Copywriting Techniques for Udemy Instructors - Unofficial
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Copywriting Techniques for Udemy Instructors - Unofficial

Copywriting 101 - Discover my copywriting secrets - How to write copy that sells
4.5 (30 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.
1,681 students enrolled
Created by John Colley
Last updated 4/2016
Curiosity Sale
Current price: $10 Original price: $195 Discount: 95% off
30-Day Money-Back Guarantee
  • 2 hours on-demand video
  • 10 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Discover the 12 Essential Principles of Great Copywriting (and why AIDA is not just an Opera!)
  • Understand the Psychology of Selling, including 13 Sales Buttons you need to know how to push
  • I will explain the 10 key steps you need to know about copywriting, setting you up with a clear check list of key points to follow
  • Discover the importance of images
  • I share with you my 14 Step Formula to Writing Great Sales Copy
  • I show you step by step how to use the 14 Step Formula to write a course description (a sales pitch if ever there was one)
  • Get a real life case study involving a student of the course where I take his original draft and amend it following my principles and the 14 Step Formula
  • Discover how to optimise your Promotional Videos so that they resonate with your audience (copywriting is no longer just about text!)
  • Grab my bonus content which shows you new ways to engage with your Audience, particularly if you are selling online
  • Discover how to use social media image platforms to create short viral videos for your social media campaigns!
View Curriculum
  • Basic Understanding of Business
  • Basic Understanding of Online Marketing

This course is not sponsored by or affiliated with Udemy, Inc.


Attention All Struggling Copywriters!

Here is how to create Amazing Impactful Copy in 14 Easy Steps to get more Conversions and Sales


  • Do You Struggle to Write Effective Course Descriptions that Sell?
  • Have You Published Amazing Courses on Udemy but nobody buys them?

When I posted my first Course, I had no idea how to optimize it for my potential Student Audience Teaching Online is a complex and evolving process and there is no way you can know what to do for the best, unless you endlessly experiment or somebody teaches you. +++++++++++++++++++++++++++++++++++++++++++++++++++++++

I have been where you are now.

This is why I have brought together my experience to create this brand new Course: “Copywriters 14 Step Formula: Write to Sell and Make Money"


This Course is based on my extensive experience of Udemy

  • My course on Udemy Strategic Course Design was just the start
  • I have created 8 Udemy Courses of my own
  • I have interviewed over 70 Udemy Course Instructors, learning their secrets along the way I have enrolled in over 100 Udemy Courses and have critically analysed their content, structures and descriptions +++++++++++++++++++++++++++++++++++++++++++++++++++++++

Imagine what creating Udemy Courses will be like after you have taken this Course.

That feeling of being overwhelmed by the whole course creation process will evaporate.

The whole experience will be so much easier and faster and above all it will become enjoyable as you will know exactly what to do.

When you launch your new Course, it will have real impact in the Udemy market place and attract many more students. In this Course you will learn:

  • How to write copy that is more compelling to your audience
  • How to understand what makes your audience tick
  • A clear framework for constructing your offer to your audience
  • How to turn copywriting into a simple and replicable process
  • How to ensure that your Course will out sell your competitors
  • Bonuses include Extra Lectures that you can include to increase your impact and your interaction with your students
  • And much, much more... +++++++++++++++++++++++++++++++++++++++++++++++++++++++

What some of my previous students have said about my Courses:

Leslie Masaitis “Linkedin – “Double Your Network in Half the Time:

Concise, well-written, strategic This is the second of John Colley's courses I've taken and will continue to take more. He organizes content to provide useful tips and tricks in manageable "chunks" so as not to overwhelm, clearly demonstrates where and how to perform tasks on screen, and his insights are strategically-minded and perfect for all levels of users. Very helpful information, would highly recommend."

Christine Owens, “The Entrepreneurs Guide to Startup Funding

This course is very well structured and contains excellent information at each lecture. It is very practical and straightforward. I would recommend it."


As with all my Courses:

  • The initial low price will increase shortly – the course is launching at $49 but the next increase will be $77
  • You will have unlimited lifetime access at no extra costs, ever
  • All future additional lectures, bonuses in this Course are always free
  • My help is always available to you if you get stuck or have a question
  • If this course helps you to sell just one more of your courses for $49 you will have made your money back and a small profit


30 Day Money Back Guarantee

Don't forget, all my Courses have an unconditional, no quibble, 30 Day Money Back Guarantee.

This means you have absolutely no risk when signing up to one of my great Courses. I never ask questions and always refund 100% in full.


This Course will continue to grow, new ideas, new lectures, new great tips, tricks and techniques...but the price will grow too!

This Course is available today at a great introductory price but this will soon have to go up!

However, if you enroll Today you are “locked in" – you will get all the new lectures and materials at NO extra cost – EVER! You can get unlimited lifetime access at no extra cost, but only if you enroll today +++++++++++++++++++++++++++++++++++++++++++++++++++++++

Click on the Blue “Take This Course" Button at the Top Right Hand Side of the Page

Then follow the instructions to register and pay for the Course Don't delay, start learning how to write amazing selling copy that converts to increase your conversions and sales today!

Don't get left behind,

Your Competitors are out there selling hard now!

Click on the Blue “Take This Course" Button Now!


If you don't act today, you will miss out on this great opportunity to develop your sales skills Just think of all those customers who you would otherwise win – they will close with your competitors

Do you really want to be stuck at Square One? +++++++++++++++++++++++++++++++++++++++++++++++++++++++

Just imagine how you will feel when you understand how simple it is to write really effective sales letters.

The dread that you now feel when you sit down in front of a blank piece of paper will disappear!

This Course is being offered at a great introductory price which will have to go up soon.

But with our great 30 day money back guarantee, you are not taking any risk by buying this Course

Imagine how great you will feel when your Courses are more successful and you get more students and more sales!

Buy the Course today to make sure you lock in all the future content and updates at today's price!


P.S. Click on the Blue “Take This Course" Button Now!

Who is the target audience?
  • Internet Marketers
  • Web Masters
  • Boggers, Social Media Experts
  • Marketing Professionals
  • Anyone seeking to increase traffic and conversion on their website or blog
  • Anyone with an information product to sell on an Educational Platform like Udemy
  • Graphic Designers
  • Copywriters
  • Freelancers working from Home
  • Coaches or Consultants
  • Online Marketing Professionals in Large Organisations
Students Who Viewed This Course Also Viewed
Curriculum For This Course
39 Lectures
5 Lectures 25:31

Welcome to my Copywriting Course. I just want to give you a quick overview of what you will discover in this course by taking you through the core content. I have made this lecture public so that you can preview it before you enroll in the course.

Preview 04:42

This introduction to the Psychology of Selling takes you through the initial frameworks you need to understand.

These include:

AIDA - Attention, Interest, Desire, Action

The 5 Ps - Promise, Picture, Proof, Pitch and Push

The 3 Truths of Selling

1. People do not like to be sold

2. People buy on Emotion

3. People rationalise Purchases with Logic

The Key Mental Triggers

1. Scarcity

2. Authority

3. Reciprocity

4. Trust

5. Likeability

6. Events and Rituals

7. Community

8. Social Proof

Armed with an understanding of these frameworks we can start to dive deeper on how to sell to your audience

Preview 06:20

This is all about understanding what motivates your clients. Different people have different motives and this is dependent on their underlying psychology. You need to know you audience well enough to understand what makes them tick. If you can do this you can press their buttons like the keys on a keyboard. You find out what these are by talking to them and asking them questions. Listen to their responses and try to understand where they are coming from. What sort of people are they? Which of these 13 motivators is likely to be one they will respond to.

Preview 06:58

This section of the course is all about the psychology of selling and in this lecture I provide you with more frameworks.

1. The first of these is: What In in For Me? A Crucial Question your audience will ask of you when they read you copy.

2. The importance of stressing benefits and not features cannot be over emphasised

3. Communicate to your Audience through emotion and not cold facts

4. You must be able to communicate your credibility to your audience

5. The Uniqueness of your product or service is a major reason why you will be chosen over your competition

6. Make sure your Headlines are effective in hooking the attention of your audience

7. The debate between Long Copy and Short Copy will never be resolved. I believe in the 80:20 rule - make your copy long enough to communicate your message

8. The actual Appearance of your copy on the page is important to make sure it is readable by your entire audience, whatever their preference - to scan or read in detail

9. Ensure you inject Urgency in your copy - you want your audience to buy now!

10. Finally, Test and Test again to try to improve your conversions

Preview 05:54

It would be great if you would introduce yourself in the discussions. Where are you from? what are your objectives for the course? What challenges are you facing? Join in with the community here and lets all work together for our mutual success.

Do welcome new members and answer questions if you can!

Please Introduce Yourself
1 Lecture 02:06
Getting Your Images Right
How to Write Headlines
1 Lecture 05:56

Headline writing is an art not a science and you should be prepared to spend a considerable amount of time getting your headline right

This lecture contains some guiding principles and ideas for getting the most out of your headlines

  • What is the Purpose of a headlong?
  • Things to Avoid
  • The Kiss Principle
  • Long vs Short Headlines
  • Sell the Sizzle
  • Use a Thesaurus
  • Keep Practicing
  • Engage Emotion
  • Use Numbers
  • Be Specific
  • Use Key Adjectives
  • Rationalise
  • Use Trigger Words
  • Convey Benefits
  • Make Promises…and Deliver
  • A Simple Headline Formula

All these will hopefully empower you to become a better headline writer

What You Need to Know to Write Great Headlines
Writing Great Sales Copy
1 Lecture 06:03

In this video I want to show you how to bring these principles and frameworks together to create engaging copywriting.

I have created a 14 step Formula to help you make this process simple and replicable

In the sections following this, I am also going to give you two case studies showing you how I use this formula to create the description for this course and to script the course promo video

So what are these 14 steps?

1. Get Attention

2. Identify the Problem

3. Reveal Your Solution

4. Demonstrate your Competence

5. Show the Benefits

6. Overcome Objections

7. Add Social Proof

8. Make Your Offer

9. Make it Better

10. Give a Guarantee

11. Inject Scarcity

12. Call to Action

13. Give a Warning

14. Remind of Benefits

15. Sign off with a PS

These are the components that you need to include in your message to your audience to make sure you address all the issues that they will be concerned with. Remember you are helping them to make the decision you want them to take in your call to action: make it as simple and as easy as you can. But you must push all their buttons!

14 Step Formula to Writing Great Sales Copy
Case Study 1: Step by Step Guide to Writing a Course Description
15 Lectures 37:37

Titles and Headlines Grab Attention.

The title is the attention grabber - remember AIDA! It needs to grab the attention of your audience.

Include a clear purpose and a clear benefit in the title.

Back this up with social proof or benefits in the sub header!

The purpose of the Title is to get your audience to read the sub title and its purpose is to get them to read the first line of your copy - its that simple

Step 1 - The Header and Sub Header

In the second step, you need to identify the problem that your audience are having and to show them that you also feel their pain. You need to establish an connection with your audience so that they come to trust you. If you give them hope that a solution is at hand you have taken the first step to selling to them. Close this step by removing any blame or guilt from them by showing them that either they have been given incorrect information or that there is no way they could intuitively come up with the answer themselves.

Step 2 Defining the Problem

In this step you present the solution to the problem. Try to keep some continuity with the previous step by using phrases like “I have been where you are now. Present the solution, in this case the name of the course. It is important that the title of the course clearly addresses the answer to their problem and, if at all possible, includes at least one major benefit of taking the course.

Step 3 Reveal Your Solution

This step is all about establishing your credibility with your audience. To be trusted you have to be credible. In this instance I cite my Udemy: Strategic Design Course. I explain that I have already created 8 Udemy Courses. I demonstrate that I have interviewed over 70 Udemy courses instructors, learning their secrets. Finally I show that I have enrolled in over 100 Udemy Courses and have examined and analysed them critically

Step 4 Credentials

This section needs to start with an emotional appeal. Show your reader a vision of the promised land. What will life be like once they have completed your course or used your product or service

Then we need to come up with 3 to 5 bullet points highlighting the benefits of the Course. This is easy to construct and I show you how.

Firstly, draft 3 to 5 bullet points with the key features of your course. Next, add “so that” to the end of these bullet points and complete the sentence logically. When you add this to the draft, simply remove the features and the “So That”s and you have your benefits neatly listed.

I show you how to do this and how this then becomes part of the draft Course description.

Preview 03:31

This is a critical step for building trust. If you can show that customers or students have bought from you in the past, highly rated the content or the product, this lessens the risk that your current prospect is taking. This will make them more likely to want to buy from you. I explain where you can find social proof and what to do if the product or course is new. There is of course the one major thing you should NEVER do - make up your own testimonials. Don’t ever do it - you will be found out and trust will never be reestablished.

Step 6 Social Proof

This is where we tell our prospect what the cost of the deal is. It is helpful to give some context to the price to help them to appreciate what good value you are offering. A few “whys” do not go amiss. Contrast the price with something which could solve their problem but which would be much more expensive. Then, add something to the deal to make it even more attractive.

I will also share with you an example from maestro, Alun Hill who has been very successful with his online course sales. With his permission I walk you through some of his copywriting and then show you how I have adapted it to suit my purposes. Thanks Alun, your help is much appreciated!

Step 7 Make Your Offer

Bonuses are a great tool for making your offer even more attractive and it can be made clear that they are only available for a limited amount of time if you want to add scarcity to the mix. They can take almost any form; pdfs, videos, audio materials. Checklists are another great tool. I am not using them in this instance as I prefer to keep my additional materials and use them when I put the price up.

Step 8 Add Bonuses

Guarantees are absolutely critical. You must de-risk this process for your prospective customer or client. To do this you offer a no quibble money back guarantee. Don’t worry, as this will earn you far more sign ups than you will ever get refunds. This shows your confidence in your course and continues to build trust with your prospect.

Preview 02:39

Scarcity is a vital trigger to move your prospect towards the sale. We all like a deal and we hate to miss out on an opportunity. This is the message you are conveying here.

If your prospect leaves now, all your hard work will have been for nothing and you will have lost your sale

Remember, Scarcity must be credible and believable. It can include Time, Price, Bonuses and Quantity.

Make sure it gives your prospect a reason to act NOW!

Step 10 Scarcity

Finally we come to the call to action. This is the whole point of this copywriting exercise. Now we are going to tell our prospects exactly what we want them to do. They need to be given clear instructions.

Just as importantly you need to combine this with either some benefits of the course or include a warning of what might happen if they don’t take action now.

If you use buttons, make sure they are large, use bright colours and wording on the buttons that is unambiguous.

Step 11 Call to Action

In this step we are giving our prospect a shot across the bows! A salutary warning that if he/she does not take the action we are recommending, they will suffer the consequences. That is to say they will not achieve their objectives; they will remain stuck at square one.

Step 12 Give a Warning!

After the warning, you need to leave your prospect feeling warm and happy. To do this you need to smooze him a little.

Remind him how good he is going to feel once he has completed your Course.

It is important to reinforce three key facts, the great price, the great guarantee and why he should buy today! Remember you don’t want him to go away without signing up to your course!

Step 13 - Give a Reminder

This is the final step and the most simple. You must end with a PS which repeats the Call to Action in Step 11. I show you exactly how this is done in the draft document we have been working on.

Step 14 - End with a P.S.

This is the complete Sales Letter/Landing Page/Squeeze Page text that we have been working through in this section.

The Full Draft of the Course Description
4 pages
Case Study - Build It With Us Course Sales Letter
4 Lectures 06:09

This Case Study is based on a draft of a sales letter prepared by one of the students on this course. Thank you Carl. With his permission I have critiqued his drafted and added my comments and revisions. I hope you will find that this provides you with useful insights.

Case Study - Build it With Us Course Commentary on Sales Letter

This is the initial draft of the Sales Letter before I started to comment on it.

Case Study - Build It With Us Course Original Draft of Sales Letter
4 pages

This document shows all my comments and redrafts as amendments to the original draft, so that you can clearly see my thought process

Case Study - Build It With Us Course Amended Draft
7 pages

Case Study - Build It With Us Course - Amended Draft Clean Copy
5 pages
Bonus: Promo Video Optimisation
5 Lectures 10:18

This shows you how to follow my 13 Step Formula to create a high converting Promotional Video that sells.

The standard format I believe results in rather dull and certainly not commercially attractive videos.

The Promotional Video is a really important aspect of your Course marketing and you simply cannot afford to let this opportunity slip. As I show there are other places where you can cover most of the other points without wasting these two precious minutes talking about yourself!

How to Create a High Converting Promotional Video

This is the Promotional Video I made following the Script.

The Promotional Video for This Course Following the Script

This is the Second Version of the Promotional Video. I have made one subtle change. Can you spot it? Check about 30 Seconds in...

Which do you think is most effective?

The Promotional Video - Version 2

Promotional Video SlideDeck
20 pages

I have provided you with a Check List to help you create your High Converting Promotional Video Script, one sentence at time.

Promotional Video Script Checklist
2 pages
Bonus: Additional Course Content
4 Lectures 01:14

In this Lecture I briefly introduce myself. I explain why I created this Course and why my primary objective is your success.

Come and Meet Me - I'd Like to Get to Know You!

A Document similar to this should be a standard part of your introductory course materials so that you have an opportunity to introduce yourself to your new student.

Make sure you keep the document totally generic so that you can upload the PDF once for each new course you create.

Connect with John Colley
2 pages

This is a single slide PDF which you can use to encourage Students to leave a positive comment and rating at the half way point in your course and just before the end. It should encourage students to add positive comments and ratings which are essential to SEO in Udemy but should not be too much of a distraction from the Course.

This is the Lecture Heading I use:

Got a Minute? Please Leave a Positive Rating and a Comment for this Course

And then in the Description I write...

How are you enjoying the Course?

I hope it is everything you expected.

If not, please email me to let me know at or message me through Udemy.

If you are enjoying it, please leave a positive comment and a rating which you can do at the top right hand corner of this page. It takes less than a minute and its a huge help to other students and to me too.

Plus it will help the Course rank higher in Udemy Search.

Don't forget you can edit your Review at any time.

Thank you very much for your help with this. Best regards, John

Now, on with the Course...

Rate This Course Single Slide Image
1 page

Free Course Promotional Materials
1 page
Bonus Promotional Strategy using Images
2 Lectures 16:12
Part 1: Create Viral Video using Canva, Flipagram and Instagram

Part 2: Create Viral Video using Canva, Flipagram and Instagram
Conclusion and Course Wrap Up
1 Lecture 03:03

Congratulations on completing this course. I review what we covered together in the course in this video and ask what else you would like to see in the course. Finally I let you know how you can contact me online.

Conclusion and Course Wrap Up
About the Instructor
John Colley
4.3 Average rating
977 Reviews
51,224 Students
28 Courses
Best Selling Instructor, 40,000+ Students

Exceed Your Own Potential! Join My Student Community Today!

Learn from my Expertise in Business, Online Marketing and Entrepreneurship!

Would you like to discover how I have become one of the top Udemy Instructors with a five figure annual US$ income just from Udemy and How You Can Too?

Would you like to find out how to turn your Udemy expertise into an Affiliate income?

Would you like find out how Startups can raise capital?

Would you like to discover Social Media strategies to make your businesses grow faster?

Do you want to learn the secrets of strategies of successful Business Development?

Do you want to make money working from home with Amazon FBA?

Are you afraid of Public Speaking?

You can do all this and so much more with my Udemy Courses!

Why are over 41,000 Students Enrolled in my Udemy Courses?

Here is a little bit about Me...

Cambridge University Graduate

I have a Bachelors and a Masters Degree from Cambridge University in the UK (Magdalene College)

Master of Business Administration

I graduated from Cass Business School in 1992 with an MBA with Distinction and also won the Tallow Chandler's prize for the best Dissertation.

British Army Officer

I spent nine years as a Commissioned British Army Officer, serving in Germany and the UK in the 1980s, retiring as a Captain. I graduated from the Royal Military Academy Sandhurst (Britain's West Point) in 1984.

Investment Banking Career

I have spent over 25 years working as an Investment Banker, advising hundreds of companies about Strategy, Fund Raising and Mergers and Acquisitions. My experience ranges from advising Start up companies through to Billion $ Global Corporations. I am a Fellow of the Chartered Securities Institute here in the UK.

Online Marketing and Social Media

I have been active in Social Media since 2002 when I was an early member of eCademy. Since then I have my own blog, a podcast, a video channel and now am a leading online course instructor.

My current Podcast, The Online Learning Podcast, dedicated to eLearning and Udemy can be found as a free course below.

Enrol in one of my Courses Today - Start your Success Journey with Me now!

I relish the opportunity to interact and engage with you to share ideas and inspiration! Please ask me any questions you might have about my courses - I may not have an immediate answer, but I will find it!

Because of my experience, I am also available for coaching/mentoring to people who have completed my courses and are putting their new skills to work on real projects. Contact me through Udemy or the links below my profile picture. I am here to help!

Come and join my "Online Learning Club" group on Facebook - interact with more passionate Life Long Learners! Just click on the Facebook link below my photo on this page and ask to join!

A Bit about Me!

I live with my wife in a 14th Century Medieval Hall house in Wiltshire in England with our Border Collie, Henry. I love wine, first edition books and vintage toy cars - quite keen on lego too! :)

How can I best serve you?

Join my community of over 41,000 Students, Enrol Today!