In How to Write Million-dollar Copy, you'll learn...
- How to create head-turning leads that stop readers instantly and make them buy
- To get to the point with simple, clear and concise words, sentences and paragraphs
- How to hammer home benefits in print, Web, e-mail, TV, radio—every medium
- How to avoid common copywriting errors that sink sales
- And much more!
When you can use nothing more than a string of words created on a computer screen to promote an idea, offer a solution, make the sale—you see for yourself the magic of copywriting. No matter what kind of copywriting craftsperson, critic or fixer you are right now, you’ll benefit from this workshop. Why? Because you’ll discover simple writing tips you’ve never considered and discover the latest leading-edge copywriting techniques out there today—and how to apply them to everything from e-mail campaigns to Internet research. Take this opportunity now to create a little of your own copywriting magic by attending this eye-opening seminar.
WORKSHOP AGENDA
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Get ready to write blockbuster copy+
- What makes a great copywriter?
- Key questions to answer before you reach for the mouse
- Why copy works—3 critical characteristics
- How to conduct valuable research without leaving your desk
- The quickest way to get over writer’s block
- Planning—how it can cut writing time in half
- The creative brief, a prerequisite to solid copy—how to create your own if no one else does
- How to achieve new, breakthrough ideas—5 basic steps
Jump-start your success by mapping out a winning strategy+
- How to identify the Unique Selling Proposition—and what to do if your product or service lacks one
- Why benefits are the Holy Grail of successful copy—how to pinpoint the strongest ones
- How to put yourself in the customer’s shoes to multiply readership and sales
- 7 things to find out about your audience—and how to shape your copy to these needs
- What motivates people to buy—the top emotional triggers and how to build them into your copy
Capitalize on every sales opportunity in the writing process+
- Have you tried the proven, age-old formula for writing powerful copy? Now’s the time!
- A handy checklist that’ll tell you for sure if your copy is “finished”
- How to use good criticism to improve copy—and respond to bad criticism without defensiveness
- Specifics and facts, your greatest allies—how to stuff them into copy
- Strategies for establishing customer trust in seconds
Apply the building blocks of effective copy to transform your results+
- The absolute best words to use in headlines—bar none!
- Practical advice for simplifying the process of writing tag lines
- 8 proven headline formats—start using them today
- How great copywriters instinctively make headlines work with visuals
- How opening with a strong lead-in sentence doubles your chance of success
- Specifics every guarantee must include—they’ll bring dollars in the door
- The real job of a subhead—are yours working?
- Writing a caption? Don’t make this all-too-common mistake
Get grammar, punctuation and mechanics right all the way to the bank+
- Struggling with sexist language? Use these gender-neutral options instead
- People want to be told what to do—the importance of strong and active language
- Funny won’t make money … unless you follow these guidelines for using humor
- Kick out those extra words, run-on sentences, redundancies and other clutter—good copy is fat-free!
- How grammar for copywriters is different—a few simple rules to follow
- Liven up your message with ellipses, commas and other dramatic punctuation
- Hard-working transition words that’ll improve copy flow
- Bullets—your weapon in the fight against wishy-washy copy
- How to transform technical writing from ho-hum to I-can’t-wait-to-read-this
Master power writing tips that’ll put customers in the palm of your hand+
- How to collect and use customer testimonials to reinforce credibility
- Why failing to get readers emotionally involved with copy is a big, big mistake
- Using colorful words to create desire
- Is it okay to stretch the truth if it gets people to buy?
- Pointers for adding visual surprise with callouts, sidebars and bursts
- How to find more and more places to interject “you” into your writing
- Easy ways to add drama to copy
- How to capitalize, underline and italicize to force readers to read what you want them to
- How to make your offer far more appealing
- Is your copy working? How to test it and find out
