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 Sell, Persuasive 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.)
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.
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".
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.
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.
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.
In this session, and the next three, we look at an age-old sales formula and discover how to apply it to copywriting.
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!
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.
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.
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.
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.
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.
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.
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.
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.
Want to to come across like a used car salesman? Feel free to skip this video. Everybody else, watch and learn.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.