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Attention All Struggling Copywriters!
Here is how to create Amazing Impactful Copy in 14 Easy Steps to get more Conversions and Sales
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
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:
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:
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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!
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Click on the Blue “Take This Course" Button at the Top Right Hand Side of the Page
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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
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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.
This introduction to the Psychology of Selling takes you through the initial frameworks you need to understand.
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
6. Events and Rituals
8. Social Proof
Armed with an understanding of these frameworks we can start to dive deeper on how to sell to your audience
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.
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
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!
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
All these will hopefully empower you to become a better headline writer
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!
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
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.
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.
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
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.
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.
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!
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.
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.
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!
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.
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.
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!
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.
This is the complete Sales Letter/Landing Page/Squeeze Page text that we have been working through in this section.
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.
This is the initial draft of the Sales Letter before I started to comment on it.
This document shows all my comments and redrafts as amendments to the original draft, so that you can clearly see my thought process
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!
This is the Promotional Video I made 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?
I have provided you with a Check List to help you create your High Converting Promotional Video Script, one sentence at time.
In this Lecture I briefly introduce myself. I explain why I created this Course and why my primary objective is your success.
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.
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 email@example.com 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...
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.
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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.
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A Bit about Me!
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