Copywriting secrets - How to write copy that sells
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Copywriting secrets - How to write copy that sells

Discover the secrets of copywriting success from the master. From novice to pro in easy stages
Best Seller
4.5 (1,285 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.
20,239 students enrolled
Last updated 5/2016
Current price: $19 Original price: $90 Discount: 79% off
30-Day Money-Back Guarantee
  • 3 hours on-demand video
  • 1 Article
  • 4 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • 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
View Curriculum
  • A strong desire to be a great writer. Free links are provided to all software needed (even Word!)

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.

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
Curriculum For This Course
38 Lectures
PROMO - copywriting secrets from the master
1 Lecture 03:36

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.

Preview 03:36
1 Lecture 05:20

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!

Preview 05:20
Welcome - how to gain the most from this course
1 Lecture 03:02

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.

Welcome - and how to get the most out of this course
Sales copy 'quick snacks'
8 Lectures 37:46
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.

The role of emotion - even in the B2B environment

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.

What every brat knows - and copywriters forget (needs / wants / emotion)

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

Another real-life example - another switcheroo

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.

Create a persona, or avatar, for consistent, targeted tone of voice

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

Preview 09:44

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

Call to action

A useful, downloadable glossary of copywriting and marketing terms.

5 pages
Features, benefits and advantages - the bit everyone gets wrong
1 Lecture 07:09

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

Features, benefits and advantages
The most powerful way to structure your sales copy
6 Lectures 31:18
meet AIDA (and really get to know her)

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

B2C sales copywriting, AIDA in real-life

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

Business to Business B2B sales copywriting, with samples

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

EXERCISE - your chance to try AIDA, writing e-Shot copy.

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

My version - using AIDA

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

Dressing AIDA
Copywriting - how to write a Press Release and get published
10 Lectures 54:08

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

Anatomy of a Press Release

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

PseudoPress Releases

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.

How to get into Google's Keyword Planner

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.

Using Google's Keyword Planner - over my shoulder

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

News wires

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 out what magazines/trade portals are going to publish in the future

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.

Punch above your weight - with a 'Press Room'

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

Nine copywriting tips to schmooze the media
Case studies; everything you need to know
3 Lectures 17:24

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

How to maximise the IMPACT of a case study - look-and-feel

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

How to STRUCTURE a case study the EASY way

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

The practicalities of making a case study work
Writing for video
3 Lectures 18:40

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.

What's it all about?

How to write your script.

Writing the script

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

Your own FREE Autocue and how to use it
Marketing's best kept secret
3 Lectures 08:52

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

What are White Papers? (the most powerful way to generate B2B sales)

Sales lead generation - the lowdown

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

What do White Papers look like?
1 More Section
About the Instructor
Len Smith
4.5 Average rating
3,914 Reviews
66,871 Students
10 Courses
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.

Sean Kaye
4.5 Average rating
4,052 Reviews
70,938 Students
14 Courses
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.