CopywritingOnline BusinessStoryStoryselling

Once Upon A Time In 2020: Finding Your Voice In A Loud And Crowded Market

By Jan 23, 2020 February 21st, 2020 4 Comments

There’s a lot to be said about finding your voice and in truth, it took me 12 years to figure out what my voice was and how to put it out there.

When I was struggling to find my voice, I made a promise to myself that if I ever made it, I’d teach others how to do it.

And now, I’ve found my voice, that’s what I’m going to do.


Adil Amarsi UnpluggedIf you’re new to or Adil Amarsi Unplugged™, then I suggest you read this post as it’s kind of my grand reintroduction to those who’ve known me for a while and I haven’t shared everything with.

(A big part of this is my big brother, Big Chris McCombs telling me that I don’t tell my story enough and he’s known me 7 years)!

So the brief version is that I’ve been a copywriter (professionally i.e. getting paid) since I was 18, and in January 2020, I’m 30 years old.

But, I’ve been writing copy even longer than that.

In fact, I’ve been unconsciously writing copy since I was 12.

It’s taken many forms; artwork, rap and hip-hop lyrics, production for music and web series, and of course, writing poetry, advertising, and newsletters.

The way I got into this was purely accidental.

We’re gonna go back to the very beginning, which is me at age 5.

My dad is paralyzed from the waist down because of a herniated disc in his spine.

Now, I have an older sister who at the time was a bit of an asshole, I mean she still is and I still love her, but you gotta call an asshole out when you see one.

Anyway, we used to fight about who gets to watch what on TV after the parents had watched their shows.

This meant that it was an all-out war between 5 year old me and a pre-teen big sis.

Was it going to be Cartoon Network and Dexter’s Lab/Jonny Bravo/Powerpuff Girls? (That show is the shit)

Or was it going to be Nickelodeon which had Clarissa Explains It All, Sister Sister, Kenan And Kel, and others… – Which I later grew to love, but cartoons are a win when you’re 5.

Anyway, I came up with this plan that I’d sit with my dad and watch shows with him until he got bored and decided to move.

Then I’d watch cartoons and enjoy them, undisturbed, as I had dad’s protection of holding out and spending time with him.

This is where it gets interesting.

My dad, at 27. Yep, he was better looking haha.

My dad had an obsession with watching 4 shows every single day, without fail (except Sunday because of British programming and this being the 90’s).

They were:

  • The News
  • A trivia show called 15-to-1 (you got eliminated by your lack of trivial knowledge)
  • Countdown (a words and numbers game)
  • And the weirdest one of all… The Home Shopping Network with Billy Mays.

ANY psychologist worth their salt could easily tell you, before you turn 7 years old, your mind is essentially unconscious matter. Essentially, anything you pick up becomes easily embodied and believed.

For me, it was a strange concoction of knowing random trivia, understanding words and math problems in 30-60 seconds, and then selling from one of the best in the last century.

Fast forward to me at 11 years old, and my teachers tell my parents…


“Your son is clever but his writing is very slow.

If he makes a single mistake on a sentence, he rips out the page and starts again, no matter where on the page he is.”Miss Beethumb, my school teacher from year 5 & 6 at school.

(This is hilariously still true with how much I hate editing, if it’s sucky then I just delete it and start again. Just how my brain is wired… And sometimes can annoy people but it’s always worth it).

Anyway, I digress.

My dad, who was walking again, had a small biz, and had me write stories for him as a way to improve my writing speed.

Now, shortly after my parents got separated (then got back together 2 years later) and I just kept the practice of writing every day.

Over time, I started to write (and publish) poetry, rap lyrics, partook in a lot of rap battles in the early 2000’s, produced music for friends, essentially every creative outlook with words and wizardry I could get my hands on.

Then, when I was 18 years old, I started in Network Marketing.

Matt Morris – Founder of Success University, Johnny Wimbrey – Best Selling Author, 18 year old Adil.

A company called Success University (which is now a part of World Ventures) had taken off and I was all about it.

The self-development was a MILLION times easier to sell.

On top of that, I managed to get my best friends involved.

We grew our team quickly but there was some miscommunication with me and my upline and that turned sour.

Fortunately, I started looking online for help and met a bunch of marketers there.

I remember writing a blog post for a Blogspot site and it had only garnered 10 views. Yep, just 10 views.

Though I had 7 people give me money from that post (and this was before I was a professional copywriter).

A few months later, I was at a seminar where I got to meet a few digital marketing heavyweights of the day.

This, coupled with being a natural networker, got me to the point where I was able to meet some incredible people.

  • Saj P.
  • Alex Goad
  • Sean Roach
  • Brett McFall
  • Steven Essa
  • And so many others.

It was at this point, I ended up in the green room showing them around London and getting food and drinks for the speakers.

I got talking with them when they asked what I was good at, I said, “I’m shit at traffic, but 10 people read my blog and 7 of them bought.”

“Oh, Shit” – said Steven Essa.

“You should be a copywriter”.

I had never heard of one before but I thought to go for it.

Alex Goad and myself – Alex did a lot for me, including helping me refine how I write copy. Thank you

They told me people would pay a lot of money for my skills, and they weren’t wrong.

After I got back from this event in 2008, I told my parents, whom I lived with because I was still 18, and my dad said to wait a moment.

He went upstairs into the attic and brought down a black folder full of pages.

He told me to read them and by the 3rd sales letter, I recognized it as my own.

Before I could say anything, my dad told me he used to use the stories I wrote out for him as part of his marketing campaigns and would have his copywriters add a headline, clean up my grammar and story, and add a call to action.

Essentially, my dad was my first client for years.

I took it upon myself to write and boy did I.

Fast forward to today, where I’ve made my clients OVER $700 MILLION in sales from my copywriting and consulting alone.

On top of that:

  • I charge $5,000 for an hour consulting on copy/strategy/marketing and sales.
  • I start writing copy at the fee of $18,000 + 15% and that goes all the way up to $70,000+.
  • Have been widely recognized as one of the all-time best for my contributions to copywriting and the development of (which launches the 2.0 version, officially, on March 2020)
  • I have mentored dozens of copywriters to success.
  • I’ve launched an amazing podcast with some truly amazing guests, Adil Amarsi Unplugged is in it’s 6th season as of January 2020!
  • My clients get results better than anyone else, to the point we have a metric titled “Adil conversion rate”.
  • And so much more…

Not to mention… I leave entire meeting rooms and seminars silent with the level of content I produce (I thought it was boredom but turns out people were just taking notes furiously and asking a ton of questions in my Q&A).

All because I figured out my voice, superpowers, and began applying them.

So how does this tie into finding your voice?

Well to do so, you got to know your own origin story first.

Once you’ve got your origin story down, this will help you find your voice at lightning speed.

There are 3 primary ways to find your voice that has worked for me and my clients.

  1. Start writing like you speak amongst your best friends
  2. Study dialogue and those who have a distinct voice, even if they’re not in your marketplace
  3. Pick the right audience to tell your story

Now, while these can seem pretty basic to understand, there are a lot of little nuances that go into them that affect the psychological endgame.

Like for instance…

1. Start writing like you speak amongst your best friends

This is extremely straight forward but as research has shown, we tend to adapt to how we are to match the perceptions of others.

We are social creatures after all and by being social creatures we want always to make sure we are accepted by the group at large.

This also means we will downplay how we are to fit in.

It sucks.

So, what you want to do is start watching how you and what you connect over with friends.

My good buddy, Adam Lyons over at Ask The Dating Coach, is a PERFECT example.

The man is an amazing dating coach for one (helped me out in a HUGE way in the late 2000s and early 2010s).

But more importantly, Adam is one of the biggest nerds I know in my life.

The best thing?

He actually discusses his business, dating life, family, nerdy stuff, and deep psychological insights with his friends, family, and social media community.

Adam’s voice is so transparent that he shares so much of his life and thoughts with his tribes.

(Yes, Tribes, you can have more than one here: [Note to self: Come up with catchy title]).

Back to it, Adam Lyons speaks to the:

  • Single Dating tribe
  • Business tribe
  • Psychology tribe
  • Warhammer tribe
  • And many other tribes.

But he’s 100% himself the whole time, except when he’s playing a character.

How you find your voice in this manner is really simple…

  • Record yourself speaking on a phone call with a friend (only your side because of the law), and listen back to it.
  • Start looking at how you speak, the words you use, and how you tell your stories. (Of course, what makes your friends laugh)!
  • Write your posts, social media captions, and copy using your voice.

2. Study dialogue and those who have a distinct voice, even if they’re not in your marketplace

Now, if you know your voice but aren’t clear how to clean it up and project it properly…


If you don’t know your voice and method 1 didn’t work out for you.

One of the best resources is studying Quintin Tarantino’s movies and scripts and seeing how he writes dialogue.

Tarantino perfectly captures every actor’s voice when he writes scripts for them.

Think about it this way, Samuel L. Jackson can be encapsulated in a single word: “MOTHERFUCKER”.

Studying how Taranto writes is powerful but if you don’t gel with Tarantino, here’s a shortlist of great writers to follow:

  • John Hart
  • Charles Bukowski
  • Hunter S. Thompson
  • Chris Carter
  • J.K. Rowling
  • Stephen King
  • Francis Ford Coppola
  • Lin Manuel Miranda

Just to name a few.

Essentially find writers who speak to you and you can see how their dialogue is structured.

When you study this, you’ll start seeing how you can align your voice to that character and bring out your voice in the process.

I’ll explain…

Imagine you’re an extrovert and you have a hard time finding the right voice to use for your business.

The solution could be finding an extroverted character from a movie that you look up to or associate with, such as Will Smith’s titular character, Hitch from the movie Hitch.

He’s suave, sophisticated, funny, goofy, but also calculating, intelligent, and very successful.

But most importantly, he knows himself and how his voice works. As he persists through the movie showcasing that he understands other people and their challenges.

So, if you started to imagine yourself as Hitch, but like yourself, HOW would you act, what would you say, and how would you behave that is comfortable to you.

Obviously there’s a little discomfort in this phase but that’s natural.

The key here is finding the dialogue that speaks to you and incorporating it into your writing while maintaining who you are.

Your mannerisms, words, actions, and overall, said lovingly, ridiculousness.

Which moves us to number 3…

3. Pick the right audience to tell your story

A friend of mine has a pretty twisted sense of humor, let’s be honest, if you’re friends with me – it’s a requirement.

Unfortunately, his sense of humor didn’t have an internal audience finder.

Meaning what he would say in one situation would be funny, but in another, it would get him in a lot of trouble.

This happened a bunch of times.

The last time this happened, I asked him to start looking at the audience he was telling his story to.

After he did this, he’s able to communicate clearly to the right people who he is.

By picking your audience, you have a greater understanding of people relating to you.

On my podcast with Big Chris McCombs, we discussed how being yourself in the right medium, can bring you the right type of clients BUT there’s a percentage of people who will read about you and write you off.

The key is to know what you’re sharing is to the right people.

Brené Brown has an amazing quote on selecting your crowd…

“Don’t show your vulnerability to everyone, just the right people who deserve to see it.”

It was in her Netflix special, which I suggest you watch, as she goes deep into vulnerability and knowing when to show it.

Standing out of the crowd is a little different.

Once you’ve figured out your voice, you’re able to cut through the humdrum of daily marketing and stand out by being you.

Now, you could be the most boring person – own that.

In fact, make that part of your brand.

“The boring business plan: How to create the lifestyle of your dreams while still working 40-60 hours a week”… It’s a little long but you get the idea.

If you’re like me and do like a million things. Yes, some of you exist. No, you’re not alone.

You don’t have to tone that down.

In fact, I’d tell you to put it all out there.

If you do Brazilian Jiu-Jitsu, climb mountains, run marathons, love to cook, play chess, or whatever…


You’ll be surprised by what people will resonate with.

I’ve had someone start a conversation that was initially kind of negative, only for it to get super enthusiastic when I started to talk MMA.

That client turned into one of my best case studies.

He was doing $230,000 a year but was feeling stuck and burned out.

We connected over MMA, I offered to look at his offer in one of my 15 min sessions.

I figured out what he needed to do, and now he’s doing $500,000 -ish (can’t get an exact figure), and it’s far simpler, far more profitable, and way more fun!

So, how about you start using your story and putting it out there!

If you’re all about single platforms.

Make it your bitch.

If you’re on 5 platforms.

Make on your main relationship, and make the others like a polyamorous relationship.

So share your content and disseminate it.

My friend Matt is going to be sharing more about this soon and his repurpose lab concept.

Until then.

Welcome to 2020, my friends.

We have 11 months and 8 days.

Let’s make it count.

Stay Continually Awesome,

Adil Amarsi

P.S. If you want me to personally help you find your voice, write copy, consult on your strategy or more.

Send me an email via and choose “Consulting Project”, enter your details and what niche you’re in and any additional deets and I’ll respond with my amazon wishlist and a booking link.


Author Adil

Adil Amarsi is a world-class copywriter, marketing consultant, and conversion genius. Having spent the majority of his life in direct response advertising, Adil brings a unique look at business by using his blog as an extension to who he is in real life. Oh and he loves pizza :).

More posts by Adil

Join the discussion 4 Comments

  • Valerio says:

    Whoa. Finally, a fun blog worth reading. One challenge I have is balancing my writing voice with my “business blogging voice”. I always want to break out the fun, excitement, and sarcasm, but then informational business content tends to get in the way (not to say info content needs to be dry, but that’s the way some brands prefer it, eh?) Glad you’re back.

    • Adil says:

      Thanks man, I appreciate the comment and the kind words.

      I want to produce more so this is just exactly what I needed :).

  • Laura says:

    Brilliant blog! And really useful! Having had the privilege of watching you live and working with you I’m always in awe of how genius you are when it comes to writing and seemingly been able to unpick people’s buisness and needs out of thin air and turning it into amazing content and marketing. Can’t wait to read the next one!

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