The Tutorial Tuesdays Library: Copywriting tutorial videos on demand, for free

OCTOBER 2020: How to Pitch Your Talk For Speaking Engagements

Most networking events and business events are online now.
So event organizers feel a ton of pressure to turn boring Zoom calls into exciting digital events that people actually want to attend.

And you’ve gotta get those event organizers to accept your pitch.

Stefanie Grieser, co-creator of speaker accelerator Shine Bootcamp and former organizer of Call to Action Conference is going to show you how to pitch event organizers.

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OCTOBER 2020: The Practice: Rapid-Fire Headlines

Take the theory you already know… and use it to do the work.

To build strength as a hands-on copywriter.

To build muscle memory so you can write anything faster.

And this session is going to be a fast one indeed…
Rapid-Fire Headlines is the name of the game today.

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SEPTEMBER 2020: How to Improve Clarity

In most cases, when the words “and,” “but” or “or” or a comma (,) appear in your copy, that’s a place where you’re DILUTING your message.

And if you’re diluting your message, you’re LOSING PROSPECTS!

In this Tutorial Tuesdays, Jo shows you how to bring more clarity into your writing so your message holds strong from start to finish.

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SEPTEMBER 2020: 5 Ways to Optimize Your Pricing Table

If you want to get visitors to buy more and you want to increase average order value, then start optimizing CLOSER to the point of conversion. Here’s what’s inside:

5 Ways to Optimize a Pricing Table:
– The Goldilocks Principle
– The Ugly Jerry Effect
– Primacy Effect
– Recency Effect
– Contrast Effect

Plus Jo’s dishing on 3 ways she counters price objections.
This tutorial is stacked!!

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SEPTEMBER 2020: The Practice: Headlines and PAS Formula

The Practice is a timed practice session in which you get an assignment at the start of the session… and then you and I EACH actively work on that assignment during an X-minute writing sprint. Then we take a quick break. Then we repeat. For 20 minutes.

It’s a live writing exercise.
And it’s all about fingertips moving fast on keyboard.
Less theorizing. More doing.
To build strength as a hands-on copywriter.
To build muscle memory.

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JUNE 2020: How to Improve Your Email Open Rates

Email is performing better than ever, and we have good reason to believe that there’s more in the well. As advanced conversion copywriters, we just need to do a better job of it.

We need to be more strategic when planning our email sequences.
This means knowing the product, knowing the customer, and knowing what should come next in their journey.

We’ll discuss all of this and more – to help you better plan your emails going forward.

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JUNE 2020: How to Use Your Inbox to Write Better Emails

Stuck on what to write in that email you gotta send?

Here’s a shortcut:

Swipe copywriting ideas from emails you love.
Only thing is…
How do you *actually* swipe without stealing?

We’ll show you how to use your swipes for good – not for thievery – in this 20-min tutorial.

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JUNE 2020: How to Optimize Your Button Copy

Do you optimize your button copy?

Some people call it microcopy, but there’s nothing micro about the copy for the site of conversion. Even though your button copy is only a few words, you must choose those words intentionally.

Let me show you all things to consider before you write your button copy and most importantly, how to give button copy the mad respect it deserves!

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JUNE 2020: How to Decide if You Should Niche or Specialize

Should you niche?
Should you specialize?

Freelancers often struggle with this dilemma, some throughout their entire careers.

Today you’ll learn how to research and interpret the data, as well as some implications you should consider before deciding if you should niche or specialize.

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MAY 2020: How to Write a Web Page for the Four Primary Decision-Making Types

Learn how to write a web page that speaks to all four primary decision-making types, each of whom use the same pages very differently.

You need to write and design pages for the variety of prospects coming to your site because people make decisions and consume content differently.

Let me show you how.

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MAY 2020: How to Track Your Email Campaigns in Google Analytics

Jill Quick will take us all from attributionally challenged to UTM-confident.
UTMs are important whether you’re a digital marketer, an in-house copywriter or a freelance copywriter because if your work is generating revenue for your business BUT your UTMs are set up to attribute revenue to all the wrong things – or not at all – then that work you’re doing may look like it’s costing the business… when it’s actually making the business money.

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MAY 2020: How to Write Headlines for Beginner Copywriters

In this tutorial, you will learn why you should write headlines last, not first, and why you should write 50 headlines, not just 1.

You will learn how to write headlines that actually work, meaning they capture attention and help to build legit interest in your brand, your product, your offer, and more….

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MAY 2020: How to Optimize Your Proposal Process

Y’know that knot in your stomach when you get a new lead… but you almost instantly worry they’re going to discover something about you that drives them away.
Well consider this: If they didn’t want to hire you, those leads wouldn’t contact you in the first place.
Which brings us to your job: validating that they were right to come to you in the first place. And you do that by optimizing your proposal process. Not just your proposal. But the whole freakin’ process.

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APRIL 2020: How to Personalize a Page in 15 Minutes

The frustrating thing about writing a website is that you have to write for some generic “visitor.”
That home page headline you’ve rewritten 600,000 times has to work for… everyone.
Except, of course, it doesn’t.

Personalization specialist, Brennan Dunn will walk us through a 15-min “How to personalize a page” hands-on tutorial. So you can overcome any intimidation you may feel and start driving personalization initiatives for your team or clients.

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APRIL 2020: How to Grow Your List With Quizzes: Part 2

Part 2 of our “Grow Your List with Quizzes” series happens here.
You’ll see a whopping SIX hacks to optimize your quizzes.

So you can grow your email list wicked fast.

And more importantly:

So those new subscribers are actually primed to hear from you… and buy from you.

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APRIL 2020: How to Grow Your List With Quizzes

Quizzes can generate amazing results.
But what should YOUR quiz be about? Because you don’t want to waste your time on a quiz no one will take.
And you don’t want to fill your list with subscribers who just want the quiz results and nothing more.
In this tutorial, Chanti walks you through her most beloved little tricks, secrets and techniques for quiz magic, aka: How to come up with quiz topics, how to tell good ideas from bad, and how to structure your quiz so you get more leads.

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APRIL 2020: The 4 productized services to sell now as a freelance copywriter

Joanna is gonna show you 4 different packages / productized services you can add to your website T’DAY.
Including what those packages are.
How much you should charge for each.
Which parts of Copy School to use to deliver ’em fast, without guessing.
And how to set ’em up to sell on your website.

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MARCH 2020: How to win enough clients for a whole year with a single blog post

Can you win enough clients for a year…with a single blog post?

One freelancer did.

And she’s sharing how she did it today in a brand new tutorial.

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FEBRUARY 2020: Top 10 KPIs for conversion copywriters

If you go into fight-flight-or-freeze mode when someone brings up bounce rates, drill-down reports or campaign attribution, know this: Google Analytics (GA) is actually every conversion copywriter’s ally. You can’t do your job well without it.
GA is only scary if you don’t know what you’re looking at…
In this tutorial, special guest, Nicole Luke shares the top 10 KPIs for conversion copywriters.

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FEBRUARY 2020: Fix these 5 things in your copy to look more pro stat

No matter what kind of copywriting potential you have, the first time(s) you sit down to actually pen an actual work of conversion copywriting genius

– not just to talk about it or think about it –

you are likely to make one or two really simple mistakes in your copy.

Or maybe even five.

And any of these five mistakes can signal pretty fast to the people reading your copy that you are soooo new at this.

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Tutorial Tuesdays happen live every week! See the schedule and register to attend live here.

FEBRUARY 2020: What to ask your clients

The conversion copywriting process always begins with research and discovery. Some research you’ll do on your own.

And some research you’ll collect from your clients – in the form of reports, analyses, data lists, etc.

If you want to know what to ask your clients for at the start of a project, this Tutorial Tuesday is for you.


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JANUARY 2020: How to use conditional messaging in your emails

In this Tutorial, Joanna shows you how to use conditional messaging to increase relevance in your emails.

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NOVEMBER 2019: Breakthrough blog post topics

In this Tutorial, Joanna walks you through how to take really basic, potentially dull AF ideas, like “myths about A/B testing,” and turn them into blog posts that actually say something different.

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NOVEMBER 2019: How to shift the way you think about money

Tarzan Kay is back and we’re gonna dig into the real ways that you can start figuring out how to afford the help of a VA… adding more cash to your savings account… paying yourself like a human… keeping shoes on little Jimmy’s feet… and doing all the good stuff that DOES NOT INCLUDE nickel-and-diming your way to some far-distant goal of possibly maybe one day not being strapped for cash while being simultaneously strapped to your desk.

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NOVEMBER 2019: Think you’re not ready for a VA?

In this live Tutorial, we’ve brought in VA Sandra Booker to give you a quick run-down of unexpected ways she’s saved many a butt over the years, how you can find a VA that’ll fit what YOU need, tips for vetting them and how to make the most of your VA once you’ve got one.

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SEPTEMBER 2019: How to write a long-form sales page using survey data

In this live tutorial, conversion copywriter Anna Bolton shares her step-by-step process for filling the page with VoC.

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SEPTEMBER 2019: Likes to leads

In this live Tutorial, we’ve brought in social pro Michael Patterson to share all things lead gen on social media.

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SEPTEMBER 2019: SEO copywriting

In this live Tutorial, SEO expert Dave Collins shares a whole lot of tools and techniques to make sure that you get SEO higher up on your to-do list.

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SEPTEMBER 2019: A super-speedy formula to find VoC fast

Sometimes you have to find out what your customers problems are. Fast. In this tutorial, Joanna shares a formula that replaces hours of research with about 5 minutes on Google.

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JULY 2019: Why good copy performs badly

You don’t have to be able to get through Google Analytics to be a really good conversion copywriter. You just need to know how to ask good questions so that you are not caught off guard by not having asked the question, and having somebody else ask you a question that you cannot answer. In this live Tutorial, Joanna walks you through 3 reasons the data is making your great copy look like sh*t copy. So you can turn awkward client convos into even more reason for the client to trust and believe in you.

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JULY 2019: Conversion copywriting defined

If you haven’t ever sat down and mapped out what conversion copywriting (aka that thing you do for a living) is. Joanna is going to walk you through a refresher. In this live Tutorial, you’ll walk away with a clear diagram you can reference when you talk about the work you do.

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JULY 2019: How to raise your rates with Amy Posner

In today’s tutorial, marketing strategist and conversion-focused copywriter, Amy Posner will walk you through how and when to raise your rates. And why it’s necessary – and even expected – to do so.

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JULY 2019: How to get paid to write proposals with Val Geisler

Val Geisler’s an in-demand email copywriter. Last year, she worked her butt off in The 10x Freelance Copywriter and built her authority like a champ… and now she’s running a fast-growing email agency with clients like Podia and Beacon. In today’s live tutorial she will share her cure for the common proposal.

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MAY 2019: Creating and selling packages with Prerna Malik

Prerna runs a badass copy business and sells tens of thousands in copy packages. She’s sold ’em to course creators galore and to the likes of Pat Flynn. In this live Tutorial, she’s going to walk us through how to create and sell copy packages.

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MAY 2019: Adding emotion to your proposal

In this live Tutorial, conversion copywriter Joanna Wiebe shows you how important it is to tap into emotion in your proposal, and that you need to spend more words than you’d think.

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MAY 2019: How to validate your copy

In this live Tutorial, conversion copywriter Joanna Wiebe shows you one simple method she and the other copywriters at CH Agency use to validate their messages with customers before presenting copy to their clients. It’s how they totally banish “yeah but” and “I don’t like” and “well our web developer thinks” from copy reviews.

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MARCH 2019: How to optimize Facebook ad copy

In this live Tutorial, Copy Hackers’ Wahida Lakhani demonstrates a quick Facebook ad copy optimization technique you can apply immediately – for your ads and your clients’ – to help turn poor-performing campaigns around. Without wasting time and energy.

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MARCH 2019: How to script your third sales video

In this live Tutorial, Ry Schwartz reveals how the Copy Hackers’ team keeps the momentum going in the third sales video to build trust, confidence and excitement leading into a launch.

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MARCH 2019: How to script your second sales video

In this live Tutorial, featuring Ry Schwartz, learn the 0 to 30 mile per hour skill sharpener to create the best script for your second sales video.

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MARCH 2019: How to script your first sales video

In this live Tutorial, conversion copywriter Joanna Wiebe welcomes Ry Schwartz as he shows you, step-by-step, how the team at Copy Hackers write scripts for sales page videos that are responsible for some of the biggest launches in the last 10 years.

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FEBRUARY 2019: Creating a messaging recommendations report

In this live Tutorial, conversion copywriter, Joanna Wiebe, walks you through her process of creating a Messaging Recommendations Report for clients like Prezi and GitPrime… and teaches you how to do the same (and prevent your copy reviews going off the rails).

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FEBRUARY 2019: How to organize your VoC data

You’ve mastered the customer interview (thanks, Hannah Shamji) but now you’re looking to do something meaningful with the data, right? But what … and how?
In this live Tutorial, conversion copywriter, Joanna Wiebe, welcomes guest, Nikki Elbaz who walks you through tips on how to organize your VoC data post-interview… so it’s actually useful when you write. Free VoC spreadsheet template!
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JANUARY 2019: How to get more subscribers

Are you terrified by all the work required to craft a “funnel” – who has time?! Have you been putting off creating a real funnel – where do you even start?! Do you already have a funnel in place but want another path to move people into it?
In this live Tutorial, conversion copywriter, Joanna Wiebe, is joined by Leadpages’ Bob Sparkins as he demonstrates how to make a new lead magnet in just TEN minutes.
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JANUARY 2019: How to handle awkward client conversations

How do you handle those difficult conversations where your client gives you “feedback”? What about when a client tells you how they think your copy should be written?
In this live Tutorial, conversion copywriter, Joanna Wiebe, walks you through two ways to handle those awkward conversations when the client forgets why they hired you.
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JANUARY 2019: How to optimize crossheads/subheads

Most crossheads are quite flat. Often dull. White noise. Placeholders.
They’re written fast. By people who think copywriting is easy.
In this live Tutorial, conversion copywriter, Joanna Wiebe, walks you through four old-school copywriting techniques you should immediately start using to bring your crossheads to life. So you can better simulate reality for your prospects. And get their imaginations working.
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DECEMBER 2018: How to write a sales page

Way more clients need long-form sales pages (LFSPs) than you – or they – know. In this live Tutorial, conversion copywriter, Joanna Wiebe, is joined by copywriter Angela Cho to give you a behind-the-scenes view of how to write a long-form sales page – complete with templates.
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NOVEMBER 2018: How to create a biz-worthy home office

Is your home office making it easier or harder for you to close clients? Is everything the camera sees – everything your prospect sees – amplifying your awesome… or dragging you down a half-dozen notches? In this live Tutorial, conversion copywriters and freelancers, Joanna Wiebe, Tarzan Kay & Val Geisler, will walk you through what they’ve done to make their offices look the biz on camera.
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NOVEMBER 2018: How to confidently pitch your copywriting services

If you’ve ever wished a lead would no-show on a call just so you didn’t have to deal with “selling yourself” – even though you need the work – you need to watch this tutorial. In this live Tutorial, conversion copywriter, Joanna Wiebe, will show you a super-simple exercise that helps build your confidence so you can OWN calls with new leads / prospects.
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NOVEMBER 2018: The art & science of pestering

Pestering people broadly doesn’t work… you need to use a precise formula that’s constructed in the right configuration to be effective. Not enough – or too much – can tip the scales against you. Believe it or not, there’s an art and a science to pestering your prospects in order to build honest, genuine, long-lasting relationships. In this live Tutorial, copywriter Karine Bengualid teaches you an effective strategy to build authentic relationships with your network.
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OCTOBER 2018: How to be creative with your conversion copy

So the whole thing with conversion copywriting is this.. there’s a process. A repeatable process. With frameworks. And formulas. And a user-first approach. And all that great science-y stuff. As an engineer builds a bridge, so a conversion copywriter writes copy. Meaningfully. Intentionally. With data. And with lots of testing and validation. Just as some bridges are more beautiful than others, some copy – precisely engineered – reads more beautifully than other copy. In this live Tutorial, conversion copywriter, Joanna Wiebe, shows you how to be creative with your conversion copy.
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OCTOBER 2018: How to wireframe landing pages

Are you going through several rounds of copy revisions just to get buy-in from your clients? Don’t make your clients guess how your copy might look, show them. Wireframing your copy helps your clients clearly see how your copy will look to their customers and prospects. Once you start sharing your wireframed copy get ready for fewer rounds of revisions… and who doesn’t love fewer revisions?
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SEPTEMBER 2018: How to write Facebook-compliant ad copy

Are your ads Facebook-compliant? You know… that’s where Facebook double-checks your ad copy for all sorts of stuff… and then either penalizes offenders or full-on shuts non-compliant accounts down. Yikes.
In this live tutorial Facebook ad copy expert Wahida Lakhani goes over the dos and don’ts of writing Facebook-compliant copy.
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SEPTEMBER 2018: How to evergreen your course sales

So you’re selling a course and you have questions… What should the email funnel look like? How do you do harness the power of the perfect persuasion window? How many emails do you include in the funnel? How do you keep your conversions going well after you’ve done all the work? In this live tutorial Deadline Funnel founder, Jack Born, walks you through how to use evergreen, deadline-driven email funnels to boost your launch conversions, on repeat.
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AUGUST 2018: The 3-part conversion copywriting process for newbies

New to copywriting? Are you still trying to figure out this conversion copywriting thing? In this tutorial, conversion copywriter, Joanna Wiebe, teaches you her 3-part conversion copywriting process so you can finally get it right!
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AUGUST 2018: How to use apology tactics in your TOFU emails to make your prospects ‘problem aware’

If your emails include things like… “Just wanted to make sure”, “Sorry for the extra email” or “Not sure if you saw…” you’re being waaay too Canadian and it’s costing you sales.
In this tutorial Ry Schwartz and, conversion copywriter, Joanna Wiebe, show you how to write a top of funnel (TOFU) email using a specific set of apologies to make your prospect ‘problem aware’. Free template!

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AUGUST 2018: How to get more proposals approved

One of your biggest challenges as a freelance copywriter is getting your bl**dy proposals approved! Are you too expensive? Did you fail to make the ‘why’ clear? Do you need to build your authority before even attempting to get that ‘yes’?
In this tutorial, conversion copywriter, Joanna Wiebe, teaches you the most direct path to getting your proposals approved.

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JULY 2018: How to use Trello to optimize your email sequence

You’ve been hired to optimize an existing email sequence to move prospects to the point of saying ‘yes’, great! …but how?
How are you gonna organize all the information you’ll need? The information to learn what’s missing in the existing emails… what’ll need to be done differently… where all that voice of customer data fits in?
In this live tutorial, conversion copywriter Joanna Wiebe shows you how to use Trello to organize all the pieces you use to optimize an existing email sequence.

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JULY 2018: How to create a Launch Command Center

Even with great copy, launches are unpredictable and can quickly become a disaster. You need a launch management plan – a Launch Command Center.
In this tutorial, copywriter and launch expert, Abbey Woodcock, shows you the 7 essentials every project management system needs to keep launches from turning into a hurricane.

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JULY 2018: How to use 3 essential copy techniques

When you write copy, you’re supposed to fill the page with something that’s truly compelling for every reader. But how? In this tutorial, conversion copywriter Joanna Wiebe walks you through the 3 copy techniques you really should know if you care about your reader. You’ll also see how to make sense of what you learn so you can use these techniques in the next 20 minutes.

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JUNE 2018: How to validate your copy

How’s your copy working … or is it? Watch this tutorial to learn how user testing can help find or refine your messaging.

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MAY 2018: How to use the Zero Risk sweep

You’ve swept your copy for clarity, voice and tone, so what + prove it, specificity and emotion. And it’s reading pretty well. So what’s the last sweep before you hit publish on that sales page or send on that email? Join us to see how to apply the Seventh Sweep to your copy.

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MAY 2018: How to use the Heightened Emotion sweep

Emotion sells… but what emotions should you be triggering in your prospects? Check out this tutorial to see.

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MAY 2018: How to write compelling agitation copy

The most powerful part of the Problem > Agitation > Solution copywriting framework is the agitation. But how do you agitate well? What levers can you pull to write extraordinarily compelling agitation copy?

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APRIL 2018: How to write an Adwords ad

With just 30 characters per headline and 80 characters for your description, Adwords ads (or those paid ads on Google) demand that you cut all the fluff out of your copy. But what should you leave behind? In this tutorial, PPC expert and cofounder of Paid Search Magic, Amy Hebdon shows you 6 PPC copywriting techniques – and exactly how to write a Google ad for top results.

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APRIL 2018: How to optimize your post or page for SEO

You’ve seen when to use SEO landing pages vs blog posts – and now it’s time for you to write a page or a post. What do you do? Where do you find the right keyword(s) to focus on? And what about writing the H1 vs the metatitle vs the metadescription? In this tutorial, SEO expert Dave Collins walks you through 7 steps to optimize your page / post for organic search.

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APRIL 2018: How to get more SEO luv with landing pages

So your boss wants you to write blog posts for more “SEO juice.” But here’s the problem: blog posts alone aren’t gonna do the trick. You also need SEO landing pages – and you need to set ’em up right so Google finds them. In this tutorial, SEO instructor and CRO consultant Tiffany daSilva shows you why you need to go beyond blog posts for SEO and HOW to use “content groups” in Google Analytics for best results.

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MARCH 2018: How to write headlines that work (fast!)

What would you learn if you wrote 100 headlines every day for 100 days… and for 100 different companies / products? Justin Blackman of Pretty Fly Copy found out exactly that when he wrote 10,211 headlines over the course of about 3 months. In this tutorial, he’ll show you exactly how to write headlines faster – and tell good ones from bad – using his process and his favorite copy formulas.

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MARCH 2018: How to join the conversation happening in your customer’s mind

When you write copy, you’re supposed to join the conversation happening in your customer’s head. But how? In this tutorial, conversion copywriter Joanna Wiebe gives you a simple 7-minute exercise to start finding out what your customers are thinking… starting today. You’ll also see how to make sense of what you learn so you can use it at the top of your page (i.e., where you join the conversation they’re already having with themselves).

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FEBRUARY 2018: How to optimize your SaaS onboarding (case study)

A guided feature tour vs a video tour from the CEO. Which one do users respond better to? In this tutorial, the founder of Know Your Company employee engagement software Claire Lew shares her before-and-after case study of optimizing their onboarding flow. See how her team got a 44% increase in activation.

Get the transcript here

FEBRUARY 2018: The SaaS onboarding emails you should be writing

So you’ve written the welcome email. …Now what? In this tutorial, head of marketing for Customer IO and email genius Janet Choi walks you through the best SaaS onboarding emails she’s seen, why they’re so good and how you can do what they do. Includes not one but TWO email templates (instantly add them to Airstory for free)

Get the transcript here

FEBRUARY 2018: How to plan a SaaS onboarding funnel

Before you start writing welcome emails and figuring out what features go where in your SaaS onboarding funnel, you need a plan. You need to know 4 things about your target user. In this tutorial, SaaS CRO consultant Sam Woods tells you what those 4 things are. And he shows you how to focus on one of them when you plan a SaaS onboarding funnel.

Get the transcript here

FEBRUARY 2018: How to write a SaaS trial-to-paid sales email

So your user has made it through your trial period. Now it’s time to go for the upgrade. Time to write the upgrader email! This is where the money changes hands. This is where your MRR goes up a notch. And if you can get this trial-to-paid sales email right, this is where your growth initiatives start to scale. In this tutorial, SaaS copywriter Sophia Le shows you how to write an upgrader email for your SaaS trial.

Get the transcript here

JANUARY 2018: How to write an ultimate guide (Advanced Class)

If you target businesses of $10M+ a year, you need an ultimate guide. But here’s what’s probably been stopping you from writing one: it seems like it would take forever, and you’re not even sure what you’d have to include to make an ultimate guide, well, ultimate. In this tutorial, Joanna Wiebe teaches you the core of writing ultimate guides – and walks you through a premium Airstory template for ultimate guides.

Get the transcript here

JANUARY 2018: How to research a kick-ass blog post

You can do 2 primary things with research: you can support a story, or you can find a story. In this tutorial, Joanna Wiebe shows you how she does online research to write share-worthy blog posts. Be sure to install the Airstory Researcher for Chrome, and research along with Jo!

Get the transcript here

tracking is important whether you’re a digital marketer, an in-house copywriter or a freelance copywriter because:

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