Last updated 2/2021
MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHz
Language: English | Size: 2.89 GB | Duration: 2h 27m
Learn how to write compelling copy by studying print ads written by award-winning copywriters (copywriting pros)
What you'll learn
Write headlines that grab attention
Write headlines that compel prospects to read the body copy
Write headlines that work with visuals
Write opening lines that compel readers to read the rest of the ad
Use irony to grab attention
Follow a simple, step-by-step formula for writing body copy
Build trust with body copy
Find and write unusual testimonials
Write effective endings to a sales message
Write copy that keeps readers reading right to the end
Write clever, effective endings to sales copy
Requirements
Students must know how to write well in English
Description
THIS COURSE IS ALSO INCLUDED IN MY NEW MASTERCLASS ON UDEMY. TAKE IT HERE AS A STAND-ALONE COURSE, OR ENJOY IT ALONG WITH 20 HOURS OF OTHER CONTENT. MY MASTERCLASS ON UDEMY IS CALLED: Alan Sharpe's 20-Hour Copywriting MasterclassIn this course, you'll learn how to write copy that grabs attention and motivates prospects to buy.*I designed this course for anyone who wants a shortcut to learning how to write great copy. By the end of this course, you'll be able to write copy that gets noticed, gets read and gets results.
You and I will examine the most successful advertising campaign in history. I'm talking about the newspaper ads for Volkswagen that ran during the 1960s and 1970s. This campaign took a boring, ugly, unknown product and made it one of the most talked-about, popular products in history. I'm going to show you dozens of ads from this campaign. Each one is a case study in how to write clever, powerful, funny,*amazing copy.
You'll see how a successful ad is built. We'll cover headlines, visuals, opening lines, body copy, format of a sales pitch, testimonials, features and*benefits, reader engagement,*humour, irony, keys to being original,*endings,*and plenty more.I designed this course for two people: copywriters who want to improve their craft, and aspiring copywriters who want to learn what actually works in copywriting.
This course contains no theory-just dozens of examples of copy that works, and a detailed explanation of why it works. To get a good idea of what we'll cover, preview some of the lessons below. Then take this course. Forty years from now, people might be talking about your copy. Hey, you never know.
Overview
Section 1: Introduction and background to the campaign
Lecture 1 Great copy requires great insights.
Section 2: Headlines
Lecture 2 Secret 1: Write a weak headline if your visual is strong
Lecture 3 Secret 2: Sync your headline and your visual
Lecture 4 Secret 3: Write headlines that compel buyers to read your copy
Lecture 5 Secret 4: Make your headline a zinger if your visual is lame
Lecture 6 Secret 5: If in doubt, ask a question
Lecture 7 Secret 6: Start telling a story
Lecture 8 Secret 7: Tie your headline to current events
Lecture 9 Secret 8: Aim for the "hunh?" factor
Lecture 10 Secret 9: Make them smile
Lecture 11 Secret 10: Use headlines for features, images for benefits
Lecture 12 Secret 11: Comparing yourself? Better be clever
Lecture 13 Secret 12: Find headlines in your body copy
Section 3: Opening Lines
Lecture 14 Secret 13: Deliver on the premise of your headline
Lecture 15 Secret 14: If in doubt, ask a question
Lecture 16 Secret 15: Start with irony
Section 4: Strategic Body Copy
Lecture 17 Secret 16: Stick to one idea per ad
Lecture 18 Secret 17: Follow a simple script
Lecture 19 Secret 18: Give multiple benefits for each feature
Lecture 20 Secret 19: Back all claims with proof
Lecture 21 Secret 20: Borrow credibility
Section 5: How to Write Memorable Copy
Lecture 22 Secret 21: Keep your reader reading
Lecture 23 Secret 22: Build trust with specifics
Lecture 24 Secret 23: Write quirky testimonials
Lecture 25 Secret 24: Use parallel structure
Lecture 26 Secret 25: Spin your strongest feature into a theme
Lecture 27 Secret 26: Use original clichés
Lecture 28 Secret 27: Write in pictures
Section 6: Your Ending, and Some Final Thoughts
Lecture 29 Secret 28: Come full circle at the end
Lecture 30 Secret 29: Give your buyer something to think about
Lecture 31 Secret 30: Write like a pro (a few words on style)
Any copywriter who wants to learn copywriting tips from the most successful print advertising campaign in history,Copywriters who want to perfect their craft,Writers who want to learn the basics of how to write effective print advertising copy,This course is not for people who want tips on SEO copywriting,This course does not deal with online copywriting,This course does not offer any advice on how to start a copywriting business
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