Copywriting 101 Essential Copywriting Skills For Success
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Copywriting 101 Essential Copywriting Skills For Success

Copywriting the 80:20 way - Discover 12 Easy to implement Copywriting Secrets to improve your Copywriting today!
4.5 (48 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
5,947 students enrolled
Created by John Colley
Last updated 1/2016
Curiosity Sale
Current price: $10 Original price: $95 Discount: 89% off
30-Day Money-Back Guarantee
  • 1.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Understand the Key Motivators of Selling
  • Learn the Basic Psychology of Selling
  • Discover the Four Key Ingredients of Effective Copywriting
  • Learn how to address your Audience effectively
  • Why pain is a great trigger to capture attention
  • How to deal effectively with your readers objections
  • Understand why your reader will want what he cannot have
  • Grasp the true value of a captivating headline
  • Understand why your reader is selfish and how to use that to your advantage
  • Discover the true value of social proof and why people follow
  • Understand how to remove risk to increase conversions
  • How to write in a way that anyone can understand you
  • What is meant by the KISS principle when applied to copywriting
View Curriculum
  • Basic Understanding of Business
  • Basic Understanding of Online Business

Do you want to improve your Copywriting in 12 simple steps!

The Pen is mightier than the Sword - if you know how to use it!


Selling online requires expertise and skill - I want to save you hours of research by taking you through my 12 Secret Steps to Great Copy Writing


This 45 minute course will teach you about 12 key aspects of writing great copy:


2. Audience

3. Format

4. Pain

5. Objections

6. Scarcity

7. Headlines

8. Benefits

9. Endorsements

10. Risk

11. Readability

12. Simplicity +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

As with all my Courses:

  • You will have unlimited lifetime access at no extra costs, ever
  • All future additional lectures, bonuses in this Course are always free once you have enrolled
  • My help is always available to you if you get stuck or have a question


When you complete this course, you will be able to apply each of the 12 Steps to your copywriting today. These are key principles which can guide you to write more effectively without having to spend hours reading long books or hunting for information about writing on the internet.

Each Step is designed to be:

  • Concise
  • Simple
  • Actionable


At the end of the course I have a special bonus for you - but you will need to take the course to find out what it is! As the course is free....what are you waiting for?


Enroll today and start improving your writing, your sales and your profits!

Who is the target audience?
  • Internet Marketers
  • Web Masters
  • Bloggers, Social Media Experts
  • Marketing Professionals
  • Anyone seeking to increase traffic and conversion on their website or blog
  • Anyone with an information product to sell on an Educational Platform like Udemy
  • Graphic Designers
  • Copywriters
  • Freelancers working from Home
  • Coaches or Consultants
  • Online Marketing Professionals in Large Organisations
Students Who Viewed This Course Also Viewed
Curriculum For This Course
23 Lectures
3 Lectures 06:12

If you are struggling with your Copywriting - help is at hand. This simple 12 step course addresses some of the most common and frequent mistakes made by inexperienced copywriters. Check out the video and the course to find out more!

Preview 02:35

With over 900 students joining my flagship copywriting course in just 10 days, I wanted to create a simpler introductory course to help you with your copywriting immediately. This is the result and everyone of the 12 elements of this course is something you can put into practice today!

This is not intended to be a complex all singing and all dancing course - that role is reserved for my 12 Step Formula to Great Copywriting Course. This will hopefully get you started quickly on your copywriting journey!

Preview 02:00

It would be great if you would introduce yourself in the discussions. Where are you from? what are your objectives for the course? What challenges are you facing? Join in with the community here and lets all work together for our mutual success.

Do welcome new members and answer questions if you can!

Preview 01:37
12 Secret Steps
12 Lectures 26:48

This is a cornerstone framework of copy writing which it is important to grasp at the outset





These four factors must be included in your copy writing to make sure that you fully engage your audience and prospective customer.

Preview 01:36

When writing, you need to understand who you are writing for? Who is your audience?

  • Age
  • Gender
  • Nationality
  • Culture
  • Interests

All these are important if you are to be effective with your writing. One way to do this is to create an Avatar of your ideal customer and write for him/her.

It is important to do this research before you start writing a single word.

Preview 01:54

The format of your copy needs careful consideration. Essentially you have three options, Long or Short or a Hybrid of text and video. Don’t forget you can also create scripts for audio, such as in a podcast or an infogram image.

Preview 02:54

What pain is your potential customer suffering?

What problem does your product or service address?

You need to expressly identify this and be able to show your reader that you understand their pain and that you can offer them a solution for it.

Hurting? Want someone to heal your pain?

Potential customers will always raise objections to buying from you and you need to address these explicitly when you are writing your copy. The four most common objections are:

  1. No Time
  2. No Money
  3. It won’t work for me
  4. I don’t believe you

Be prepared to answer these.

I haven't got time or money for Objections!

People always want what they cannot have. A good way to encourage your reader to buy from you is to threaten to take what you are offering them away from them.

You can do this by creating scarcity, by limiting your offer in someway and making them think that they will miss out

The ways to do this are: quantity, time, price and by withdrawing bonuses or extras from your offer.

Don't worry, there's always plenty of Scarcity to go round!

This is the A in AIDA = the attention grabber

Your headline has to capture the attention of your audience or they will never buy from you. You can also include a sub headline for extra effect.

Your headline can be short and punchy or longer. Try to include a benefit in either your headline or your sub headline

So, why are YOU reading my Headlines?

There is nothing more boring than a long list of features. What you need to communicate is the benefits of your product and service.

The easy way to create this list is to write out the list of features and then answer the question “so that….”

You then should prioritise your benefits and use the main one in your title.

Why do you always want to know whats in it for you?

Creating trust with your prospective customer is critical and a great way to do this is to show them that you have delivered for your existing customers.

This can be done through endorsements, reviews and case studies.

This sort of social proof is an essential component of great copy that sells!

Endorsements? Pah! Prove it to me!

There can be NO risk for your reader. You have to offer some form of no quibble money back guarantee. The longer the better: 30, 60, 90 days. But remember, the longer the greater the impact on your cash flow.

You will always get one or two refunds, but will get far more sales as a result of offering this guarantee!

I Guarantee to you that I love Risk! Or do I?

The way you present your copy is very important. Your audience will either be readers, who read every word you write, or scanners who just scan the page for the highlights and key points

By using short paragraphs, lots of bullets, a mix of normal text, bold and italic and even changing the font size you can make your writing much easier to read.

Right it Wright to Be Red! or you won't be Readable!

Not everyone who reads your copy will have a college education. Be prepared to write using short sentences, short words and simple grammar. The average reading age you should be aiming at is Grade 8.

Keep it Simple S…. and throw away your Theasaurus
Bonus - Mini Copywriting Course
7 Lectures 41:33

This mini bonus course was originally a free course I set up as a lead magnet. I thought that it was such a great fit with this course that I have brought it in here to give you extra value. This introduction explains how this all came about and why originally this part of the content was free.

Introduction to Mini Copywriting Course

Six Ways to Grab Your Readers By the Throat - with Headlines

This lecture shows you six important techniques for improving your headlines to make them more compelling and effective

Preview 06:27

Six Essential Components of a Sales Pitch

Sales Pitches take many forms but there are some important common elements to them all and we look at six in this video.

The Six Essential Components of a Sales Pitch

Six Surprisingly Powerful Words

Do not under estimate the importance of getting powerful converting words into your copy when you write. Some words are more equal than others and this lecture explains six that you can use right away

Six Surprisingly Powerful Words

Six Soft Skills behind a Great Promo Video

An effective Promotional Video is very important to your sales effort. This lecture explains some six soft skills which you can master to make your Promotional Video more effective and higher converting.

Six Soft Skills behind a Great Promo Video

Six Common Mistakes and How to Avoid Them

Poorly prepared material gives you away right away as an amateur. This lecture explains six of the most common pit falls.

Six Common Mistakes and How to Avoid Them

Are You Ready for the Next Step?

Having gone through this part of my Copywriting Training, are you ready to graduate to the next Course?

Are You Ready to take the Next Step?
Wrap Up and Summary
1 Lecture 03:06

Well, that's it. Congratulations on completing the course. Don't forget if you have any questions you can message me or send me an email (the address is in the lecture)

Summary and Wrap Up
About the Instructor
John Colley
4.3 Average rating
978 Reviews
51,268 Students
28 Courses
Best Selling Instructor, 40,000+ Students

Exceed Your Own Potential! Join My Student Community Today!

Learn from my Expertise in Business, Online Marketing and Entrepreneurship!

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Why are over 41,000 Students Enrolled in my Udemy Courses?

Here is a little bit about Me...

Cambridge University Graduate

I have a Bachelors and a Masters Degree from Cambridge University in the UK (Magdalene College)

Master of Business Administration

I graduated from Cass Business School in 1992 with an MBA with Distinction and also won the Tallow Chandler's prize for the best Dissertation.

British Army Officer

I spent nine years as a Commissioned British Army Officer, serving in Germany and the UK in the 1980s, retiring as a Captain. I graduated from the Royal Military Academy Sandhurst (Britain's West Point) in 1984.

Investment Banking Career

I have spent over 25 years working as an Investment Banker, advising hundreds of companies about Strategy, Fund Raising and Mergers and Acquisitions. My experience ranges from advising Start up companies through to Billion $ Global Corporations. I am a Fellow of the Chartered Securities Institute here in the UK.

Online Marketing and Social Media

I have been active in Social Media since 2002 when I was an early member of eCademy. Since then I have my own blog, a podcast, a video channel and now am a leading online course instructor.

My current Podcast, The Online Learning Podcast, dedicated to eLearning and Udemy can be found as a free course below.

Enrol in one of my Courses Today - Start your Success Journey with Me now!

I relish the opportunity to interact and engage with you to share ideas and inspiration! Please ask me any questions you might have about my courses - I may not have an immediate answer, but I will find it!

Because of my experience, I am also available for coaching/mentoring to people who have completed my courses and are putting their new skills to work on real projects. Contact me through Udemy or the links below my profile picture. I am here to help!

Come and join my "Online Learning Club" group on Facebook - interact with more passionate Life Long Learners! Just click on the Facebook link below my photo on this page and ask to join!

A Bit about Me!

I live with my wife in a 14th Century Medieval Hall house in Wiltshire in England with our Border Collie, Henry. I love wine, first edition books and vintage toy cars - quite keen on lego too! :)

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