How Stefan Georgi Builds Trust and Inspires His Audience Through a Docuseries
And How He Developed a $2.5MM Sales Pitch in Roadmapping
The following is a case study of my work producing a docuseries for Stefan Georgi.
By connecting his masterminds with scenes of him mentoring his daughter, his docuseries shines a light on the man known as the $700MM copywriter.
“When my first episode came out, I was surprised by how many people told me, ‘I wasn’t sure if you were legit or not, but after watching this series I can tell that you’re authentic—that you really just want to help people.’ That was my entire hope and goal.”
—Stefan Georgi,
Copywriter // Co-founder of Copy Accelerator
Stefan Georgi
Father. Mentor. Copywriter.
I met Stefan at Brian Kurtz’ Titans Mastermind event in Scottsdale, Arizona in late 2019. He was seated next to me—a lean guy with a face framed by silver-rimmed glasses—and his energy immediately caught me off guard.
One moment he was talking about copywriting, his voice fast and excited as he explained his latest sales page. The next moment he was talking about his family—voice equally passionate, but softer, like he was sharing the world’s greatest secret.
Stefan is a direct response copywriter whose words have grossed over $700 million. He’s the inventor of a systematic approach to writing sales copy called the RMBC method, and the co-founder of a high-end copywriting mastermind called Copy Accelerator.
More importantly, Stefan is a family man. He wants to do right by his wife and daughter. He strives to lead a purpose-driven life. If success comes as a result, that’s great… but it’s not his goal.
When I met Stefan, he was busy figuring out the best way to publish content, teach, train, and share everything he knew. But he didn’t just want to be “the copywriter grossing $700 million.” He wanted people to truly get to know his authentic, passionate, human side.
“My goal is to impact a billion people in the next 10 years. I think of it like a movement I’m trying to create.” - Stefan Georgi
Roadmapping Strategy Session
Arriving at a $2.5MM sales pitch
Every documentary series (Docuseries) starts with Roadmapping.
It’s a full day devoted to planning the project and drilling down into who you are, what your business stands for, what drives you, and which of your stories will help us communicate your values to your audience.
It might seem like a skippable step, but this is the “eureka” moment where the story falls into place—and, ultimately, it’s the process that helped Stefan construct a sales pitch that resulted in $2.5 million.
See, Stefan is a strong believer in “Emotional Response Marketing,” but it was hard for him to see the emotional touchpoints within his own story.
One of the things he was grappling with during our session was how to pitch his new mastermind group. He had a live event coming up in two weeks… and he didn’t know how he was going to sell it to his audience.
But I didn’t know that at the time. It wasn’t the focus of our Roadmapping strategy session. Our goal was to drill down into the “real” Stefan Georgi.
We discussed his personal philosophies—everything from fitness, to family, to money. We talked about his clients’ core values and why his community continues to gravitate to him. Then we also tackled business goals. Stefan’s journey began with an email list 600 subscribers strong. His goal was to grow it to 20,000 people by the end of the year.
But in talking with Stefan, I realized that what got him out of bed in the morning wasn’t the money—it was the opportunity to share his experiences, strategies, and life hacks with others.
What I needed to discover was why it was so important to him.
Stefan knew his answer to “What.” He also knew that his answer to “Why,” on a surface level, was helping people. But I challenged him to go deeper.
“Jude’s an interesting character. He’s a bit disagreeable,” Stefan laughs. “I’ll say what sounds like a great soundbite in my head, and he’ll call me on it! ‘Hey, I’m not sure that’s true.’ That honesty makes you trust him more.”
In being challenged, Stefan realized that he’d been blessed, both with time and mentors who had helped him during pivotal moments.
The heart of his “Why” was to provide that same opportunity to others. He wanted to help copywriters and entrepreneurs overcome their mental barriers, so they realized that they didn’t have to settle for the 9-to-5 daily grind at a job they hated. There’s a better, easier, and more fulfilling way.
Roadmapping helped Stefan uncover the pattern of mentors in his life and pushed him to dig deeper into his “Why.” This exploration led him to an epiphany. He realized that his story had incredibly compelling emotional touchpoints… and he knew he had to share those with his audience.
Two weeks later, Stefan was on stage talking about the people who had inspired him to think bigger and dream higher. He used these stories to sell his high-ticket mastermind live from the stage. Just like that, he generated $2.5 million on the back of one idea born out of Roadmapping.
“The Roadmapping session helped me lay out my ethos, my “whys,” and my motivators. I could finally see a clear vision of where our project could go together.”
- Stefan Georgi
Dramatic Demonstration of Proof
Capturing Stefan’s core values on film
Filming Stefan’s Docuseries came with two challenges.
The first challenge was Stefan himself—specifically, combating his insecurities about creating the Docuseries.
“Am I being self-indulgent?” Stefan muses. “Is this an ego play? Will anybody care about my story? Is it a compelling story, or is it just a waste of time and people’s attention?”
Stefan, a master of understanding his target audience when it comes to writing sales copy, couldn’t see the truth in front of him: to his community, his life experiences are captivating.
Part 1 – “Mentorship” of Stefan’s No Limit Docuseries embraces this. It opens with a tender, behind-the-scenes moment of him playing guitar and interacting with his daughter. In this intro, he’s not a copywriter who makes $700 million—he’s just a loving dad and devoted husband.
His family comes first, so this was the only place Stefan’s series could start. Instead of feeling self-indulgent, it feels intimate and relatable. It’s the keyhole that gives us a glimpse into who Stefan is when he’s not writing sales copy—though, of course, we see that side of him too.
When we later see Stefan mentoring a room full of people and teaching them how to level up their copy, we connect his desire to empower his daughter with this scene of him empowering everyone in his audience.
Nowhere is this more evident than in Part 2 – “Perspective.”
It was the last day of his Copywriter Accelerator mastermind. He’d just finished speaking, and he was coming down off of an adrenaline high. His wife and daughter enter from the far side of the room, and you can see Stefan’s face light up with pure joy when he sees them.
As his daughter runs into his arms, Stefan’s calm demeanor cracks. He stands crying in front of 200 people, unashamed.
It’s raw, human, and real. Because of this, it’s powerful. One of his community members says that that moment made all the difference, and showed him exactly who Stefan really is.
This, in a nutshell, is what Dramatic Demonstration of Proof is all about. It brings together behind-the-scenes access, social proof, demonstrations of aptitude, examples of personal transformation, and live illustrations.
Each Docuseries takes those moments and turns them into a cohesive, compelling story that resonates with viewers on a personal and emotional level.
I didn’t direct Stefan or orchestrate that scene with his daughter. All I did was capture that moment. In doing so, I helped people get to know the real Stefan Georgi.
Dealing with disruptions: COVID-19
The second challenge to filming Stefan’s Docuseries was COVID-19. As it spread, Stefan’s speaking engagements were snuffed out one-by-one. This made it difficult to capture candid moments.
Even his event, Copy Accelerator, looked substantially different in September 2020 than it did in February 2020. There were no live attendees—instead, everyone joined a huge virtual event.
So how does a filmmaker overcome arguably the most significant disruptive force in our lifetime? I got creative.
You see the results in Part 3 – “Pivot.”
I filmed Stefan on set. I filmed a laptop while virtual attendees shared their experience. I filmed the crew behind the scenes—and captured the herculean effort that went into making the event the huge success it was.
Most importantly, I focused on how Stefan processed having to pivot from what he was used to doing. Viewers not only got a chance to see behind the scenes, but they were able to get into the mind of the entrepreneur: Was he nervous about the changes? How was he able to make decisions?
Despite being a virtual event, the moments didn’t lose any potency. In fact, it was almost a blessing in disguise. It allowed us to witness Stefan as he rose above and conquered a whole new set of challenges.
DRAMATIC LEVERAGE
Powerful, human connection
During his Roadmapping session, Stefan clarified the story he’d share for his mastermind offer. He later closed $2.5 million as a result.
Stefan has also added dozens of new students to his mastermind, sold hundreds of copies of his RMBC copywriting course, and even opened up a new in-person office space in San Diego.
His email list hasn’t hit 20,000 members yet, but since he launched the Docuseries, subscribers have increased by 7X.
But while those results might drive headlines, they’re not the results that leave him awestruck. This is:
When the series went live, Stefan shared it with his subscribers in an email entitled “Am I Being Self-Indulgent?”
The outpouring of love from his community answers that question more powerfully than I ever could. Stefan was shocked by the warm reception:
“It increases receptivity to my message,” he says.
When people are more receptive to his message, it means they are more likely to buy whatever Stefan has to sell. Whether it’s his $1,000 online course or a $40,000 mastermind, they believe that he’s the person to help them achieve their goals.
For Stefan, the Docuseries plays into his long-term marketing strategy, which means $2.5MM ROI is only the beginning. The more people who come into his world and convert into buying customers, the more ROI he’s getting over and over and over again.
His Docuseries isn’t narcissism; it’s vulnerability. His connection with his audience is stronger than ever.
As his community grows, more people will watch his Docuseries, and get to know him as he truly is—a genuine, earnest, family man who truly believes that there are no limits.