Module 1: Writing for an audience

How to write copy that makes an honest connection with your reader.

Understanding your target audience

The first rule of good marketing is understanding your audience. You’ll learn the psychology of getting your audience to take action…or not.

Crafting irresistible benefits

Learn how to write benefits that light a fire in your reader’s belly. I’ll walk you through my no-fail technique to nailing the BIG, hairy benefits.

Capturing the right tone and voice

How you say it is just as important as what you say. Communicating the personality of the brand will help it stand out. I’ll show you how to peg a brand personality and translate that into words.

From Me To You

I’ll show you how to draw your reader in and make them the hero in your story. You will go from “I’m so amazing” to “Your life will be amazing, with me”.

Module 2: Offers and actions

How to incite action after making a connection. 

How to hook your reader in (with headlines & words that sell)

You’ll learn how to write headlines that turn meh to MESMERIZING. You’ll also learn about power words and how to use them.

Writing calls to action

Your call to action will either be the icing on the conversion cake or the ultimate turnoff. You’ll learn how to write calls to action that motivate action!

Compelling offers: why they work and how to write them

Big promises work wonders only if you keep them. You’ll learn how to craft a compelling offer that gets your audience to do your bidding.

Trust-building techniques

I’ll show you how to fast-track the trust-building process. But remember, with great power comes great responsibility.

Module 3: The writing process

How to create the best writing possible, with results to show. 

First of all, The Brief

This is where brilliant copywriting begins. You will learn the SMART questions to ask, including my techniques for brainstorming creative ideas, researching and preparation.

The ‘how to’ collection

We finally get into some nuts and bolts. You’ll learn how to write a website, a brochure, direct mail and advertising with a content map of structuring your messages.

Editing for conciseness

The more you write, the more you edit. Editing will become half of your writing task, so we’ll step through some ways to tighten your copy up.

Finishing: formatting and readability

You will learn the techniques to make your copy more readable, including my tips on grammar and proofreading.

Bonus: Module 4: SEO Writing

How to write copy that brings you Google love without turning readers off.

This is an essential skill set for any online copywriter.

Part 1: About SEO: what you need to know

This introduction will set the scene off and help you get to grips with search engine optimisation (SEO) and SEO copywriting without getting a computer science degree.

Part 2: Matching keywords to intent

A lot has changed about keyword research, but it’s still an essential start to the process of optimisation. The real skill is to understand the intent behind the searches.

Part 3: How to SEO

This is the meat of the module, and we’ll cover the mechanics of using keywords strategically in your copy, optimising text and writing meta tags that sell your pages.

Part 4: When is enough, enough?

Sometimes it’s hard to know when to stop (eating ice cream, for example). This part will take you through some ways to tell if it’s time to step away from the SEO.