Do you wonder why some businesses easily attract more clients, more sales and more sign-ups for their email lists ... while other businesses work just as hard and get nothing but headaches?
Have you written some copy that hasn't brought you the results you hoped for?
Are you getting ignored because your competitor out-performs you in marketing (even when your product is better)?
This course helps you create marketing materials that bring results, even if you're not a copywriter. We'll present these points in a straightforward style so you can learn quickly and easily.
Copywriting can seem complicated. Professional copywriters study for a long time. In this course, I've identified the most important core concepts that copywriters use every day. I've set up the course to focus on key principles so you can get started right away. And you can follow the course in step-by-step fashion, so you implement each section before going on to the next.
You get 5 easy-to-follow modules. Each module includes a series of videos with specific steps. You'll get what you need - and only what you need - to elevate your marketing.
What are the requirements?
This course recommends that you have a computer (or laptop, tablet) and a high-speed Internet connection.
You will benefit most if you have a specific project in mind, such as a website or sales letter, especially if you've started writing and you have a draft to revise.
What am I going to get from this course?
Over 12 lectures and 70 minutes of content!
Confidence that your marketing content comes across as professional with a clear, captivating message your audience will understand.
An understanding of copywriting principles that often seem complex and mysterious (and specific examples of how to apply them)
Tips to create content more quickly without sacrificing quality (you'll learn why copywriters offer fast turn-around and make your offer available faster)
Ability to critique your own content objectively so you'll write more purposefully and reach your goals
By the end of the course, you'll understand how to write copy more effectively. If you've applied what you learned as you move from module to module, you'll have a much improved piece of marketing content. You'll be far more likely to get the results you've been hoping for.
And when you keep coming back to the course and reviewing what you learn, your marketing will get easier over time. You'll acquire the "copywriting mindset" that takes the hassle out of all your marketing.
Who should take this course:
Anyone who wants to create more effective marketing content without committing to becoming a copywriter. The course is directed to business owners and most examples relate to services.
What do we mean when we talk about copywriting? Discover why even the pros continue to use critiques and checklists as they work with clients. Start thinking smartly with these 5 factors that we consider when we review any piece of copywriting, beyond words and sentences.
Your business vision is the single most important component of your copy. A vision gives you confidence and purpose and helps you ask insightful questions as you move forward.
The Resource section has links to some good articles about creating your vision.
Get a grip on the competitive forces influencing your copywriting: standing out from the crowd and choosing who you'll be compared to.
Your clients like to see categories and you need to select the most productive way to position yourself to stand out against the competition.
The first step in creating strong copywriting is figuring out who your client is. Discover some specific ways to translate your in-depth client knowledge into copywriting that resonates with your target market, by speaking to your clients in their own language and framework.
Copywriting is a tool of persuasion. Before going further, identify just what you want your readers and viewers to do.What action steps will they take? How will they know what to do?
As we get into the nuts and bolts of copywriting, we delve into the single most important elements of your product or service - the features and benefits. Discover how to identify features and recognize what you deliver to create value for your customers.
We'll begin with a definition of benefits and show how you can relate benefits to features to promote your service effectively. As you review your benefits, you may go back and redesign your product or service. You may realize that one feature delivers many benefits or that you've got lots of features combining to deliver a key benefit.
In this lecture we dig deeper into the benefits. We get into the emotional side of buying, where decisions are made. The extra depth you gain from these questions will often transform your copy and get more "yes" answers from your buyers.
"Bullets" are those short sentences or phrases you see in the copy. They're the most powerful part of the copy. Some copywriters say that's how you tell whether your copy was written by a professional: the pros use bullets to connect features and benefits.
In this lecture you'll review your copy to be sure you have benefits, and go further to make them as strong as possible.
When readers visit your sales letter or web page, you need to grab their attention quickly. Some copywriters say the headline is the most important component of your website. Do your headlines that draw prospects and motivate them to keep reading? You'll learn how to get this checklist item to move to "yes."
You'll connect with your audience when readers see themselves mirrored in your copy ... and when they feel they've jumped into your copy and started talking to you! This lecture shows you how to make it happen and (along the way) how to make your copy more fun for both you and your target audience.
Just as we're attracted to high-energy, upbeat people, we're also drawn to high-energy copy. You can connect with your audience by adding action to your copy 2 ways. You'll also learn how to go out on the edge with your copy. It's not as scary as it sounds!
Does your copy come together in a way that's so special, you think, "It couldn't be different?" Do you get goose bumps realizing how good it is? That won't happen all the time - even most of the time - but when it does, you'll never forget that feeling. This lecture shows you the ONE thing that makes your copy sing - and that separates the pros from the amateurs.
If you've been following along, your copy looks very different now! Go to the Discussion section or send me a message to let me know how you're doing!
We're finished ... but this material is evergreen. Save and use again next time you're writing some copy!
Hi I'm Cathy.
I have been online for over a decade, helping others to achieve their goals in areas ranging from career change to small business growth. I learned online marketing to promote my career site, Midlife Career Strategy. I’m a published author, written hundreds of articles and dozens of websites, and really get a kick out of seeing my clients enjoy the benefits of what they learn and put into practice.
When you want to know how to create high-converting marketing materials, I'm your person. I've written content for everything from websites to landing pages to blog posts… and more. I particularly enjoy transforming complex ideas into clear, conversational language that will resonate with your ideal prospects. I’m also here to help “storify” your content: how to get your point across by telling stories.
As far as career change, I still work with midlife, mid-career clients. Many want to pivot to self-employment and I help them get started. I'd love to help you review your career options so you can get closer to filling your dream, whether it’s a “laptop lifestyle” or a new corporate career.
When anyone asks me what’s the secret to being successful in marketing yourself or your company, I tell them "Be yourself…and be adventurous!”
When you remain authentic, you will stand out from the massive waves of (mostly mediocre) content out there and get noticed in a good way. And when you keep your spirit of adventure, you’ll try new things and stay motivated even during the Muddled Middle part of any transition.
Some people make great players but lousy coaches. After teaching business to mostly bored college students for over 20 years, I don’t just have knowledge. I know how to share so you’ll understand, enjoy and remember.
Come join me on the journey and keep me posted as you grow into your goals!