Course Information
Registration period
Year-round Recruitment
Course Level
Study Mode
Duration
2 Hour(s) 33 Minute(s)
Language
English
Taught by
Alan Sharpe
Rating
4 views
Course Overview
Learn how to write compelling copy by studying print ads written by award-winning copywriters (copywriting pros)
In this course, you’ll learn how to write copy that grabs attention and motivates prospects to buy.
I designed this course for anyone who wants a shortcut to learning how to write great copy. By the end of this course, you’ll be able to write copy that gets noticed, gets read and gets results.
You and I will examine the most successful advertising campaign in history. I’m talking about the newspaper ads for Volkswagen that ran during the 1960s and 1970s. This campaign took a boring, ugly, unknown product and made it one of the most talked-about, popular products in history. I’m going to show you dozens of ads from this campaign. Each one is a case study in how to write clever, powerful, funny, amazing copy.
You'll see how a successful ad is built. We'll cover headlines, visuals, opening lines, body copy, format of a sales pitch, testimonials, features and benefits, reader engagement, humour, irony, keys to being original, endings, and plenty more.
I designed this course for two people: copywriters who want to improve their craft, and aspiring copywriters who want to learn what actually works in copywriting.
This course contains no theory—just dozens of examples of copy that works, and a detailed explanation of why it works. To get a good idea of what we’ll cover, preview some of the lessons below. Then take this course. Forty years from now, people might be talking about your copy. Hey, you never know.
Course Content
- 7 section(s)
- 32 lecture(s)
- Section 1 Introduction and background to the campaign
- Section 2 Headlines
- Section 3 Opening Lines
- Section 4 Strategic Body Copy
- Section 5 How to Write Memorable Copy
- Section 6 Your Ending, and Some Final Thoughts
- Section 7 AI Text Content Generation and Copywriting with ChatGPT
What You’ll Learn
- Write headlines that grab attention
- Write headlines that compel prospects to read the body copy
- Write headlines that work with visuals
- Write opening lines that compel readers to read the rest of the ad
- Use irony to grab attention
- Follow a simple, step-by-step formula for writing body copy
- Build trust with body copy
- Find and write unusual testimonials
- Write effective endings to a sales message
- Write copy that keeps readers reading right to the end
- Write clever, effective endings to sales copy
Skills covered in this course
Reviews
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SSamuel Anton
Yes, the course is exceptional!...
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GGiovanna Romano
Excellent course. The best way to learn how to write great ads is by studying old campaigns. It was the third course I've taken from Alan and I have learned a lot from each of that. This course was particularly interesting that I've also bought Alan's ebook about the topic on Amazon. Both highly recommended. What could you do to improve this course? You could add a section about digital ads, it would be perfect. Thank you so much. Five stars.
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SSean
Very good. A tiny bit repetitive at some points but good info. Shorter intro and outro segments would be nice. Overall nice content though.
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KKelvin Attabuatsi
I believe the beginning of the course is very informative, but it does start to get a bit repetitive at the end. I do appreciate the ads that were shown, WV did a great job with this marketing campaign so it was nice see the ads broken down a bit more.
