Course Description

One of the most powerful YouTube videos 
I’ve ever put out was on 
the “Sequence of Beliefs” concept…

In that video, I combined lessons learned from Dan Kennedy, Clayton Makepeace, and my own experience…

Into one powerful conclusion…

If you can get your prospect 
to agree with… 

The right set of beliefs, 
in the right order…

Making the sale 
is almost inevitable.

But that begs the question: What are these beliefs?

It used to be that if you’d asked me for any given project I was working on, I probably could’ve told you.

I could sit down, create an outline, and list them out.

That’s good for me, but it does nothing for you.

Because in order for you to have this same skill…

You’d either need a telepathic link into my brain…

To download my total copywriting experience and thinking…

Or some other way to get this thinking installed into your mind.

Honestly, this was a big 
unanswered question 
for years…

How could I zoom out on my thinking process and identify the most important sequence of beliefs?

By that I mean…

→ ONE sequence of beliefs to rule them all.

The sequence of beliefs I could use as the underlying template for nearly every marketing and selling message…

Every piece of copy…

In a way that you can immediately plug in your message, and go to town.

In short, I needed a framework.

And honestly, I didn’t just need this for YOU.

I needed this for ME, too.

Because I wanted a way to shortcut my own process of coming up with the outline and structure for every promo I wrote.

So that I could write more powerful copy, faster.

I knew that as long as I did NOT have this, my results were suffering.  I wasn’t making myself or my clients as much revenue and profit as we could have.

And still, the dots weren’t connecting…

Until I received 
a flash of insight…

I’m a huge believer in the power of our unconscious mind to give us what we need.

When you set an intention and let your subconscious mind work on it, it will find a way.

It will combine things you hear and read and learn…

With new and fresh ideas and angles…

To give you the exact conclusion you’re looking for.

And that’s exactly what happened with my desire to find a model or framework to actually implement the sequence of beliefs concept.

… I was working on one client project…

… Going through my notes on some old marketing programs…

… Digging into other resources…

… Guiding another copywriter on another project for another client…

… And I had yet another emergency turnaround project land in my lap, where I had to take someone’s copy that wasn’t hitting and make it work…

When suddenly…

A moment of clarity!

I sat down and created an outline…

Not for one particular project…

But for ALL the projects…

Basically a sequence of beliefs to rule all sequences of beliefs…

An easy framework where you can plug in your offer, your stories, your message…

And land on just the right sequence of beliefs that will make your copy or other selling message work.

This will forever change 
the way I write copy — 
and you, too…

Listen, there’s nothing more powerful than sitting down with a clear outline of what you want to say…

Saying it…

And having your copy just work.

That’s why we use copy outlines and frameworks.

That’s why we try to swipe the deep structure and deep psychology of other winning ads.

That’s why we’re always digging for another copy framework to help us write the next promo…

(And this isn’t just about sales letters and landing pages, this same framework can be used for VSLs, webinars, email sequences, and basically whatever other media format you want — because it’s based on how we make buying decisions.)

This represents 
my most up-to-date thinking on 
structuring selling messages…

When I had about 3 days to rework an hour-long VSL script, I just plugged it into this framework and went to town.

When I sat down to structure the next big client promo I’m writing, I pasted this into my document FIRST.

When I was guiding another copywriter on how to structure his promo for one of my clients, this is what I told him to follow.

Heck, I even used it for this piece of copy you’re reading right now.

And all my copy is coming out faster, more powerfully, and if early metrics offer any clue, this just works.

I wanted to get this 
into your hands 
as fast as possible…

So you can see how simple this is.

You’ll see how it brings together your entire message to create just the right beliefs that will make your prospect want to buy.

You’ll even see how it leverages so many of my other lessons, including my PAISA formula, Story Selling lessons, and the templates from High-Velocity Copywriting into a new, simpler, more powerful flow and sequence.

And you’ll be able to start using this immediately.  (Even if you haven’t gone through the above training yet.)

Imagine, cranking out 
your next winner at 
record-breaking speed!

Once you’ve gotten your hands on this — The 6-Step Belief-Shifting Framework — I’m sure you’ll be ready to test it out…

And see for yourself just how powerfully it works to help you write winning copy…

So you’ll pop open a document…

Copy and paste it in…

And start to write…

Following the framework…

Simply saying what it tells you to say…

Writing just the right copy, at the right time, to guide your prospect through their sequence of beliefs…

… From that first impression…

… To discovering what your offer can do for them…

… To seeing how well it works, and how easily it can work for them…

… To how you’ve practically guaranteed their success, and how to get started…

And yes, I teased it a little bit there, but it’s going to be FAR MORE POWERFUL when you have the full framework in your hands!

Here’s how you get access to
The 6-Step Belief-Shifting Framework

The 6-Step Belief-Shifting Framework training was originally recorded as the March 2021 Monthly Insiders Call.

The training itself, plus the printable reference guide with every step of the framework laid out for easy reference.  (You probably want to keep a copy by your desk.)

With a BTMSinsiders All-Access Pass, you get access to all Monthly Insiders Call recordings, including this one.  And each month you get a private invite to the NEW live calls, exclusively for Insiders.  Plus you get unlimited streaming access to the entire BTMSinsiders training catalog.

Watch me brainstorm a sales letter
with The 6-Step Belief-Shifting Framework

I’m always experimenting with how to help you maximize what you get from these trainings.

And while it’s one thing to give you the outline itself, and explain how to use it…

It’s another thing entirely to show it in action, and give you an opportunity to see how I’d use it myself.

And so I’ve added a brand new bonus to this 6-Step Belief-Shifting Framework training.

It started as a bit of an experiment — but I think you will find it extremely valuable.

This is your opportunity to look over my shoulder, as I go through the THINKING behind great copywriting.

… The brainstorming.

… The process of coming up with ideas — and turning them into an outline for sales copy.

I logged onto Zoom, and dove in — thinking out loud and explaining my process, as I brainstormed a new promotion.

To give you a sense of the thought process that turns a mess of ideas into a solid structure on which to build your copy.

This demonstration
is extremely powerful.

Here’s where I started at the beginning of this LIVE demo…

✅ I had a new offer I wanted to create, and wanted to come up with the sales message FIRST to fully flesh out what the offer needed to be.

✅ I knew this message would be a good fit for the 6-Step Belief-Shifting Framework.

… And that’s pretty much it.  I avoided doing much more thinking about it, ahead of the demo.

That way, you get to follow along with my thinking and brainstorming process in a way that I’ve never done before.

This could be the single-most important part of the copywriting process, and it’s very hard to teach.

But with this demo, you get to look over my shoulder.  And this might just be the secret to capturing lightning in a bottle.

And it’s now an exclusive BONUS lesson with The 6-Step Belief-Shifting Framework training.

Get your hands on this NOW!

You’ll want to get your hands on The 6-Step Belief-Shifting Framework and the bonus demo session if you ever need to create highly-persuasive messages in any media…

  • You can use this for writing copy for any format — including sales letters, VSLs, webinar scripts, email sequences, and more…
  • You can plug your offer and your story into this and know exactly how to guide your prospect to the belief that your offer is just what they need…
  • And you can write this most powerful copy so much faster by knowing exactly what to say to make your message work!

As I said, The 6-Step Belief-Shifting Framework will change the way you write copy forever.

Join BTMSinsiders and it’s yours for instant streaming access.

Founder & Lead Instructor, BTMSinsiders

Roy Furr

"I share ideas that grow businesses." At the heart of everything he does, whether that's consulting, copywriting, speaking, publishing, or training through BTMSinsiders, that one idea drives Roy forward. To share proven ideas for helping you grow your business today, based on the principles of effective direct response marketing.Roy Furr is one of the world's most-recognized authorities on direct response, results-accountable marketing and advertising. As both a copywriter and marketing strategist, Roy has been responsible for multiple multi-million dollar breakthroughs for clients since 2005. Today, Roy continues working with a limited number of high-level clients on creating marketing breakthroughs, publishes the free daily Breakthrough Marketing Secrets (BTMS) essays (regularly read and circulated among the marketing A-list), and is the founder and lead instructor of BTMSinsiders.

Course curriculum

  • 1

    The 6-Step Belief-Shifting Framework

    • Video Lesson (1:07:13)

    • A Quick Request

    • Download Mind Map and Printable Outline for The 6-Step Belief-Shifting Framework

  • 2

    BONUS: Live Sales Letter Brainstorming Session

    • Live Sales Letter Brainstorming Session (2:09:58)

    • Download for Live Sales Letter Brainstorming Session

The 6-Step Belief-Shifting Framework
is available exclusively for BTMSinsiders members

Learn More
Join Now



A fabulously effective structure

Mirka Pohjanrinne

If you want to learn a super-simple structure for any sales message, this is it – a perfect companion to listen to while taking a 1-hour walk... As always, the templates are such a bonus as well. Thanks Roy!


The one framework to rule (almost) them all

Folarin Madehin

I liked this course. It's given me a repeatable system I can use again and again to craft VSLs, sales pages and the like. And I'm especially curious to try it out in email sequences. I like how it's specific enough that you're always sure what you need to be doing. But still "vague" enough that you can put in your own ideas and be as creative as you want to. 

Another thing is how you can creatively apply this in several different ways. If you're willing to do a little thinking, and really look at what each part is trying to achieve, you can apply it to almost any market, almost any offer, almost any message, and almost any format. 

I definitely recommend you check it out if you're a framework addict and you'd like something you can go back to again and again when you write without having to nervously search through Facebook's Ad library looking for something you probably won't find. And even if you DO find what you're looking for, wouldn't you want a way to improve on it? Because that's another thing this course can do for you: it can level up your "copy brain". If you're thinking about getting it, just do. You already want it. And I can tell you you won't regret it. I sure didn't.


Gives you the big picture AND the step-by-step "how to"

Simon Farrar

As with Roy's High Velocity Copywriting training, I like that this training first gives you the big picture... then drills down into what you should aim to cover in each of the six sections of this sales message framework. Very helpful and easy to understand.

Members: Rate and review this course.

Roy Furr
Founder, BTMSinsiders

My Guarantee

I personally stand behind the value of BTMSinsiders, with a simple guarantee.  Try us for your first month, at zero risk or obligation. If you're not totally satisfied for any reason, let us know by emailing You'll get a prompt and courteous full refund of your first month's fee. After your first month, cancel anytime and you won't be billed a penny more.

My business runs on a set of core values, and the first is "The Golden Rule." That means we treat others the best way we want to be treated. Whether you love or hate us or our content (or anywhere in between), we will do right by you.

The 6-Step Belief-Shifting Framework
is available exclusively for BTMSinsiders members

Learn More
Join Now