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In a rush?

Here are highlights of The 7 Stories Every Sales Letter Needs with Henry Bingaman Pt.2 if you are in a hurry:

Escalation (2:09 Mark)

Why a team is important (6:30 Mark)

The Mission Statement? (12:35 Mark)

What is the value proposition? (18:16 Mark)

What is a sideways sales letter? (18:00 Mark)

Today's Show

In today’s podcast Kevin and Jonathan welcome Henry Bingaman. Henry is a senior copywriter for Money Morning at Agora Publishing.  

Why Stories?

Henry says every good story needs to have 7 stories to get people to take action. In part one we discussed 1) the paradigm 2) origin story 4) emotional discovery.


Story number four is escalation. Now you’re building up your case for interest. You want people to get really excited, amped and interested in your story.

You have to escalate in a straight line. Your story needs to be logical and make sense. A lot of copywriters make the mistake of throwing everything at the wall and hoping something sticks.

You need to maintain context and be a voice in their head they want to listen to and not turn off.


Why is your story so important and why do I need to take action now? You can say a lot with a few words for urgency. You need to express why you need to take action.

Mission Statement

The the why you do what you do. Why are you selling what you are selling? Your reason can be as simple as “I am your only hope. I’m the best with this and obsessed with it.”

Want to learn the rest of 4-7 of The 7 Stories Every Sales Letter Needs with Henry Bingaman Pt.2? Download and listen to discover Henry’s tips.

To connect with Henry Bingaman, check out his links below and remember he welcomes all questions, comments and inquiries. Remember to mention you heard about Henry on Copy Chief Radio!

Henry on Instagram

Henry’s on Facebook

Henry’s website

Henry on Twitter

Connect with Henry on LinkedIn

Henry’s Promo

Moonwalking with Einstein

Breaking the Habit Of being Yourself


Kevin Rogers

Kevin Rogers spent years traveling the United States as a dead-broke stand-up comedian until he discovered how a simple joke formula could be used as a powerful marketing hook and began teaching it to marketers.

The formula worked so well that entrepreneurs and business owners all over the world have now used this deceptively simple 4-sentence formula to skyrocket their profits and grow their businesses at record pace.

Today Kevin is one of the most in-demand sales consultants online, working closely with high-volume information marketers, corporations and local brick and mortar businesses alike to turn around sluggish ad campaigns.

Kevin’s unique background as a stand-up comic and in-the-trenches salesperson provide a rare spectrum of experience and ability. His greatest strength is teaching anyone to use the power of their own story to connect better with customers and compel them to take action.

You can download a free copy of Kevin’s Amazon best-selling book at www.60secondsaleshook.com and join his copywriting community at www.copychief.com

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