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Introduction and background to the campaign 1
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Great copy requires great insights 08 minLecture1.1
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Headlines 12
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Secret 1: Write a weak headline if your visual is strong 05 minLecture2.1
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Secret 2: Sync your headline and your visual 05 minLecture2.2
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Secret 3: Write headlines that compel buyers to read your copy 06 minLecture2.3
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Secret 4: Make your headline a zinger if your visual is lame 06 minLecture2.4
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Secret 5: If in doubt, ask a question 05 minLecture2.5
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Secret 6: Start telling a story 04 minLecture2.6
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Secret 7: Tie your headline to current events 05 minLecture2.7
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Secret 8: Aim for the “hunh?” factor 05 minLecture2.8
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Secret 9: Make them smile 04 minLecture2.9
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Secret 10: Use headlines for features, images for benefits 05 minLecture2.10
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Secret 11: Comparing yourself? Better be clever 05 minLecture2.11
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Secret 12: Find headlines in your body copy 06 minLecture2.12
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Opening Lines 3
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Secret 13: Deliver on the premise of your headline 06 minLecture3.1
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Secret 14: If in doubt, ask a question 04 minLecture3.2
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Secret 15: Start with irony 04 minLecture3.3
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Strategic Body Copy 5
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Secret 16: Stick to one idea per ad 06 minLecture4.1
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Secret 17: Follow a simple script 08 minLecture4.2
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Secret 18: Give multiple benefits for each feature 05 minLecture4.3
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Secret 19: Back all claims with proof 03 minLecture4.4
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Secret 20: Borrow credibility 05 minLecture4.5
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How to Write Memorable Copy 7
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Secret 21: Keep your reader reading 05 minLecture5.1
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Secret 22: Build trust with specifics 07 minLecture5.2
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Secret 23: Write quirky testimonials 08 minLecture5.3
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Secret 24: Use parallel structure 04 minLecture5.4
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Secret 25: Spin your strongest feature into a theme 03 minLecture5.5
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Secret 26: Use original clichés 04 minLecture5.6
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Secret 27: Write in pictures 04 minLecture5.7
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Your Ending, and Some Final Thoughts 3
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Secret 28: Come full circle at the end 06 minLecture6.1
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Secret 29: Give your buyer something to think about 05 minLecture6.2
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Secret 30: Write like a pro (a few words on style) 05 minLecture6.3
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