How To Use This Google Doc Course

The different “modules” of this course are on the left side of the screen if you're on
desktop, or the bottom of the screen if you're on mobile. The tab you are on right now is
going to share with you the WHY behind my process, and the rest of the tabs will show
you the HOW and the WHAT. If you would like for me to help you with this, check out the
invitation tab.

The POWER Copy Process™

A Step-By-Step Google Doc Course On The A.I. Writing Process I Use To Write
Content, Ads, Emails, VSLs, and Sales Letters Which Seperate You From The
Competition, Speak To Your Dream Customer, And Bring In Boatloads Of Sales

By: Nick Verge

Hello Friend,

In this Google Doc Course I am going to be walking you through my

POWER Writing Process, a step-by-step protocol for writing copy that
converts like crazy. You will be able to use this to write ads, emails, sales
letters, VSLs, advertorials, and all types of organic content.

I meticulously developed this process over 6 years by pouring close to

$400,000 into my marketing education. The POWER Writing Process is the
reason why I’ve produced over $50,000,000 for business owners all around
the world selling everything from Marriage Counseling to Amazon FBA
coaching to Beef Liver Crisps to Automated Trading Algorithms.

(Obviously, I’m not responsible for ALL of that growth inside my client’s
business. These business owners had to do the hard work of managing a
team, working with agencies (the bane of everyone’s existence), producing
organic content, hiring and firing employees, all while providing a kick-ass
product or service.)

Since the developments of A.I. tools like ChatGPT and Claude I have been
able to put my process on steroids, so what you’re about to read is my
most up to date version of how I approach copywriting in 2025.
POWER stands for Plan, Organize, Write, Edit, Refine. Each one of these
parts of the process is covered in depth on the left hand side in its own
document tab. You can also watch video tutorials of me applying everything
in real time by clicking on Video Tutorials on the left as well.

If you’d like to dive in and get started, go right ahead, however if you’d like
to see the psychology behind why this process works so well, keep reading
below. Reading the rest of this page is totally not necessary for you to get
value from this document, however it will allow you to experience a
paradigm shift when it comes to the written word.

To Your Super Success,

Nick Verge

How Marketing Actually Works

Business owners usually say things like “I need better marketing” but that’s
a very broad statement. Your website is a form of marketing. Your logo is a
form of marketing. Your emails are a form of marketing. Your organic
content is a form of marketing. Your ads, your funnels, even your product is
a form of marketing.
I personally believe what most business owners mean by this, but aren’t
able to articulate yet, is that they need messaging. A better message
consists of two things: better message impact and higher message
frequency. If we talk about the prospect’s problem’s or desires more
effectively, and do this more frequently, we have a much higher rate of
success than if we do a subpar job of talking about the prospect’s situation
and only hit them one time a week.
I don’t like formulas, but if I had to give you one to determine the success of
your marketing, this is about as close to the truth as it gets:
The reason I don’t like formulas is because marketing is a QUANTUM
game, not linear. What I mean by that is the variables involved don’t
operate in neat, predictable patterns like a math equation. It’s not “do X and
Y happens.” One tweak to your message or one subtle change in the world
can ripple across your entire campaign in ways you can’t always measure.
A perfect example of this is one of my good friends who sells a service
surrounding Cognitive Behavioral Therapy. A good majority of his
customers come from a wife seeing the guru’s posts online, sending it to
their husbands, and then the husband finally looking into their program
after him and his wife got into a big fight and she brings up the guru again.
How in the hell are you going to track that?

Nike recently made a $25 BILLION dollar mistake by over-relying on data

while underestimating the importance of creativity and intuition in their
decision-making. The mistake was because their company decided (I
would not be surprised if this decision started in the finance department)
that predictive analytics and data could single-handedly steer their
marketing and inventory strategies. What they learned, at an eye-watering
cost, is that data without a human touch doesn’t always yield the results
you expect.

Nike’s CEO was quoted saying that the company was "over-indexed on
data and under-indexed on creativity."

On paper, it seemed foolproof. Their algorithms analyzed consumer habits,

regional demand, and purchasing trends, giving the company a "scientific"
basis for their decisions. However, what they failed to account for were the
nuances of human behavior.

Please understand this: Data alone doesn’t drive emotional

connections with customers. Numbers can tell you what happened in
the past, but they can’t always predict how people will feel, respond,
or behave in the future. Data tells you where to aim, but creativity
determines whether your arrow hits its mark.

That is the reality most business owners miss. They think marketing is this
clean, straight line: someone sees an ad, clicks, goes to the website, books
a call, and buys right then and there. We need to optimize for that! We
need to track that. But in the real world? The customer journey is messy as
hell.

Tracking has its place, but obsessing over it is a waste of time because we
can’t control systems. A book published in 2008 titled Thinking in Systems
explained this perfectly when its author, Donella Meadows, said, "We
can’t control systems or figure them out. But we can dance with them!"

The reason I love that quote so much is because it’s spot-on when it comes
to marketing data. You’re not going to force someone to buy because you
nailed the perfect headline or because you tracked every click. That’s not
how it works. People buy when the timing is right for them, not you. Your
job is to stay in their world long enough, to occupy mental real estate with
the right message, so when life hits them hard and they’re looking for a
solution, your name is the first one they think of.

Again, the only two factors we really have control over is the strength of the
message and how often we show them that message. If we want to show it
to more people, we simply increase the ad spend, post it more frequently,
or tap into someone else’s audience.
But the real magic happens when you improve the strength of the message
itself. Frequency is just a multiplier. It amplifies whatever message you’re
putting out there. If your message is weak, increasing the frequency won’t
fix the problem, it’ll just make more people even more indifferent to what
you’re saying because now you’re just being annoying. No one is annoyed
with a good message. When you dial in a powerful, resonant message,
frequency becomes a force multiplier that drives real results.
Here’s the real issue you’re up against: The world is full of noise. Every
day, people are bombarded with messages, ads, and distractions. If you
don’t know how to cut through that noise, your message will die in the
static. And if your product or service truly has the power to help someone,
that’s a tragedy.

If we want our marketing to work, our job is to understand the market

and communicate their desires and emotions better than they could
ever articulate it themselves.

If your marketing is not potent enough to stop your avatar dead in their
tracks and make them think "Oh damn, I need to fix that problem” your
copy is weak. I don’t say this to insult you, but rather, to call you to a reality
where your product is able to impact more people’s lives because you
never pull a punch when it comes to messaging.
This is the dirty little secret nobody tells you in all these “game-changing”
courses, masterminds, and coaching programs. The effectiveness of your
marketing does not depend on how clever your copy is, the uniqueness of
your strategy, or how cool your funnel looks. The only thing that it depends
on is your ability to understand your market’s pain points and desires and
then craft a message packed with the right emotions.
The product does not matter. All that matters is the message. An impactful
message stands out. An impactful message is easy to remember. Products
are nothing more than vessels for a message. Vessels for feelings, desires,
aspirations, and identities. If the message is weak, your product is weak. If
the message is strong, your product is strong. The function of the product
is secondary, it is the emotional connection that drives action.
(Robert Claifornia from The Office was right, by the way.)
Yes, your product SHOULD deliver on the promise you make to your
audience, that’s how to make sure you can sleep soundly at night.
Beyond that, the product itself is secondary. What matters is the feeling the
message gives. The transformation it represents. The story it allows people
to tell themselves. That’s what people buy. They buy the moment, the
feeling, the escape. Not the thing itself.

How do I know this to be true? Well, let’s do a little history lesson.

The word, Marketing, first emerged in the 16th century to describe the
process of buying and selling in a market. However, it wasn’t thoroughly
studied and written until around the 1940s, and why do you think that is?

There aren’t any objective answers, so let me share with you a theory that I
believe holds the answer we’re looking for…
On November 22, 1891 a man named Edward Bernays was born. Bernays
was the nephew of none other than Sigmund Freud. (Yes, that Freud, the
famous psychologist.) Bernays studied underneath Freud and rather than
taking it to a clinical setting, he took everything he learned to the world
stage to control and influence the masses. Bernays realized something
profound: the unconscious mind wasn’t just a tool for understanding
human behavior, it was a tool for shaping it, and that’s exactly what
Bernays set out to do.

In the early 20th century, the word propaganda wasn’t the dirty word it is
today. It simply meant spreading information to influence public opinion.
The Catholic Church even had a division called the Congregatio de
Propaganda Fide (The Congregation for the Propagation of the Faith)
designed to spread their beliefs.
However, during the post-World War I era, propaganda had started to leave
a bad taste in people’s mouths. Why? Because governments across the
globe, particularly Russia and Germany, had become synonymous with
propaganda.
So Bernays, being the genius that he was, simply used propaganda to
reshape the belief people had around propaganda. Honestly, I find that
hilarious. He rebranded propaganda. He coined the term “public
relations” to give his work a shiny, palatable new veneer.
Note: Selling forbes articles is not “public relations”, I would consider this
media placement. A skilled copywriter is the closest thing to a true public
relations consultant. Don’t shoot the messenger.
Bernays started selling “public relations” to governments, massive
corporations, and anyone else with a message to push or an agenda to
promote. It was a powerful tool for shaping public opinion, yet as the
economy boomed and consumer markets exploded post WW2, a shift
began to occur.
As consumer markets grew post-WW2, Bernays found himself increasingly
hired by individual companies looking to sell more products. One of his
most famous campaigns was for Beech-Nut Packing Company, who
wanted to sell more bacon. Rather than simply advertise bacon's taste or
price, Bernays consulted with physicians and got them to recommend
heavy breakfasts to ensure good health. He then strategically promoted
these "medical opinions" which conveniently suggested bacon and eggs as
an ideal breakfast. Bacon sales soared. Yes, the American love for bacon
was psychologically engineered.
That campaign took place in 1925, and I’d like for you to look at this chart
available on Google Ngram Viewer which shows you a sharp rise in the use
of the word "marketing" being used in books beginning in 1925. This
timing is no coincidence in my opinion.
Around the year 2000, you start to see the word “marketing” drop off. Why
is that? Again, there is no solid answer, however I believe that another
“rebrand” happened this time by adding the word “digital” to the front of it to
present it as some new and shiny thing. (Spoiler alert: it’s the same as
propaganda, just repackaged through the internet) The data seems to
check out too…
This is why I believe that propaganda was where the real foundations of
modern marketing were laid. Bernays understood that propaganda
engineered behaviors into the masses by programming their
emotions. So he took the same principles and used it with products by
focusing on selling through emotions, aspirations, and identities in ways the
world had never seen before.

I had the privilege of writing for Alex Jones, the crazy yelling conspiracy
theorist (who by the way, was right about 90% of the things he discussed)
and during that time I took a deep dive into the cabal of the world for my
market research. In simpler terms, I had to understand how the evil powers
of the world worked.
I already understood it to a degree due to a deep interest in esoteric
knowledge and a small deep dive into Freemasonry. However, during my
time writing for Alex, I got to uncover what the elite understand that most of
the world does not.

They view the world entirely from a form of energy manipulation. They
understand that every decision you make is rooted in energy…
emotional energy, mental energy, sexual energy, and so on. They’ve
mastered the art of shifting, amplifying, and directing that energy to get you
to behave in ways that align with their goals. The product is irrelevant. It’s
the energy exchange that matters. I’ll go ahead and quote Nikola Tesla with
this…

Marketing is energy manipulation. Full stop.

Some people get their panties in a bunch when I use the word,
“manipulation.” However, manipulation, by definition, means "to handle or
control in a skillful manner." That’s it. It doesn’t inherently mean deceit or
coercion. It’s guidance. It’s using your skill and understanding to influence a
situation towards a desired outcome.
When you hammer a nail, you manipulate the nail. When a chef prepares a
meal, they manipulate the ingredients. When you share advice with a
friend, you manipulate their perspective. You’re not forcing anyone. You’re
not deceiving anyone. You’re guiding. You’re leading. You’re creating
alignment between what someone wants and what they need.

Think about it…

A Ford F150 isn’t sold because it has a powerful engine or a spacious bed.
It’s sold because it makes it’s owner feel like the king of the road. It’s sold
as a symbol of strength, freedom, and rugged individualism. That truck is
more than a vehicle, it’s a piece of someone’s identity. Ford manipulates
the market into viewing their vehicles as the ideal choice for someone
looking for a powerful, dependable machine that matches their self-image.

The same goes for something as polarizing as COVID vaccines. The

campaigns weren’t built around the validity of the vaccine, they were built
around the promise of safety, protection, and a return to normalcy. Whether
you were for it or against it, you weren’t making your decision based on
data alone. You were responding to the story, the emotions, and the
energy surrounding it.
So yes, I stand by my statement that the product doesn’t matter, the right
message is the only thing that matters. If the government convinces
hundreds of millions of people to take a vaccine that had not been clinically
proven doesn’t prove to you that “the product” doesn’t matter, nothing will
convince you.

Don’t get me wrong, YES, obviously your product should work, otherwise
you’re just as awful as the people running these pharmaceutical
companies. Your product SHOULD deliver on the promise you make to
your audience, that’s how to make sure you can sleep soundly at night. But
beyond that, the product itself is secondary. What matters is the feeling the
message gives. The transformation it represents. The story it allows people
to tell themselves.

Again, people buy the moment, the feeling, the escape. Not the thing itself.
This is why the elites, the corporations, and the governments of the world
don’t obsess over their product. They obsess over the story that surrounds
it, the emotions it stirs, the identity it helps their audience step into.
When you understand this, the game you’re playing changes. You stop
seeing yourself as someone pushing a product and start seeing yourself as
a creator of value, a builder of experiences, a deliverer of joy. You stop
trying to explain why your product is great and start showing your audience
HOW it makes them great.

Here’s the real issue you’re up against: The world is full of noise. Every
day, people are bombarded with messages, ads, and distractions. If you
don’t know how to cut through that noise, your message will die in the
static. And if your product or service truly has the power to help someone,
that’s a tragedy.
So the real task is for us to figure out what the market truly cares about and
how we can articulate it better than they ever could themselves. Every
ad, every piece of content, every sales pitch is an attempt to shift, amplify,
or direct energy. A weak message dissipates before it can create an
impact. A strong message concentrates energy, causing a reaction.
The POWER Process will help you do just that, my friend. So let’s go
ahead and get started by clicking the “Plan” tab. (left side of desktop,
bottom on mobile)