Course curriculum

  • 1

    Before You Begin: Ultimate Message Map & Solution Design

    • Make researching and planning easier with the UMM and Solution Design

    • How to know what research to do

    • How to document what you’re selling

    • How to document a new Product in your Ultimate message map

    • Start Filling In Your Solution Design Section

    • How to Complete the PCPO Section in Your Solution Design

    • How To Determine Who You’re Writing For

    • How to Complete the Rule of One Section in Your Solution Design
  • 2

    Researching Seasonal Emails

    • What you’ll need to research your seasonal emails

    • As part of research, let’s analyze BFCM emails

    • As part of research, let’s analyze BFCM offers

    • What offers has your audience responded best to?

    • Essential VOC research

    • How to Document your product

    • Thank you page surveys

    • How to organize your new thank-you page survey responses in your UMM

    • Moving on to Planning
  • 3

    Planning Seasonal Emails

    • What you’ll need to plan your seasonal emails

    • Styles of emails

    • The best possible offer

    • Offer logistics

    • Your Rule of One

    • PCPO, or How You’ll Sell It

    • A note on “Product Aware,” when it comes to offer-heavy emails

    • The seasonal email plan

    • The pre-campaign emails

    • The campaign emails

    • The post-campaign emails

    • You’re ready to write!
  • 4

    Writing Seasonal Emails

    • What you’ll need to write these emails

    • A quick refresher on From names

    • Write your pre-campaign emails: The Vote

    • Write your pre-campaign emails: Presell the Product

    • Write your campaign emails: The Subject Line Sell

    • Write your campaign emails: The Olive Oyl Email

    • Write your campaign emails: The Change

    • Write your campaign emails: Why They Buy

    • Write your campaign emails: Legit This Is It!

    • Write your campaign emails: The Counter Downer

    • Write your post-campaign emails

    • Finish with a quick comparison to your Solution Design
  • 5

    Editing Seasonal Emails

    • How to edit copy

    • Try it two ways

    • The Battlefield Principle Theory & In Media Res OTST

    • Color, Pattern, Texture, Shine and OTS

    • Laying it on thick

    • The Modified Foxtrot

    • Make it one sentence

    • The Seasonal Sweep

    • Your emails are ready to go
  • 6

    Researching Seasonal Ads

    • How To Start Researching Seasonal Facebook Ads

    • How To Use Past-Campaign Data To Guide Your Strategy

    • How to Find and Use Sticky Messages for Ads

    • Here’s What We Mean by “Sticky” VOC

    • Assessing Your Funnel “Ecosystem”

    • What You Need before Moving into Planning Your Seasonal Facebook Ads
  • 7

    Planning Seasonal Ads

    • What You Need to Plan Your Seasonal Facebook Ads Campaign

    • How To Apply The Stages Of Awareness To Facebook Ads

    • How To Assess Market Sophistication For Facebook Ads

    • Complete Your Facebook Ads Solution Design Table

    • What You Need Before You Start Writing Your Seasonal Facebook Ads
  • 8

    Writing Seasonal Ads

    • What You Need To Write Your Seasonal Facebook Ads Campaign

    • The Anatomy Of A Facebook Ad

    • Facebook Ads Manager 101

    • How To Write Seasonal Facebook Ads

    • What You Need Before You Start Editing Your Seasonal Facebook Ads
  • 9

    Editing Seasonal Ads

    • Here's What You Should Have Before You Start Editing Your Seasonal Facebook Ads Campaign

    • Leave Only The Unique And Exceptional

    • Facebook Compliance 101

    • The 7 Sweeps - For Ads

    • You Completed The Editing Seasonal Facebook Ads Roadmap! Here’s What You Should Do Next
  • 10

    Researching Seasonal Sales SMS Messages

    • What You Need to Research Your Seasonal SMS Campaign

    • An Intro to SMS Campaign Metrics

    • If You Have SMS Campaign Analytics to Review, Do This Research

    • If You Don’t Have SMS Campaign Analytics to Review, Do This Research

    • Here’s the Research You Should Finish before Planning Your Seasonal SMS Campaign
  • 11

    Planning Seasonal Sales SMS Messages

    • What You Need to Plan Your Seasonal SMS Campaign

    • Repeat After Me: SMS Campaigns Are Not Email Campaigns

    • Should You Segment the SMS You’re Planning?

    • Let's Talk About SMS & Emojis 🥳 🤑

    • An Intro to Abandon Cart SMS

    • Should You Update Your Abandon Cart SMS?

    • Complete Your SMS Solution Design Table for Your Seasonal Campaign

    • Here’s What You Should Do before Writing Your Seasonal SMS Campaign
  • 12

    Writing Seasonal Sales SMS Messages

    • What You Need to Write Your Seasonal SMS Copy

    • How to Write Offer-Heavy Seasonal SMS Copy

    • How to Update Abandoned Cart SMS to Complement Your Offer-Heavy Seasonal SMS Copy

    • You’re Done Writing Your Seasonal SMS Copy – Here’s What You Should Now Have in Place
  • 13

    Editing Seasonal Sales SMS Messages

    • What You Need to Edit Your Seasonal SMS Campaign

    • Amplify Your Offer with an Image and Copy Overlay

    • The Seven Sweeps for SMS

    • How to Use the Seven Sweeps in Your Delivery Email

    • Your SMS Copy Needs to Pass Muster with the FTC

    • The Compliance Sweep

    • You Now Have a Ready-to-Go-Live Seasonal SMS Campaign
  • 14

    Bonus

    • Seasonal Campaign-Specific Hero Section