At the end of this session you will understand and be able to use a toolkit of planning techniques that will save you time and add firepower to your copy.
Video 1 – Getting ready For Action: reaping the planning dividend
We begin our journey to copywriting mastery here. But before we lay finger to keyboard or pen to paper, we need to do something very important. We need to think. At the end of this session you will be able to approach any new copywriting project with confidence that you’ll be focusing on the right things. Especially the desired outcomes.
Exercise 1: The Planning Dividend
Exercise 2: Prospect research
Video 2 – Emotion Versus Reason: busting the biggest myth about buyer behaviour
In this session, we look at the power of emotion in shaping decisions. You will learn how to identify the key emotions you need to target if you’re going to get your prospect to say, “yes”.
Exercise 3: Uncovering your prospect’s motivations
Video 3 – The Copy Brief: what you must know before writing a single word
Many copywriters, especially when under pressure, fail to spend enough time understanding what they’re trying to achieve. In this session, I teach you the importance of the brief, what it is and how to create a good one.
Exercise 4: Picturing your prospect
Exercise 5: Turning features into benefits part 1
Video 4 – Three Useful Planning Tools: did I say ‘useful’? How about ‘essential’?
When time is tight, these pre-made planning tools will take the hard work and the stress out of your copy planning process. I use them every day in my agency and they must have saved me thousands of hours of fruitless pencil-twiddling.
Exercise 6: Turning features into benefits part 2
Exercise 7: Objection Overcome
Video 5 – The Time Machine: the simple little trick that guarantees time for planning
Want to plan but feel you simply don’t have the time? Don’t worry. You are not alone. The answer lies not in working longer but in working smarter. In this session you’ll see how a simple time-management trick can guarantee that you always have time for planning.
Exercise 8: After reading my copy, my prospect will:
Exercise 9: KFC
Video 6 – Structuring Your Copy For Maximum Impact: how to apply THE best copy formula
In this session, and the next three, we look at an age-old sales formula and discover how to apply it to copywriting. Exercise 10: Grabbing Dave’s attention Exercise 11: Making benefits interesting
Video 7 – Three Techniques For Making Benefits Sound More Interesting: and how to use them
Everybody knows (or they should) that copywriters should focus on benefits not features. But how do you that without becoming repetitive or boring? Like this, of course!
Exercise 12: Analysing a sales letter for AIDCA
Video 8 – Convincing Them to Say Yes: because a customer saying ‘no’ is a waste of money
OK, they’ve heard your pitch and they’ve been seduced by your smooth benefits patter. But they are still wavering. They’re torn. This is how you convince them that it’s safe to act.
Video 9 – Closing the Sale: the only effective way to ask for the order
Every successful sales person knows you have to ask for the order. But how do you do it in writing? What are the “do”s and “don’t”s? This session gives you an ironclad way of approaching the call to action.