"Some things change, some things don't." — Morpheus (The Matrix Revisted)
You might say that to get really good at copywriting, your first step is to take a university writing deprogramming class. For you will fail miserably at copywriting if you follow the rules and best practices that you an "A" on those scholarly research papers. Remember, good copy blends words and images that persuade and motivate. It doesn't use abstract words that bore, snore, and confuse.
The course starts with constructing shorter messages. For if the message resonates with a lead or prospect in your niche, conversions are greater and customer acquisition costs are lower. For when it doesn't ring true with the audience, marketing costs skyrocket and sales expense goes through the roof.
Besides mastering copywriting, you'll want to wrap your message into a story. The story is ancient, yet it still captivates our attention today. Research indicates that stories are more likely to be believed than facts and states. And they'll surely more likely to be remembered.
Our greatest works of literature and our most popular movies illustrate this recurring pattern. And one of the most important patterns to is the heroes journey. For it's in the hero's journey that we see our own story — or what might be our own story.
For it is true today as it was in the past — people want to do something that gives their life meaning. And we can find meaning in a mythic story.
Module 1: Copyrighting Essentials
Every field has an essential body of core concepts and principles that define what all in the field must know. Copywriting is no different. And that's whats covered here.
• What's wrong with academic writing.
• Why scholar won't work in the real world
• Powerful words — the ones you better use in your messages
• Judging Response to an Appeal: Margerison's Continuum
Module 2: Persuasive Patterns
There are persuasive and motivation patterns in use every day. In fact, the most powerful ones more more useful than logic.
• Pitching to emotional, motivational and logical appeals
• Copywriting heuristics: The rules you best know
• Classic persuasive patterns that are timeless
• Learn the basics of copyrighting
Module 3: Generating and Modeling Good Copy
Good copy shares a two characteristics, it gets your interest and motivates you to do something — such as making that click to a landing page.
• How to construct motivational posts
• Getting their attention
• Know how to write compelling headlines.
• Understand the different types of calls to action
• Discover what makes an article readable
Module 4: The Power of Myth and Archetypes
We will delve into both Jung and Campbell: giants with deep insights into the strong psychological and motivation forces illustrated by myths and archetypes.
• Course overview
• Introductions & ice breakers
• Delve into the power of myth to understand the challenges you will face.
• Story telling tips
• Story stats and facts
• Get inspiration from the Hero archetype in the great stories from the past
Module 5: Using Stories in Marketing
Stories work. In fact, they work better than facts and stats when it comes to exerting influence. They have become integrated into the structure of many campaigns. This session will look at some of the more successful examples using past campaigns and crowdfunding.
• Ways to create meaning
• Standard storylines at work
• Stories in personal, corporate and product branding
• Mythic stories at work
Module 6: Last Class: Words and Images
Let's face it, you won't write very good marketing copy using just text. The world has moved on and continues to move away from test only messages.
• Integrating Images and Words
• Applying what was covered
About the Instructor
The instructor has both the depth of expertise and real world experience necessary. For example, he received a master's in psychology from Harvard, this gives him depth of expertise to delve deep into impact of stories. Plus creates copy all the time to feed that different campaigns being run by his firm.