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)

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Last Updated: 2022-04-25 11:04:41 English Course Type: Self Learning

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

Section 1 : Introduction 1 Lectures 00:08:29
Lecture 1 :
Great copy requires great insights. Preview
Section 2 : Headlines 12 Lectures 00:50:54
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 â€œhunh?â€ 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 3 Lectures 00:14:19
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 5 Lectures 00:26:45
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 7 Lectures 00:37:06
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 clichÃ©s
Lecture 7 :
Secret 27: Write in pictures
Section 6 : Your Ending, and Some Final Thoughts 3 Lectures 00:16:35
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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