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 with an inferior product)?
Would you like to become a better copywriter without investing thousands of dollars and months of your time?
That's what you get with this course. I've incorporated everything I use when I work with clients one-to-one.
Imagine sitting down with a professional copywriter who will coach you create marketing materials to grow your business faster. Imagine having a pro who's looking over your shoulder, offering supportive guidance, as you write your website or sales letter.
And if you follow along and revise your own copy, your own marketing materials - your sales letters, websites, blog posts, and landing pages - will begin to attract more clients and sell more products than you ever believed possible.
The course includes 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 transform 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!
More clients and more sales from your sales letters and other marketing materials (if you follow the steps proactively, instead of just watching the videos)
A higher percentage of visitors converting to prospects (and a higher percentage of prospects becoming actual buyers)
"Insider" short-cuts and techniques that copywriters use to get more results with faster writing
A deeper understanding of what goes into good copywriting (so you get more value from a copywriter if you decide to hire a pro - and you critique your own copy more objectively to grow your business faster)
By the end of the course, you'll enjoy more clients and more sales from the copy you've changed as you follow along.
You'll understand how to write copy more effectively. Your marketing gets EASIER with every product, project and program, because these principles become second nature.
Who should take this course:
Business owners who want to grow their business by getting more clients and more sales.
Anyone who wants to become a better copywriter without spending thousands of dollars and spending several months with a copywriting training program.
Anyone who wants to learn enough copywriting to get maximum value from hiring a copywriter.
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!
My name is Cathy Goodwin. I work with business owners, executives and professionals who want to pivot a business or career. They want to move to something new and they need support: new websites, new resumes, new strategies and direction. I'm now an author, consultant and professional speaker. In my earlier life I was a college professor, publishing research and teaching students in business schools. I have a PhD in business (UC Berkeley) and anMBA (Wharton).