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How to Write Messages that Convert Leads into Sales
Introduction: The Building Blocks of Irresistible Marketing Messages
Course Agenda
Lesson 1: Messaging Basics
Lesson 2: The Elements of Marketing Messages
Lesson 3: 7 Steps of Advertising & Marketing Success
Lesson 4: 4 Actions of Effective Marketing Messages
Lesson 5: Introduction to the Copywriting Outline
Step 1 - Exploit Your Product's Benefits
Lesson 1: Identifying Features vs. Benefits
Lesson 2: Be an Investigative Journalist
Lesson 3: Use Descriptive Words
Lesson 4: Appeal to Emotional Triggers
Lesson 5: Features vs. Benefits Message Examples
Lesson 6: Features vs. Benefits Message - Real World Examples
Lesson 7: Practice - Features vs. Benefits Worksheet
Lesson 8: Your Turn - Complete Step 1 of the Copywriting Outline
Step 2 - Exploit Your Competition's Weaknesses
Lesson 1: Research Your Competition
Lesson 2: Quantify Your Differentiators
Lesson 3: Customer Testimonials and Expert Opinions
Lesson 4: Hard and Soft Differentiators
Lesson 5: Competitive Differentiator Message Examples
Lesson 6: Competitive Differentiator Message - Real World Examples
Lesson 7: Your Turn - Complete Step 2 of the Copywriting Outline
Step 3 - Know Your Audience
Lesson 1: Understand Your Audience
Lesson 2: Using the Four Rights of Advertising to Match Your Words and Tone to Your Audience
Lesson 3: Create Buyer Personas to Understand Your Audiences
Lesson 4: Applying the Consumer Buying Cycle to Your Messages
Lesson 5: Know Your Audience Message Examples
Lesson 6: Know Your Audience Message - Real World Examples
Lesson 7: Your Turn - Complete Step 3 of the Copywriting Outline
Step 4 - What's in It for Me?
Lesson 1: Identify WIIFM
Lesson 2: The SLAP Test
Lesson 3: WIIFM Message Examples
Lesson 4: WIIFM Message - Real World Examples
Lesson 5: Your Turn - Complete Step 4 of the Copywriting Outline
Step 5 - "You" Not "We"
Lesson 1: Pronouns and the 80/20 Rule
Lesson 2: Choosing Your Words
Lesson 3: You Not We Message Examples
Lesson 4: You Not We Message - Real World Examples
Lesson 5: Your Turn - Complete Step 5 of the Copywriting Outline
Step 6 - Know Your Medium
Lesson 1: Media Can Affect Your Messages
Lesson 2: Matching Your Message to Your Medium
Lesson 3: Understand Your Medium Message Examples
Lesson 4: Understand Your Medium Message - Real World Examples
Lesson 5: Your Turn - Complete Step 6 of the Copywriting Outline
Step 7 - Avoid Too Much Information (TMI)
Lesson 1: Get to the Point
Lesson 2: Replace $10 Words with $1 Words
Lesson 3: Avoid TMI with the Red Pen Rule
Lesson 4: Using Messages and Design to Hook and Reel Your Audience
Lesson 5: TMI Message Examples
Lesson 6: TMI Message - Real World Examples
Lesson 7: Your Turn - Complete Step 7 of the Copywriting Outline
Step 8 - Include a Call to Action
Lesson 1: What is a Call to Action?
Lesson 2: Be Active Not Passive
Lesson 3: Create a Sense of Urgency
Lesson 4: Call to Action Message Examples
Lesson 5: Call to Action Message - Real World Examples
Lesson 6: Your Turn - Complete Step 8 of the Copywriting Outline
Step 9 - Cover Your Ass (CYA)
Lesson 1: Only Promise What You Can Deliver
Lesson 2: Words and Phrases to Use with Caution
Lesson 3: CYA Message Examples
Lesson 4: CYA Message - Real World Examples
Lesson 5: Your Turn - Complete Step 9 of the Copywriting Outline
Step 10: Proofread
Lesson 1: Proofreading Errors Lead to Wasted Money
Lesson 2: Proofreading Tips for Success
Lesson 3: Grammar Tips for Success
Lesson 4: Proofreading Message Examples
Lesson 5: Proofreading Message - Real World Examples
Lesson 6: Your Turn - Complete Step 10 of the Copywriting Outline
Conclusion: Putting It All Together
Lesson 1: The Fine Art of Persuasion
Lesson 2: Benchmarking, Tracking, and Research
Lesson 3: Putting It All Together
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Lesson 1: The Fine Art of Persuasion
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