HomeWork At Home BooksWork At Home Courses Membership Program Articles & Reports $7 Trial About ContactWAHB102 Internet Copywriting
Summary
An 8-session course that equips you with the copywriting skills needed to market your products and services via the Internet. During the course you will apply what you learn to your own internet home business and marketing projects.
Introduction
To persuade people to subscribe to your mailing list, purchase your products or services, even to visit your website in the first place, you’ll almost certainly need to persuade them through words.
In fact, how you string a few words together can make all the difference between having a growing, profitable internet home business… and having a stagnant, unprofitable website.
Indeed, words are often more important than images in terms of selling on the Internet. While the Internet is a multi-media medium, it’s still predominately text based. Think of email, newsgroups, forums and chat: people still largely communicate via text.
All the more important to understand how to write persuasively in your online communications and use persuasive copy in everything you do – whether it’s for an online home business opportunity or something else!
In this course, you’ll do both. You’ll get a solid education in writing for Internet marketing, how different types of copy are appropriate for different types of Internet applications, and how to prepare copy that compels as many people as possible to like, trust and ultimately to buy from you.
You’ll learn the theory… but you’ll also put it into practice by completing and getting feedback on real-life copywriting projects of your choice.
By the end of the course, you’ll have written several copy pieces you can use in your marketing.
Details
Prerequisites / Corequisites
Tools
- Computer with Internet connection (28.8 Kbps modem or faster).
Skills and Knowledge
There are no prerequisites or corequisites, however we recommend you complete WAHB102 Internet Marketing Strategies before undertaking this course.
Objectives
By the end of this course you’ll know:
- The various applications of copywriting on the Internet, what kind of copy is needed for what application, and how to prepare a copywriting project.
- The fundamental principles of effective copy and why and how to use a blueprint before you write your copy.
- A step-by-step process and template for writing long-form copy, such as a salesletter or advertorial.
- How to write compelling short-form copy, such as short text ads or catalogue copy.
- How to write persuasive emails that build likeability and trust and persuade readers to take action.
- How to write press releases that garner media and public interest and assist with search engine optimization (“SEO”).
- How to write free content – from free reports and ebooks to articles and blogs – that facilitates viral marketing, broadens and deepens prospect and customer relationships, and also assists with SEO.
- Why you need to continually test, track and improve your copy, what metrics to keep an eye on, and what tools are available to facilitate ongoing innovation, testing and tracking.
Course Outline
Session 1: Writing For The Internet
In Session 1, you’ll discover where copy is needed on the Internet: salesletter websites, optin offers, name squeeze pages, brand websites, catalogue websites, hybrid websites, email marketing, blogs, pay-per-click ads, graphical ads, interactive presentations, articles, press releases, search engine optimization, audio and video, to name a few applications! You’ll discover what kind of copy you need for different target markets, objectives and websites, and how to write persuasively. For your (optional) assignment, you’ll choose a long-form website copywriting project – choosing whether to use an advertorial or salesletter format – and create your own “Creative Brief” for the project. In doing so, you will clarify your target market, objectives of the project, the offer you are making to your prospects and your customer value proposition (“CVP”). Optional Assignment: Prepare your Creative Brief.
Session 2: Copywriting Fundamentals and Foundations
In this Session, you’ll discover the fundamentals of writing persuasive long-form website copy. You’ll learn the importance of conveying your CVP and using attention-grabbing headlines, sub-headlines and pre-headlines. You’ll discover techniques for establishing your credibility, why and how to use testimonials and social proof, emphasize benefits, incorporate features, create added value with bonuses, remove the perceived risk to the prospect, create urgency and entice prospects to purchase now, ask for the order and include powerful post-scripts (“P.Ss”). You’ll learn why and how to use bullet points and emotional – rather than logical – words, and numerous powerful psychological devices to persuade prospects. You’ll then lay the foundations for your copywriting project by working through the step-by-step process for creating your copy “blueprint”. Optional Assignment: Prepare your Copy Blueprint.
Session 3: Writing Long-Form Copy
Armed with the knowledge gained in Session 2, you’ll write the long-form for your web project. You’ll discover the “AIDA” principle, and see the difference between “good” copy and “great” copy. You’ll look for a “hook” and begin by brainstorming headlines, sub-headlines and pre-headlines, then progress through the body of your copy: you’ll create the problem or opportunity, establish credibility, tell a story, identify with the reader, provide an overview of your solution, list plenty of benefits, explain the features, introduce the price the right way, add bonuses, use a strong guarantee, ask for the order, use an order form that sells, and add at least one P.S. Optional Assignment: Prepare your Salesletter or Advertorial.
Session 4: Short-Form Copywriting
In this session, you’ll discover how to implement the same principles discussed in Session 2, to craft short-form copy for “name squeeze” pages, opt-in offers, pay-per-click ads, interactive ads, banner ads, signature files, and copy for catalogue items on a catalogue. You’ll also learn how to write editorial and advertorial copy for brand, catalogue and hybrid websites. You’ll write copy for all of these, using projects relating to your own internet home business. Optional Assignment: Prepare a short-form copy piece of your choice.
Session 5: Email Copywriting
In this Session you’ll discover the power of email marketing and how to use it in your business. You’ll understand the pros and cons of HTML versus plain text emails and how to write automated mini-courses, autoresponder sequences, different kinds of email newsletters, and email promotions. You’ll learn the essential attributes of effective email promotions and, among other things, write for “scannability”, use powerful subject lines, and avoid the spam blockers. Optional Assignment: Draft an email to your mailing list.
Session 6: Writing Press Releases
In this session, you’ll discover the dual power of press releases – getting publicity and improving your search engine ranking. You’ll receive a primer on when and how to include press releases in your marketing efforts and where and how to distribute your press release. You’ll then learn the nuts and bolts of writing a compelling press release: choosing a newsworthy topic and angle, establishing yourself as the expert, what tone to use, the various “dos and don’ts”, a template for what to write, what to include in your biography, and what to include (or link to) in addition to your press release depending on who you’re sending it to. You’ll then prepare a press release for your own business. Optional Assignment: Prepare your press release.
Session 7: Writing Free Reports, Ebooks, Whitepapers, Articles and Blogs
In Session 7, you’ll see the many benefits of offering and distributing free reports, ebooks, whitepapers and articles, and of writing blogs – for example, to entice people to opt in to your mailing list, to generate media interest, to be spread “virally”, to get published by the media, and to improve your search engine ranking. You’ll learn the differences between reports, ebooks, whitepapers and articles, and the principles of writing each. Then we’ll move onto blogs, and discuss the many uses of a blog and how best to write one, and how frequently, based on your objectives and audience. You’ll then write an article of your choice. Optional Assignment: Prepare an article.
Session 8: Resources, Tools and Testing
By now, you’ll be a proficient Internet copywriter! To wrap up the course, this session will introduce you to the most important aspect of copywriting: continuous improvement through ongoing innovation, testing and tracking. You’ll discover how to keep learning and build your own “swipe file”, identify the key metrics for testing your copy, and develop a process for innovating, testing and tracking in your copywriting. Optional Assignment: Prepare a flowchart for innovating, testing and tracking in your copywriting.
Tuition
Tuition: US $797
WAHB Members’ Tuition (15% Off): US $677
OR
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