Persuasive Copywriting 101:
The Evolution of Copywriting

Sales copy on the web is evolving. Make sure your copywriting approach evolves with it …

It’s official: Hypey, aggressive sales copy has taken a back seat to a more content-driven approach — one that works hard to earn audience attention. An audience-first approach to selling creates a respect and understanding that’s hard to fake.

But sometimes, content-focused selling turns into “no selling at all.”

So-called content “gurus” tell us not to ask for the sale. Or to get the audience to take that important next action. We don’t want to “sound like an infomercial,” or to make our audience feel pressured. But we do need to make a persuasive case for the sale, so we can get business results.

We don’t have to choose between a great audience relationship and effective selling.

The key is to use a copywriting framework that respects the relationship with the audience, and doesn’t burn the bridge on that relationship. 

An integrated approach

Some copywriting courses teach persuasion as if it existed in isolation. They act like benefits and features, calls to action, and all the other technical components of persuasive copy existed in a world all by themselves. But the reality is, sales and conversion copy needs to work in the context of all the other content you create.

Your landing pages, persuasive emails, and social media advertising should all be a seamless part of your larger content strategy.

The techniques are different, but they should all work smoothly together. This course teaches an integrated approach, so that your persuasion copy never feels out of place or awkward.

A course only Copyblogger could teach

Why did we decide to teach persuasive copywriting? Because no one understands content marketing strategy like Copyblogger. For more than 10 years, we’ve delivered content advice with a business focus. Not “fluffy” content that’s just written to fill out an editorial calendar. But strategic, business-building content that leads to a sale.

This course will teach you how to take that final step with your audience, and gracefully convert them from “fans” to “happy customers.”

 

 

Content marketing is only as powerful as that last step — the final moment when the customer decides to click Add to Cart. We’ll teach you the cornerstone techniques for persuading an audience to take action.

Each lesson is available in several formats: as a webinar-style video, audio-only, or by transcript. You can choose the way you like to learn — and review the material as often as you like.

Your teacher for the course is Sonia Simone, chief content officer and a founding partner of Copyblogger Media. She’s joined by Chris Garrett, longtime wearer of many hats for Copyblogger, and author of countless high-converting copy campaigns for his own business and for others.

Sonia and Chris focus on an empathic approach to copy that puts the audience relationship first. You’ll learn to make the case for your products or services — without alienating your audience.  

Week One: Introduction to Persuasion and Copywriting

We start by looking at the purpose of copywriting and persuasion — and some of the elements that can make it tricky for content creators.

• Why content creators sometimes find direct selling uncomfortable
• The traditional sales advice that you should ignore
• How to use content to pave the path to the first sale
• Two “magic” copywriting words that make conversion easier
• A two-minute fix that will help you make more sales

Kickoff Bonus: Radical Empathy with Sonia Simone

Deep empathy is the cornerstone of ethical and effective copywriting. In this session, Sonia walks you through a process for getting to the emotional core of your message, so you can serve your audience more effectively.  

Week Two: Copywriting Formulas

How to Use Copywriting Formulas

There are dozens (if not hundreds) of copywriting formulas. You’ll learn three of the most fundamental, and how to use them in ways that don’t feel cookie-cutter. You’ll also learn how to handle negativity in your persuasion content.

More Copywriting Formulas

In this session, Chris and Sonia will go deeper with formulas, giving you additional, more advanced elements. They also cover how to capture audience attention, the emotional drivers that lead people to buy, and how to write your own copywriting formula.  

Week Three: Offers and Pricing

Offers and Pricing

This session digs deep into the offer, often considered the most important element in copywriting. How should you price your product or service. How will you demonstrate that value to your buyer? They talk about why cheap can be worse than free, three techniques for raising your prices, and what to say when a buyer says you’re “too expensive.”

Pricing Strategies

Chris and Sonia talk about how to create value for a higher-priced product, and the simple math that makes it easier for your prospect to buy. They’ll talk about three powerful persuasion tools you can use in your copy to communicate the value of what you have to offer.  

Week Four: Troubleshooting

How to Fix Sales Copy that Isn’t Working

Chris and Sonia wrap up the course with a comprehensive list of ways to troubleshoot a campaign that isn’t working. They talk about the most common reasons customers don’t buy, how you can tweak and improve your headline, and often-missed elements that can tank your conversion.

Bonus: What Works Better, Launches or Evergreen Offers?

Chris and Sonia walk you through how to decide whether to sell your product or service with a “product launch” or an evergreen sequence. They also cover the elements of the minimum viable launch, and the two most important copywriting ingredients that make launches work.