Copywriting secrets - How to write copy that sells

Discover the secrets of copywriting success from the master. From novice to pro in easy stages
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  • Lectures 38
  • Length 3 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 12/2014 English

Course Description

Let me share my copywriting secrets with you.

Copywriting can boost your sales, improve your market penetration and your margins. Good copywriting can do a whole lot better. And world class copywriting can transform your performance out of all recognition. I’m going to show you how.

A unique insider’s view

I've been a top copywriter for 30 years or more, with clients ranging from startups to major corporations. Names like IBM, Vodafone, Lloyds, PricewaterhouseCoopers, the BBC , Travlex, Oracle, one of the world's top business schools, a number of big pharma companies and lots in the financial services arena. Not to mention one of TV's Secret Millionaires.

A shoulder to lean on

Just like my other courses, I'm always available to answer your queries, or to explain things further, usually within 24 hours; I love to help. And, just like my other courses, this one will grow over time as students suggest new topics. It's a LIVING course that’s yours for life.

How is this course different?

There are lots of great courses on copywriting. Pity they never get much further than sales copy. They bang on about the consumer when there’s a whole, profitable B2B marketplace out there.

In this course, I focus on a whole range of business copywriting. Sales copy? Sure, in spades. But I also cover things like press releases. How to write them and what to DO with them once you have written them. Like getting published.

We'll look in detail at how to write case studies, web copy that’s optimized, White Papers, and how to become a Voice in Your Industry - where editors will actively seek out your expertise. And I'll introduce you to the most powerful sales-lead generation secret of all time. Complete with real-life examples. That's something else you get in this course, real-life examples to download, so you can see for yourself how the finished article looks and how it feels.

Who’ll benefit?

Who will benefit? Well, entrepreneurs and start-ups. Small business owners, of course. And so will any person responsible for their company's marketing; wanting to improve their skills and their promotion prospects. And finally, anyone who's taken my course How to Become a Successful Freelance Copywriter, Working from Home. This course will really boost your business writing skills.

And remember, this is a Udemy course, so you have the security of a no-quibble, 100% money-back guarantee. You've nothing to lose, so join me right now in what I can promise will be a fascinating journey.

What are the requirements?

  • A strong desire to be a great writer. Free links are provided to all software needed (even Word!)

What am I going to get from this course?

  • Structure and write compelling sales copy
  • Apply the power of emotional drivers, even when writing in a B2B environment
  • Beat run-of-the-mill writers who focus on 'needs
  • Write powerful calls to action
  • Understand how to leverage features, benefits and advantages
  • Craft professional press releases that get published
  • Know how to become a Voice in their Industry
  • Understand how to schmooze bloggers and the press to get published
  • Interview end customers with confidence to create persuasive case studies
  • Use the power of words to generate more sales leads
  • Glean from a wealth of real-life examples
  • Master White Papers - the most powerful way to generate sales leads bar none

Who is the target audience?

  • Aspiring copywriters wanting to master their skills and have access to a real pro
  • Anyone who has completed my 'How to BECOME a copywriter' course
  • Entrepreneurs, start-ups and business people wanting to punch above their weight
  • Web designers seeking an extra revenue stream from existing clients
  • Graphic designers needing to understand the role of copywriting
  • Anyone aspiring to reach new customers and improve sales conversion
  • Marketing professionals looking to develop their career

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.



COPYWRITING SECRETS - this promotional video will tell you everything you need to know before deciding whether the course is right for you. What it covers, what you will achieve.

Section 1: FREE TASTER

Just to make sure this copywriting course is right for you, I am giving you a full-length view into lesson 6 - all about the way we treat Needs and Wants when writing copy. Enjoy!

Section 2: Welcome - how to gain the most from this course

Do spare just a couple of minutes finding out how to get the most out of this video based copywriting course. How to find you Handouts, so you can print them off and keep them for reference. How to contact me, how to get your certificate of Completion. How to contact 'Support' at Udemy if you have any technical problems.

Section 3: Sales copy 'quick snacks'
Warren Buffet's copywriting secret

Everyone knows that sales copy for things like fashion items relies on emotion. But what about complex sales, like building a new factory. I show you the role emotion plays in copywriting, even when the audience is hard boiled accountants or engineers.


Needs vs Wants in copywriting. You may have already seen this lecture as a 'free taster'. Now you can watch it in context - and download your print-friendly handout.


We visit another real-life example of a successful 'switch' of focus


Successful marketers - and that's what copywriters are - build a 'model' of their audience - to make sure they always keep their eye on the key messages for that audience.


How to write headlines. "On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar" - David Ogilvey


Incredible - so much time devoted to copywriting, so little time devoted to getting the reader to DO something.

5 pages

A useful, downloadable glossary of copywriting and marketing terms.

Section 4: Features, benefits and advantages - the bit everyone gets wrong

You think you know the difference between 'features' and 'benefits'. Think again. And while you are at it, when do we talk about 'advantages'?

Section 5: The most powerful way to structure your sales copy
meet AIDA (and really get to know her)

We examine a real-life example of AIDA in a B2C on-page advert.


In this session we look at another real-life example of AIDA in copywriting. This time, a B2B mailing.


An opportunity for you to try your hand at using AIDA in a real copywriting exercise.


A possible solution to the exercise, using AIDA in an e-shot.


AIDA is so important, we dress her up in the recap session.

Section 6: Copywriting - how to write a Press Release and get published

Everything you need to know to create your own professional release - the structure.


Not all Press Releases are intended for publication. They can be a powerful lead-generation tool.

Understanding keywords - the essentials

Keyword Planner's a great tool, but it's not easy to get into the application without it appearing that you must create an ad campaign first. In this mini-lesson, we show you how to access the free version.


Look over my shoulder and learn how Keyword Planner can help you find the most powerful key phrases. There is also a hard-copy download of the demonstration.


Find out about Newswires and how to use them to get coverage in print and on the web.


There's an easy way to find out what features a trade magazine is planning over the next 12 months. Time to get your own copy together and accepted for publication.

How to find bloggers and journalists in your field of interest

Make you own website as impressive as the big boys. Punch above your weight for low cost and minimal time commitment.


How to snuggle up to editors, bloggers and key journalists.

Section 7: Case studies; everything you need to know

There's more than one 'look' to a case study. Try an editorial style and see what that can achieve.


Copywriters really need to understand the structure of an effective case study. In fact, it's easy.


Writing a case study isn't the hard part - it's getting it off the ground. I show you how.

Section 8: Writing for video

Video clips are a fantastic way to enhance your website - and they can be incredibly low cost. We begin, in this session, understanding what makes a mini video script.


How to write your script.


I show you where you can get a FREE Autocue (Teleprompter) and how to use it with confidence.

Section 9: Marketing's best kept secret

White Papers are marketing's best kept secret. I lift the kimono.

Sales lead generation - the lowdown

Some sample real-life White Papers for you to examine for yourself.

Section 10: Samples and useful links
30 finished examples

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Instructor Biography

Len Smith, Freelance copywriter and communications consultant

For the past 20 odd years Len has run his own business, Copywriting On Demand and manages The-Writers-Guru.

He works from home, writing copy for organisations around the world - and lots of them have become personal friends.

With forty years' experience in marketing, he spent three years in Paris responsible for IBM product marketing in 14 countries across EMEA.

His biggest market is the USA, followed by the UK, the Arab states and the Netherlands. His business comes via the web and his website attracts more than 1,000 visits a day.

Clients are as diverse as Vodafone, The Finance Leasing Association, Lloyds, PricewaterhouseCoopers, the BBC, a number of multinational pharmaceutical companies - even a TV 'Secret Millionaire'.

Married for more than 50 years (a world record?) he has three sons.

He lives in a rambling old vicarage in Yorkshire that has the distinction of having been built by the Brönte sisters’ Uncle Fennel. Charlotte’s earliest recorded letter was written from the vicarage during one of the children’s brief holidays there.

His interests have included competitive rallying (including an attempt at the Monte Carlo Rally and the Paris Marrakesh), and paragliding. These days he is content with art and opera.

Vacation time aside, Len aims to answer student queries within hours.

Instructor Biography

Sean Kaye, Wordpress Expert in SEO, Security and Content Marketing

Sean has had a long and rewarding career in the Enterprise Technology world and has built a successful business in coaching, online marketing, SEO, Wordpress security and content marketing. During his career, Sean has been responsible for multi-million dollar businesses with seven figure profit numbers.

From his years of management experience, Sean is an accomplished business strategist but also an excellent communicator who can teach and educate people in complicated topics. His laid back style and dedication to his students' learning, as well as achieving their desired results makes Sean a leader in online education.

Sean originally comes from Toronto, Ontario but is now based in Sydney, Australia.

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