Copywriting Secrets – Udemy Course

Udemy Course Copywriting Secrets





Lesson 3 – Welcome


Downloadable Handout

Every session has a downloadable Summary/ Handout. Print it out and combine it with your notes.


Topic Jumping:

Sessions are made in a way, that they don’t have to be taken sequentially.


Learning Snacks:

Skills that don’t fall into any category.

They usually make you think: „Yeah, I knew that“ or „Yea, that’s obvious.

If they do, take a look at your own copy and see if you actually apply it in your own copy/writing!



Sales Copy „Quick Snacks“ — Section 1


Lesson 4 – Warren Buffet’s secret

Incredible good copywriter. The secret is, he doesn’t write, he speaks.


„When writing, I pretend that I’m talking to my sister. I just begin with ‚Dear Doris‘.“


The key to all good copywriting:

Don’t write. Speak.


Spoken English – Very direct

Written English (often indirect)


Whenever possible imagine speaking, not writing to just one person.


Example – Apple Copywriting:
  • * iPhone – 81 times
  • * Apple – 26 times
  • * Youyour – over 100 times!/


So you can browse, download and stream content at remarkable speeds, wherever you happen to be.


Forget: „ABC company is grateful to it’s customers….“

Instead: „We are grateful….“


How does spoken English look like:

  1. 1. *Short, simple sentences using short simple words.*
  2. 2. *You can write other than taught in school. Like starting sentences with AND.* 
/„The best deal on the market. AND it comes back with a 100% money-back guarantee.“/
  3. 3. *You can use Contractions:*
We are —> we’re
You will —> you’ll
Should not —> shouldn’t
  4. 4. *Slang and Clichés*
Gives the reader the impression you speak to them, and not anyone in cyperspace. First impression forms a relationship for the future.


Start in WRITTEN English… …simplify afterwards
(Shortening sentences, using contractions, and so on…)

Read it out loud. See if it sounds like me when speaking to a friend.

Lesson 5 – The role of emotion

You always sell to people. Even if they happen to work for businesses (B2B).

Buying motives


  • Improving profit
  • Reducing costs
  • Better efiiciency
  • Dependability
  • Easier, more cost effective
  • maintenance
  • Utility
  • Security
  • Health and Safety


  • Pride
  • Fear
  • Comfort
  • Not wishing to look foolish
  • Envy
  • Laziness
  • Approval
  • Being like others

Business decisions and consumer decisions are both influenced by ration and emotion. Only when speaking about it to their peers they revert solely to rational arguments.


Adding a emotional lever to your copywriting can have a profound effect on your sales performance.


Real life example: Drug research – Toxicology Equipment
Only after they have been appeal to on emotional level they considered the rational benefits in comparison to doing nothing.



Business decision makers don’t have two heads. They read all the same publications we all read. They respond to sales copy on the emotional level as much as they do to rational.


Whenever you write heavyweight copy you normally fulfill basic human needs. Also the people have fear of not being up-to-date. Score off colleagues by being one step ahead. They are being too lazy of doing research for themselves. Ignore the emotions at your peril.



Lesson 6 – Needs vs. Wants:


Want’s are many times more powerful than needs.

Start Selling Wants, not selling wants.


Wether it’s Outbound Marketing (Direct Mail, Email-Shots, Adverts) or Inbound Marketing (Website) there is a big flaw in it all all: Inertia.


People think: „Yeah, thats something I need. And put it away for later.“

Why? Because they are busy. They have other things to do.


Other flaw: People will do anything to put off having to speak to a salesperson.




Lesson 7 – Another successful switch:


Look at the wants of the market. Are there many people who want to do something? Is the real market somewhere else?


Example: Play-Business for Mothers

Produced Guide, turning them into business people, not just customers: Funding, Business plans, Preises, Legalities, Marketing


Transformation cost peanuts, but instead of selling small packs to customers made them buy whole kits to start their business. Made a beginning of a partnership, rather than a customer-supplier relationship.




Lesson 8 – Avatar / persona


While the content may be fine, the voice has to be the same as the customers who buy your products. This is called a avatar/ a persona.

Example 1: „Ambitious youg career woman, with young children. College educated.“

Example 2: „CEOs of financial institutions. Primarily male, late 50s. Have been in the industry most of their working life. Struggling with the economic dowturn.“


Capture their:



Pain points*





Give him/her a name. Decide what car they drive, what newspaper they read, etc. Find a photo of a person on the internet who looks just like you imagine your persona would look.

That way they stop being a demographic and become a real human.


You may stick a note/a picture of the person with a name attached to the screen, so that you remain consistent and on target.


Personal Note / Optimal:

Make a own persona filefolder for each company you represent you advertise for





Lesson 9 – Headlines


The purpose of the headline is to capture attention.


On average, five times as many people read the headline as read the body copy.When you have written your headline you have spent 80 cents of your dollar. (Adwords in direct Mail)
-David Ogilvy


In Ads – Know what get read

  • 100%: See the picture
  • 80%: Read the headline
  • 60%: Read the caption
  • 40%: Read the subheads
  • 25%: GO to the Bottom of the page
  • 5%: Read the body copy

4 Rules


Tip 1: Know your Media

Online: Have to pay a lot of attention to squeezing keywords into headlines for SEO purposes.

That’s why Newspapers have different headlines in their printed version and their online version


Tip 2: ONLINE Headlines less than 70 characters

Or at least the first 70 should contain the „meat of the matter“.


This has nothing to do with SEO. It’s for the HUMANS.

(to make it more readable)


Tip 3: ONLINE – don’t use a period (full stop)

There’s a fondly held believe that a full stop in a headline can make the reader stop reading. (which means you lose a potential reader).

It’s not proven, but … you never know.


Tip 4: Capitalize for Americans

Unlike British Newspapers Americans Capitalize each word for their newspapers.


„Crippen Pays Penalty for Murdering his Wife“

Americans have been conditioned for this, so capitalize for that audience.




Different Recipes for Headlines

The next tips concentrate on proven recipes for headlines.


Tip 5: Try the power of numbers

„Drop 8 lbs this week pigging out“

a benefit …. within a stated timeframe


There is something factual about numbers. They:

  • add weight
  • add veracity
  • make a specific promise

avoid vague claims like „increase sales enquires significantly“

instead „Gain a 3-times increase in sales enquiries“


Tip 6: Try numbered lists

„9 biggest investor mistakes – and how to avoid them“

Notice how in headlines we break some of the most cardinal rules of copywriting:

  • Like Never start a sentence with digits
  • Like Never use digits for numbers that are less than 10 (normally spelled out)

List of Lists (They are easy — And they work):

  • 5 secrets …
  • 5 proven …
  • 5 reasons …
  • 5 tips …
  • 5 ways …
  • 5 ideas …
  • 5 techniques …
  • 5 tricks …


Tip 7: Offer — then squash objection

Offer: „Make $2000 thousand dollars a month on YouTube“

Objection: „But I’m bad at making videos“

Offer + Squashing Objection: „YouTube secrets: How I Make $2,000 a Month — And No Filming!“


Tip 8: Get personal

„How I make $2,000 a month“

(An Individual with equally as much time in the day and as much to lose as you.)


Other way around:

Instead: „How to lose 6 lbs in one week“ use „How YOU can lose 6 lbs in one week.“


Tip 9: How to use ‚How to‘

Hot favourite with headline writers.

We all want to improve our lives, our careers, our heath and so on.


Don’t describe the process, describe the benefit



„How to write a great book — from concept to publication“


„How to write a great book — fast“

(Fast is a benefit. And it also means easy. And it squashes a common objection at the same time.)

„How to get fit in 21 days — and no visiting the gym“

„How to stop smoking with hypnosis — in the comfort of your own home“

„How to relieve joint pain — and no drugs“


Tip 10: Use testimonials

(as your headline)

It’s great working with a professional copywriter who enjoys writing White Papers. Len Smith has made life so much easier for us.


Not a SEO title. But it works on print. And on screen, if the message is for humans.

Quotation marks are vital.

And a photo of the speaker makes this even more powerful.


This technique is strangely underused. Which makes it even more precious.


Tip 11: Avoid ‚round numbers‘

„10 tips“ or „20 tips“ looks like the sort of thing lazy journalists write to quickly fill some space.


Whereas „11 tips“ looks like some proper research has been done.



The advanced marketing insitute has a free headline analyzer which gives you a score.

It does not work perfectly, but it is good fun.






Lesson 10 – Call to Action (CTA)


„If you don’t ask, you don’t get“

And if our copy doesn’t ask, we don’t get.


Sales copy should have an objective for the reader to do something:

  • Place an order
  • Sign up
  • Download
  • Contact us

If it doesn’t, it isn’t selling at all. It’s broadcasting.


This asking is called a Call to Action (CTA):

  1. 1. *It moves people further down the sales tunnel*
  2. 2. *It measures the effectiveness of our copywriting*
The level of (high quality) responses we get show how compelling our copy must have been.

Good and bad practice

Verbs generate the most shares on twitter


Bold, confident, commanding verbs are being proven to increase responses to calls to action:

like Buy, Register, Subscribe, Donate, Download


Better than just „Click Here“ we should write what will happen, which benefit:

  • Read More on The Blog
  • Download your personal copy
  • Take a free tour
  • Claim your exclusive …

Time fence

We need to add some urgency. Time fencing is a great way to do this.


Better than „Buy now“ we should state what happens in case of a missed opportunity.

  • While supplies last
  • Hurry, prices increase at midnight 1st March
  • Offer expires
  • First 100 lucky people only
  • Immediate download (People like downloads. People like immediate action)


Eliminate Risk


  • Your no-obligation 30-day free-trial
  • Remember, you have a no-quibble, 100% money-back guarantee. You’ve nothing to lose.


Remove barriers


Don’t add further barriers online.

Anal-retentive Marketers seem to like long registration forms:

Not just name and email address, but unnessesarily more:

  • Company name
  • Website address
  • Job title
  • Shoe size
  • Mother’s maiden name
  • Inside leg measurement

60% of people give up before completing the form

(-Made up statistic, but propalby true)


Above the fold

Is the section of the newspaper which is visible even if it is folded. The most important part.

In Online Media it is the part of the page, which is visible in a browser window when the page first loads.


By definition the Call to Action would be after the sales copy. BUT canny marketers do both:

A Call to action below and a CTA at the Top 
(in the Hero/below the Header, etc.)




Electronic direct mail for tracking data. (Mailchimp)

  • WHO opened your email
  • How often they opened it
  • If they forwarded to a colleague
  • Who that colleague was
  • Who clicked on which links

The statistics they give are essential to sharpen our copywriting.



Features, benefits and advantages — Section 2


Lesson 12 – Features, benefits and advantages


Nobody wants to buy your product or service.
They want what the product will do for them. The benefits.


Few people know what a benefit is!


Let’s try writing 5 key benefits of your own product or service.
 Of Lavylites/ Lavy Sprays.
 1) Makes you healthy 2)Helps you from Step 1 3) Feature 3
—> Features not benefits. (Easy trap to fall into!)


People don’t buy Features.


Features are just attributes. They are factual aspects of the product or service. A dead givaway:

  • It does …
  • It is …
  • It has …
  • We are …

„It is fully Mobile compatible“ „They are copyright-free“ „We are a local supplier“ „We’re long established“ „We have over 600 users“ „We specialize in your market sector“ No benefits.



Quick benefit-tests:

Try completing a sentence with „Which means that …


Example „Which means that“ 1:

„Our cooker has fan-assisted heating (feature)“ 
which means
faster, more even-cooking (the benefit!)


Example „Which means that“ 2:

„We provide one-click financial reports (feature)“ 
which means
You get immediate information and prepared statements for your accountant (benefit!)


Some copywriters use the „So What?“-Test

But in principle it’s the exactly same


Example „So What?“ 1:

„This model has a Z111 engine“ 
So What?
Which means you service it just once every 18 months



Multiple Benefits:

Each feature can have multiple benefits.


Example „Multiple Benefits“ 1:

„We specialize in your market sector (feature)“ 
Which means that …
You can be confident we understand your needs (benefit 1)

We can bring industry best practice (benefit 2)

We can create a website that resonates with your prospective customers (benefit 3)


This is seriously important stuff.

Take a half day aside and list every feature. Then brainstorm using the „Which means“-Test to find every conceivable benefit. Use a matrix.


You’ll be amazed how many benefits you’ll find.


There is a blank matrix in the Handouts.

Feature | Test | Benefit | Advantage

Once you have found out your benefits learn them.

They have to become second nature (for negotations & co). Something you can pull out of the bag at a seconds notice.



It is the often forgotten next step after features and benefits. Advantages.

Advantages which your product got over the competition.

Example „Advantages“ 1:

„FEATURE — there’s no limit to the number of pages you can add to the website, at no extra cost“ 
Which means that …
„BENEFIT — which means that, as your needs grow, your costs DON’T grow“

Competitor comparison:

ADVANTAGE — no other website service in this price range offers this valuable reassurance


This way you’ll be even more successful.




The most powerful way to structure your sales copy


Lesson 13 – meet AIDA (and really get to know ..)


Simple Structure to help us write our sales copy.

Some structures (some reads made structures) are convoluted and force you to write long copy.


ADIA has been used for everything from Adverts, Sales-lead-generation campaigns, Mail-shots, Email-shots in both B2B and B2C environments. Low cost and in high value solutions.



Introduction AIDA:


Grabbing peoples attention above all the noise


Having captured their attention we need to quickly grab their interest. Enough to keep them reading on.


This is where we get them to want something. The item we’re selling or contacting us for more information.


Making it easy for them to respond. „Click here“; „Call this number“; „Just complete this coupon“.



People don’t read sequentially


They skim until something captures their attention

The same goes for online. They do a Google Search, click the first, skim the page and if nothing captures their attention they turn to the next site.


Attention – headline

Capture their attention first with a headline



We need to reel them in, gaining their interest. Because of their short attention span we can’t afford to rabbish on and on. We need to move fast.



While they are gaining interest we are in a position to develop it into a real desire.



Once they are burning with desire that where we neck them. with a positive action. They buy; they respond; they contact us for more information. This is called a „Call To Action“.




Case Study: 4 Real Life Examples, all use the same AIDA structure


Example „AIDA“ 1:

  • On-page advert
  • B2C
  • Low cost item
  • Unsophisticated audience
  • Massive columns, massive revenue

Example „AIDA“ 2:

  • B2B
  • Big ticket
  • Board-level decision makers
  • 34% response rate

Example „AIDA“ 3:

  • Podcast (for a Startup)
  • 2 man web agency
  • Small company – big ideas
  • Major contract with multinational

Example „AIDA“ 1:

  • E-Mail shot (for one of the authors courses)
  • B2C
  • Fantastic response
  • An opportunity fr YOU to try





Lesson 14 – B2C sales copywriting, AIDA in real-life


Example „AIDA“ 1: Hearing AIDs

  • On-page advert
  • B2C
  • Low cost item
  • Unsophisticated audience
  • Massive columns, massive revenue


Whole Advert available as hard copy!

Import here:


  1. 1. *Attention* grabbing headline:

„A tiny Hearing Aid — so POWERFUL you cannot only hear CONVERSATION, but even…
… hear a penny drop from 45 feet away!“

  1. 2. Develop *Interest*
  • with an incredibly low cost (just $20)
  • Free trial
  • 100% money back guarantee if you can’t head conversation as clear as a bell
  1. 3. *Desire* – Thick Layer of Benefits
  • Enjoy proper conversations
  • Listen to TV again
  • Hear better — sharper clarity
  • (so small it) Hides in my ear

Interest changed to desire —> I WANT ONE!

  1. 4. Call to *action* – Choice of ordering
  • Order by Phone
  • Order on the Web
  • Order by Coupon
  • Even give option of buying two at an extra discount


Does it work?

Adword cost £50.000

Jet they can afford ongoing campaigns —> It works





Lesson 15 — Business to Business B2B sales copywriting, with samples


B2B: Often more complex than B2C

  • If your products costs a few Dollars you can sell it off the page.
  • But if your selling a B2B product which is Complex, expensive, has a long sales cycle and maybe even has to be approved by a final committee it’s a whole different ballpark.

The sale we make is not a product, it’s an intermediate step.

It’s to get prospective customers to put their head over the parapeth and say: „I’m in the market place“ or „I’ll soon be in the market place“.

Once the’ve identified themselves we can send our salespeople after them.


B2B: The objective is not to sell the product — It’s to get prospects to identify themselves. Raise their head over the parapet.



Example „AIDA“ 2:

  • B2B
  • Big ticket
  • Board-level decision makers
  • 34% response rate
  • A young software house
  • Back-office accounting
  • Priced high ($150.000)
  • BIG companies (>$70Mil)
  • main board directors (typically CFO)
  • 5000 largest corporation —> Heavily pestered by Junk Mail

No one buys a $150.000 product „Off the page“

Objective: Get the CFO who knew that they would be in the marketplace in the next 12 months or so to contact us. To put up their hand.


A letter, an Email, *an webpage asking /„Are you in the market page? If so, contact us!“/.* So many direct marketing pieces say just that. And get an *almost 0% response rate.*


Instead the pitch was to sell an survival guide. For free.

A guide which would tell them everything they needed to know to be sure of making the right decision.


  1. 1. *Attention*:

Evaluating Financial Accounting Software
The headline may look boring. It doesn’t have to be witty, doesn’t have to be punchy. It has to have resonance.

Anyone making a major decision about replacing the core accounting system would be very aware of the importance of not making a bad decision.

  1. 2. *Interest*:

„If so, don’t talk to any software company — including us — until you have seen our FREE evaluation guide“
„It’s not a sales pitch. It is 46 pages jam-packed with practical guidelines you could adopt when evaluating different software options.“

  1. 3. *Desire*:

„You could even use it to develop your own software strategy“
„It will almost certainly contain information you will not have had time to research and evaluate yourself“

  1. 4. *Action*:

Coupon to fill out

Did it work?
More than 1.700 main board CFOs 
(out if Britain’s largest 5.000 companies)
raised their head over the parapet (and returned the coupon)

Interest & Desire
Notice how we use emotions as a trigger for desire.

„46 pages jam packed“FEAR (of missing out)
„Almost certainly contains information you won’t ave had time or resources to research for yourself“REINFORCES THAT FEAR

„Use it to develop your Software strategy“LAZINESS
„Use it as a discussion document with your colleagues“SELF ESTEEM (An opportunity to shine in front of my peers)

Example „AIDA“ 3:

  • Podcast (for a Startup)
  • 2 man web agency
  • Small company – big ideas
  • Major contract with multinational
  • Web Development Company
  • Lead generation campaign which would get a high response and at the same time position them as a established, large organization (which they were not).
  • Podcast that sounded like a BBC News item (listeners would recognize it as something similar as the popular news channel)
  • Voiceover was a recognizable news reader


  1. 1. *To develop their interest:*

„There are four very different strategies you could adopt exploit the web – Channel master, Customer magnet, Pirate or Termite.“
Terms they have never even heard before. Got them thinking to overhaul their marketing process: „God, I don’t even know what a channel master is!“

  1. 2. It went on to offer a *free, comprehensive guide* which would explain everything in laymen’s terms:
„Things you almost certainly won’t have had time or resources to research for yourself!“

(Exactly the same approach as the printed B2B company from 20 year ago)



Response was fantastic.

One of their first clients was a huge contract with one of the world’s biggest management consultancy firms. (remember: 2 man startup)



Professional voice-over and Music Copyright release came to about $450.





Lesson 16 — EXERCISE — your chance to try AIDA, writing e(mail)-Shot copy.


Course Author Exercise:

Udemy Email promotion for students

Promotion of synergistic courses for own students (while the other students are being promoted this course)

SEO Course & Google Ads Course


wrote the copy for Jane, promoting my course to her students

(Using the ADIA structure)


Everything you need to know on my course:

Pdf Handout or at https:www.udemy.comsearch-engine-optimization-made-easy



More guidance

You are Jane Doe (not yourself) emailing your Google-Adwords students

A very special offer — this $120 course for just $29

A one-week time fence



The purpose of the exercise is to use AIDA as copy structure

Remember your audience: Google Adwords Course Students (Learners who would like to increase the number of people visiting their website)


Take your time

Treat it as a real-life project





Lesson 17 — My version – using AIDA


With AIDA it will have taken a fraction of the time than it would have with a ready made structure


Don’t worry if my copy is different from his. There is no „right“ or „wrong“ answer.


*Attention* – Headline:

„How does Len Smith get 1,000 new visitors to his website – every day?“


  • Note 1:* He could have said: „How to get 1,000 new visitors to his website – every day?“ but by choosing to use his name „… does Len Smith …“ it makes it obvious that it also works for small organizations, start ups and one man bands. Overwhelmingly this will be the audience (not big corporations)
  • Note 2: So we got Empathy and because they almost certainly don’t get even close to a 1,000 visitors we got their attention.

*Interest* moving to *desire*:

„Did you know, one of my colleagues gets around 1,000 unique visitors to his freelance website every day — that’s over a third of a million a year!


And he’s agreed to share his secrets with you in a fantastic deal.“


„His Udemy course normally costs $120, but he has agreed to a special offer of just $29 for my students.“


„This is the link:


  • Note 3:Early call to action in online/mail-copy. Why force them to read on if they are already sold on the premise. No worries, it will be repeated on the end on the copy.

„What I love about it, is it’s simplicity, Len Smith is a technophobe, so there’s no complicated techie stuff, just simple rules that will get yo top ranking.“


„Top ranking? This is no idle boast — he has position number one on Google for …“


(the proof)

  • „Brochure copywriter“ (that’s top out of 420,000 competing sites)
  • „IT copywriter“ (top out of over 10 million sites)
  • „White Paper Copywriter“ (top out of 162,000 competing sites)
  • Logistics copywriter (top 1.3 million sites)

What could you do with 1,000 visitors to your own website, every single day?

  • Note 4: You have just reminded the reader what it could mean for them.

*Call to Action*

Grab this great offer now — it expires on 7th October — and start boosting your own web pages today:


AIDA gets easier every time you use it



Lesson 18 — Dressing AIDA


AIDA is just a structure. It is our job as copywriters to clothe her with words.

The examples contained various basics for copy writing.

  1. 1. *Use of EMOTION*:
  • FEAR: fear they’d overlooked something
  • LAZINESS: we saved them the hassle of creating their own software stategy
  • SELF ESTEEM: an opportunity to SHINE in front of their peers
Don’t describe what you’re selling – describe what it means to THEM
  • Not a HEARING AID – being able to hear CLEARLY again (Headline content)
  • Not an accounting SOFTWARE package – EASIER selection process
  • Not SEO — getting more VISITORS
  • „YOU’LL be amazed how suddenly YOU can pick up people’s voices“
  1. 4. *PERSONALIZE THE BENEFITS* (by getting them to imagine them)
  • /„What could YOU do with 1,000 visitors to your own website, every single day?“ /
  1. 5. *TONE OF VOICE*
  • Conversational AND friendly
    • Not written English
    • Everyday phrases and everyday sentence structures (which would be completely inappropriate in a scientific paper)
    • Same way as we would speak to a friend in the pub

That’s the way AIDA likes to be dressed




Copywriting – how to write a Press Release


Lesson 19 — Anatomy of a Press Release


Apart from pseudo press releases there are essentially two types:

  1. 1. *The media — sent to individuals*
Those meant to members of the media. Bloggers, Journalists, Informationportals.
  • Objective: Converage (We want our press release to become the spur to a more comprehensive article)
  • Sent to individuals, all about focus
  1. 2. the web — newswires
  • Aimed at getting Volume coverage
  • To boost our Search Engine Ranking
  • By newswires, like PR-Newswire



Lesson 21 — Understanding keywords — the essentials


Keyword selection is the most important part of SEO.


Many people devote so much time and energy doing SEO only to find either they never get top Google Ranking or if they get Google Ranking they don’t get much traffic.


The bare essentials

When choosing out keywords there are 4 things we absolutely need to know:

  1. 1. *No. of competing pages*
Do I stand a chance of getting a top ranking or should I try something a bit less competitive?

How to check?

Just do a Google Search for the key-term


  1. 2. *Number of Searches*
How many searches are made in a month for that keyword? In other words: If I get a decent ranking, do I actually get some visitors?

Google Tool: Keyword Planner.

If the Keywords Planner shows no data, not a single person used it last month.

  1. 3. *Long tail?*
People don’t usually search for words, but for phrases. But most pages optimize for single words.
  1. 1. *Relevant MY prospects?*
Incredibly important, usually forgotten. Lot’s of visitors is great, but only if they are interested in what you have to offer.

Thinking like a customer:

Forgetting what it is we sell and thinking what it is people buy.


Buyers and Sellers usually use different terms when speaking of the same thing.


  • Example 1:

Seller says: „Finance Solutions“
Buyer searches: „Finance Software“

  • Example 2:

Search-term „CopywritING“: Usually searched by people mainly interested in the art of copywritING, a career in copywritING, Salary for freelance copywritING.
Search-terms „Brochure copywritER“, „White paper copywritER“: Looking for a freelance copywriter. (People search for copywriter services)

Does it work?

Lesson 23 – Using Google Keyword Planner – over my shoulder

Use this tool to know how many searches are for your keywords.

It helps you find keywords that are highly used and suggest similar keywords.

Get the right keywords before you ever start doing Search Engine Optimization.

Lesson 27 – Punch above your weight – with a „Press Room“

All serious players have a „Press Room“ or a „News Room“ on their website.

  • It costs nothing.
  • Is dead simple.
  • Will instantly mark you out as someone who understands the workings of the press (and that includes online bloggers and portals)

The press room is where journalists and bloggers can find

  • hard facts about you, your company, your products, your services
  • They can download print-ready, high resolution photos
  • Mini „bios“ of your key players
  • Copies of your logo
  • Previous Case studies
  • Recent Press releases
  • Details of who to contact for interviews

Example 1: IBM Website

  • News releases
  • Press kits
  • Imagine gallery
  • Biographies
  • Background
  • News room feeds
  • Global news room
  • News room search
  • Media contacts

Example 2: Marks & Spencer Newsroom

  • Press releases
  • Reports & publications
  • Results & presentations
  • Multimedia library
  • Media contacts

The „Press Room“ is a resource for journalists to make life easier for journalists. You show a flag that you are a BIG player, together with the IBM’s the M&S of the world. No matter size your organization might be.


For the own clients there might also be included a brief welcome:

Something along these lines:

„Looking for the latest news from ABC Company?


Welcome to our press room, your one-top information and conversation destination for editors, journalists and feature writers.


ABC is a trusted voice in the XYZ industry community. Our directors and industry specialists are available for print and broadcast interviews, as well as speaking engagements.


For more information, or to arrange time for an interview, please contact …(Whoever)“









Lesson 38 — Sales lead generation – the lowdown

Cheap to manufacture. High PR value.

“Everything you need to know when buying a hearing aid”
“Buying a holiday home overseas – a survival guide”
“How to trade the stock exchange”

The benefits of a Whitepaper

  • It’s not pushing a product or service
  • Getting past the gatekeeper
  • It’s non-threatening (no nasty salesman)
  • It meets emotional as well as rational needs
    • FEAR – of making a wrong decision
    • KUDOS – displaying new-found knowledge to colleagues
    • LAZINESS – not having to research themselves
  • It’s low cost and REUSABLE

Remember that the prospects have to identify themselves. So offer downloads, but only after registration. (or feedback)



Lesson 39 — What do White Papers look like?

Begin with an “abstract” or Management Summary

Do NOT focus on your product/solution/service

A whitepaper should be a subtle sell:
It should simply describe the issues or problems the product will overcome together with a strategy solving these issues.

When appearing to be unbiased the whitepapers aren’t just sales brochures, they add value – Readers want to be educated, not sold to.

But(!): Do a great product sale at the end, as an Appendix. Keeping the main body of the document sales free.


White Papers Examples:



Sample Handout:



Udemy Course – Copywriting Secrets

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