Breakthrough Copywriting
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Breakthrough Copywriting

Taught by a master copywriter, a structured introduction to the fundamentals of writing to influence, persuade and sell.
Bestselling
4.7 (30 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.
168 students enrolled
Created by Andy Maslen
Last updated 4/2017
English
Current price: $10 Original price: $95 Discount: 89% off
5 hours left at this price!
30-Day Money-Back Guarantee
Includes:
  • 5 hours on-demand video
  • 60 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Write persuasively in English and demonstrate mastery of the fundamentals of copywriting.
  • Write clear, concise copy for any medium or channel from websites to direct mail.
  • Sell products, services and ideas using the written word.
  • Master copywriting skills form benefits-selling to storytelling.
View Curriculum
Requirements
  • Students will need a good grasp of the English language. They should be able to write clear, grammatical English sentences.
Description

Learn the copywriting skills that will take you to the top…

…from an acknowledged master of the craft…

What would your life be like if every word you wrote worked like a magnet on your prospects? You could sell more stuff, for more money, to more people, more of the time. And what would that mean for you personally?

Better assignments? Fatter profits? Bigger pay rises? More holidays? More frequent promotions?

Hi. I’m Andy Maslen. Whatever you want to achieve with your copywriting, I want to help you.

No, I don’t just WANT to help you.

I CAN help you.

I took a career’s worth of copywriting expertise and condensed it into this online course.

In full HD video I present and explain the fundamentals of writing to influence, persuade and sell.

In case you don’t know me, I’ve written control-beating copy for clients including The Economist, Prudential, World Vision and Christies. And I wrote Write to SellPersuasive Copywriting and three other copywriting books.

Introducing Breakthrough Copywriting

I called the course Breakthrough Copywriting. Why?

Because it’s designed to help you break through the barriers standing between you and success.

You watch videos. You listen to me as I teach you exactly how I write the copy that has been delighting clients since 1996. And you practise, with dozens of exercises designed to test, inspire and challenge you.

In the course I take you, step-by-step through every aspect of writing fantastic, results-getting, client-pleasing copy.

To ensure you know what you're doing, I have designed 33 exclusive exercises that you can complete to practise what you've learned in the videos. (And where relevant, I have included model answers too as downloads.)

Who is the target audience?
  • A beginning or junior copywriter.
  • An entrepreneur who needs to write their own copy.
  • A marketer who needs to write copy as part of their job.
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Curriculum For This Course
32 Lectures
04:52:38
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Planning Your Copywriting
9 Lectures 01:19:26

We begin our journey to copywriting mastery here. But before we lay finger to keyboard or pen to paper, we need to do something very important. We need to think. At the end of this session you will be able to approach any new copywriting project with confidence that you'll be focusing on the right things. Especially the desired outcomes.

Preview 09:01

In this session, we look at the power of emotion in shaping decisions. You will learn how to identify the key emotions you need to target if you're going to get your prospect to say, "yes".

Preview 05:09

Many copywriters, especially when under pressure, fail to spend enough time understanding what they're trying to achieve. In this session, I teach you the importance of the brief, what it is and how to create a good one.

The Copy Brief: what you must know before writing a single word
09:15

When time is tight, these pre-made planning tools will take the hard work and the stress out of your copy planning process. I use them every day in my agency and they must have saved me thousands of hours of fruitless pencil-twiddling.

Three Useful Planning Tools: did I say 'useful'? How about 'essential'?
10:41

Want to plan but feel you simply don;t have the time? Don;t worry. You are not alone. The answer lies not in working longer but in working smarter. In this session you'll see how a simple time-management trick can guarantee that you always have time for planning.

The Time Machine: the simple little trick that guarantees time for planning
05:50

In this session, and the next three, we look at an age-old sales formula and discover how to apply it to copywriting.

Structuring Your Copy For Maximum Impact: how to apply THE best copy formula
10:10

Everybody knows (or they should) that copywriters should focus on benefits not features. But how  do you that without becoming repetitive or boring? Like this, of course!

Three Techniques For Making Benefits Sound More Interesting: and how to use them
07:34

OK, they've heard your pitch and they've been seduced by your smooth benefits patter. But they are still wavering. They're torn. This is how you convince them that it's safe to act.

Convincing Them to Say Yes: because a customer saying 'no' is a waste of money
12:04

Every successful sales person knows you have to ask for the order. But how do you do it in writing? What are the "do"s and "don't"s? This session gives you an ironclad way of approaching the call to action.

Closing the Sale: the only effective way to ask for the order
09:42
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Tricks and Techniques that Lift Your Copywriting
7 Lectures 01:03:04

This is where the sizzle lies, not the steak. How you say something can have a profound effect on the effectiveness of what you say. In this session we start to explore the importance of tone of voice.

Mastering Tone of Voice: because how you say it makes all the difference
12:19

Register. What the heck is that? It's a simple concept that allows you to vary the tone of voice of your copy. It has an impact on the words you choose, and the sorts of sentence structures you employ. Your reader won't know you're using it, but boy, does it make a difference on how they react to your copy.

Using Register to Modify Tone of Voice: using the 'social class' of language
08:03

In 99 out of 100 cases you want to use a simple, direct plain speaking style for your copy. Maybe if you're selling luxury watches or nuclear installations you'll want something more technical, but even rich people and engineers understand Plain English.

The Simple Style That Sells, part 1: putting everyday language to work for you
08:23

Everything your teachers and lecturers told you about paragraphs ... is correct. It's just that it isn't very useful for your work as a copywriter. In this session, I teach you the only thing that really matters about paragraph length.

How to Use Paragraph Length as a Sales Magnet: hint--English teachers are wrong
08:21

It contains precisely three letters. It puts your reader at the centre of every single piece of copy you write. Even people with the reading age of a child can probably understand it. Now let's see why it's so powerful.

The Magic Word That Makes Your Copy Pop: and it isn't 'abracadabra'
05:49

We're well on the way to filling our Plain English tool bag with the sorts of effortless style tricks that keep prospects reading and interested. Time to add a few more techniques to its bulging depths.

The Simple Style That Sells Part 2: more tips and tricks using Plain English
09:59

Want to to come across like a used car salesman? Feel free to skip this video. Everybody else, watch and learn.

Why Exclamation Marks Are a Really Bad Idea: and what to use instead
10:10
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Advanced-Level Copywriting
7 Lectures 01:06:19

Did you put "Make my reader laugh" as the commercial objective of your copy? If you did, then yes, humour does belong in advertising. If you put anything else, be very, very careful. Let me explain why.

Does Humour Belong in Advertising?: and if not, why not?
09:50

Writing headlines can make even seasoned copywriters break out in a sweat, cry, fling things around their office or climb under the duvet and whimper like a dog that's lost its bone. But we don't have time for that. So I'll show you how to take the sting out of this crucial job of the copywriter.

How I Learned to Stop Worrying and Love Writing Headlines
07:07

Ask the general public about headlines and my money's on them saying, "Has to be short". To which you could reasonably ask, "How short?". Turns out that's precisely the wrong question to ask. Allow me to explain.

The Ideal Length for Any Headline: and how to know when you've hit it
12:09

What is FUD? Well, it;s a close cousin of FOMO. Any better? OK, in this session we'll look at a seriously powerful way of grabbing attention and persuading your prospect that you have something worth reading.

What is FUD? (And Why Does it Matter?): playing on humanity's oldest fears
07:03

Why should the experts have it all their own way? In this session I break the big taboo and spill the beans on a bunch of masterclass-level copywriting tricks that put you in the premier league.

Tips and Tricks the Experts Would Rather Keep to Themselves: tough luck for them
08:49

A famous British prime minister once said, "Everybody loves ________, and when it comes to royalty, you should lay it on with a trowel". Fill in the blank or watch the video. Your copy will never be the same again.

Building Rapport Using the Oldest Technique of All: bring a trowel
12:42

Use just one of these words in your copy and you're harnessing a racehorse. Use all seven and hold onto your hat - it's going to be a fast ride all the way to the bank. 

The Seven Mystical Words of Power: and how they produce their magnetic effect
08:39
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Ramping Up Your Selling Power by Redrafting and Polishing
4 Lectures 35:09

Whenever I edit my copy, there are three big changes I aim to make on the first pass. In this session I start to walk you through them one at a time. They're so simple, but so powerful. I'm sure once you've seen them you'll agree.

Editing and Proofing Your Copy: giving your copy three more forward gears
10:08

I developed this diagnostic framework to take some of the subjectivity out of judging copy quality. You have five dials, each representing a different aspect of your copywriting. Let's take a look at how it works.

The PLUSS Dashboard: scoring your first draft to diagnose weak spots
11:44

Just like a person who's eaten too much in the holiday break, our first drafts can often be a little on the lardy side. In this session we look at ways of putting them through a fitness regime to slim them down.

Cutting the Flab From Your Copy: why a chainsaw is your best friend
06:35

When you think you've done everything to improve your copy, do this. It's boring, it's time-consuming and it's absolutely no fun at all. Compared to the potential for disaster if you don't do it? It's like eating a chocolate sundae in the park.

Proofreading and Polishing: if it glistens, it's gold
06:42
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Writing for Digital
3 Lectures 35:27

Technology moves so fast. But human behaviour doesn't. In fact, compared to digital advances, we look like glaciers. In this session we look at what has changed and, just as importantly, what hasn't.

Writing Copy for the Web: timeless truths and technological triumphs
10:02

One thing we need to mindful of is how easy it is for visitors to read our copy on screens. This session gives you a few helpful pointers.  One bonus tip: try reading your digital copy on the device it's meant for.

Making Your Copy Easy to Read for Your Visitors: readability online
17:45

Emails are a little like old-school sales letters. And there are a lot of similarities. The subject line is like the envelope outer. The From field is like the return address on the back flap, or the logo on the front.

How to Write Killer Email Copy: for subject lines to sign-offs
07:40
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Special Bonus Section: defending and selling your copy
2 Lectures 13:13

If you're lucky, the only person who has to judge or approve your copy is you. For everyone else, understanding how to "sell" your ideas to a manager, client, boss or investor "gets it" is vital. So let's have a look at how it's done.

How to Sell Your Copy: pitching yourself as an expert so people use your copy
07:22

If you can explain why you chose "tiny" over "minuscule" or used a full stop instead of a semi-colon, there's a good chance you'll earn their respect and they'll leave your copy alone. Here are some more ideas for you to try.

How to be a Language Expert: justifying your choices and convincing sceptics
05:51
About the Instructor
Andy Maslen
4.7 Average rating
29 Reviews
168 Students
1 Course
Copywriter at Sunfish, author, trainer, coach.

Andy is a well-known copywriter and author. He has trained over 3,000 copywriters, and marketing teams at The Economist, BP, The London Stock Exchange, Emap, Weight Watchers (UK), the RSPB and PwC, among others.

He has written five books on copywriting, including 2015’s Persuasive Copywriting and the best-selling Write to Sell.

In a 2016 poll of copywriters in the UK, he was named third most influential copywriter, beating Drayton Bird and David Ogilvy.

He is managing director of copywriting agency Sunfish, where he works with organisations that want to get their message across in writing. And he speaks and writes widely on copywriting.

His first corporate copywriting job was writing direct mail campaigns for a reports publisher. His last was running the same company’s marketing department. He says he enjoyed the first job more than the last.