Copywriting and Creative for Print & Web eLearning Workshop - Outline

Understand the practices and principles underlying great copy

• Great moments in American letters and direct marketing – what you can learn
• 5 fast ways to break through writer’s block
• How to get people to open your envelope and see what you have to offer
• What a “copywriter” really is – essential skills you need to learn and perfect
• The secrets of coming up with killer ideas
• Jump-start the writing process – 5 easy steps 
•  Why knowing what you’re selling is imperative to getting results
• How imagining your audience first can automatically make your copy more effective
• The word “now” is still one of the most powerful – use it to your advantage
• How to create a highly profitable offer – and know where to place it
•  Know the vital difference between features and benefits and super-charge your copy

Master the skill of writing more powerful, profitable copy

• How to keep a “swipe file” of email subject lines and DM packages and exploit them for all they're worth
• The anatomy of a winning direct mail package: 3 required elements and 5 optional ones to seriously consider
• Effective tips even a novice can use to write killer teaser copy
• One of the most powerful lessons you’ll ever learn about writing response forms and involvement devices
• A formula for writing persuasive letters that has stood the test of time online and in print
• Lift letters, buckslips and brochures: Copy strategies that work and those you needn’t bother with
• Do your self-mailers contain all these critical elements?

Learn how to influence, persuade and sell on the Web

• The new world of online copywriting – how it differs from traditional copywriting
• HTML or text? Solid guidelines for deciding which email format to use
• Creating high-impact online copy – power words you can take to the bank
• A crash course in marketing by e-mail
• How to hook more customers through effective subject lines and addressing
• Which copy elements are worth testing and how to do it quickly and inexpensively

Acquire, retain and renew more customers

• Fundraiser’s Update: Tapping into new, potent copy techniques being used to increase donor acquisitions
• Find out which copy tweaks can bring in more – and more qualified – leads

Edit and revise copy – and improve results

• 2 common errors with clauses that can cause confusion
• 1 word you can almost always delete
• The magical rhythm of 3 – a copywriter’s secret weapon
• How to make the mission-critical first sentence of a letter work harder
• Which works best – a one page or a multiple-page letter?
• Who (surprisingly) should have the final say in copy revisions

* Outline is subject to change.