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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.

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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)

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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.

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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.

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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.

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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!

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Our most popular tutorials

COPYWRITING
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

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

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 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

PLANNING & PRE-WORK
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
How to use SEO landing pages
Creating a Launch Command Center
How to evergreen your course sales
A 3-part copywriting process for newbies

OPTIMIZATION
How to optimize a headline
How to optimize a SaaS sequence
How to optimize content for SEO
How to validate your copy
Optimize your email sequence with Trello

CONTENT
How to write an epic blog post
How to write a mass-appeal blog post
How to write funny content
How to make your writing sound good
How to keep readers reading
Blog post formula for authority building
How to write an ultimate guide
How to be creative with your conversion copy

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