Introduction: The Building Blocks of Irresistible Marketing Messages
Step 1 - Exploit Your Product's Benefits
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Lesson 1: Identifying Features vs. Benefits
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Lesson 2: Be an Investigative Journalist
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Lesson 3: Use Descriptive Words
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Lesson 4: Appeal to Emotional Triggers
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Lesson 5: Features vs. Benefits Message Examples
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Lesson 6: Features vs. Benefits Message - Real World Examples
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Lesson 7: Practice - Features vs. Benefits Worksheet
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Lesson 8: Your Turn - Complete Step 1 of the Copywriting Outline
Step 2 - Exploit Your Competition's Weaknesses
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Lesson 1: Research Your Competition
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Lesson 2: Quantify Your Differentiators
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Lesson 3: Customer Testimonials and Expert Opinions
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Lesson 4: Hard and Soft Differentiators
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Lesson 5: Competitive Differentiator Message Examples
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Lesson 6: Competitive Differentiator Message - Real World Examples
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Lesson 7: Your Turn - Complete Step 2 of the Copywriting Outline
Step 3 - Know Your Audience
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Lesson 1: Understand Your Audience
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Lesson 2: Using the Four Rights of Advertising to Match Your Words and Tone to Your Audience
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Lesson 3: Create Buyer Personas to Understand Your Audiences
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Lesson 4: Applying the Consumer Buying Cycle to Your Messages
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Lesson 5: Know Your Audience Message Examples
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Lesson 6: Know Your Audience Message - Real World Examples
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Lesson 7: Your Turn - Complete Step 3 of the Copywriting Outline
Step 4 - What's in It for Me?
Step 5 - "You" Not "We"
Step 6 - Know Your Medium
Step 7 - Avoid Too Much Information (TMI)
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Lesson 1: Get to the Point
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Lesson 2: Replace $10 Words with $1 Words
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Lesson 3: Avoid TMI with the Red Pen Rule
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Lesson 4: Using Messages and Design to Hook and Reel Your Audience
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Lesson 5: TMI Message Examples
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Lesson 6: TMI Message - Real World Examples
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Lesson 7: Your Turn - Complete Step 7 of the Copywriting Outline
Step 8 - Include a Call to Action
Step 9 - Cover Your Ass (CYA)
Step 10: Proofread
Conclusion: Putting It All Together
