How Dane Maxwell used copywriting to reach $400,000 in revenue

I asked Ryan W. Johnson to teach one of the tactics he learned when he took Dane Maxwell’s Mixergy Copywriting Course. –Andrew

How Dane recovered from a $12,000 humiliation

Five years ago, fresh out of college, Dane Maxwell was scammed for $12,000 when he bought a business website. Destroyed and humiliated, he moved back into his parents’ house.

Fast-forward to today and Dane runs a lifestyle business that helps real estate brokers recruit and retain agents. Revenue last year: $400,000.

Dane discovers copywriting

How did Dane get there so quickly? And how did he do it without venture capital, without partners and without a team of salespeople, programmers and marketers?

In his Mixergy Copywriting Course, Dane outlined the ten items he includes on his websites, sales pages and emails to boost his conversions.

Dane’s system

In other words, Dane created systems that maximize his revenue (through recurring payments and higher conversion rates) and minimize the work involved (through automation and a checklist approach to copywriting).


One tactic: headline writing

But can you really systematize your copywriting? I entered the course excited but skeptical. Dane jumped in with both feet. His first copywriting tactic was this easy-to-use formula for writing clear, effective headlines:


Dane gave a successful example from his own business: “Recruit 2 Top Producing Agents Each Week Without Cold Calling Or Rejection.” Nice. That’s a solid, clear, actionable headline.

Another example: “Your home sold in 90 days GUARANTEED or I’ll sell it for FREE.” The formula works. Domino’s Pizza used it to turn their small franchise into a billion dollar business: “Hot, fresh pizza delivered to your door in 30 minutes or it’s free.” I was convinced.

What I love about this formula is that it’s so easy. It has that “why didn’t I think of that?” ring of truth to it. And you can use it for more than just online sales pages. I could have used it for this post’s headline: “Boost your conversions in less than three minutes with this fast, easy-to-use headline writing formula.” That’s sharp.

More tactics

Learn the other copywriting tactics from this course here.

[Credit: Stock photos by Fotolia.]

  • Chris

    This is my favorite course. Dane breaks it down into easy to follow actionable steps that you can implement right away.

  • Aaron Wulf

    Andrew’s interview with Dane was one of the Top 10 on the site. And Dane’s course was fantastic. If you haven’t watched the interview or gone through the course, don’t delay!

  • Farren West

    Dane’s a Rockstar and the course is great. Like Chris mentioned it’s easy to understand and implement. He uses real life examples which help you to actualize the idea and take the steps to make the magic happen….my favorite interview & course to date…nice work Andrew..

  • Andrew Warner

    Thanks Aaron. I’m headed out of town for a short vacation. I’d love to connect when we get back to hear how you’re doing with your site. And to get your feedback on how I could make posts like this more useful to people who haven’t taken our courses.

  • Andrew Warner

    Thanks Farren. How did I do with this post?

    I’m trying to bring out some of the useful ideas from the course so people who haven’t taken it could get some value. And, frankly, so the course leaders could get more exposure for the time they spend teaching.

  • Andrew Warner


    When I started doing courses, I specifically asked Dane to teach one because he was so popular and because I wanted to learn from him how to do these courses right.

  • Jian

    Yes, I’ve listened to that actually 10+ times ;-) So, here is the best part, that interview begins with Andrew asking what entrepreneur should do first thing in the morning. Dane answered, “leads and profits”. That’s so true.

  • Tzu Ming Chu

    The only thing I would like to add about this formula is perhaps to also consider certain rules the FTC has on expected results in your sales copy and offer and of course this very much depends on the niche you’re in and how feasible the results are typical.

  • Aaron Wulf

    Sounds good. Have a great vacation, and definitely get in touch when you return to town.

  • Andy

    *Noob question*: What is copywriting? :)

  • private_viewer

    This class is worth buying. One caveat is that I think the headline’s misleading (but, not a lie, just hear his story and take the class to see for yourself). Dane’s a shrewd businessman who mastered many methods to grow his business – some of which, such as cold calling, he mentions. Don’t come into this class thinking that you’ll become an overnight genius in copywriting or that’s all you need. But, if you want a clear and succinct look at internet marketing, specifically as it pertains to sales writing, and the techniques to set you on your way, this is the course for you. 

  • Deven

    Andrew, this was super convincing. Want to take this course. When you get back though, you could make clear the rules of premium membership, preferably on the premium membership page. E.g. How do I “take” this course? May I take just one? monthly premium membership customers get all such courses included? Where TF do I sign up?

    I do know some of the answers, but collating them from various links was painful, and this for someone who has been coming to your site for 18months.

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  • Andrew Warner

    Writing that persuades.

  • Andrew Warner


  • Andrew Warner

    Premium members get access to all courses. I’m working on a page that explains that. Till then, this is the only registration page:

    How do I “take” this course?
    You’ll get the full course pack after joining. It includes a video of the course, so you can watch and take notes. Samples of good copy. And Dane’s checklist for writing good copy.

    May I take just one?
    Yup. You can take just one. The link above leads to that.

    monthly premium membership customers get all such courses included?

    Where TF do I sign up?

  • Andrew Warner


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