What you will be able to do
- Mine reviews, interviews and support logs into a message hierarchy that drives every headline
- Write a complete landing page, section by section, that answers objections in the order they arise
- Build a five-email welcome sequence and a launch sequence designed to sell without burning the list
- Write subject lines and headlines using common structures and judge them with data
- Run copy tests you can trust and document a library of what works
Who it is for
- Marketers and founders who write their own pages and emails and want measurable improvement
- Writers moving from content and brand work into conversion copy
- Product marketers responsible for launch pages and lifecycle email
Before you start
- Experience writing marketing copy of any kind
- Access to a landing page or email account where you can publish and measure
- Familiarity with basic conversion metrics such as conversion rate, open rate and click rate
Curriculum
4 modules · 12 lessons · 2h 50m
Module 1Research Before Writing3 lessons · 43 min
Collect the customer’s own language and turn it into a message hierarchy that makes writing almost mechanical.
- Voice-of-customer research in three daysWhere to find the words customers already use, how much you need, and how to organise it.16 min · free preview · worked example · exercise
- Building the message hierarchyRank what matters to customers by frequency and intensity, and decide what the page leads with.14 min · worked example
- Matching copy to awareness and shaping the offerWhy the same product needs different leads for different readers, and how to make the offer itself more persuasive.13 min · worked example · exercise
- Module quiz4 questions with explanations
Module 2Landing Pages Section by Section3 lessons · 45 min
The anatomy of a converting page, from headline to final call to action, with the job of each section.
- Headlines and the hero sectionThe first screen decides whether anyone reads further; here is how to write it and judge it.15 min · worked example
- Body sections: problem, solution, proof, objectionsThe order of sections that mirrors how a reader decides, and what each must contain.18 min · worked example · exercise
- Editing for clarity and conversionThe editing passes that turn a competent draft into a page that reads fast and convinces.12 min · worked example
- Module quiz4 questions with explanations
Module 3Email That Sells Without Burning the List3 lessons · 45 min
Welcome and launch sequences, subject lines and the structure of a single email that gets read and clicked.
- The anatomy of a selling emailSubject, preview, opening, body, call to action: the job of each and how long it should be.13 min · worked example · exercise
- The five-email welcome sequenceGuide a new subscriber towards a first purchase over seven to ten days with a sequence that teaches, proves and asks.17 min · worked example
- Launch sequences and subject linesA six-email launch structure for a warm list, and how to write and evaluate subject lines.15 min · worked example · exercise
- Module quiz4 questions with explanations
Module 4Testing and Building a Copy System3 lessons · 37 min
Run tests you can trust, document what works, and keep improving conversion over time.
- Testing copy that produces reliable winsWhat to test first, how long to run tests and how to avoid the false wins that waste a quarter.14 min · worked example
- Using AI drafting tools without losing the voiceWhere AI assistants help a conversion copywriter, where they hurt, and a workflow that keeps the research in charge.12 min · worked example · exercise
- The quarterly copy reviewA repeatable routine that refreshes research, audits assets and plans the next tests.11 min · worked example
- Module quiz4 questions with explanations
