9 modules covering the psychology, frameworks and formulas behind copy that converts — from attention-grabbing headlines and persuasive emails to landing pages and ad copy that drives clicks and customers.
Great copy is the multiplier behind every marketing channel — it makes your ads more clickable, your emails more opened, your landing pages more converting and your social posts more shareable. This course teaches the skill behind the results.
8 proven headline formulas and the psychology that makes people stop and read.
The two most versatile copy structures — applicable to every format and channel.
The anatomy of a high-converting page and the specific words that move people to act.
Hook formulas for Facebook, Google and LinkedIn ads that cut through the noise.
Copywriting starts with understanding human psychology. Covers Cialdini's six principles of influence (reciprocity, commitment, social proof, authority, liking, scarcity), cognitive biases copywriters exploit, and the emotional vs. rational decision framework.
The best copy comes from listening. Covers Voice of Customer (VoC) research methods, the "jobs to be done" framework, customer interview scripts, mining reviews and testimonials for language, and building your ideal customer profile for copy.
The structural blueprints behind high-converting copy. Deep-dives on Problem-Agitate-Solution (PAS), Attention-Interest-Desire-Action (AIDA), Before-After-Bridge (BAB), the 4 Cs and the Star-Chain-Hook framework — with real examples for each.
Your headline is the gate — if it fails, nothing else matters. Covers the 8 proven headline formulas (curiosity, numbers, specificity, how-to, question, negative, benefit-led, urgency), subject line adaptation and the swipe file building process.
Write emails people actually want to read. Covers subject line and preview text optimisation, email body structure, plain-text vs. designed email copy differences, storytelling in email, urgency writing and the CTA formula that doubles clicks.
The anatomy of a high-converting page. Covers above-the-fold messaging hierarchy, value proposition writing, benefit vs. feature copy, social proof integration, objection-handling in copy and the landing page copywriting process from brief to final.
Write ads that stop the scroll and drive conversions. Covers hook formulas for Meta (the first line rule), Google Responsive Search Ad best practices, LinkedIn Sponsored Content copy, the FOMO formula and character limit optimisation across platforms.
Platform-specific copy for maximum engagement. Covers Instagram caption structure (hook, body, CTA), LinkedIn post frameworks (the opener that drives dwell time), TikTok script writing and the 3-second hook formula for short-form video.
Copy that satisfies both readers and algorithms. Covers search intent alignment in copy, natural keyword integration, readability optimisation (Flesch score, sentence length, scannability), meta copy writing and the on-page SEO copy audit framework.
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