Course Description

Now, Even More Value
from Your BTMSinsiders Training!

I’ve always tried to make BTMSinsiders training at least somewhat interactive.  There’s a Q&A functionality.  Some of the training is delivered as live webinars.  When it’s possible, I’ll answer any questions that come in.  And yet…

I wanted to make the interactive part of BTMSinsiders even more valuable to you…

So I’ve added monthly Insiders Calls, as an exclusive benefit on top of your BTMSinsiders training.

These are two-part monthly calls…

In part one of each call, we cover the Special Topic of my choice.  (And based on member input.)  I put together at least 20-40 minutes worth of content.  And I let loose, holding nothing back as I share on the call.

Then in part two, I’m 100% dedicated to YOU, to sharing whatever will be of the greatest benefit to you.  Answering your questions.  Letting you hop on for a hot seat.  Going deeper into what I’ve just covered.  Whatever — I take requests!

November 2022 Insiders Call:
Lead Generation Offers, Ads, and Funnels

Lead Generation is 
one of the most valuable skills
in the entire business world…

Let’s do a little thought experiment here…

You’re running a business.

Everything is going well.

Your customers are happy.

They keep coming back for more.

And in general, you’re successful.


An EVIL WIZARD decides he hates you, 
and casts a curse over your business…

(Stick with me.  Like I said — thought experiment.)

This curse has only ONE EFFECT.

From that point forward, your business will have zero NEW leads or customers.

You can keep selling to your past customers as long as they keep buying.

But nobody NEW will ever come in again.

Fast forward a year, two years, three years —  and what do you think happens?

At first, probably very little changes.

Most businesses thrive on repeat customers and clients.  (For good reason — this is often where most or all PROFIT in a business comes from.)

But then the true villainy of the evil wizard’s curse becomes evident…

Even your best customers 
eventually move on 
or max out.

So without any new leads and customers, the business struggles…

It’s a long, slow decline of ever-increasing pain and suffering.

(I told you the wizard was EVIL, didn’t I?)

At some point, you have to call it.

The business has breathed its last breath.

It’s dead.

Without new leads and customers coming in the door, a business will run out of oxygen — it will suffocate.

On the other hand…

If you bring NEW leads and customers 
into a business,
you have almost unlimited opportunity…

Just like a business suffocates on lack of new leads and customers…

A steady stream of new, qualified leads into a business virtually guarantees its success.

And if you’re the one who brings ‘em in?

You’re a freaking hero.

Just like the lifesaving doctor, or the EMT.

Make the leads show up…

Make the business BREATHE freely…

Give it all the vital oxygen it needs…

The business does well…

And YOU do very well for yourself.

Lead generation
is essential for any business —
and double-exciting for clients…

Here’s the thing…

Lead generation is one of those foundational marketing skills.

If you’re going to run a business, you gotta figure out how to bring those leads in the door.

But if you’re a copywriter, funnel builder, media buyer, consultant, or agency that helps your clients with marketing, here’s a little hint…

They get emotionally invested and excited in getting NEW leads and customers.

You could make them $1 million in a day, running a promo to their past customers, and they’d be happy for sure…

But if you bring them 10,000 NEW leads — who are qualified and likely to buy — they’ll be OVER THE MOON.

As long as those are QUALITY leads, most businesses value the NEW over maximizing revenue from current customers.

Right or wrong, this is absolutely true.

It’s why so many businesses obsess over things like launching on new ad platforms even as their email marketing strategy is full of holes.

And if you can be the guy or gal who makes those leads show up?

They’ll love you.


Good news: Lead Generation
doesn’t have to be
all that hard…

There are certainly many mistakes marketers and businesses make with lead generation.

You absolutely CAN screw it up.

But when you lay the right foundation, it becomes pretty dang simple.

Which is maybe the reason I’m almost 200 hours into building the BTMSinsiders course catalog, and have yet to create a dedicated training focused exclusively on lead generation.

Maybe I ignored it, because it seemed too simple.

And yet…

I’ve heard from enough marketers recently who’ve still struggled with it…

For their businesses, or for clients…

That I figured it was time I share the most important principles, strategies, and specific techniques for lead generation.

There are 3 key ingredients in 
EVERY lead generation strategy…

When you break it all down, successful lead generation comes down to…

→ Your OFFER

→ Your AD


Build these 3 ingredients in just the right way, and lead generation becomes MUCH easier.

Which is exactly why these three key ingredients are the core of this new training…


First: Note that my use of the words AD and FUNNEL does NOT require you to, for example, write Facebook News Feed ads and build a funnel in ClickFunnels.

I don’t want you to skip this training because you think, “I don’t run ads.”

The thinking behind successful lead generation can be applied just as readily to someone who has a phone room full of appointment setters getting prospects to agree to a consultative sales call…

Or to someone who cold emails with a link to a booking page…

Or someone creating video shorts with a call-to-action, posting them on TikTok, Instagram, and YouTube…

Or [fill in your unique process here].

When you break it all down, there will be an OFFER, an AD, and a FUNNEL — even if that’s not what they look like on the surface.

At least, you’ll have all 3 if you’re running a successful lead generation strategy.

Second: As you’ll learn in the training, ALL of this is successful to the extent that it caters to and is customized to fit a specific target market, a narrow audience.

The better a fit your OFFER, AD, and FUNNEL are to your market, the more successful your lead generation efforts will be.

And assuming your market is full of potential buyers, those who are QUALIFIED will become your leads, with strong potential to become your customers as well.

I stopped short of calling your MARKET the 4th key ingredient, but it is no less essential.

Third: I will always place an extreme emphasis on QUALIFIED leads.  I’d rather generate 100 extremely qualified leads than 10,000 unqualified ones.

You can get sheer quantity from anywhere.  You can get 1,000,000 email addresses from some scumbag who scraped them off the internet — but those aren’t leads at all.  They’ll never open, never respond, and they’ll mark you as spam.

I’m talking about how to generate Glengarry leads.

Here’s how you get access to
Lead Generation Offers, Ads, and Funnels

Lead Generation Offers, Ads, and Funnels is the November 2022 Monthly Insiders Call for BTMSinsiders members.

This exclusive benefit of membership — included as part of the BTMSinsiders All-Access Pass — allows you to participate in the training live, plus gives you access to all past Insiders Calls recordings.

Lead Generation Offers, Ads, and FunnelsLead Generation Offers, Ads, and Funnels

How to attend live…

The best way to make sure you get an invite for the monthly Insiders Calls is by having an active BTMSinsiders All-Access Pass.  

You'll get an invite to register before the call.  Plus you can always check in the Course Contents at the bottom of this page for the next webinar registration link.

Access the recordings…

The archive of monthly calls is yet another added benefit of the BTMSinsiders All-Access Pass.  

As an all-access pass holder, you can catch the call afterwards — via the recording — if you couldn’t attend live.  Plus you’ll get unlimited access to all prior months’ calls, listed at the bottom of this page.

PLUS: More bonus content...

In addition to the monthly Insiders Calls, I'll occasionally add bonus content to this page.  When I have similar short-form content that's not quite an entire course in itself, I will add it here.  Which will automatically make it available to you, as part of your membership.

Click here to learn more about the BTMSinsiders All-Access Pass.  

Thank you for being part of BTMSinsiders!

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

    [November 2022 Insiders Call] Lead Generation Offers, Ads, and Funnels

    • Watch Now: Lead Generation Offers, Ads, and Funnels

  • 2

    A Quick Request

    • A Quick Request

  • 3

    [October 2022 Insiders Call] Live Sales Letter Brainstorming Session

    • Watch Now: Live Sales Letter Brainstorming Session

  • 4

    [September 2022 Insiders Call] Create Your First Online Course

    • Watch Now: Create Your First Online Course

  • 5

    [August 2022 Insiders Call] High-Ticket Copywriting Offers

    • Watch Now: High-Ticket Copywriting Offers

  • 6

    [July 2022 Insiders Call] Email Marketing Partner: Business Blueprint

    • Watch Now: Email Marketing Partner: Business Blueprint

  • 7

    [June 2022 Insiders Call] Zero to $100k

    • Watch Now: Zero to $100k

  • 8

    [May 2022 Insiders Call] Conversion Architecture 101: Three Funnels to Rule Them All

    • Watch Now: Conversion Architecture 101: Three Funnels to Rule Them All

  • 9

    [April 2022 Insiders Call] Content Marketing to Grow Your Business

    • Watch Now: Content Marketing to Grow Your Business

  • 10

    [March 2022 Insiders Call] 16 Tips to Grow Your Copywriting Business

    • Watch Now: 16 Tips to Grow Your Copywriting Business

  • 11

    [February 2022 Insiders Call] Copywriter Client Onboarding

    • Watch Now: Copywriter Client Onboarding

  • 12

    [January 2022 Insiders Call] Small Work, Big Productivity

    • Watch Now: Small Work, Big Productivity

  • 13

    [December 2021 Insiders Call] Freedom Through Copywriting

    • Watch Now: Freedom Through Copywriting

  • 14

    [November 2021 Insiders Call] Finding Gold in Your Funnel Stats

    • Watch Now: Finding Gold in Your Funnel Stats

  • 15

    [October 2021 Insiders Call] Training Your Subconscious Success Mechanism

    • Watch Now: Training Your Subconscious Success Mechanism

  • 16

    [September 2021 Insiders Call] Freelance Copywriter Websites

    • Watch Now: Freelance Copywriter Websites

  • 17

    [August 2021 Insiders Call] Hiring a Superstar Virtual Assistant

    • Watch Now: Hiring a Superstar Virtual Assistant

  • 18

    [July 2021 Insiders Call] "Welcome Mat" Funnels to Get New Customers

    • Watch Now: "Welcome Mat" Funnels to Get New Customers

  • 19

    [June 2021 Insiders Call] Strategic Email Marketing for Copywriters

    • Watch Now: Strategic Email Marketing for Copywriters

  • 20

    [May 2021 Insiders Call] The Podcast PR Blueprint

    • Watch Now: The Podcast PR Blueprint

  • 21

    [April 2021 Insiders Call] Client Offers Hotseats

    • Call Recording (01:03:50)

    • Download Mind Map and PDF for Client Offers Hotseats

  • 22

    [BONUS] Facebook Strategy for Copywriters ft. Bob Regnerus

    • Watch Now: Facebook Strategy for Copywriters ft. Bob Regnerus

    • Get Bob's Book & The Presentation Slides

  • 23

    [March 2021 Insiders Call] The 6-Step Belief-Shifting Framework

    • Watch Now: The 6-Step Belief-Shifting Framework

  • 24

    [February 2021 Insiders Call] Special Topic: Know Thy Customer

    • Watch Now: Know Thy Customer

  • 25

    [BONUS] Writing High-Converting Facebook-Compliant Copy ft. Ed Reay

    • Watch Now: Writing High-Converting Facebook-Compliant Copy ft. Ed Reay

    • Download Ed's Hyper-Compliant Viral Ad Framework + Get His Emails

  • 26

    [BONUS] Get Retainer Copywriting Clients & Get Paid Every Month ft. Shiv Shetti

    • Webinar Recording (1:03)

    • Get the Flaming Camel case study and connect with Shiv

  • 27

    [January 2021 Insiders Call] Special Topic: Backwards Facebook Ads Copywriting

    • Watch Now: Backwards Facebook Ads Copywriting

  • 28

    [December 2020 Insiders Call] Special Topic: Writing Powerful Bullets and Fascinations

    • Watch Now: Writing Powerful Bullets and Fascinations

  • 29

    [November 2020 Insiders Call] Special Topic: The Hot SECS Method for More Emotional Copywriting

    • Call Recording (55:44)

    • Download Worksheet & Mind Map

  • 30

    [October 2020 Insiders Call] Special Topic: The Magic Number Secret to Maximum Customer Acquisition

    • Call Recording (59:28)

    • Download Mind Map & Magic Number Calculator

  • 31

    [September 2020 Insiders Call] Why Ads Worked analysis of Gary Halbert's famous "Illegal Sexual Stimulant" TOVA Perfume Launch Ad

    • Call Recording (1:04:28)

    • Download the Gary Halbert "Illegal Sexual Stimulant" Tova Perfume Ad

  • 32

    [August 2020 Insiders Call] My System to Get Testimonials

    • Watch Now: My System to Get Testimonials

  • 33

    [August 2020 Bonus Content] Breakthrough Marketing Secrets Ask-Me-Anything (AMA) Call

    • Call Recording (1:32:02)

  • 34

    [July 2020 Insiders Call] Special Topic: Cash for Copy Reviews

    • Watch Now: Cash for Copy Reviews

  • 35

    [June 2020 Insiders Call] Special Topic: Email Copywriting Prompts

    • Watch Now: Email Copywriting Prompts

  • 36

    [May 2020 Insiders Call] Special Topic: Writing Transformational Copy

    • Call Recording (55:49)

    • Download Mind Map

  • 37

    [March 2020 Insiders Call] Special Topic: Strategic Thinking in a Time of Crisis

    • Call Recording (1:02:03)

    • Download Mind Map

  • 38

    [April 2020 Insiders Call] Special Topic: 2 Simple Secrets for More Effective Copy

    • Call Recording (44:09)

    • Download Mind Map

  • 39

    [February 2020 Insiders Call] Special Topic: Selling Expert Services

    • Call Recording (49:18)

    • Download Mind Map

  • 40

    [February 2020 Bonus Content] BTMSinsiders Pricing & Content Survey: Key Takeaways

    • Video Lesson (34:12)

    • Download Slides

  • 41

    [January 2020 Insiders Call] Special Topic: Client Getting

    • Call Recording (54:01)

    • Download Mind Map

Monthly Insiders Call Recordings + Bonus Content
is available exclusively for BTMSinsiders members

Learn More
Join Now



Copy-shifting brilliance

Patrick Reilley

Knowing how to change beliefs is the Midas touch. Turn your next promo into solid gold with this training.


Treasure Island does exist


Lots of material here; very well organized and wth substance. Steps. what they are, how best use them and where to apply them. All is there to use. Have to use that now. I rarely give 5 *****; here, more like 4.4


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.


Huge Treasure Trove of Email Ideas

Jessica Ralph

This training was amazing. I was coming up with so many of my own ideas in the market I'm writing in as I went through. Had to keep pausing to take notes!

A lot of ideas I've heard before but framed in different ways or with different specific examples. Email ideas are one of those things that are always good to hear over and over again so they get in your brain and you can use them when needed without having to go back to a list.

I'll be coming back to this, again and again, to get ideas whenever I need to write an email and don't have an idea that pops into my head right away.


Quick, Insightful, and Incredibly High in Value!

Yamna Malik

This was my first BTMS Insiders lesson and I'm amazed at how much value Roy delivered within one hour! I've taken so many notes!

The best part was learning how effectively the process works, and it's 10x easier too! There were a lot of gold nuggets thrown in there about hooks, story angles, and creating the perfect offer.

I'm ready to practice Roy's technique and take a crack at a couple of ads!


Email Copywriting Prompts Is Great!

Laurie Wright

At first I was sad these weren't the typical swipe copy templates, but as usual Roy knows what he's doing! This is so much better.

Thanks for another great course Roy!


Helped me Understand the hidden secrets behind the acquisition wheel

Muhammad Huzaifa

Roy put total energy and effort to help me understand why successful are successful. Why they're going and growing successfully. Mamma mia, highly recommended.


Really liked this one!

Chris Humphrey

This was packed with great and actionable info. Can't wait to put it into action!


These Prompts are like Crack Cocaine!!!

Mohammad Wasim

You can play around with one or two of these more than 30 prompts and easily come up with a sequence.


Great Freelance Website Training!

Sean Van Zant

I like the way you gave alternative website content pages that are essential for a website. Rather than the optional, popular website architecture. 

And that most copywriter websites don't convert very well. 

You also gave a solution for helping copywriters convert prospects that come to their site through a funnel.


Essential viewing if you’re serious ...

Gary Cooper

Roy is simply brilliant at breaking down concepts and ideas into workable chunks and methods you can introduce into your copywriting business. 

His suggestions have saved me many wasted hours - and I’m learning from someone who is walking the talk. 

Don’t miss these.

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.

Monthly Insiders Call Recordings + Bonus Content
is available exclusively for BTMSinsiders members

Learn More
Join Now