Copywriting Fundamentals

Features versus benefits: How to turn product features into benefits that resonate with your target audience

Headlines and leads: How to write strong headlines and leads that capture attention and make people want to read more

Dramatization of differences: How to use language to emphasize the unique selling points of your product or service

Credibility builders: How to establish your expertise and credibility as a writer

Social proof: How to use testimonials and other forms of social proof to persuade people to buy

Offers and tone: How to craft irresistible offers and write in a tone that appeals to your target audience

Write effective promotional pieces that generate leads and sales

Communicate the unique selling points of your product or service

Persuade people to take action

Write in a tone that

Through hands-on practice, know how to turn words into money

Analyze any persuasion challenge so as to identify the factors that will move readers to action

Include all the necessary elements in either the simplest, shortest marketing piece and more complicated ones

Differentiate an offering from the competition

Capture a reader's attention, explain what's on offer and clinch the deal

Gain confidence from a start-to-finish overview of effective copywriting

Introduction

The Importance of 'What'

6 Ways to Clarify the 'What'

Benefits - the 'So What'

The Top 8 Types of Headlines

8 Leads That Set the Hook

Differentiate from the Competition

10 Ways to Dramatize Differences

Now You Try #1

Credibility Builders

The Top 5 Types of Social Proof

Credibility Killers

What Is an Offer?

Elements of Offers

Now You Try #2

Tone

Formatting Copy

Now You Try #3

Conclusion

Anyone seeking a practical (and potentially lucrative) new writing skill

Employees told to write a website, sales letter or ad who aren't sure how

Aspiring freelancers wanting a solid foundation for success

Managers or business owners who need to know how to assess the work of copywriters they hire