Today I’m going to show you a super cool (and crazy short) copywriting framework for…

  1. Getting super CLEAR on the big WHY behind your business
  2. Telling YOUR STORY in about 40 words

This is the very framework that helps people like us give some purpose to our passion.

It’s what helped a young, rebellious me move out of the basement of just dreaming of starting a business, and onto the main stage, actually DOING it. 

I do believe without this simple story exercise of clarity and purpose, I’d still be hating life and hoping for “some day.”

I call it the “Rebel Yell” statement because it sounds even better when you say it wearing leather chaps 🙂

That, and because most things called “mission statements” are dreadful, lofty-sounding snoozers that nobody reads. 

The Rebel Yell statement expresses independence and (secret bonus!) makes you more interesting to your prospects. Because what we, as buyers, are really after, is not just a good product but…

… a great experience.

So, in order to stand out, you’ve got to share your experiences. And it’s that shared experience that creates the bonds that build a business — especially online.

Take a second to think about the problem that your product or service solves for your customers (or potential customers) and the frustration that led you to create something better.

Then fill out the simple, fill-in-the-blank statement I’ve written out for you below.

If you do, I think you’ll be surprised at how much you gain from it.

This little exercise is responsible for untold fortunes… so I really hope you’ll take a couple minutes and do this for yourself. 

OK, here is the Rebel Yell statement:


My name is ___________, I love ____________ but was fed up with ____________.
So I created _____________ that _________________.


I told you it was simple. But that really is all you need to get clarity on what you sell, why you sell it and to express it passionately.

Let’s see it in action. Here are a few examples you might recognize…

My name is Steve, I love computers but was fed up with the snail’s pace of commercial technology. So I created a user-friendly computer that processes information faster than anything else out there today.

Now, if it’s 1976, don’t you want to own that computer?

Here’s another…

My name is Mike, I love a clean shave but was fed up with paying through the nose for razors. So I created a simple subscription service that delivers quality razors right to your door for one dollar a month.

Dollar Shave Club completely disrupted the razor industry and sold for a billion dollars.

What about…

My name is Richard, I love to travel but was fed up with lousy, expensive and unreliable airline travel. So I created an airline with competitive fares that arrives on time and treats every passenger with first class service.

Who else misses flying Virgin Airlines?

Branson took his rebellious spirit to the next level and dumped the airline when he quit enjoying the game, and is now galavanting around in spacecraft instead!


My name is Kevin, I love copywriting but was fed up with serving only one client at a time. So I created a community that allows me to help hundreds of writers and business owners at the same time so everyone can grow together.

That simple statement is why I started Copy Chief in 2014. (And mark my words, I will be the first copywriter in space!) 

OK, get going on yours. 

Only one rule: DO NOT OVERTHINK this. If it feels frustrating, you’re doing it wrong.

Keep it simple, and have fun.

I can’t wait to see what you come up with…


P.S. Ready for more? Here are 3 ways we can go deeper…
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  3. Listen to the Copy Chief Radio podcast. Every week we release a fresh new conversation with the top producers and change-makers in the world of marketing, copywriting, and business. 

The Amazing 60-Second Sales Hook That Creates An Instant Bond With Your Best Prospects…

PLUS: get fill-in-the-blank templates and word-for-word video scripts that instantly establish Know, Like and Trust with visitors to your site!


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