Course curriculum

  • 2

    Module 1: Starting Your Process

    • How to use Module 1

    • The conversion copywriting approach and process

    • Before you write - Think like a successful copywriter

    • Barriers to Conversion - Fight back with copy

    • Conversion Copy - Move the prospect to act

    • Stages of Awareness - Understand prospect mindsets

    • Rule of One- Overview - Engineer consistently great copy

    • One Reader - Write for your ideal prospect

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    • One Big Idea - Find your most powerful benefit

    • One Promise - Amplify your guarantee

    • One Offer - Match your offer to your reader

    • The AI Spectrum - Identify awareness and influence intent

    • Where Does it Hurt? Identify and kill prospect pain

    • End-of-module 1 exam

    • The Rule of One resources

  • 3

    Module 2: Finding Your Message

    • How to use Module 2

    • Where Do I Start? - Ask the right questions

    • Surveys - What to say (and how to say it) to find deeper reasons

    • On-site Polls - Learn what works and what doesn't on your page

    • Review Mining - Listen to what your prospects are saying

    • UserTesting.com - Optimize pages by watching people use them

    • Interviews - Explore deep motivators with first hand emotion

    • End-of-module 2 exam

    • BONUS:Letter-writing exercise, part 1

    • BONUS: Letter-writing exercise, part 2

  • 4

    Module 3: Laying Out Your Page

    • How to use Module 3

    • Spit Drafts - Start with your 'what' messages

    • What vs How - Separate strategy from execution

    • Over-The-Shoulder Tutorial: AIDA Framework - Attention, Interest, Desire, Action

    • Over-The-Shoulder Tutorial: PAS Framework - Problem, Agitation, Solution

    • 10/90 - Divide your page to connect and convince

    • Over-The-Shoulder Tutorial: Top 10% - Match your prospects expectations

    • The Low-Hanging Hook - Awareness and the top of your page

    • Bottom 90% - Exceed your prospects expectations

    • Hero Section - Lead with what's right, not what's fashionable

    • Decision Management - Limit options to boost confidence

    • Attention Management - Get visitors to focus on your goal

    • End-of-module 3 exam

  • 5

    Module 4: Writing and Editing In the Awesome

    • How to use Module 4

    • Two Simple Steps - Brief yourself, and do quick tests

    • Over-The-Shoulder Tutorial: What's In It for Me? - Turn features into tangible benefits

    • Mind-Reader Shortcuts - A grab-bag of ways to join the convo and keep it alive

    • "So What?" and "Prove It" - Because people don't believe you

    • Personality, Voice, and Tone - Connect with your targets

    • Over-The-Shoulder Tutorials: Headlines and Buttons - Make them work together

    • Over-The-Shoulder Tutorial: Crossheads - Introduce the why of a section, not the what

    • Bullet Lists and Mega Lists - Use lists to inspire visitors

    • Beyond Bullets - How to create fascinations that keep your One Reader reading

    • Pricing Tables - Increase conversions with comparison

    • The Close - Lower the risk of taking your One Offer

    • Videos - Use the right thumbnails to boost plays

    • Over-The-Shoulder Tutorial: Intros & Conclusions - Cut out the fluff and get to the point

    • Clarity - Edit to make targets pay attention, not think harder

    • Over-The-Shoulder Tutorials: Specificity - Use real numbers to persuade targets

    • Stickiness - Play with language intentionally

    • Social Proof - Who's the right person to deliver the message?

    • Over-The-Shoulder Tutorials: Copywriting Trick - The 7 Deadly Sins

    • Over-The-Shoulder Tutorial: Copywriting Trick - "Blank for your blank"

    • Quick Consumption - Really simple, really effective ways to make your copy read better

    • End-of-module 4 exam

  • 6

    Resources

    • All the worksheets, cheatsheets and templates

    • How to join our private Facebook group

    • Tools and tech to write 10x landing pages

    • BONUS: All 7 ebooks in the Copyhackers library

  • 7

    Practice Opportunities: The Rule of One

    • Practice #1: One Reader & One Offer

    • Practice #2: One Big Idea & One Promise

  • 8

    Office Hours Recordings

    • Session 1: Lead magnets

    • Session 2: Long-form sales pages