Course curriculum
Need to get going ASAP, choose the Fast Track
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1
Watch These First
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How to use this training
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Fast Path: The 10x Page Plan
FREE PREVIEW -
OTS walkthrough for full workbook
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2
Module 1: Prewriting (aka the Really Foundational Stuff)
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Intro (and why web copy is so important)
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A pre-req mindset shift on writing copy for the web
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You need to become a full-stack conversion copywriter
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The conversion copywriting process for websites
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How to identify what's broken: the process of starting a website redesign/rewrite
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FAST PATH: Page length: How to think about personas and visitor / decision-maker profiles
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The three research methods you'll use to write a website and how to use them
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Setting up UserTesting.com to figure out what's working and not
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User tests: How to set up user tests (for a site or a page - yours or a competitor's)
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FAST PATH: Analyzing users tests, with the Believability Boosters and Friction Reducers worksheet
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Thank-you page surveys
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FAST PATH: TYP surveys: How to set up your thank-you / confirmation page surveys
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FAST PATH: Analyzing survey responses: Q1 ("what was going on"), for leads
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Analyzing survey responses: Q1 ("what was going on"), for customers
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The Obstacle Interview
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FAST PATH: The Obstacle Interview: Worksheet walkthrough and survey setup
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The Obstacle Analysis: Sorting / Tagging responses to map them to the analysis worksheet
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The Obstacle Analysis: A brief pause to discuss interesting insights (and how to use 'em)
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The Obstacle Analysis: Finishing your analysis
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FAST PATH: Product messaging: How to document product features, benefits and outcomes
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List, offer, copy
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FAST PATH: The Optimized Offer: How to document your optimized offer
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FAST PATH: "Bag o' offers"
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The Optimized Offer: Example of completed page-level offer optimization
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First module done - progress check
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End-of-module quiz: Module 1 (Research and discovery)
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3
Module 2: Assembling the First Draft of Any Web Page
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Whom to write for
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The transformation message map
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TMM Walkthrough
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FAST PATH: The 10x Page Plan
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FAST PATH: Walkthrough: The 10x Page Plan
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Thinking about "stages of awareness" while using The Transformation Message Map
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FAST PATH: The world's most fundamental copywriting argument
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The 8 sections of a 10x web page
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FAST PATH: Hero sections: Every page starts with one (includes specific hero types)
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Hero sections: Add yours to The 10x Page Plan for the page you're writing
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FAST PATH: Proof bars: Pages need, like, several of these (includes specific proof bar types)
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Proof bars: Add yours to The 10x Page Plan for the page you're writing
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FAST PATH: Agitation: The most edited-out, should-be-left-in part of a page
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Agitation: Add yours to The 10x Page Plan for the page you're writing
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A 90-sec pause before you move on...
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FAST PATH: Crossheads: You may be used to calling these "subheads"...
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Crosshead (value prop): Add yours to The 10x Page Plan for the page you're writing
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FAST PATH: The How: The core of most pages (including a 4-step flow for writing How blocks)
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The How: Add yours to The 10x Page Plan for the page you're writing
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FAST PATH: The Switch: You've been ignoring this... You shoooooullllldnnnnnn'ttttttt......
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The Switch: Add yours to The 10x Page Plan for the page you're writing
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FAST PATH: The Close: The close, the close, we're getting to the close!
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The Close: Add yours to The 10x Page Plan for the page you're writing
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FAST PATH: Now let's turn that all into your spit draft (or sh*tty first draft)
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Wrapping up Module 2
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End-of-module quiz: Module 2 (Prewriting)
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4
Module 3: Writing, Editing and Wireframing
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An introduction to wireframing
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Walkthrough: A few home pages we've written over the years (insights into decisions, problems and more)
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FAST PATH: The You Rule
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Good soundin' stuff: One thought per sentence
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Good soundin' stuff: Keep it unfinished at the top
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Good soundin' stuff: Break your headlines
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Good soundin' stuff: The "first person"
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Good soundin' stuff: No more closed questions
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Good soundin' stuff: Stack alliteration
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Good soundin' stuff: Formatting big text
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Good soundin' stuff: X verb Y
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Good soundin' stuff: Not another bullet list
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Good soundin' stuff: Stack similar sentences
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Good soundin' stuff: "Modern Family" your body copy
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Good soundin' stuff: How to finish your body copy, A
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Good soundin' stuff: How to finish your body copy, B
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FAST PATH: Wireframing: Set up your page
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FAST PATH: Wireframing: Wiring the top (while editing)
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FAST PATH: Wireframing: Finishing the second draft of your page
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FAST PATH: Wireframing: Fix problems by comparing your wired copy to The 10x Page Plan
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Editing: Sweep that copy!
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FAST PATH: Sweeping Through Your Editing Process: The decision-maker sweep
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FAST PATH: Sweeping Through Your Editing Process: The seven sweeps
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Wrapping up Module 3
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End-of-module quiz: Module 3 (Writing, wireframing and editing)
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5
Module 4: Validation and Optimization
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How to get the most out of this phase of the work
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FAST PATH: Validation: Setting up and running your validation test
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Validation: Figuring out what you need to validate
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Validation: Analyzing your feedback and making decisions
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FAST PATH: Implementation
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FAST PATH: Experimentation
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How to optimize your copy
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Optimization: How to reduce bounce
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Optimization: How to get more leads in general
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What to do next
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End-of-module quiz: Module 4 (Validation and experimentation)
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Before you go...
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Social proof: reviews
Don't write another page...Until you take this course!
Jessica Noel
Copyhackers brings it with this course. I was already convinced they were over-the-top amazing at copywriting training. And then Joanna creates 10X Web Copy....
Read MoreCopyhackers brings it with this course. I was already convinced they were over-the-top amazing at copywriting training. And then Joanna creates 10X Web Copy. Joanna teaches her systematic approach to create web pages - a model that works no matter what you're trying to achieve. If that same-old templated formula isn't converting or you don't want to waste your time writing an ineffective web page. Take the course... like yesterday!
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Naomi Soman
I like how it gives me a clear method I can follow. However, I am concerned about how to adapt the process when writing a website from scratch. I'm also unsu...
Read MoreI like how it gives me a clear method I can follow. However, I am concerned about how to adapt the process when writing a website from scratch. I'm also unsure of how to run thank you page surveys for companies like large b2b saas companies with very little traffic. I would love to see more practical advice.
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