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Marketing Digital Marketing Copywriting

Alan Sharpe's 20-Hour Copywriting Masterclass

Learn how to write engaging, persuasive copy with 196 actionable lessons from a 30-year copywriting veteran
Rating: 4.5 out of 54.5 (502 ratings)
2,883 students
Created by Alan Sharpe
Last updated 10/2020
English
English [Auto]
30-Day Money-Back Guarantee

What you'll learn

  • Write copy that persuades
  • Start a freelance copywriting business in seven steps
  • Write compelling landing pages
  • Write eCommerce product pages
  • Write persuasive B2B white papers
  • Write engaging B2B emails (cold emails and lead-nurture emails)
  • Avoid the top-10 common copywriting blunders

Requirements

  • Students should be fluent in written English

Description

Your success as a copywriter depends on your ability to persuade. As a salesperson behind a keyboard, your job is to persuade people to buy products and services. Your job as a copywriter is not to be clever, or witty, or to win awards. Your job is to persuade.

Welcome to my Copywriting Masterclass. I'm your instructor, Alan Sharpe. I got started as a copywriter in 1989, before the internet, before Google, and before Facebook, Instagram and Twitter. I’ve written in all of the channels—offline, online, outdoor, mobile and broadcast. I’ve written print ads, radio commercials, email newsletters, sales letters, banner ads, product packaging, brochures, factsheets, case studies, slogans and plenty more for Apple, IBM, Bell, Re/Max, Hilton Hotels and hundreds of other clients worldwide.

In this copywriting masterclass, I teach you how to write copy that persuades people to take action. I teach you the tips and tricks I've learned in more than thirty years of writing effective, engaging, persuasive copy. At the end of this masterclass, you’ll know how to write copy that generates results. You’ll know how to craft copy that persuades.

COURSE STRUCTURE

This course consists of a whopping 20 hours of video training spread out over 11 modules and 196 lessons.

Module 1: Copywriting for Beginners Part 1 of 3: Seven Vital Questions

The hardest thing about copywriting isn't knowing HOW to write. It's knowing WHAT to write. Your challenge as a copywriter isn't your ability to write compelling copy. It's your ability to discover insights into what you are selling and who you are selling to. The best copywriters are the ones who ask the best questions.

This module defines copywriting, describes the major types of copywriting, and discusses specialized types of copywriting. It then introduces you to the two main audiences who will read your copy, and describes the types of writing that some people mistake for copywriting. It includes a handy glossary of common copywriting and marketing terms that you need to know before you offer your services as a copywriter.

It goes into great detail about the seven questions you must ask before you can write great copy. We'll cover what you are selling, where you are selling, who you are selling to, why they should buy, who your competition is, the most important thing to say in your copy, and what you want prospects to do after reading your copy. Section two ends with a lesson on how to research a product or a service so that you can sell it with effective copy.

**********************

“One of the best copywriting courses out there. If you're a seasoned copywriter then this is not for you, but for beginners or anyone who does not know anything about copywriting then this course is gold. The instructor is direct, doesn't fluff around, doesn't waste time and the entire course is short but very content-rich from beginning to end. I didn't feel that any second was wasted during the course. A+++” Mukidasu

“So far I am very impressed with this course, Alan is an excellent teacher, he keeps your interest all of the time and really makes Copywriting sound great. Now that I have completed the course I would like to say that I am very impressed with the course. Alan really is a fantastic teacher. I have already purchased the next course Copy writing for Beginners - Part 2 and I cannot wait to get started with it. I would definitely recommend this course to anyone who is a beginner, learning Copy writing, I am sure that you will be as impressed with Alan and the course.” Yvonne Culverwell

“Thank you for teaching how to copywrite in such a systematic, well thought out manner. I used to think that it was sheer talent, but with this course, I realised it is possible to write great copy with practice, using your methods.” Ng Yea Lin

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Module 2: Copywriting for Beginners Part 2 of 3: Headlines & Openers

The most important skill in copywriting is the ability to grab attention. You might have the best product or service in the world, and your promotional copy might be amazing, but if no one stops to read your headline, no one will stop to read your copy. This module teaches you how to do the toughest thing in copywriting—grab and keep attention.

You'll learn the two things that every headline you write must accomplish. I'll show you an original way to brainstorm headline ideas that are creative and original. You'll learn nine ways to write headlines that stand out and grab attention. We'll cover how to write offline headlines, online headlines, email headlines, and Google text ad headlines.

You'll discover why your opening lines is the most important line in copywriting, after your headline. We'll look at the many creative ways you can start your body copy. And I'll share with you the unique challenge I face in writing opening lines.

**********************

“Great course. There is so much knowledge packed into it. Definitely recommend to anyone curious about this subject, especially first-time students who are looking to apply this as a career.” Joshua

“I love this series as it is very basic for someone like me who likes to write but has never thought about copywriting. I love his relaxed conversational tone and easy going nature. I have a better understanding of what copywriting is and am looking forward to the third part in this series.” Willie Chavis

“This is a great course for those who want to improve their copywriting skills,especially if you're a beginner. Alan will talk you through the most important parts of writing good headlines. You will not be disappointed. If you decided to get this course, make sure you get part 1 and 3 as well. It's an awesome series!” Tula Raphala

**********************


Module 3: Copywriting for Beginners Part 3 of 3: How to Persuade

Your success as a copywriter depends on your ability to persuade. As a salesperson behind a keyboard, your job is to persuade people to buy products and services. Your job as a copywriter is not to be clever, or witty, or to win awards. Your job is to persuade.

  • learn how to give your sales pitch a proven structure

  • learn how to write using features and benefits

  • learn how to write copy that overcomes objections

  • master testimonials, guarantees, deadlines and other tactics that persuade people to buy

  • discover why your copy needs an offer

  • discover the two main categories of offers

  • learn the many ways you can use offers to boost the power of your copy to persuade

  • learn how to write subheads and photo captions that keep your potential buyers engaged in your copy

  • learn how to make your copy more effective by making it conversational and personal

**********************

“I am not a writer. I started off completely ignorant about copy-writing. Now, not as much. Great in-depth explanations for terms that I didn't have pull up on Google. Very appreciative of the instructor and course layout. Definitely seeking out more of Alan's courses to build on what I learned. Thank you!” Jacquie Dear

“This course is extremely helpful. I've been copywriting for a year and was in a rut. Sure I sold a lot of products because I am an influencer on YouTube. But when the sales started to stagnate. I needed to improve my skills. I originally bought the headline course. I loved it, it was everything I was looking for so I bought this course too. It was the best decision I made. To learn copywriting from a pro like this would of costed thousands. I'm going to get every single course and treat it as if I was getting a university degree in copywriting. I'm mixing and matching your methods with others. But still, it was an amazing course.” John Dole

“I want others to know this course gives you steps you can apply as a copywriter. Exactly what I needed!” Arthur K Walker

**********************


Module 4: 30 Copywriting Secrets from the Best Ad Campaign of All Time

In this module you’ll learn how to write copy that grabs attention and motivates prospects to buy. I designed this module for anyone who wants a shortcut to learning how to write great copy. By the end, you’ll be able to write copy that gets noticed, gets read and gets results.

You and I will examine the most successful advertising campaign in history. I’m talking about the newspaper ads for Volkswagen that ran during the 1960s and 1970s. This campaign took a boring, ugly, unknown product and made it one of the most talked-about, popular products in history. I’m going to show you dozens of ads from this campaign. Each one is a case study in how to write clever, powerful, funny, amazing copy.

You'll see how a successful ad is built. We'll cover headlines, visuals, opening lines, body copy, format of a sales pitch, testimonials, features and benefits, reader engagement, humor, irony, keys to being original, endings, and plenty more.

This module contains no theory—just dozens of examples of copy that works, and a detailed explanation of why it works.

**********************

“This course was absolutely phenomenal!!! Thank you for this course. You answered so many questions I asked myself when it came to copywriting and structuring ads. This course gave a literal treasure trove of examples and ideas that a person could apply to their own use for marketing. I remember seeing and reading these VW ads when I grew up in the 70's, and this course just broke down everything and more about why they worked. But most of all, nothing is beyond myself or any other person to use these exact same techniques that VW has used. I can see these techniques being used for my website, my blogs, social media ads, you name it; this gave me too many ideas to try out. For sure, I'm going to watch this entire course from beginning to end again, probably at least three more times. And I will take notes along the way, so that I can start putting all of this knowledge to use. Thank you so much. This was beyond worth paying for!!!” Dana Solomon

“I love this course and love the presentation. I love the analysis of undisputed great copy. And, I really appreciate the effort Mr. Sharpe put into developing and delivering such a fine course. I plan to enjoy it and to benefit from it many times.” Devin Bounds

“I really enjoyed the course. Well thought out and great case study. The course was well paced with great examples and explanations. It was great to review the ads of such a great campaign.” Freddy Vallozzi

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Module 5: Online Copywriting: How to Write a Profitable Landing Page

A whopping ninety-six percent of people who visit your website are not ready to buy anything during their first visit. If you want them to come back a second time, you need to capture their names and email addresses.

But there's your challenge. Most website visitors don't want to give you their name and email address. Website visitors are the online equivalent of retail shoppers who are approached by a salesperson. Offline, the salesperson asks, "May I help you?" And how do you reply? "No thanks, I'm just looking."

Online, those infuriating pop-up ads ask you for your name and email address, and what do you do? You say, "I don't think so." And you click away. This is where lead magnets come in. A lead magnet is something of value that you offer your website visitors in exchange for their contact details. They get the lead magnet. You get the lead. But ONLY if your landing page is effective.

This module teaches you how to use direct-response copywriting tactics to write landing pages for lead magnets. Landing pages are different from other types of web pages. And landing pages for lead magnets are different from other types of landing pages. At the end of this module, you’ll know how to write a landing page that persuades visitors to give you their name and email address. In other words, you'll know how to write direct-response copy that generates online sales leads.

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“I enjoyed this course. I was always writing huge copies or long form sales copy. I couldn't understand the ad format. This helped and I bought all his courses. It is like being mentored by a world class copywriter. This course is very practical and highly recommended if you struggle to write ads.” John Dole

“Excellent. Highly recommended A++++” Alexandre Therrien

“Very helpful. Even Better the 2nd Time.” Robert Riley

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Module 6: How to Write Persuasive Product Pages

You face three challenges when selling products online:

  1. The sales process starts long before buyers land on your product page

  2. Potential customers can't handle your product

  3. Potential customers can't talk to a salesperson (the way they do in a store) before they buy

To meet these three challenges, you need to start selling on Google. You need to write copy on your product pages knowing that this copy will show up in search results. You need to write product descriptions that work with product images, and choose product images that work with your copy. And you need to anticipate the most common (and pressing) objections and questions that your potential buyers have, and meet these head-on in your copy.

To be successful writing copy for online product pages, you also need to master the essential parts of each product page, namely:

  • page title tags

  • page description tags

  • short product descriptions

  • long product descriptions

  • image alt tags

  • offers

  • upsells

  • guarantees

This module teaches you how to write copy that sells products online. You learn dozens of online copywriting tips that help you craft effective copy for shopping carts and online store pages.

**********************

“I bought this course so that I could write better descriptions for my clients' websites. Alan provides plenty of examples of what to do and not to do, when writing copy. I took copious notes and plan to print them out for reference. He also explains how you can improve your site navigation to make products easier for your customer to find. Highly recommended.” Deborah W

“It answers a lot of questions I have about rebuilding my website. Knowing what the search engines look for and how to use it was worth the price. Writing the copy for each product was very informative, and I will be using this information when the game app is finalized.” Karen Blake

“This is a fantastic course - so engaging and informative. I would recommend it to anyone trying to get a handle on SEO for e-commerce. Alan is a wonderful presenter and demonstrates the craft of copywriting through his succinct and persuasive style of teaching.” Rowan Soderlund

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Module 7: Best-Paying Copywriting Gigs: White Paper Writing

If you want to earn a decent living as a freelance copywriter, you should take on assignments that pay the highest fees. One of those assignments is marketing white papers.

To see how much money you can make writing white papers, just visit the website of Gordon Graham, The White Paper Guy. Gordon writes white papers for a living. He even wrote a best-selling book on how to write white papers. Gordon says you should expect to earn around $6,000 for writing a white paper.

Do the math, and you’ll discover that if you write one white paper a month at $6,000 a pop, you’ll earn $72,000 a year. Not shabby.

This module teaches you how to write effective marketing white papers. You learn:

  • how to pick a white paper topic that resonates with your target audience

  • how to research your white paper so that you appear authoritative

  • how to outline your white paper so that your document has a logical flow and keeps the attention of your reader

  • how to give your white paper a strong title, so that prospective customers want to read it

I show you how to write each section of the white paper, including the introduction, problem statement, background section, solution section, conclusion and call to action. I give you tips on how to write like a designer, and I describe five mistakes to avoid.

**********************

“The course was structured well and was also well-paced. The instructor gave good examples to explain the concepts. This was very useful.” Kamalakannan

“Comprehensive walk-through of a typical white paper. Very helpful course. Nicely paced and illustrative visual aids.” Carol H.

“Overall this course helped me in extending my knowledge in writing in a brief way which will surely help in future in my professional field too.” Deepika Chanda

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Module 8: Best-Paying Copywriting Gigs: B2B Emails

If you want to earn a decent living as a freelance copywriter, you should take on assignments that pay the highest fees. One of those assignments is business to business emails.

To see how much money you can make writing B2B emails, just visit my website. When a company hires me to write a series of up to six emails, I charge that company $400. I can typically write this email sequence in a morning. Do the math, and you’ll discover that if you write one email sequence a day at $400 a pop, and if you do that five days a week for 50 weeks in a year, you’ll earn $100,000 a year. Not shabby.

This module is divided into four sections.

  1. Section one introduces you to B2B emails as a marketing medium. You learn what they are, how they work, and why writing effective emails has some unique challenges.

  2. Section two is all about cold emails, the ones you send to prospective customers to generate leads. I show you the anatomy of an effective cold email, and show you how to write a cold email sequence.

  3. Section three is all about warm emails, the ones you send to prospective customers who have requested to hear from you. I show you the anatomy of an effective warm email, and show you how to write a warm email sequence.

  4. Section four is the final section. It’s all about the power of drip email marketing. You learn why drip email marketing is so effective at cultivating prospects who are not ready to buy today, but who might be ready to buy in the future.

**********************

“I'm a B2B Email Copywriter myself and I found this course to be excellent. Alan's delivery and insight into B2B Email Marketing reflected his deep knowledge and experience in this area. I highly recommend this course to anyone who is looking for a more in depth understanding of B2B Email marketing.” Nash Rahman

“This is an absolutely excellent course! It is detailed yet to the point and definitely has sufficient great examples. I can't wait to pursue B2B Emails copywriting as a way of making good money as I feel well equipped to do so. Well done!” Tali Kramer

“Great course; I learned a lot. Alan explains and illustrates points very well. I will be able to use what I have learned in my business as a direct response copywriter. Only negative is that there are no downloadable resources, so be prepared to take copious notes!” Mike Bromley

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Module 9: Copywriting Blunders: Do You Make these 10 Common Mistakes?

You know bad writing when you see it. You know that bad writing is flowery and verbose and full of convoluted sentences. You know that bad writing is filled with typos, grammatical mistakes, inconsistencies and poor reasoning.

But do you know what bad copywriting looks like? Do you know bad copywriting when you see it, or when you write it? This module teaches you the ten most common blunders that new and amateur copywriters make. The main benefit of taking this module is that you’ll learn how to spot the ten most common mistakes that wreck otherwise good copy. Once you learn them, you’ll avoid them.

You and I are going to look at 10 copy killers. Here they are:

  1. Slow in getting to the point

  2. No single-minded proposition

  3. No logical flow

  4. Redundancies

  5. Generalities

  6. Features only

  7. Navel gazing

  8. Claims without proof

  9. No offer

  10. No call to action

Some of these mistakes you already know about, and you don’t make them anymore. But a few of these blunders may have crept into your copy unawares. You’ll be glad to learn what they are, and you’ll be glad to know how to avoid ruining your copy with any of these common mistakes.

**********************

“Alan breaks down a subject that has seemingly endless information into more digestible lessons. He is likable, easy to listen to, and has a presentable appearance. It was just like attending a lecture. I am glad I took this course (also taking one of his other ones as well), and I can't wait to apply some of the things I have learned. I'm sure I will go through the material another time or two first. The lessons are concise and there is no wasted fluff or redundancy. I really liked the comparisons of good copy Vs. not-so-good copy. Thank you Alan!” Joanna Hoekstra

“I've bought scores of Udemy courses and am finally starting to work my through them. I chose to tackle this one now because it was short and I expected some useful advice - and I got it! It was easy to follow, straightforward and full of commonsense so I know I can remember and use all I have learned. I'd really recommend this to anyone starting out or just needing a reminder of what they should or shouldn't do.” Jacqui Pulford

“This course was informative and I appreciate the fact that it communicated a lot of information in a short period of time.” Charlene Smith

**********************


Module 10: How to Become a Freelance Copywriter.

When I started my freelance copywriting business way back in 1989, I had zero experience as a copywriter. I had no clients, I had no samples, and I had not written a single word of promotional copy, ever, for anyone. And yet within a few weeks of starting out, I was earning money as a freelance copywriter. That was more than 30 years ago. Today, getting started is even easier. And even harder.

This module teaches you how to start a freelance copywriting business in a week. I teach you the steps I took to get started. And I teach you the lessons I learned along the way as I freelanced for businesses, agencies and non-profit organizations in North America and around the world. At the end of this module, you’ll know how to launch your freelance copywriting business in seven days.

On day one, you create your portfolio. I tell you why you need a portfolio, what you need in your portfolio, and how to create an effective portfolio from scratch.

On day two, you brand yourself. I teach you how to brand yourself with a company name, a website, and branded email.

On day three, you pick your perfect client. We examine the three major markets for your freelance copywriting services, and I describe the qualities you need to look for in the perfect client.

On day four, you perfect your pitch. I teach you the two ways you need to pitch yourself to potential clients. And I describe the questions you need to answer whenever you are out looking for business.

On day five, you start looking for business. Without paying clients, you'll go broke. I teach you how to pick up the phone and talk to potential clients. I teach you what to say, when to say it, and how to present yourself professionally so that prospective clients hire you.

On day six, you draft a letter of agreement. I teach you how to quote copywriting jobs, how to write a simple contract, and how to get agreements in writing.

On day seven, you start your first freelance copywriting project professionally. I teach you the things you need to do to appear professional from day one. And I give you helpful tips on how and when to invoice your first client.

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“Excellent! Excellent! Excellent! I would listen to Alan's courses for days! He explained the freelance copywriting career in detail and many aspect of freelancing has become more clear to me. Thank you so much! Highly recommended!” Giovanna Romano

“I took this course to get a better insight of what is required and needed as a freelance copywriter and it exceeded my expectations. From the the straight forward approach for setting up your business as a professional, to the helpful tips and pointers on naming your files for easier retreival. Thank you much for your guidance and expertise.” Jacquie Dear

“Great experience altogether. It was the icing on the cake that showed me how to move my copywriting forward. I had previously studied the writing and fundamentals end of copywriting, but I was missing a few pieces regarding putting my website and branding together. This course from Alan Sharpe filled in those missing pieces. The guy knows the game inside-out, and teaches it clearly. He's also enoyable to listen to, and tells a great story. Thank you Alan. “ David O'Toole

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Module 11: Business Writing Refresher

Your success in business depends on your ability to communicate. If you can’t write clearly, you won’t get hired. And if can’t write clearly, you won’t last long enough in a position to be considered for promotion. If you want to get ahead in your career, you must learn to write well.

In this module, I pass on to you all that I’ve learned about effective business writing during my last three decades as a writer, editor and proofreader. I show you the most common mistakes that businesspeople make in their writing today—and then I show you how to avoid these blunders in your writing.

**********************

“I am extremely pleased with this course, and have nothing but praise for Mr Sharpe. The videos are short, to the point and kept me wanting more all the time. He explained many things I didn't know and refreshed some that I had forgotten. Great job. PS. I hope my punctuations are correct.” Margaret Hansen

“This course is exactly what I was looking for. Starting a new role that requires extensive internal and external communication, I was is need of some guidance on how to approach writing expectations. Having participated in this course, I feel confident in my abilities to communicate my thoughts and intentions. Many Thanks!” Mike Vokes

“Exactly what I needed for my next employment. Been the programme leader for my department” Adesayo

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Who this masterclass is for

I designed this masterclass for copywriters who want to write copy that doesn’t just entertain or inform—but generates results. If you need to write persuasive copy for a living, and if you want to earn top dollar for your expertise, then this masterclass is for you.

This masterclass is filled with practical, step-by-step advice, tools, tips and tricks that I've learned over the years as a professional copywriter. I use hundreds of examples from the real world of copywriting—both offline and online—to teach you the art of writing persuasive copy that sells.

Learn more about the course by reviewing the course description and masterclass curriculum below.

Watch the free preview lessons. Read the reviews from my many satisfied students. Then enroll today.


Who this course is for:

  • Writers who want to become copywriters
  • Content writers who want to earn more from their writing
  • Copywriters who want to master the best-paying gigs (white papers, landing pages, white papers)
  • Copywriters who want to write compelling eCommerce product descriptions
  • Beginner copywriters

Featured review

Gregor Sutton
Gregor Sutton
31 courses
2 reviews
Rating: 5.0 out of 57 months ago
I hugely enjoyed this course. The course content covered a great amount of the subject matter and in fact covered more than expected. The knowledgeable instructor Alan was clear in his presentations and funny at times too. Having gone through the course and applied the lessons to my craft, I feel confident enough in my ability that I can take the next step in my career. I will likely refer back to the course many times as my journey continues. Thank you Alan!

Course content

11 sections • 205 lectures • 20h 21m total length

  • Preview04:09
  • Preview02:56
  • Copywriting Defined: Part 2
    03:03
  • Types of Copywriting
    03:04
  • Specialized Copywriting
    05:42
  • Your Two Audiences for Copywriting
    02:47
  • What kinds of promotional writing are not copywriting?
    03:45
  • To write great copy, ask seven questions
    05:30
  • Q 1. What are you selling?
    06:22
  • Q 2. Where are you selling?
    04:34
  • Q 3. Who are you selling to?
    05:51
  • Q 4. Why should they buy?
    04:36
  • Q 5. Who is your competition?
    06:12
  • Q 6. What is the most important thing to say?
    04:17
  • Q 7. What do you want your prospect to do?
    03:30
  • How to research a product or service so that you write great copy
    05:47
  • Study your prospect more than your product
    01:56
  • Module transcript
    00:00
  • Copywriting Glossary
    00:00
  • Test your knowledge
    8 questions

  • Preview04:11
  • Preview05:37
  • How to Brainstorm Headline Ideas
    05:37
  • Headline Writing Tips 1, 2, 3
    02:30
  • Headline Writing Tips 4, 5, 6
    02:28
  • Headline Writing Tips 7, 8, 9
    03:02
  • Boost Email Open Rates with a Colon in Your Subject Line
    03:24
  • Write Good Negative Headlines
    02:55
  • Think Like a Search Engine to Write Better Headlines
    04:55
  • Google Text Ad Headline Writing Do's and Dont's
    07:07
  • How to Write a Google Text Ad Headline
    09:36
  • Keep them Hooked with a Great First Line
    02:31
  • Open with a Provocative Question
    03:02
  • Start with a Story
    04:24
  • Start with a Zinger
    02:13
  • Start with an Arresting Fact
    02:05
  • Start at the Beginning
    02:38
  • Module transcript
    00:00
  • Test your knowledge
    4 questions

  • Preview04:32
  • Preview05:38
  • Write with features and benefits
    05:24
  • Overcome objections
    04:40
  • Be Specific
    03:49
  • Differentiate
    02:50
  • Think Visually
    05:56
  • Overcome doubts with testimonials
    03:38
  • Get your testimonials right
    03:34
  • Give your buyer a deadline
    01:45
  • Offer a guarantee that hurts
    03:29
  • Follow these five tips for better body copy
    02:11
  • Why your copy needs an offer
    03:18
  • Make two offers
    02:12
  • Use these six proven free offers
    04:22
  • Use one of these 10 B2B information offers
    04:09
  • If in doubt, discount
    03:51
  • Improve your offers with this checklist
    03:26
  • Keep them hooked
    03:08
  • Make your copy more personal
    02:09
  • Give your sales pitch with subheads
    01:47
  • Keep your readers hooked with great captions
    03:29
  • Improve your readability
    03:52
  • Sound Conversational (PDF)
    03:00
  • Module transcript
    00:00
  • Test your knowledge
    4 questions

  • Preview02:02
  • Preview08:29
  • Secret 1: Write a weak headline if your visual is strong
    04:53
  • Secret 2: Sync your headline and your visual
    05:33
  • Secret 3: Write headlines that compel buyers to read your copy
    05:49
  • Secret 4: Make your headline a zinger if your visual is lame
    06:08
  • Secret 5: If in doubt, ask a question
    05:27
  • Secret 6: Start telling a story
    04:27
  • Secret 7: Tie your headline to current events
    05:19
  • Secret 8: Aim for the “hunh?” factor
    04:52
  • Secret 9: Make them smile
    03:57
  • Secret 10: Use headlines for features, images for benefits
    05:01
  • Secret 11: Comparing yourself? Better be clever
    04:48
  • Secret 12: Find headlines in your body copy
    06:03
  • Secret 13: Deliver on the premise of your headline
    05:52
  • Secret 14: If in doubt, ask a question
    04:03
  • Secret 15: Start with irony
    04:24
  • Secret 16: Stick to one idea per ad
    06:12
  • Secret 17: Follow a simple script
    07:48
  • Secret 18: Give multiple benefits for each feature
    04:50
  • Secret 19: Back all claims with proof
    03:14
  • Secret 20: Borrow credibility
    04:41
  • Secret 21: Keep your reader reading
    05:14
  • Secret 22: Build trust with specifics
    07:21
  • Secret 23: Write quirky testimonials
    08:01
  • Secret 24: Use parallel structure
    04:24
  • Secret 25: Spin your strongest feature into a theme
    03:14
  • Secret 26: Use original clichés
    04:35
  • Secret 27: Write in pictures
    04:17
  • Secret 28: Come full circle at the end
    06:03
  • Secret 29: Give your buyer something to think about
    05:30
  • Secret 30: Write like a pro (a few words on style)
    05:03
  • The VW Ads
    00:00
  • Test your knowledge
    4 questions

  • Preview05:52
  • Preview11:08
  • Start with your potential customer
    07:55
  • Package your lead magnet properly
    06:41
  • Answer three questions before you start writing
    08:09
  • Write powerful headlines and subheads
    06:04
  • Be specific
    07:41
  • Be unique
    08:59
  • Give them pain. Or pleasure.
    07:22
  • Craft a compelling call to action
    08:38
  • Take these four steps before you go live
    05:36
  • Test your knowledge
    4 questions

  • Preview06:24
  • Preview10:12
  • HELP YOUR BUYER: Boost sales with better navigation
    09:46
  • NAME IT AND THEY WILL COME: Product page title tags
    09:49
  • DESCRIBE YOURSELF: Write description tags that attract buyers
    07:54
  • GIVE YOUR BUYERS A MAP: Page URLs and navigation
    11:04
  • IMAGE THIS: Use images and captions that capture interest
    08:12
  • OFFERS: Make an offer they can't refuse
    08:35
  • UPSELL: Increase profit while helping your buyers
    09:10
  • SHORT IS SWEET: Write short product descriptions that convert
    09:28
  • GO LONG: Write long product descriptions that wow
    07:55
  • Test your knowledge
    4 questions

  • Preview04:10
  • Preview12:43
  • Anatomy of a white paper
    11:57
  • Pick your marketing white paper topic
    08:20
  • Research your topic
    09:23
  • Outline your white paper
    12:20
  • Give your white paper a strong title
    07:14
  • Write a compelling introduction
    09:17
  • Give your white paper context
    08:09
  • Describe your solution
    06:37
  • End with a call to action
    11:07
  • Write like a designer
    09:09
  • Five mistakes to avoid
    08:20
  • White paper samples
    00:00
  • Test your knowledge
    4 questions

  • Preview04:01
  • Preview08:16
  • Anatomy of a B2B email
    07:10
  • Cold email formula
    08:01
  • Anatomy of a cold email #1
    08:59
  • Anatomy of a cold email #2
    09:21
  • Cold email mistakes to avoid
    07:57
  • Email sequences explained
    09:19
  • Anatomy of a warm email sequence
    17:08
  • Use a colon in your subject line
    04:08
  • Sound like grandma in your B2B emails
    04:14
  • Drip email marketing converts long-term prospects
    03:54
  • Drip email marketing reaches ignored prospects
    03:18
  • Drip email marketing prevents customer defections
    06:10
  • Sample Emails
    00:00
  • Test your knowledge
    4 questions

  • Preview03:41
  • Preview05:30
  • Blunder 2: No single-minded proposition
    03:45
  • Blunder 3: No logical flow
    03:06
  • Blunder 4: Redundancies
    05:08
  • Blunder 5: Generalities
    06:36
  • Blunder 6: Features only
    06:11
  • Blunder 7: Navel gazing
    03:39
  • Blunder 8: Claims without proof
    07:17
  • Blunder 9: No offer
    03:48
  • Blunder 10: No call to action
    02:47
  • Test your knowledge
    4 questions

  • Preview06:29
  • Preview07:21
  • How to build your portfolio
    05:13
  • Name your company
    06:01
  • Build your website
    09:35
  • Brand your email
    04:44
  • Decide which type of client you want to write for
    05:09
  • Look for three things in a perfect client
    04:32
  • Craft an elevator pitch that grabs attention
    06:05
  • Craft a longer pitch that wins you business
    04:01
  • Look for clients in three proven places
    06:05
  • Pitch clients the right way
    06:39
  • Craft a letter of agreement, part 1
    07:32
  • Craft a letter of agreement, part 2
    07:16
  • Take these steps to appear professional from day one
    10:50
  • Get paid
    05:40
  • Take these Steps to Guarantee Your Long-Term Success
    09:45
  • Module transcript
    00:00
  • Test your knowledge
    4 questions

Instructor

Alan Sharpe
Veteran direct response copywriter
Alan Sharpe
  • 4.5 Instructor Rating
  • 2,796 Reviews
  • 22,632 Students
  • 14 Courses

Are you reading my bio because you want to improve your copywriting? Bonus. That makes two of us.

Are you looking for a copywriting coach who has written for Fortune 500 accounts (Apple, IBM, Hilton Hotels, Bell)? Check.

Do you want your copywriting instructor to have experience writing in multiple channels (print, online, direct mail, radio, television, outdoor, packaging, branding)? Groovy.

If you had your way, would your copy coach also be a guy who has allergic reactions to exclamation marks, who thinks honesty in advertising is not an oxymoron, and who believes the most important person in this paragraph is you? 

Take my courses.

I'm Alan Sharpe. Pleased to make your acquaintance. I'm a 27-year veteran copywriter who has been teaching people how to write persuasively since 1989.

Through my conference workshops, copywriting classes, telephone seminars, webinars, trade journal articles, newsletters, blog posts and in my many books, I have helped thousands of copywriters on four continents master the craft of persuading on paper and in pixels.

I taught myself the craft of advertising copywriting, and worked as a freelance copywriter as well as a senior copywriter for two advertising agencies. I sold everything from pump parts to utility trailers to digital video transmission systems and insurance services, working in every media. I even helped a client use direct mail to sell a coffee table book about Elvis Presley. Don't ask.

After working for a decade as a copywriter, I narrowed my focus to two specialties: writing direct mail letters for businesses, and fundraising letters for non-profits.

Now I'd like to help you write copy that gets noticed, gets read, and gets results. Let's get started.


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