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

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

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

MAY 2019: How to use VoC to create outlines with Hannah Shamji




In this live Tutorial, CH Agency’s Head of Research, Hannah Shamji is going to show you exactly how to use VOC to create outlines that their conversion copywriters easily and quickly transform into copy customers can see themselves in.

Get the transcript

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.

Get the transcript

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.

Get the transcript


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.

Get the transcript


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.

Get the transcript


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.

Get the transcript


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.

Get the transcript


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).

Get the transcript


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!
Get the transcript

FEBRUARY 2019: How to master customer interviews



Do customer interviews overwhelm, intimidate or just plain terrify you?
In this live Tutorial Tuesdays, conversion copywriter, Joanna Wiebe, welcomes Hannah Shamji who shows you how to apply principles of human psychology to conduct insightful customer interviews… and relieve your anxiety.

Get the transcript


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.
Get the transcript

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.
Get the transcript

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.
Get the transcript

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.
Get the transcript

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.
Get the transcript

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.
Get the transcript

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.
Get the transcript

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.
Get the transcript

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?
Get the transcript

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.
Get the transcript

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.
Get the transcript

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!
Get the transcript

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!

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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?

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript

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.

Get the transcript and template

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).

Get the transcript here

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

Our most popular tutorials

COPYWRITING
How to write a long-form sales page using survey data
SEO copywriting
Why good copy performs badly
Conversion copywriting defined
How to use VoC to create outlines
How to validate your copy
How to make your writing sound good
Getting creative with conversion copy
How to write headlines
How to be specific in your copy
How to write great bullet lists
How to write a long-form sales page
How to write compelling “agitation” copy
How to write holiday copy
3 essential copy techniques to use daily
How to write a sales page
How to optimize crossheads/subheads

AD COPYWRITING
How to optimize Facebook ad copy
How to write an Adwords ad
How to write Facebook-compliant ads

DIGITAL MARKETING
How to evergreen your course sales
How to use SEO landing pages
How to get more subscribers
How to script the first sales video
How to script the second sales video
How to script the third sales video

EMAIL COPYWRITING
How to write welcome emails
How to write a launch-day sales email
How to write a last-day launch email
How to write a cold email
How to write cold emails for services
How to write a trial-ending SaaS email
How to write a post-welcome SaaS email
How to write TOFU emails

FREELANCING
How to raise your rates
How to get paid to write proposals
Creating and selling packages
Adding emotion to your proposal
How to write a project proposal
How to present your copy to clients
How to get more proposals approved
How to wireframe your landing pages
The art & science of pestering
How to pitch your copywriting services
How to create a biz-worthy home office
How to handle awkward client convos
How to master customer interviews
How to keep your copy reviews on track

PLANNING & PRE-WORK
How to write a long-form sales page using survey data
A super-speedy formula to find VoC
How to Marie Kondo your VoC data
Optimize your email sequence with Trello
How to research a blog post
How to plan a SaaS onboarding funnel
How to use Amazon review mining
How to do a content audit
How to know what your visitor’s thinking
Creating a launch command center
A 3-part copywriting process for newbies

OPTIMIZATION
Likes to leads
SEO copywriting
How to optimize a headline
How to optimize a SaaS sequence
How to optimize content for SEO
How to validate your copy
How to optimize Facebook ad copy

CONTENT
How to write an epic blog post
How to write a mass-appeal blog post
How to write funny content
How to keep readers reading
Blog post formula for authority building
How to write an ultimate guide

THE SEVEN SWEEPS (Editing)
Sweep 1: The Clarity Sweep
Sweep 2: The Voice + Tone Sweep
Sweeps 3 & 4: The Believability Sweeps
Sweep 5: The Specificity Sweep
Sweep 6: The Heightened Emotion Sweep
Sweep 7: The Zero Risk Sweep