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The Enchanting Copywriting Course
Welcome
4 tips for a smooth learning journey (2:06)
Activity Book
Answer Book
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1. Tap into Your Customers' Desires
1.1 The Sunshine Method for writing non-icky copy that sells (5:39)
💃 Activity A. Who's the hero?
💃 Activity B. What's your attitude to selling?
1.2 How to turn your reader into the hero of your sales story (5:57)
💃 Activity C: What's the sunny destination?
💃 Activity D: Who's the ideal reader?
Cheat Sheet for Module 1: Tap into your customers' desires (incl. course overview)
2. Demonstrate the Value of Your Offer
2.1 How to persuade with features and benefits (8:38)
💃 Activity E: Spot features and benefits
💃 Activity F: Get closer to customers' true desires
2.2 The 2 layers of features and benefits for educational products (5:32)
💃 Activity G: Spot features and benefits of educational products
2.3 How to be persuasive without overpromising (6:40)
💃 Activity H: Identify advantages
2.4 How to balance features and benefits to maximize your persuasiveness (5:04)
💃 Activity I: Train your evaluation muscles for features and benefits
2.5 3 ways to communicate your competitive advantage (6:42)
💃 Activity J: Find your natural selling voice
💃 Activity K: Gain mastery of features and benefits
Cheat Sheet for Module 2: How to use features and benefits to demonstrate the value you provide
3. Instill Trust in Your Sales Story
3.1 How to win the trust from strangers (4:09)
3.2 Discover the persuasive power of specificity (7:27)
💃 Activity L: Pinpoint specific details
💃 Activity M: Train your eye for specificity
3.3 3 types of persuasive testimonials (9:12)
💃 Activity N: Testimonial writing practice
💃 Activity O: Testimonial interviewing practice
💃 Activity P: Master testimonial placement
3.4 The 3 rules for choosing trustworthy words (6:06)
💃 Activity Q: Spot hypey words
💃 Activity R: Gain mastery of trustworthy sales pages
Cheat Sheet for Module 3: How to win the trust from strangers
4. Remove Barriers to Buying
4.1 The 4 types of objections that torpedo your sales (4:09)
4.2 4 ways to demonstrate high value (and get paid more) (4:01)
💃 Activity S: Master price framing
4.3 How to quash a big myth that stops readers from buying (4:28)
💃 Activity T: Spot a big myth (and how to crush it)
4.4 How to get people to invest their time (3:11)
💃 Activity U: Crush objections about time commitment
4.5 Discover and overcome product-specific objections and unanswered questions (3:38)
💃 Activity V: Crush product-specific objections
Cheat Sheet for Module 4: How to crush objections that torpedo your sales
5. The Anatomy of Persuasive Sales Pages
5.1 The basic anatomy of a persuasive sales page (4:13)
5.2 The anatomy of a persuasive product page (3:29)
✍️ Template for product pages
👁️ Example I: Antique Chinese stools
👁️ Example II: Women's tops
5.3 The anatomy of a persuasive service page (4:08)
✍️ Template for service pages
👁️ Example III: A language coach
👁️ Example IV: Creators of video testimonials
👁️ Example V: A consultancy
👁️ Example VI: A content marketing agency
5.4 The anatomy of a persuasive sales page for an educational product (4:43)
✍️ Template for sales pages for educational products
👁️ Example VII: A copywriting course
👁️ Example VIII: A course - Adventurous Little Eaters
👁️ Example IX: A book description
💃 Activity W: Gain mastery of the anatomy of persuasive sales pages
6. The 6 Key Sections of Sales Pages
6.1 Value proposition: The 4W approach to instantly engage your target audience (8:59)
💃 Activity X: Sharpen your evaluation skills for value propositions
💃 Activity Y: Pick the best value propositions
6.2 Opening: Captivate your audience with these 3 elements (4:39)
💃 Activity Z: Identify what makes an opening work
💃 Activity AA: Fine-tune these openings
6.3 How to write heroic bullet points (5:02)
💃 Activity AB: Edit bullet points for consistency
💃 Activity AC: Identify what makes bullet points work
💃 Activity AD: Spot the techniques for arousing curiosity
6.4 Your 3-step bio: How to sell yourself without sounding arrogant (5:59)
💃 Activity AE: Pinpoint what makes bios persuasive
💃 Activity AF: Fine-tune these bios
6.5 The 5 final steps to a YES! (10:59)
6.6 FAQs: How to nudge hesitant readers to buy (5:03)
Cheat sheet for Module 6: The 6 key sections of a sales page
7. How to Assemble Your Sales Page
7.1 The 4-step process to speed up copywriting (2:22)
7.2 How to gather your persuasive arguments (4:45)
7.3 Sneak into your reader's mind (5:57)
✍️ Your Ideal Reader Profile
7.4 How to create a profile for your product or service (6:21)
✍️ Your Product (or Service) Profile
7.5 How to assemble your sales page (6:21)
7.6 How to X-ray your copy: 8 final checks (5:54)
8. A Peek Behind the Scenes: A Copywriting Case Study
8.1 How I write sales copy for one person (and address many) (7:31)
Example: My ideal reader -- Sarah
8.2 How I use comments from clients to write sales copy (6:59)
Example: PDF of the course syllabus
8.3 How I use the product profile to write sales copy (9:21)
Example: The product profile for the Enchanting Copywriting course
Bonus Webinars
Recording of the bonus Q&A webinar (59:44)
Recording - bonus workshop - 5 May 2022 (66:39)
Final Thoughts
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What's next?
4.5 Discover and overcome product-specific objections and unanswered questions
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