Lesson 1. What is copywriting and what does a copywriter do?

This is the first introductory lesson. We talk about what copywriting is and what a copywriter does in today’s realities. We also look at the main tasks and niches: wireframes and mockups, content marketing, business proposals, social networking copy, UX copywriting, copy for ad posting sites, etc. Finally, we talk about how much money a copywriter can make per month.

Lesson 2. What is the audience in copywriting, its segments, intentions and needs?

A good copywriter always works with people to persuade them to take a needed action. These people are called the audience. But they don’t take action just because the copywriter asks them to. They do it because the copywriter understands their needs and offers to satisfy them through the copy. That’s why in this lesson we’ll talk about the people we write for, their segments, their intentions, and their motivation to buy products, services, and ideas.

Lesson 3. Features, benefits, specs and abstractions — what’s the difference?

This is the third episode of the free copywriting course. It’s about four entities: features, benefits, specifications, and abstractions. They sometimes look similar, but they have a fundamental difference. And a good copywriter should be able to distinguish them and use them correctly in copy. So let’s analyze these things in detail with illustrative examples.

Lesson 4. How to write a memorable headline using the 4U formula in copywriting

Good copy always starts with a headline. And generally speaking, the headline sells the whole text. So it is extremely important. There are many headline formulas used in copywriting, but one of them definitely stands out in terms of efficiency. This is the 4U formula, according to which a good title contains four attributes: useful, urgent, unique and ultra-specific. In this lesson, we will learn how to create simple yet powerful 4U headlines to increase the effectiveness of our copy.

Lesson 5. Five proven ways to begin a piece of outstanding copywriting copy

There is a very unpleasant condition in copywriting: blank page syndrome. This is when a copywriter needs to start writing, but what to write and how is not clear. The result is a kind of trance: whatever he or she writes looks wrong. It’s very exhausting. Fortunately, a copywriter does not work on creative inspiration, but on proven models and formulas. And there are five effective ways to start a text. Let’s look at them in this lesson.

Lesson 6. How to write great sales copy in 15 minutes using the AIDA model

In this episode, we take everything we have learned in the previous lessons and put it into practice. And, yes, we’re going to write a full-fledged sales copy! We’ll also use the famous AIDA model and the layer cake principle to create a proper commercial structure of the text, making it flexible and effective. There is also a detailed example to make everything clear.

Lesson 7. How to conduct an express market analysis for the copy

To write effective sales copy, we must have the necessary baseline data. Otherwise, we won’t be able to articulate benefits or handle potential objections. But how can we collect this data and present it properly? Fortunately, there is a simple yet powerful express market analysis method that you can use to collect all the necessary information. Our seventh lesson is all about this. Here you will also find a useful template. Simply download or copy it and use in your projects.

Lesson 8. Objections and how to deal with them in the copywriting process

This is a very important episode of the course, because it’s all about objections and how to handle them in the copy. Successful handling means that there are less barriers between the reader and the target action. That’s why all good copywriters pay special attention to it. In this lesson we talk about 5 types of objections, according to Zig Ziglar in his book “Secrets of closing the sale” and ways to handle them in the copy.

Lesson 9. Why copywriters create wireframes and mockups instead of plain text

This lesson is about wireframes and mockups in copywriting. We’ll talk about what a wireframe and a mockup are, and what the difference is between them and classic plain text. We’ll also create a full-fledged wireframe from scratch, using the initial data from the market analysis (see lesson seven). Bonus: quick review of programs and services for mockup creation.

Lesson 10. The most important principles of text editing in copywriting

The tenth lesson of the course is all about professional text editing principles for copywriters. It’s a very important step in making our copy complete. In this episode, we will look at six main editing principles that help us find and correct mistakes.

Lesson 11. What a swipe file is in the copywriting process and how to create one

Almost every professional copywriter creates templates and various collections of copy fragments. These collections are known as swipe files. Using the swipe files helps the copywriter save a lot of time and effort and therefore make more money. It is also an inexhaustible source of ideas and inspiration. In this lesson, we’ll learn how to create and organize swipe files. To make it easier for you, I have provided examples and answers to key questions. I’ve also prepared a useful template to help you learn. Check it out!

Lesson 12. Copywriting for web sites: main tasks and writing principles

This lesson is about the basic principles of website copywriting. First, we talk about definitions: sales funnel, conversion, traffic, bullets, etc. Then we learn how to understand the sequence that our audience goes through and the tasks that the web pages should solve. We’ll also talk about navigation (and why it’s hidden on landing pages), the first screen of the site, and how to grab attention and interest when there’s no first paragraph.

Lesson 13. Copywriter’s hidden ways to influence and manipulate

To make their writing more effective, many copywriters use various techniques to influence and manipulate their audience. Psychology plays a key role in copywriting, and in this episode of the course, we’ll reveal the seven most common techniques. I’ll also recommend three useful books if you want to significantly increase your knowledge and skills. Please be aware that you are solely responsible for any consequences resulting from their use.

Lesson 14. A flawless technique to write remarkable homepage content

Homepage is a unique part of the website that sets it apart from other pages. It serves four critical functions: answering questions, building initial trust by distinguishing from competitors, guiding visitors to other pages, and converting the audience. This tutorial provides illustrative examples and a sample, which can be downloaded or copied for any project. At the end of the tutorial, there is a practical task to complete.

Lesson 15. How to write an authoritative and compelling About Us page copy

About us page has its own specifics and tasks. And it has some differences from the homepage or a product page. That’s why we talk about it in a separate lesson. We’ll cover two reasons why people visit it and four main tasks this page should solve. Additionally we will solve these tasks as copywriters using a wireframe with illustrative examples. By the way, this wireframe you can copy or download to use in your own projects or further lessons.