In the absence of processes and frameworks, opinions rule.
Perhaps you’ve seen this in your own organization.
Product marketers, analysts, designers and content creators from all walks of life coalesce in a single shared document, where copy for a landing page lives… and almost immediately these folks begin adding their notes.
“I like this.”
“I actually don’t like that.”
“Let’s try saying this differently.”
“Do we need this section?”
“This sounds like jargon.”
Everyone means well. But it’s chaos. One so-called best practice contradicts another. Someone with an ad agency background prefers short copy and one-word headlines, while an ex-Googler has a very different opinion on the matter. And you disagree with both of them.
There’s no alignment.
And the person in charge of finalizing the copy – whether your copywriter, content strategist or marketer – has to negotiate all the notes.
👉 So they slowly start to burn-out… literally cry in your office one Friday afternoon… and start taking on fewer projects, citing overwhelm…
👉 You’re on edge because your team’s on edge…
👉 Deadlines get missed…
👉 The copy that finally gets published has been neutralized to please every single person that touched the copy doc, leaving no room for copy that’s targeted at the customer…
You bring in a few freelancers and try some AI prompts, but that doesn’t solve the problem of getting copy approved.
Your team still disagrees when they’re in the copy doc.
Meanwhile, all of these challenges surface not when you’ve got plenty of time to deal with them. Nope, they surface when a new CMO joins your leadership team. Or it’s time for a re-org. Or your company gets acquired. Or you inherit a new team. Or it’s time to fill four hours on an off-site agenda and someone says, “Hey, we should really do a session on copywriting. Who can we bring in to make all our problems go away in four hours?”
These challenges surface when you’ve got 10,000 to-dos on your Asana board.
You add a new one: “Get team writing better copy.”
And that task gets bumped… and bumped… and bumped…
Determined to create a team culture where everyone is on the same page instead of chaotically editing a page, you discover a range of ways to solve this problem…
Only to find that very little fits into your L&D budget.
HYPE-Y YOUTUBE VIDEOS
The most affordable of the options are the free videos on YouTube. But when you find a good one, it’s light on training, heavy on pitching. You and your team lose weeks on YouTube.
WEAK LEAD MAGNET COURSES
A copywriting course that appears to be just $297… but when you enrol your 10 team members, you find it’s just a sales pitch for A pricier program with the real training. $3K wasted.
A FEW (GOOD) BOOKS
Books are amazing! If everyone on your team reads 15 copywriting books and pieces together the disparate ideas, they will be on track to figure this stuff out. Just $3,000 and 6 months required!
Copywriting.
It seems like a dull topic… until you see results.
It is the most boring-sounding task on your to-do list… until you see results.
THEN, once you know what killer copy can do, it’s the hottest topic on the planet. It becomes the Sydney Sweeney of marketing.
Those entrepreneurs and marketers who know what truly great – nay, badass – copywriting can do for businesses FLOCK EN MASSE to acquire copywriting training.
They spend $10,000 on a 12-week copywriting program like that. 🫰🏼
They collect ad copywriters like million-dollar baseball cards.
They hunt down email copywriters and invite them on Vegas getaways.
They see a long-form sales page like this one and go, “Holy crap, I’ve gotta get this in my back pocket before my next campaign.”
And once they know even a teensy tiny bit about copywriting, they make a copywriting course.
Every influencer, founder, TikTok star with a half-mil in the bank got that money because they mastered copywriting. 👉 So they create a copywriting course, knowing others will buy it. 👉 And they run ads on YouTube. 👉 And those drive to $297 “tripwire” courses with upsell funnels. 👉And suddenly you’re facing a $10K checkout. Because that is what the market does right now.
This always surprises corporate execs and in-house teams.
See, everyone in the digital business world LOVES copywriting.
Fact is:
Copywriting is only boring in large organizations.
The people who love, adore and insist on killer copy are the people who’ve figured out how to write copy that:
✅ Actually generates results
✅ As in, real results
✅ The kind measured by CFOs on spreadsheets
✅ Not sad little results like “engagement”
These people love copy because they know COPY SELLS.
Compare that to the people who put off writing copy.
They have never seen copy perform well. They have never taken any form of copywriting training. They either whip copy up fast with AI or belabor the whole copywriting experience – in both cases, they’re just guessing. And they want copywriting to be about creativity but that never actually works out, so they toss up their arms and abandon all hope.
It’s not their fault.
It’s not your fault.
It’s quite honestly the fault of our education system.
That may sound bananas. But consider this…:
There are exactly ZERO university programs in Canada, the US, the UK, Ireland, Australia or New Zealand dedicated to copywriting. Not even one.
Meanwhile, designers, developers, marketers, even product managers have undergrad and graduate programs!
When you take a business degree or MBA, you do not take copywriting courses. You may have a prof who likes David Ogilvy and assigns On Advertising, but that’s rare and not required.
Professional writing programs, like those at U Iowa, bring in guest instructors for one-off lessons on copywriting. (I should know! They invite me.)
Your copywriters have no degrees in copywriting.
The only other people on your acquisition and retention teams without university degrees in their function are salespeople.
And how much training do businesses pay sales people to take? Look around your department meetings, and it becomes clear that salespeople can take as much training as they want!
Even one new sales insight can unlock revenue gains.
The budget is nearly limitless for a new SDR to get upskilled.
The budget is nearly limitless for a business development leader to continue their education.
Why?
Because businesses always invest in sales.
But check this out:
Copywriting is not writing.
You should not hire a journalist for it.
Copywriting is salesmanship in print.
Copy is your scalable online salesperson.
THAT is why millionaire influencers love copy. Because they don’t need a sales team to sell $2997 courses. They write ads that attract leads… they land them on landing pages that capture leads… they send them sales emails… and they close them on sales pages. They wake up to find Stripe notifications for the products they’ve sold overnight.
All. Because. Of. Copy.
If your team is going to successfully sell your product using ads, emails and pages, then your team needs to be trained on how to successfully sell your product using ads, emails and pages.
They need to be trained the way your sales team gets trained.
They need to be coached the way your sales team gets coached.
It starts by mentally deleting the word “writing” from “copywriting.”
Forget about writing because this is not high school English class.
Copywriting is selling.
Copywriting is getting the yes.
Copywriting is getting the yes at scale.
Not by using your words.
But by using your customers’ words.
Which means the laziest person you’ve ever met could be an outstanding copywriter if they were any good at eavesdropping on customer conversations.
And, by the way, customer conversations are everywhere.
You take the words and phrases your customers use… then you organize them within persuasion frameworks on the page… then you use formulas and “sweeps” to make it all sound way better. It goes:
That’s conversion copywriting – that’s what influencers love and your team is missing. It’s got n-u-t-h-i-n-g to do with creative writing.
Not all brands or companies need to learn to write copy that converts.
Some brands have the luxury of hiring creative copywriters to produce creative campaigns. These are typically luxury goods brands – perfume brands out of France, handbag brands out of France, champagne brands out of… France. Okay, if you’re in France and reading this, you can leave now.
Triple-A video game studios don’t need copy that converts.
Hollywood movie studios don’t.
So who DOES need to write copy that converts?
Everyone who’s ever reached out to me or my students, which includes some names that may surprise you:
✅ Airbnb
✅ Apple
✅ British Telecom
✅ Check Point
✅ Coca Cola
✅ Cox Business
✅ Evernote
✅ Gumroad
✅ Huel
✅ Huge holdcos with multiple brands
✅ Intuit
✅ L’Oreal
✅ Mastercard
✅ MetaLab
✅ Microsoft
✅ Multiple baseball and hockey teams
✅ Nectar
✅ Ogilvy & Mather
✅ Pantheon
✅ PluralSight
✅ Precision Nutrition
✅ Redbull
✅ Stantec
✅ Taxi Studio
✅ Tesco
✅ Tori Burch
✅ Zillow
✅ YOUR NAME HERE 👈👈👈👈👈
Yup, unless your name is Chanel, you need copy that converts. And we can teach you. In fact, many would argue we’re the ONLY ones who can teach this stuff to your team.
“Jo, you’re one of maybe 5 people on the planet who can do what you do.”
Maricore Resente
Head of Marketing, BounceX
(Now Wunderkind)
“It’s easy to learn copywriting from Jo cuz she’s a really good teacher.”
Amy Hoy
Product influencer
“If you want to increase your conversions, hire Jo and her team.”
Hiten Shah
Startup founder, advisor and investor
“I love what you do.”
Andrew Wilkinson
Agency owner turned billionaire
Hi, I’m Joanna Wiebe, the original conversion copywriter. Since 2011, when I founded Copyhackers, more than 12,000 people have invested in the copywriting training I provide. And teams from more than 340 brands have signed up for and taken Copy School.
Before Copyhackers, I was a senior writer at Intuit for five years.
And before that, I was a…
…well I wasn’t a copywriter.
I started my career with the title “Creative Writer” at a marketing agency in Edmonton, Canada. My boss and I agreed, on my first day, that the title we should put on my business card should NOT be “Copywriter.” We agreed: that sounded boring.
Neither of us knew yet that copywriters are salespeople.
I wouldn’t find that out until about two years into my tenure at Intuit. We had failed to hit some numbers with emails we’d sent out, and one of the VPs turned to me, the only copywriter in the room, and said, “Well go write better sales emails.”
And I was like… Oh.
Ooooooh my job suddenly made sense.
I was supposed to write s-a-l-e-s emails.
This was literally four years into my career as a copywriter.
🚫 In 6,500+ hours of copywriting, I had not figured out the purpose of freaking copywriting
🚫 The people who hired me at the agency hadn’t told me that, if they’d known
🚫 The people who hired me at Intuit hadn’t told me that, if they’d known
🚫 The 100+ people who’d reviewed my copy along the way had not told me that, likely because they also did not know…
One person in the room knew my job, and it wasn’t me.
It was a VP who, it turned out, had been working with direct response copywriters on high-performing mail campaigns for decades. He knew that the purpose of a copywriter was to generate sales using persuasive copy.
And frankly… I loved this new angle.
Suddenly, I was involved in conversations about how my copy was performing for the business. Gone were the opinions. Gone was art for art’s sake. Hell, I wasn’t even thinking about writing anymore.
I read everything I could on sales, persuasion and copywriting.
I did a master’s degree in human decision-making in online environments – basically how to get people to buy.
I started hosting lunch and learns for my team. I started posting what I was learning to Slideshare, which was very big at the time. I took on a consulting gig after hours with Conversion Rate Experts just to run experiments and measure copy for a variety of clients, not just for Intuit.
I was becoming the copywriter I was supposed to have been four, five, six years prior.
And I was starting to see – wait for it – results.
But along the way I discovered something unexpected. I discovered something that was unsettling for everyone but me, everyone who still thought I was supposed to be some gifted brainchild who turned creativity into dolla-dolla bills. I discovered this:
If you’ve ever thought your copy has too much jargon…
Or it sounds stiff, like a robot wrote it…
You may have then thought that you just need a writer to come in and make it sound better. But that will only get you so far. After all, you’re not writing a novel. You’re writing sales copy.
You know who’s really good at explaining what they love about your product?
Not a writer. A customer.
You know who knows the exact reason they went looking for a solution like yours, and can explain it in real words?
Not a writer. A lead.
You know who knows why they switched from a competitor to you… or what almost kept them from buying… or who influenced their purchasing decision?
You guessed it.
Not a writer. A customer.
Your copywriter’s job is to listen to what leads and customers say… and then follow the conversion copywriting process to turn it into high-performing copy.
That’s the insight that quite literally changed my life.
I started working with startup founders and shot to the top of Hacker News. From there, Copyhackers was born. And after years of consulting with and writing copy for everyone from complex B2B tech companies like Pluralsight: Flow to ecommerce brands like Gumballs.com, I transitioned toward teaching more and more teams.
And so was born Copy School.
Since 2018, when I first introduced Copy School, more than 5,000+ copywriters at small businesses and large organizations like these have been using it to get results:
“Over the course of a 5-day launch, my sales page did 1161 sales for a grand total of $228,717.”
Brad Wages
Copywriter for a Training Brand
“One of our clients had a $100K + launch for a $47 product. Another is seeing a 22% conversion for a membership site. PLUS I’ve been able to streamline AND deepen my conversion copywriting process too.”
Prerna Malik
Agency Principal
“My most recent email campaign had a 15% clickthrough rate and 3 times the expected signups.”
Molly Mac
Copywriter for 100+ Brands
“[Copy School] helped me create a career for myself when I was new to the field.”
Vanessa Perplies
Director of Content at Cato Networks
“I’m seeing results from my work. A year ago, I couldn’t have had the conversations I’m having – I couldn’t dive into the data.”
Paige Swaffer
Growth Copywriter at BairesDev
“Somewhere in my deeply nerdy heart, I didn’t want to wing it. I wanted a credible, proven, tested method.”
Anna Bolton
Copywriter
“I thought being a good writer was enough. WRONG. Thanks to Jo’s brilliant and super easy-to-follow trainings, I got my dream job writing copy for my idol full time.”
Marian Schembari
Lead Copywriter for Major Personality Brand
“Joanna’s trainings are incredible. Her techniques are genius in their simplicity. Her over-the-shoulder tutorials make absorbing the material both easy and fun. Even if you’re not a copywriter, you’ll be able to write with confidence and know it’s damn good.”
Marie Forleo
Author and Entrepreneur
Comment
byu/mixandgo from discussion
incopywriting
Your FREE included courses cover the essentials your team will align around, like:
They should start by taking the courses we include free. From there, they’re set to dive into their specialized training.
With focus. And fully aligned with their peers.
PLUS, enrol a few team members in Master of AI Copy, where they’ll see how ChatGPT and other AI tools are the best freaking sidekick a copywriter could have.
When you meet with a Copy School Teams rep to curate and assign your courses, you’ll see everything inside Copy School. That means you’ll absolutely know:
We eliminate guesswork for you.
Check out a few example lessons to get a sense for what your team members will experience in their learning journeys…
These are the heavy hitters and crowd pleasers that cover 90% of what you need to know to write copy like a champ…
10x Emails
10x Landing Pages
10x Facebook Ads
10x Product Detail Pages
10x Sales Pages
10x Web Copy
10x Pricing Pages
Master of Headlines
Master of Welcome+ Sequences
Master of About Pages
Master of Seasonal Sales: Emails, Ads, SMS
Master of Sales Webinars
10x Cold Emails
10x Funnels (featuring 4 funnels)
And these will help individuals raise their game STAT…
The Call-to-Action Crash Course
Master of AI Copy
The Foundations of Conversion Copywriting
The Live Chat Playbook
I ♥️ Your Copy
A/B Testing for Copywriters
Master of Delivery Emails
Master of Closing Techniques
Master of Thank You Pages
Master of Web Copy Validation
Master of Message Finding
Note that “10x” courses are multi-moduled and very detailed, often running at least 4 hours. “Master of” courses help you gain mastery over a smaller topic in about 12 lessons or under 2 hours…
“I truly believe that if a copywriter took no other course but 10x Landing Pages – which is just one course inside Copy School – they’d still gain the technical skills they need to be a successful copywriter.”
Eman Ismail
Copywriter
“I signed up for 10X Emails because I was in an email marketing sweatshop writing 10+ e-commerce emails a day. Copyhackers and what would become Copy School was the first dollar I invested in myself and I have not regretted it for an instant.
Now I run my own marketing consulting business supported in large part by the lessons learned in Copy School.“
Bryan Grover
Marketing Consultant
⭐️⭐️⭐️⭐️⭐️
Choose 3 courses per person
$
497 USD
Add kickoff and check-in calls
$
997 USD
“I am 77% sold out for next summer. I’m now assured an income through our non-farming months of January – May.”
Corinna Bench
Organic Veggie Farmer
“I have no doubt that my team is stronger both in their jobs, as well as careers thanks to Joanna’s training.”
Tara Robertson
CMO of Bitly (testimonial given while at Sprout Social)
The easy answer is:
Much faster than with everyone’s not-so-favorite trial and error approach.
Our students have seen huge lifts in conversion rates, signups, sales, and more after only watching a handful of videos.
Of course, you have to show up and put in the work. But it’s totally worth it.
Because when you build on proven processes and strategies…
When you see the wins yourself…
When you know you’re the most profitable person in the room…
It gets much, much easier to charge higher rates. Take calls with dream clients. And delight existing clients so much that they’ll ask you to write all the things.
That said, how quickly you see results will depend on certain factors – things like: how much time you devote to your training, whether you’re working full-time or part-time and whether you’re freelance or in-house.
For example, a freelance copywriter without any prior copywriting experience might take a little longer to see the results in their paycheck than an experienced freelance copywriter (because the new freelancer will also need to devote time to finding clients).
On the other hand, an in-house copywriter working for a company with an engaged list could take a handful of lessons on sales emails, apply their learnings, fire off a few strategic emails to their list and bring in near-instant wins for their team.
Regardless of where you are now, Copy School shows you exactly what steps to take with your copy to establish yourself as the most profitable person in the room, so you can skyrocket your earning potential – in a surprisingly short timeframe.
In Copy School, you get clear bite-sized instructions – never too short, never too long. With formulas and frameworks to make everything you learn as execution-friendly as possible.
We’ve trained copywriters at every level – like:
As a new copywriter, you should start with the quick and foundational 10x Landing Pages.
With just this course under your belt, you can write copy that converts. And you have a strong foundation to start building your portfolio and taking on copy projects.
From there, you can dive into training programs that interest you. Or you can dive into programs that align with the projects you’re working on.
No matter your starting point…
Copy School is set up to help you execute advanced copywriting and marketing strategies with the confidence of a seasoned pro. Even if you’ve never written copy before.
You’ll find countless invaluable frameworks, templates and processes that were created by us while working with a huge range of clients like Wistia, Canva, Neil Patel, Amy Porterfield, Todd Herman – and so many others.
We didn’t try X once, see it perform decently and turn it into training. We tried X multiple times, for multiple audiences, and multiple products, and multiple offers.
Unlike other courses that share the expertise of one person, Copy School pulls together the expertise of 14+ top copywriters and marketers.
Our team is made up of real practitioners with bookoodles of experience working with big name clients on the daily.
When it comes to mastering modern day marketing assets with unique processes, insights and templates, Copy School is the only program we know of that will get you there.
Many (if not all) of the copy techniques you learn inside Copy School are transferable to any industry, because:
Persuasion is about people – not about business type.
We know because we’ve tested them while working with a huge range of clients like Wistia, Canva, Neil Patel, Amy Porterfield, Todd Herman – field-testing everything we teach multiple times, for multiple audiences, multiple products and multiple offers in multiple industries.
Just the funnel copy system taught in 10x Funnels alone has generated $24+ million in revenue across 37 industries.
With Copy School, you can easily work with companies in different industries without spending months learning the subtle differences.
Not here. Our goal is to give you the highest possible ROI right out of the gate – ideally within hours or days.
That means, we don’t hold your lessons hostage, dripping new modules out over weeks or months.
You get FULL access to everything in Copy School the second you wrap up your enrollment on the next page.
No waiting. No slow-drip BS.
Right now you can load up lessons for writing:
Not to mention training including:
As long as you’re committed to turning your words into revenue, we’re committed to pulling out all the stops to get you there.
No.
It’s still our intellectual property, and we retain full copyright over every part of it.
Also, if you’ve heard of people buying Copy School or any program for $39 or whatever on some random download site, know that they stole it from us. They are charging you for a product they stole from us while actually victimizing others, too.
They steal a credit card. Use it to join. Download everything. Then the either ask for a refund (so they can keep using the stolen CC without the actual owner knowing). Or they just wait for the owner of the CC to find out and process a fraud charge.
We don’t believe in behavior like this. We don’t believe it’s “every man for himself.”
That’s why we keep our prices reasonable and trust you with instant access and the ability to download the training. Because a few bad apples don’t get to ruin it for everyone.
You can check out securely online using your favorite credit card, Apple Pay, Google Pay or Paypal. Alternatively, if you need an invoice or other special measures for your finance team, we can accommodate!
“To be blunt, in a marketplace overcrowded with ‘copywriting gurus’ who might as well possess the copywriting talent of an above-average carnival barker, learning from CopyHackers is like getting a creativity transfusion from Don Draper while at the same time getting a 20 point bump to your sales IQ: there’s just no comparison between what CopyHackers gives its students and anything else out there in the marketplace for copywriting instruction.
Seriously, I cannot speak highly enough of the quality of what CopyHackers gives you inside their online courses. They don’t just talk about every concept, technique, and strategy you need to use to get inside your customers’ heads and 10x your sales–clearly, methodically, understandably–they show you how to use them with practical examples. I learned more about how to build and write a profitable funnel in one month than many will know even given a lifetime of ‘Brand X’ instruction.”
Austin F.
Online business owner
-Stephanie Leith
DISCLAIMER: For best results, think of this training as you would think of university-level training: undertake it seriously and studiously, and you may see incredible results – but none are promised or guaranteed. We’ve made every effort to represent accurately the products we offer and their potential. However, we and our materials make no guarantee of results, nor should you misinterpret the “10x” part of our products’ names to suggest you will grow your business by an amount such as ten times; in reality, “10x” represents the quantity of ads, emails and landing pages you will be educated to complete with success after taking our training, and the additional quantity may help you achieve strong results similar to those we’ve achieved using the same techniques. Where a testimonial suggests or states results of any kind, you should not expect the same results unless your business, efforts and resources are exactly as the testimonial-giver. We avoid forward-looking statements, but should you find one, it is intended to express our opinion of earnings potential. Purchasing or subscribing to Copy School does not offer you or any entity the rights to reproduction, distribution or resale of any part of the program, of any kind.
Refunds available within the first seven (7) days of purchase, except in the case of Copy School Professional.
Live copy programs, such as Intensives, that may live under the Copy School umbrella are not part of this offer.
Published by Wiebe Marketing Ltd dba Copyhackers
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