Alan Sharpe – 20-Hour Copywriting Masterclass

Welcome to my Copywriting Masterclass. I’m your instructor. Alan Sharpe. I began my career in copywriting in 1989, just before Google and before Facebook, Instagram, and Twitter. File size: 22.56 GB

Alan Sharpe – 20-Hour Copywriting Masterclass

Your ability to persuade is key to your success as a copywriter. As a salesperson, your job is convincing people to buy products or services. As a copywriter, your job is not to be clever or witty. Your job as a copywriter is to persuade.
Welcome to my Copywriting Masterclass. I’m your instructor. Alan Sharpe. In 1989, I started my career as a copywriter, long before Google and Facebook. I’ve written in all of the channels—offline, online, outdoor, mobile and broadcast. I’ve written print ads, radio commercials, email newsletters, sales letters, banner ads, product packaging, brochures, factsheets, case studies, slogans and plenty more for Apple, IBM, Bell, Re/Max, Hilton Hotels and hundreds of other clients worldwide.
This copywriting masterclass will teach you how I write copy that inspires people to take action. These are the tricks and tips that I’ve learned over more than 30 years of writing persuasive, effective copy. At the end of this masterclass, you’ll know how to write copy that generates results. You’ll know how to craft copy that persuades.
COURSE STUCTURE
This video course includes 20 hours of video training, spread over 11 modules and 196 lessons.
Module 1 Copywriting Part 1: Seven Essential Questions for Beginners
It’s not knowing HOW to create copywriting that is the hardest part of copywriting. It’s not knowing HOW to write. The challenge of a copywriter lies not in your ability write engaging copy. Your ability to gain insights into the products and customers you’re selling is what your challenge as a copywriter. The best copywriters ask the right questions.
This module explains copywriting and outlines the main types. It also discusses special types of copywriting. This module introduces you and your audience to the key audiences that will read your copy. It also describes the kinds of writing people mistakenly consider copywriting. The glossary includes common terms in copywriting and marketing that you will need to be able to offer your services as copywriter.

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This article explains in great detail the seven questions that you need to ask before you can create great copy. This section will cover the following: what are you selling? Where are you selling it? Who are you selling to? Why should they buy? Who are your competitors? What is the most important thing you say in your copy and what do you want prospects to do once they have read your copy. The second section teaches you how to research products and services so that your copy is effective.

Module 2 Copywriting for Beginners Part 2 of 3: Headlines & Openers
Copywriting is all about grabbing attention. Even if you have the most amazing product or service, your marketing copy may not be noticed. This module teaches you how to do the toughest thing in copywriting—grab and keep attention.
Learn the two main things every headline should accomplish. You’ll learn a new way to generate headline ideas that are original and creative. Nine ways to make headlines stand out and attract attention will be covered. We will cover offline, online and text headlines.
We’ll show you why your opening lines are as important as your headline in copywriting. We’ll discuss the creative ways that you can begin your body copy. I will also share my unique challenge in writing opening line.
Module 3 Copywriting Part 3 of 3 for Beginners: How to Persuade
Your ability to persuade is key to your success as a copywriter. Your job as a salesperson behind a computer keyboard is to persuade customers to purchase products and services. Copywriting is not about being clever or witty or winning awards. Your job as a copywriter is to persuade.
How to create a sales pitch that is based on a proven formula
Learn how to use features and benefits when writing
Learn how to write copy that overcomes objections
Use master testimonials, deadlines, guarantees, and other techniques to persuade people that you can sell them.
Discover why your copy requires an offer
Find out the main offers categories
Learn how to use offers to increase the persuasive power of your copy
Learn how to create subheads, photo captions and other information that keeps your buyers interested in your copy
Learn how to make your copy more engaging by making it conversational.
Module 4: 30 Copywriting The Best Ad Campaign of All Time: Secrets
In this module you’ll learn how to write copy that grabs attention and motivates prospects to buy. This module is for anyone who needs a quick way to create great copy. By the end, you’ll be able to write copy that gets noticed, gets read and gets results.
We’ll be looking at the greatest advertising campaign ever made. I’m talking about the newspaper ads for Volkswagen that ran during the 1960s and 1970s. This campaign turned a dull, unsightly, and unpopular product into one of the most talked-about.-About the most famous products of history. I’m going to show you dozens of ads from this campaign. Each is an example of how to write powerful, funny, and compelling copy.

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We’ll show you how an ad works. We will cover opening lines, headlines, body copy, formats of sales pitches, testimonials and features and benefits, reader engagement and humor, irony and keys to originality, as well as endings.
This module contains no theory—just dozens of examples of copy that works, and a detailed explanation of why it works.
Module 5: Online CopywritingHow to Create a Profitable Landing Pages
It’s a staggering ninety-Six percent of people who visit your site aren’t ready to purchase anything after their first visit. You must capture their email addresses and names if you want them returning to your website again.
There’s still one problem. Website visitors are reluctant to share their email address and name. Online visitors can be compared to retail shoppers when approached by salespeople. The salesperson will ask, “May I help you?” How do you respond? “No thanks, I’m just looking.”
You can find these infuriating online pops-You are asked for your email address and name in up advertisements. What do you do? You respond, “I don’t think so.” Click away! Lead magnets are the answer. You offer your website visitors a lead magnet in return for their contact details. They get the lead magnetic. You get the lead. Your landing page must be effective.
This module will teach you how to use direct-Use response copywriting techniques to create landing pages for lead magnets. Landing pages differ from other types web pages. Lead magnet landing pages are different than other types of landing page. At the end of this module, you’ll know how to write a landing page that persuades visitors to give you their name and email address. This means that you will be able to direct communicate with visitors.-Response copy that leads to online sales.
Module 6: How To Write Persuasive Product pages
Three challenges exist when you sell products online.
The sales process begins long before potential buyers see your product page.
Potential customers aren’t able to handle your product
Potential customers cannot talk to a salesperson before buying.
These are the three main challenges you must overcome. It is important to create copy for your product pages, knowing that it will appear in search engines.
Moduh results. It is important to create product descriptions that are compatible with product images. You should also choose images that match your copy. You must anticipate and address the most pressing objections and questions of your buyers and create product descriptions that work with them.-Copy the following:
Writing copy for product pages online is not enough. You must also know the basics of each product page in order to be successful.
Page title tags

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page description tags
short product descriptions
long product descriptions
image alt tags
Special Offers
Upsells
guarantees
This module will teach you how to create copy that sells products online. Learn a variety of tips and tricks to help you create effective copy for your online stores and shopping carts.
Module 7: The Best-Paying Copywriting White Paper Writing
As a freelance copywriter, it is important to take on the most expensive assignments in order to make a decent living. Marketing white papers are one of these assignments.
Visit the website of Gordon Graham, The White Paper Guy, to see how much you can make writing white paper. Gordon writes white papers as a profession. Gordon also wrote a best-seller.-Selling book on how to create white papers. Gordon estimates that you can expect to make around $6,000 writing a whitepaper.
Do the math, and you’ll discover that if you write one white paper a month at $6,000 a pop, you’ll earn $72,000 a year. This is not bad.
This module shows you how to write marketing white papers. What you will learn:
How to select a white paper topic that is relevant to your target audience
How to research white papers so that you are authoritative
How to outline your whitepaper in order to keep your reader’s attention and create a flow within your document
How to give your whitepaper a strong title so potential customers will want to read it
I will show you how to write every section of the whitepaper, including the introduction and problem statement, background section. Solution section. Conclusion. Call to action. You will learn how to write like designers and avoid five common mistakes.
Module 8: The Best-Paying Copywriting Gigs: B2B emails
You should accept the most lucrative assignments if you are looking to make a decent living as an independent copywriter. Business to business emails is one example of such an assignment.
My website will show you how much you could make writing B2B emails. A company can hire me to write up to six emails. I charge $400. This email sequence is usually completed in less than an hour. Do the math, and you’ll discover that if you write one email sequence a day at $400 a pop, and if you do that five days a week for 50 weeks in a year, you’ll earn $100,000 a year. This is not bad.
This module can be divided into four sections.
Section 1 introduces you B2B email marketing as a medium. They are explained in detail, as well as how they work. You will also learn why effective email writing is difficult.

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Section 2 is about cold emails. These are the emails you send to potential customers in order to generate leads. You will learn the anatomy of a successful cold email and how to compose one.
Section three focuses on warm emails. These are the emails you send to potential customers who have asked to hear from your company. You will learn the anatomy of a warm email and how to create one.
Section 4 is the last section. It’s all about the power of drip email marketing. Drip email marketing is a powerful tool for cultivating prospects who may not be ready to make a purchase right away, but will in the future.
Module 9: Copywriting Blunders: What are these 10 common mistakes?
Bad writing is easy to spot. Bad writing is often verbose, flowery, and filled with convoluted sentences. Bad writing is full of typos and grammatical errors, inconsistencies, and poor reasoning.
Do you know the signs of bad copywriting? Are you able to recognize bad copywriting from the way it is written? This module teaches you how to spot the ten most common mistakes that amateur copywriters make. The main benefit of taking this module is that you’ll learn how to spot the ten most common mistakes that wreck otherwise good copy. Once you learn them, you’ll avoid them.
I and you will be discussing 10 copy killers. These are the copies:
Slow to get to the point
There is no single one-It is a minded proposition
There is no logical flow
Redundancies
Generalities
Only for features
Navel gazing
Claims without supporting evidence
There is no offer
There is no call to action
Some of these mistakes you already know about, and you don’t make them anymore. You might have overlooked some of these mistakes in your copy. You’ll be glad to learn what they are, and you’ll be glad to know how to avoid ruining your copy with any of these common mistakes.
Module 10: How To Become A Freelance Copywriter.
I had zero experience in the field of copywriting when my freelance copywriting business was started back in 1989. I had no clients, had no samples, and had never written any promotional copy. Yet, within just a few weeks of my start, I was earning income as a freelance writer. It was more than 30 year ago. Today, it is easier than ever to get started. It’s even more difficult.

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This module will show you how to set up a freelance copywriting company in less than a week. You will learn the steps I used to get started. You will also learn the lessons I have learned as I freelanced for agencies, businesses, and non-profit organizations.-North America and the rest of the world are home to profit-oriented organizations. At the end of this module, you’ll know how to launch your freelance copywriting business in seven days.
Your portfolio is created from scratch on day one. You will learn why you need a portfolio and what you should include in your portfolio. I also show you how to build an effective portfolio.
Day two is about branding yourself. Learn how to make your brand with a logo, website and email.
You choose your ideal client on day three. We review the major markets where freelance copywriting is available, and I explain the characteristics you should look for in your ideal client.
Your pitch is perfected on day 4. I show you how to pitch yourself to potential customers in two different ways. The questions that you must answer when looking for business are also covered.
Day five is when you begin looking for business. You’ll be broke if you don’t have clients. You will learn how to call potential clients and pick up the phone. You will learn what to say and when, as well as how to present yourself professionally to potential clients so they hire you.
Sixth day, you will create a letter of understanding. I show you how to make a quote for copywriting jobs, how do you write a simple contract and how to get agreements in written form.
You start your first freelance copywriting job professionally on day 7. You will learn the skills you need to be professional right away. You will also receive helpful tips about how to invoice your first client.

Module 11: Business Writing Refresher
Your ability to communicate is crucial for your success in business. If you can’t write clearly, you won’t get hired. And if can’t write clearly, you won’t last long enough in a position to be considered for promotion. You must be able to write well if you want your career to progress.
In this module, I pass on to you all that I’ve learned about effective business writing during my last three decades as a writer, editor and proofreader. I show you the most common mistakes that businesspeople make in their writing today—and then I show you how to avoid these blunders in your writing.

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