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30 Copywriting Secrets from the Best Ad Campaign of All Time

Learn how to write compelling copy by studying print ads written by award-winning copywriters (copywriting pros)

Instructed by Alan Sharpe

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  • Write headlines that grab attention
  • Write headlines that work with visuals
  • Write headlines that compel prospects to read the body copy
  • 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

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.

  • Students must know how to write well in English
  • Any copywriter who wants to learn copywriting tips from the most successful print advertising campaign in history
  • Copywriters who want to perfect their craft
  • Writers who want to learn the basics of how to write effective print advertising copy
  • This course is not for people who want tips on SEO copywriting
  • This course does not deal with online copywriting
  • This course does not offer any advice on how to start a copywriting business
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Section 1 : Introduction

  • Lecture 1 :
  • Great copy requires great insights. Preview

Section 2 : Headlines

  • Lecture 1 :
  • Secret 1: Write a weak headline if your visual is strong
  • Lecture 2 :
  • Secret 2: Sync your headline and your visual
  • Lecture 3 :
  • Secret 3: Write headlines that compel buyers to read your copy
  • Lecture 4 :
  • Secret 4: Make your headline a zinger if your visual is lame
  • Lecture 5 :
  • Secret 5: If in doubt, ask a question
  • Lecture 6 :
  • Secret 6: Start telling a story
  • Lecture 7 :
  • Secret 7: Tie your headline to current events
  • Lecture 8 :
  • Secret 8: Aim for the “hunh?” factor
  • Lecture 9 :
  • Secret 9: Make them smile
  • Lecture 10 :
  • Secret 10: Use headlines for features, images for benefits
  • Lecture 11 :
  • Secret 11: Comparing yourself? Better be clever
  • Lecture 12 :
  • Secret 12: Find headlines in your body copy

Section 3 : Opening Lines

  • Lecture 1 :
  • Secret 13: Deliver on the premise of your headline
  • Lecture 2 :
  • Secret 14: If in doubt, ask a question
  • Lecture 3 :
  • Secret 15: Start with irony

Section 4 : Strategic Body Copy

  • Lecture 1 :
  • Secret 16: Stick to one idea per ad
  • Lecture 2 :
  • Secret 17: Follow a simple script
  • Lecture 3 :
  • Secret 18: Give multiple benefits for each feature
  • Lecture 4 :
  • Secret 19: Back all claims with proof
  • Lecture 5 :
  • Secret 20: Borrow credibility

Section 5 : How to Write Memorable Copy

  • Lecture 1 :
  • Secret 21: Keep your reader readin
  • Lecture 2 :
  • Secret 22: Build trust with specifics
  • Lecture 3 :
  • Secret 23: Write quirky testimonials
  • Lecture 4 :
  • Secret 24: Use parallel structure
  • Lecture 5 :
  • Secret 25: Spin your strongest feature into a theme
  • Lecture 6 :
  • Secret 26: Use original clichés
  • Lecture 7 :
  • Secret 27: Write in pictures

Section 6 : Your Ending, and Some Final Thoughts

  • Lecture 1 :
  • Secret 28: Come full circle at the end
  • Lecture 2 :
  • Secret 29: Give your buyer something to think about
  • Lecture 3 :
  • Secret 30: Write like a pro (a few words on style)
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