), plus Heath shares how improv, fiction writing, and a background in comedy helped him become one of the best direct response copywriters I’ve ever met. We also talk about nerding out on old ad copy, why I collect hundred-year-old Napoleon Hill manuscripts, and how lived experience always beats AI when it comes to great copy that connects. This one’s part masterclass, part origin story, and part love letter to the lost art of persuasion. And… 100% fun! Key Highlights: The surprising way I accidentally hired Heath (and why his 40-minute “No thanks” video sealed the deal) What an “advertorial” actually is - and why it works better than you think Why copywriting is really just “copy collecting” The lost power of voice, tone, and writing from lived experience How AI can help, but will never replace the hook you found at the gym yesterday Our step-by-step process for building the Zuma Juice funnel from scratch Why copywriting is the most valuable skill most entrepreneurs never master If you’re a copywriter, a funnel builder, or just someone trying to sell better… This episode is a can’t miss for you! https://sellingonline.com/podcast https://clickfunnels.com/podcast https://30days.com Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/russell to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices
Full Episode
Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast. This is the Russell Brunson Show. What's up, everybody?
This is Russell. Welcome back to the show. I've got a special episode today. I drug one of my favorite people in the room to come talk with me, and he's a little nervous. It's his first time on the podcast, but I'm excited because he's here in town. Heath is our head copywriter for now five years, right? Yeah, it's been five years.
So the way I found Heath originally, and no one could hire him, so don't Google his name. I'm not going to tell you his last name. Just kidding. No, the way I found him initially is Kelly Felix. I hired him for something, and he was showing me how he'd scaled his credit repair thing to like $100 million a year or something.
And I was going through all the trainings, and he's like, oh, one of the things we use a lot are advertorials. And I had never – I'd heard of one, but I'd never done one before. I was like, do you know anyone you'd recommend? And he's like, oh, there's this writer named Heath. He's like the best in the world at advertorials. You should hire him. And so that's how we first got introduced.
And I don't know if you remember this or not. but you made me a video. Uh, it was like an hour long video explaining why I should never use an advertorial for my business. I was like, you just told me to not use his services. This guy's great. And then, uh, we've been working together ever since then.
So yeah, I always say like you hired me by me saying no, like the power of no is actually pretty, it can be pretty powerful. No, I was, I was overworked at the time I was stuck in an American in hotel. Cause our RV was getting worked on. You were living We were living in an RV at the time and we got in contact and I was, I was overworked. I was doing four different projects.
I was partner on this gummy brand that ended up falling apart. And then you, yeah, I got in contact and then I was looking at it and I was like, but it's already converting. Why do you need an editorial? So I did, I did this whole big long, it was like a 40 minute plus video and I just talked you out of not hiring me.
And then that was the key that gets you to – and then I couldn't keep you off of me.
You kept hitting me up for things and so, yeah. Anyway, he's an amazing copywriter. So he's in the office this week. We're writing copy. We're actually doing – on Friday, me, him, and Sean Vossler are doing an event where we're going to be going through Napoleon Hill's truthful advertising and geeking out for advertising for a full day.
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