WEB SITE COPYWRITING COURSE - WSC101 - COURSE CONTENT
Lesson 1 = THE Most Important (and most overlooked) Aspect of Copywriting
- Perfect customer group
- Problems they face
- End results they want
- Ask
- Read
- Lurk
- Visit
- Talk
- Join
- Think
- Lesson One Assignments
Lesson 2 = Discover What Copy Type Fits Your Target Audience Best
- Dominance
- Influence
- Compliance
- Steadiness
- Lesson Two Assignments
Lesson 3 = Guess What? Men and Women Are Different!
- Men and Women on the Web
- Lesson Three Assignments
Lesson 4 = Writing to Please Everybody
- Long Copy vs. Short Copy
- Your Product or Service
- Information Specific To Each Segment
- Segmenting On The Web
- Lesson Four Assignments
Lesson 5 = Headlines - The Beginning and the End
- Ideas for headlines
- "How To" Headlines
- Sub-headlines
- Lesson Five Assignments
Lesson 6 = Features vs. Benefits vs. End Results - Do You Really Know the Difference?
- Features
- Benefits
- Lesson Six Assignments
Lesson 7 = Making an Emotional Connection
- Emotional Copy
- Creating a Profile
- Copywriting Makeover
- The Problem
- The Solution
- The Results
- Emotions Sell!
- Lesson Seven Assignments
Lesson 8 = The Power Points of Your Copy
- Power Point #1 - The Power of Free
- Should I Include A Free Offer In My Copy?
- Where should it be mentioned?
- What Should the Offer Be?
- Power Point #2 - Prove Your Point - Testimonials/Demonstrations
- Case Studies
- Flash Presentations
- Free Trial
- Testimonials
- Power Point #3 - It WILL Work - I Guarantee It!
- Power Point #4 - Stop Selling - Start Solving
- Power Point #5 - Writing To Fit Your Brand
- Power Point #6 - The Purpose Of Your Page
- Lesson Eight Assignments
Lesson 9 = A.I.D.A. and the Buying Process
- Attention
- Interest
- Desire
- Action
- Buying Process / AIDA
- Buying Process / Copywriting
- Copywriting Makeover
- The Problems
- The Solution
- The Rewrite
- The Results
- Lesson Nine Assignments
Lesson 10 = Closing the Sale with Powerful Calls-to-Action
- What is a Call-to-Action (CTA)?
- Matching a Call-to-Action with Your Target Audience
- Tai Chi Website
- Where Should Calls-to-Action Be Placed?
- Types of CTA Statements
- Limited Time Offer
- Combinations/Up Sells
- If/Then
- When/Then
- You, Too
- Lesson Ten Assignments
Lesson 11 = Search Engine Optimization - Copy Is Crucial
- A Warning About SEO Copywriting
- Balance Is a Must
- Creating A Keyword Plan
- Using Keyphrases In Your Copy
- Copywriting Is One Piece of the Search Engine Optimization Formula
- Keyword Density Formulas Are Unproven
- All Keyphrases Aren’t Created Equal
- Positioning of Keyphrases
- Why the Myths?
- Balance! Always Remember... Balance.
- Copywriting Makeover
- The Problems
- The Rewrite
- The Results
- Special Copywriting Considerations for PPC Ads
- AdWords Pay-Per-Click Search Engine Ads
- Qualifying Visitors Through Your PPC Ad Copy
- Qualifying Your PPC Leads
- Lesson Eleven Assignments
Lesson 12 = Advanced Techniques for Natural SEO Copywriting
- Punctuation, Line Breaks and Stop Words
- As-Is or Individually - What's the Best Use of Keyphrases?
- Straight From the Mouth of Google
- Can You Do Both?
- Break It Up
- Develop More Effective Bullet Lists
- Keyword Formats
- Stemming
- Synonyms
- Duplicate Content
- Lesson Twelve Quiz
Lesson 13 = Optimizing Video Content
- Write Optimized Copy & Tags to Accompany Each Video
- Use Keyword-Rich File Names
- Include a Transcript
- Use a Watermark or Caption
- Add a Video Site Map
- Give Keyword-Rich Anchor Text Linking Code
- Think Toward the Future
- Lesson Thirteen Quiz
Bonus Lesson = Final Thoughts
Your tutor for Web Site Copywriting 101 is well-known industry expert Karon Thackston.
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