Words move money. Know why.
539 insights from 77 books on persuasion and selling, each explained, sourced and turned into lines for your next ad, page, email or pitch. Plus 42 tools no single book contains.
In a randomized test, adding the reader's name to an email subject line brought 31% more sales leads. The name added no information. It added leads. Sahni, Wheeler & Chintagunta (2018), Marketing Science · randomized email experiments
Yes, we're trying to sell you something.
A method of persuasion, sold by a page that persuades. You'd be right to watch our hands. So we'll show them.
Flip the X-Ray and every technique on this page lights up: what it's doing to you, and which book it came from. Then hit Ruin it on any line and see the version most pages would have shipped.
If it only works in the dark, it isn't persuasion. It's a trick.
Give us 30 seconds. If you learn nothing, close the tab.
Take a line every store already has. Then add one word.
In Ellen Langer's copier study, adding a "because" to a small request lifted yes from 60% to 93%, even when the reason said nothing new. On a big request, the empty reason did nothing. Only a real one moved people.
So the method doesn't stop at "add a because." It tells you which asks need a real reason, and hands you the mold.
Free shipping on all orders.
Free shipping, because a surprise fee at checkout is how we'd lose you.
one reason, said out loud
Example line, written by us. Illustrative.
That took 30 seconds. There are 538 more.
Traffic buys the visit. The words have to earn the sale.
You pay for the click before anyone reads a word. After that, the page either sells or leaks, and a page nobody tests never finds out which.
In a randomized lending mailing, showing fewer example loans raised demand about as much as a 25% cut in the interest rate. The rate didn't move. The letter did.
It wasn't one lucky line: three different changes to the letter each matched the rate cut.
We won't promise your numbers. We'll show you which levers moved other people's, where each one sells, and how to test yours before you spend.
The interest-rate cut that one change to the letter matched. A finding about one lender's mailing, not a lift we promise you.
The books are the source. The method is the product.
You could read all 77 yourself: Cialdini, Kahneman, Schwartz, Ogilvy, Hopkins, Caples, Sugarman, Hormozi and 56 other authors. Then sort 539 ideas by what they're good for, chase down 205 research sources, and settle the ones that argue with each other. That's the reading list. Here's what it turns into.
Every insight, explained.
Each of the 77 books gets its own section: its seven insights, what each one means, where it sells and the lines it writes.
Backed by the research.
205 sources, each opened at its source. Where a study sets the conditions, you get the precise version: when it works and how to use it.
Fused into new tools.
42 Noir Compounds. Each fuses insights from different books into one tool, with a mold to fill and a worked example.
Shown, not described.
Before/After rewrites, swipe molds and an X-Ray in every module: real ads taken apart, from a 1919 magazine ad to a 2010 TV spot, and pages we wrote for the method's example businesses.
Every sale has a motive. And a market, a message, a hook, a story, an offer and a close.
One module for each stop. Tap a stop to see one of its tools working on a real line.
Mind: How the Yes Happens
The fast brain decides first. Write for it.
From Influence · Thinking, Fast and Slow · Alchemy · The Illusion of Choice · Cashvertising · Messengers · Influence Is Your Superpower · Nudge · How Customers Think · How Minds Change · Decoded
One Glance, One Reason
Thinking, Fast and Slow, insight 1 + Influence, insight 1 + Influence Is Your Superpower, insight 1. Any first screen becomes one want plus one fact they can check.
Premium blackout sleep mask with adjustable strap.
Sleep through sunrise, because the strap is wide enough to stay put at 3 a.m.
Written for Dozy, a sleep-mask brand the method uses as its example. Illustrative.
Market: Somebody Already Wants This
Desire is found, not made.
From Breakthrough Advertising · Positioning · Obviously Awesome · Competing Against Luck · The Mom Test · This Is Marketing · How Brands Grow · Demand-Side Sales 101 · Building Distinctive Brand Assets · Truth, Lies and Advertising · Invisible Influence
The Overheard Headline
The Mom Test, insight 2 + Truth, Lies and Advertising, insight 3 + Invisible Influence, insight 1. Four questions, then print the customer's sentence unedited.
Artisan sourdough, baked fresh with love.
The sourdough that's still good on Thursday.
Written for Rosa's bakery, an example business. Illustrative.
Message: One Thing Worth Believing
Say one thing, or say nothing.
From Reality in Advertising · Confessions of an Advertising Man · A Technique for Producing Ideas · Made to Stick · Magic Words · Rhetoric · On Writing Well · Everybody Writes · The Copywriter's Handbook · Thank You for Arguing · Scientific Advertising
The Adjective Tax
Scientific Advertising, insight 4 + Confessions of an Advertising Man, insight 4 + Made to Stick, insight 4. Every adjective pays with a number, a name, a case, a comparison or a test. If it can't pay, it goes.
Premium, high-quality sourdough, made with care.
Fermented 36 hours. Flour from one mill, 40 miles away. Out of the oven at 6 a.m.
Rosa's bakery. Illustrative.
Hook: Attention Is Not Owed
Nobody owes you the second sentence.
From Pre-Suasion · The Boron Letters · Hey Whipple, Squeeze This · Tested Advertising Methods · Ogilvy on Advertising · How to Write a Good Advertisement · The Adweek Copywriting Handbook · Great Leads · Contagious · Hook Point · $100M Leads
The Hook Wall
$100M Leads, insight 7 + Hook Point, insight 2 + Tested Advertising Methods, insight 6. Write 49 hooks, ship 7 on the same body and budget, let the results pick.
Sleep better tonight.
Your phone charger glows all night. Your eyelids let it in.
Dozy, hook 27 of 49. Illustrative.
Story: Live It, Then Want It
Nobody argues with a story they can see themselves in.
From The Hero with a Thousand Faces · Story · Building a StoryBrand · Stories That Stick · The Science of Storytelling · Storyworthy · All Marketers Are Liars · Expert Secrets · Save the Cat! · Resonate · The Story Factor
The Worthy Villain
Building a StoryBrand, insight 4 + Story, insight 4 + The Science of Storytelling, insight 4. Pin the feeling on a system, a myth or a habit, so the buyer can drop the old belief without defending it.
Learn to price your services with confidence.
"Cost plus 30%" is why you're fully booked and still broke.
Written for Nina's course, an example business. Illustrative.
Offer: Beyond Comparison
Whatever can be compared will be discounted.
From $100M Offers · $100M Money Models · The 1-Page Marketing Plan · The Power of Moments · DotCom Secrets · Launch · Priceless · Confessions of the Pricing Man · Monetizing Innovation · Permission Marketing · Overdeliver
The Honest Anchor
Priceless, insight 2 + $100M Money Models, insight 5 + Confessions of the Pricing Man, insight 2. A real bigger number first, the value in the buyer's units, then your price, now the smallest number on the screen.
Audits from $900. Contact us.
Fix + three months of support runs $5,400. Or start with the $900 audit.
Written for Theo's agency, an example business. Illustrative.
Close: Remove Every Reason to Wait
Every no has a because. Find it. Remove it.
From Triggers · The Robert Collier Letter Book · Don't Make Me Think · The Ultimate Sales Letter · Never Split the Difference · SPIN Selling · To Sell Is Human · Tiny Habits · Sales Pitch · They Ask, You Answer · The Catalyst
Say the Worst First
Never Split the Difference, insight 2 + SPIN Selling, insight 6 + Sales Pitch, insight 7. Name the doubt in the buyer's words, a few lines before it surfaces, and answer it with proof.
Have questions? We're happy to help!
You're thinking: another course I'll quit in week two. Fair. Lesson 1 takes 6 minutes.
Nina's course. Illustrative.
Knowing 539 ideas is impressive. Knowing which one to use next is useful.
Put two copy books on the same desk and they start arguing. Be specific or be brief. Ask for more or ask for less. Lead with the gain or the loss. A Noir Compound settles the argument for one job: it fuses insights from different books into one tool, and tells you when to reach for it.
Six per module, 42 in all. Each comes with its recipe, a mold to fill, a worked Before/After, and the jobs it's best for. They're the part of the method you can't get by asking for seven insights per book, because no single book contains them.
Are you wasting money on ads?
Unchecked campaigns quietly cost the average account we audit about $50 a month. Book the 10-minute audit, and yours stops leaking by Friday.
Mold: [situation] quietly costs [true amount]. [one step] stops it by [when]. Written for Theo's agency. Illustrative.
AI can write 100 headlines in a minute. Can you tell which one deserves your money?
Fluency is free now. Judgment isn't. Shown six real Washington Post headline tests, journalists picked the winners at chance. A model trained on 24,333 news-headline tests, reading the words alone, called the winner 54% of the time. A coin gets 50.
Formulas write the candidates. The test picks the winner. The method gives you both: molds that write a hundred candidates, and criteria that cut them to the few worth paying to test.
The Hook Wall, in Module 4: write 49, ship 7 on the same body and budget, and let the buyers pick.
Shulman, Markowitz & Rogers (2024), Science Advances · Gligorić, Lifchits, West & Anderson (2023), PLoS ONETry it · pick the better headline
You picked before you knew who's reading. That's the trap.
For a light sleeper with a phone on the nightstand, B stops the scroll. For a nurse who sleeps after a night shift, both miss. Her line names her moment: "For day sleepers: the shift ends at 7, and the bedroom is already bright." It comes from The Circumstance Line, a Module 2 tool.
Criteria beat taste. That's Module 2 (Market) and Module 4 (Hook). Example lines for Dozy, illustrative.
16 of the 403 pages. Read them before you pay.
No revenue screenshots. No rented sports cars. These are the actual pages. Tap any page to read it full size.
205 sources. Four of them, in plain English.
Every figure in the method was opened at its source before it reached a page, and it prints its source line where you use it. Like these:
- Defaults pull choices their way.Across 58 studies and 73,675 people, the pre-selected option pulled choices its way, most strongly in consumer decisions.Jachimowicz, Duncan, Weber & Johnson (2019), Behavioural Public Policy
- Stories shift beliefs.Across studies with more than 7,000 people, stories measurably shifted beliefs, attitudes and intentions toward their point.Braddock & Dillard (2016), Communication Monographs
- Showing the cost sells.Showing what a bowl of soup cost the cafeteria to make made diners 21.1% more likely to buy it.Mohan, Buell & John (2020), Marketing Science
- Simpler wording wins at scale.In more than 30,000 live headline tests at The Washington Post and Upworthy, simpler wording won more clicks: a small edge per headline, a large one at scale.Shulman, Markowitz & Rogers (2024), Science Advances
See all 77 books on the shelf
1 · Mind
- Influence · Robert B. Cialdini
- Thinking, Fast and Slow · Daniel Kahneman
- Alchemy · Rory Sutherland
- The Illusion of Choice · Richard Shotton
- Cashvertising · Drew Eric Whitman
- Messengers · Stephen Martin & Joseph Marks
- Influence Is Your Superpower · Zoe Chance
- Nudge · Richard Thaler & Cass Sunstein
- How Customers Think · Gerald Zaltman
- How Minds Change · David McRaney
- Decoded · Phil Barden
2 · Market
- Breakthrough Advertising · Eugene M. Schwartz
- Positioning · Al Ries & Jack Trout
- Obviously Awesome · April Dunford
- Competing Against Luck · Clayton M. Christensen et al.
- The Mom Test · Rob Fitzpatrick
- This Is Marketing · Seth Godin
- How Brands Grow · Byron Sharp
- Demand-Side Sales 101 · Bob Moesta
- Building Distinctive Brand Assets · Jenni Romaniuk
- Truth, Lies and Advertising · Jon Steel
- Invisible Influence · Jonah Berger
3 · Message
- Reality in Advertising · Rosser Reeves
- Confessions of an Advertising Man · David Ogilvy
- A Technique for Producing Ideas · James Webb Young
- Made to Stick · Chip Heath & Dan Heath
- Magic Words · Jonah Berger
- Rhetoric · Aristotle
- On Writing Well · William Zinsser
- Everybody Writes · Ann Handley
- The Copywriter's Handbook · Robert W. Bly
- Thank You for Arguing · Jay Heinrichs
- Scientific Advertising · Claude Hopkins
4 · Hook
- Pre-Suasion · Robert B. Cialdini
- The Boron Letters · Gary Halbert
- Hey Whipple, Squeeze This · Luke Sullivan
- Tested Advertising Methods · John Caples
- Ogilvy on Advertising · David Ogilvy
- How to Write a Good Advertisement · Victor O. Schwab
- The Adweek Copywriting Handbook · Joseph Sugarman
- Great Leads · Michael Masterson & John Forde
- Contagious · Jonah Berger
- Hook Point · Brendan Kane
- $100M Leads · Alex Hormozi
5 · Story
- The Hero with a Thousand Faces · Joseph Campbell
- Story · Robert McKee
- Building a StoryBrand · Donald Miller
- Stories That Stick · Kindra Hall
- The Science of Storytelling · Will Storr
- Storyworthy · Matthew Dicks
- All Marketers Are Liars · Seth Godin
- Expert Secrets · Russell Brunson
- Save the Cat! · Blake Snyder
- Resonate · Nancy Duarte
- The Story Factor · Annette Simmons
6 · Offer
- The 1-Page Marketing Plan · Allan Dib
- The Power of Moments · Chip Heath & Dan Heath
- $100M Offers · Alex Hormozi
- $100M Money Models · Alex Hormozi
- DotCom Secrets · Russell Brunson
- Launch · Jeff Walker
- Priceless · William Poundstone
- Confessions of the Pricing Man · Hermann Simon
- Monetizing Innovation · Madhavan Ramanujam & Georg Tacke
- Permission Marketing · Seth Godin
- Overdeliver · Brian Kurtz
7 · Close
- Triggers · Joseph Sugarman
- The Robert Collier Letter Book · Robert Collier
- Don't Make Me Think · Steve Krug
- The Ultimate Sales Letter · Dan S. Kennedy
- Never Split the Difference · Chris Voss
- SPIN Selling · Neil Rackham
- To Sell Is Human · Daniel H. Pink
- Tiny Habits · BJ Fogg
- Sales Pitch · April Dunford
- They Ask, You Answer · Marcus Sheridan
- The Catalyst · Jonah Berger
The Noir Method is independent education. It distills ideas from these published books and does not reproduce them; titles and author names identify the sources only. Not affiliated with, sponsored by or endorsed by any author, estate or publisher. We recommend reading the originals.
Name the problem on your desk. Open the module built for it.
Seven PDFs, one per stop of a sale. Open the one for the job in front of you. Nobody has to read 403 pages before Tuesday.
The ad gets clicks. The clicks don't buy.
Reach for Market + Message
The price page gets a "let me think about it."
Reach for Offer + Close
The emails get opened and ignored.
Reach for Message + Story
You're launching something nobody has heard of.
Reach for Market + Hook
You sell on calls, in DMs, or across a counter.
Reach for Mind + Close
You write copy for clients and need to defend every line.
Reach for all seven
Not for you if you want a swipe file that "prints money," a get-rich-quick plan, or someone to promise you a number. We won't. Nobody honest can.
The best copywriting guide in the world.*
* According to the people selling it to you. Suspicious? Good.
Don't take a seller's word for it. Take the 30 days.
"Absolutely terrible. Now everyone knows why our ads work."— Your Competitor
Satire. Not a real review, not a real competitor. This page has no reviews at all, real or fake.
The whole method, in seven PDFs.
- 7 modules, one per stop of a sale: Mind, Market, Message, Hook, Story, Offer and Close. 403 pages in all.
- 77 books, each in its own section: seven insights per book, each explained, sourced and turned into lines you can use. 539 in all.
- 42 Noir Compounds: new tools fused from several books, each with a recipe, a mold and a worked Before/After.
- X-Rays, Red Pen rewrites and swipe molds in every module, built on real ads and the method's example businesses.
- The research behind it: 205 sources, with the precise version of each finding and where it sells.
Judge it by your numbers, not our words.
Use the method for 30 days. Put it on an ad, a page, an email, a pitch. If it isn't worth far more than $77 to you, ask for your money back at refund.hotmart.com or email support@thecopynoir.com.
Full refund. We won't ask you to prove you used it, and you don't owe us a reason.
Read Module 1 free. Decide after.
Mind: How the Yes Happens, in full. The same 66 pages buyers get, not a teaser. Tell us where to send it.
The fine print, in large print.
Do I get the 77 books?
No. The books are the source; the method is the product. Each book gets its own section with its seven insights explained, sourced and turned into usable lines. We don't reproduce the books, and we'd recommend reading the originals you fall in love with.
Can I read some of it before I buy?
Yes. Module 1, Mind, is free to read in full: the same module buyers get. Get it here, use it on one real page, then decide about the other six.
Is this about making money?
It's about writing copy that sells: ads, pages, emails, videos and sales conversations. We don't promise income, sales or any specific result, because what you get depends on your offer, your market and your work. What we promise is what's inside, and a refund if it isn't worth it to you.
I'm not a copywriter. Is this for me?
If you write anything that has to sell, yes: founders, marketers, freelancers, creators, consultants, store owners. Every tool comes with the channels it's best for and a filled example, so you can use it the same day.
Do small changes really matter?
At Bing, one tested change to how ad headlines were displayed lifted revenue 12%, more than $100 million a year in the U.S. The idea had waited more than six months for anyone to test it. That was a display change at a search engine, not a forecast for your page; the method shows you which changes are worth testing first.
Kohavi & Thomke (2017), Harvard Business Review · figure reported by Microsoft
Couldn't I get this from ChatGPT?
You could ask a chatbot for seven insights per book. You'd get fluent summaries, with no way to tell which are accurate, where two books give opposite advice, or what to write on Tuesday. The method is the part a chatbot doesn't do for you: 205 sources checked at the source, 42 fusions with molds and worked examples, and criteria for which tool fits which job.
How is it delivered?
Seven PDFs, delivered by Hotmart right after payment, with access sent to your email. Read them on any phone, tablet or computer.
403 pages? When would I read that?
You don't have to. It's a working library, not a reading assignment. Each module stands on its own: open the one for the job in front of you, find the tool, use it. Most tools fit on a single page.
Who's behind The Copy Noir?
The Copy Noir is a brand of Cunha e Mariano Cursos para Concursos Ltda, a company registered in Brazil (CNPJ 65.376.101/0001-07). Support is a real inbox: support@thecopynoir.com. Judge us by the pages you just inspected: every claim on them prints its source.
What if I don't like it?
Ask for a refund within 30 days at refund.hotmart.com or by email. Full refund, no questions. Hotmart processes it to your original payment method.
What currency is the price in? Are there taxes?
The price is US$77. Hotmart can show it converted to your local currency, and depending on where you live, sales tax or VAT may be added at checkout.
Are you affiliated with the authors?
No. The method is independent education built on their published work. Titles and names identify the sources only; no author, estate or publisher sponsors or endorses it.
Words move money. Now you'll know why.
7 PDFs, instant access30-day money-back guaranteeUSD + applicable taxesP.S. This page told you what it was doing while it did it. If it moved you anyway, it passed the only test that matters for honest copy: would this still work if the buyer read the X-Ray? If it didn't, turn on the X-Ray and find the line where we lost you. Either way, you got the 30-second lesson. The other 538 insights are $77, with 30 days to change your mind.