Learn the highest-leverage dos and don’ts of copywriting in just 24 minutes…
…and get personal feedback on 2 pieces of your own copy so you can be sure you’re doing it right
Copywriter & writing coach, Bnonn Tennant writes for:
Writing high-performance copy for your business is not as hard as most people think. I’d like to prove it to you in this 6-part micro-course—and back it up by giving you detailed pointers on two shortish pieces of your own copy.
First up, you’ll get one copywriting lesson each day, delivered by email…
- Each takes only four minutes to read (if you’re an average reader)
- You’ll learn in simple language the key things to do when writing copy—and the key things to avoid
- Nothing you learn is speculation; everything is based on scientific testing, plus my own experience as a copywriter and copy coach
- You can ask followup questions, which I answer in bonus emails, so you continue learning
Here’s a sampling of what you learn in the 6 lessons:
1. Dos & don’ts of writing attention-thieving headlines
- A simple shortcut to understanding what your reader is thinking—so obvious that most people completely overlook it
- The only way to write copy which is genuinely persuasive—no “ninja” tricks required
- How to easily test whether your headline is likely to be good (even without anyone to ask for feedback)
2. Dos & don’ts of writing body copy your prospect can’t stop reading
- Why you are almost certainly the very best person to write copy for your business (much better than a professional copywriter)
- The only way to absolutely ensure your writing is focused and leads your prospect where you want him to go (this is very straightforward to do, and actually makes copywriting easier)
- A dead-simple way to take all the stress and uncertainty out of writing copy—by using a natural skill you already have to do the work of writing for you
3. Dos & don’ts of copy that totally absorbs your reader’s imagination
- The one thing in your copy that completely trumps persuasion (which is lucky because it is much more natural to write like this than to write persuasively)
- The precise process I use to plan my copy and piece it together—so I know exactly what to write
- How to avoid a critical trap that your psychological hardwiring is trying to tip you into, every time you put pen to paper
4. Dos & don’ts of structuring copy to mimic your reader’s brain circuitry
- The 3-part “format” our brains are designed to process information with—and how you can fit your copy into it
- A breakdown of a piece of copy, showing where each section fits within this format, precisely what to say at each point, and why
- How to engage the emotional decision-making wiring in your prospect’s brain by picking specific words and the right kinds of descriptions (this somewhat bypasses his critical thinking center, so helps to curb most people’s cynical skepticism)
5. Dos & don’ts of writing copy that’s exactly the right length
- Why classic direct-response long copy is only the second-best option on the web—and why short copy is worse
- The number #1 mistake that causes lost sales, how to avoid it, and how it affects the length of your copy
- A new way of thinking about marketing that will completely change how you view individual web-pages, emails, and other messaging—and help you accurately figure out how long each should be
6. Dos & don’ts of calls to action that get clicked dependably
- The difference between a call to action and a headline (it probably isn’t what you think)
- The exact phrasing you should use on a button to get the maximum response rate (plus another kind of phrasing to avoid)
- What color never to use for a call to action button, and why
Secondly, once you’ve done the micro-course, I will give you personal feedback on two shortish pieces of copy
1. Dos & don’ts of writing attention-thieving headlines
- A simple shortcut to understanding what your reader is thinking—so obvious that most people completely overlook it
- The only way to write copy which is genuinely persuasive—no “ninja” tricks required
- How to easily test whether your headline is likely to be good (even without anyone to ask for feedback)
2. Dos & don’ts of writing body copy your prospect can’t stop reading
- Why you are almost certainly the very best person to write copy for your business (much better than a professional copywriter)
- The only way to absolutely ensure your writing is focused and leads your prospect where you want him to go (this is very straightforward to do, and actually makes copywriting easier)
- A dead-simple way to take all the stress and uncertainty out of writing copy—by using a natural skill you already have to do the work of writing for you
3. Dos & don’ts of copy that totally absorbs your reader’s imagination
- The one thing in your copy that completely trumps persuasion (which is lucky because it is much more natural to write like this than to write persuasively)
- The precise process I use to plan my copy and piece it together—so I know exactly what to write
- How to avoid a critical trap that your psychological hardwiring is trying to tip you into, every time you put pen to paper
4. Dos & don’ts of structuring copy to mimic your reader’s brain circuitry
- The 3-part “format” our brains are designed to process information with—and how you can fit your copy into it
- A breakdown of a piece of copy, showing where each section fits within this format, precisely what to say at each point, and why
- How to engage the emotional decision-making wiring in your prospect’s brain by picking specific words and the right kinds of descriptions (this somewhat bypasses his critical thinking center, so helps to curb most people’s cynical skepticism)
5. Dos & don’ts of writing copy that’s exactly the right length
- Why classic direct-response long copy is only the second-best option on the web—and why short copy is worse
- The number #1 mistake that causes lost sales, how to avoid it, and how it affects the length of your copy
- A new way of thinking about marketing that will completely change how you view individual web-pages, emails, and other messaging—and help you accurately figure out how long each should be
6. Dos & don’ts of calls to action that get clicked dependably
- The difference between a call to action and a headline (it probably isn’t what you think)
- The exact phrasing you should use on a button to get the maximum response rate (plus another kind of phrasing to avoid)
- What color never to use for a call to action button, and why
The point of this is to give you confidence that you’re correctly applying what you’ve learned. There’s nothing like personal pointers from a copy coach to help you identify blind spots, problem points, and techniques you need to work on. I’d suggest using this feedback for things like:
- Your homepage or an opt-in page, because these are high-leverage points in your converting visitors to customers. The more people you can convert here, the more people you can convert down the line.
- An email from your sequence, because you’ll tend to pick the email you think is best—and if you can improve that one, how much more will you be able to improve the ones that aren’t as good. Emails often do the main selling work in an online sales funnel, so email copywriting is a hugely important skill to get right.
- An important product description, because this is another high-leverage piece that will determine whether someone buys or not.
- A short mailer like a 1-page sales letter, because if you’re doing this kind of direct marketing, even a small improvement in response can produce significant lifts in your income.
Note that this offer doesn’t cover critiques of long sales pages or letters; but if you would like that, just email me at bnonn@informationhighwayman.com and we’ll make it happen.
When you send me the copy you’d like feedback on, I paste it into Google Docs, and use the commenting feature to add extensive notes on ways to improve it, as well as points that are already strong. That way, you get a comprehensive feel for what you’re doing right, and what you can still work on—plus exactly how to change it for the better.
What’s it cost?
Ordinarily, for the micro-course, you would pay $34. And for the copy critique, $149.
Right now, you can get both for just $49 USD
In other words, I’m adding the copy critique to the micro-course at 90% off: just $15.
This is money I will gladly return to you at any time if you feel the course content or the critique was not worth it. I can be quite confident about this because I have had veteran copywriters email me unsolicited, to tell me they have taken this micro-course (I had no idea) and that it was one of the best pieces of training they’ve ever done.
I also hear very similar things from complete novices. The micro-course is deliberately aimed at exactly the things that novices need to know, and experts need to continually go over to stay sharp. And with personal feedback to follow it up, you can’t lose.
Why not sign up below and see for yourself?
Here’s to increasing your sales & signups—and your bottom line.
D Bnonn Tennant,
Copywriting Coach
Information Highwayman