# Copywriting That Sells — Course Outline

## Course Overview
Learn the psychology, structure, and proven formulas behind copy that converts browsers into buyers. This step‑by‑step program blends theory with hands‑on practice, giving you the tools to write headlines, emails, landing pages, ads, and sales letters that consistently drive revenue.

## Who This Course Is For
- **Entrepreneurs & founders** who write their own marketing messages  
- **Freelance copywriters** looking to boost conversion rates and command higher fees  
- **Marketers & business owners** who manage teams and need to audit or improve copy  
- **Aspiring writers** who want a marketable, high‑income skill  

## Learning Outcomes
By the end of the program you will be able to:  
1. Apply proven persuasion frameworks to any piece of copy.  
2. Craft magnetic headlines and hooks that capture attention in 3 seconds.  
3. Structure long‑form sales letters and landing pages that guide readers to a “yes.”  
4. Write email sequences that increase open, click‑through, and purchase rates.  
5. Optimize existing copy through split‑testing and data‑driven revisions.  
6. Create a personal copywriting portfolio and pricing strategy to land high‑paying clients.

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## Module 1 – Foundations of Persuasive Writing  
**Goal:** Build a solid mental model of why people buy and how copy influences decisions.

| Lesson | Description | Learning Objective | Format |
|--------|-------------|--------------------|--------|
| 1.1 The Psychology of Buying | Overview of desire, fear, and social proof triggers. | Identify the three core emotional drivers that fuel purchase decisions. | Video (12 min) |
| 1.2 The AIDA & PAS Frameworks | Deep dive into classic copy formulas. | Map any piece of copy to AIDA or PAS structure. | Worksheet + Mini‑quiz |
| 1.3 Voice, Tone, and Brand Personality | How consistency builds trust. | Define a brand voice guide for a given niche. | Video (8 min) + Template |
| 1.4 Ethical Persuasion | Balancing conversion with integrity. | Articulate three ethical guidelines for responsible copywriting. | Reading + Discussion Prompt |

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## Module 2 – Magnetic Headlines & Hooks  
**Goal:** Master the art of grabbing attention instantly.

| Lesson | Description | Learning Objective | Format |
|--------|-------------|--------------------|--------|
| 2.1 The 7 Types of Irresistible Headlines | List, How‑to, Question, etc. | Write 5 headline variations for any product using each type. | Video (10 min) + Worksheet |
| 2.2 Power Words & Emotional Triggers | Vocabulary that sparks action. | Compile a personal “power‑word bank” of 100 high‑impact words. | PDF Cheat Sheet + Quiz |
| 2.3 Testing & Refining Hooks | Swipe files, split‑testing basics. | Set up a simple A/B test for two headline versions. | Video (7 min) + Demo |
| 2.4 Real‑World Case Studies | Dissection of top‑performing headlines. | Analyze why a headline succeeded and rewrite it for a new audience. | Case Study PDF + Worksheet |

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## Module 3 – Writing High‑Converting Landing Pages  
**Goal:** Structure and polish landing pages that move prospects through the funnel.

| Lesson | Description | Learning Objective | Format |
|--------|-------------|--------------------|--------|
| 3.1 Anatomy of a Landing Page | Header, sub‑header, benefits, CTA, social proof. | Sketch a landing page layout using the proven anatomy. | Video (9 min) + Canvas Template |
| 3.2 Benefit‑Driven Copy vs. Feature Lists | Translating features into outcomes. | Convert a raw feature list into three compelling benefit statements. | Worksheet |
| 3.3 Crafting the Perfect Call‑to‑Action | Button copy, color, placement. | Write five CTA variations and select the most persuasive one. | Video (6 min) + Quiz |
| 3.4 Trust Elements & Social Proof | Testimonials, badges, case studies. | Integrate three trust elements into a landing page draft. | Worksheet |
| 3.5 Mobile‑First Optimization | Writing for scroll‑heavy screens. | Adapt a desktop landing page copy for mobile without losing impact. | Video (8 min) + Checklist |

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## Module 4 – Email Copy That Gets Opened & Clicked  
**Goal:** Build email sequences that nurture leads and close sales.

| Lesson | Description | Learning Objective | Format |
|--------|-------------|--------------------|--------|
| 4.1 Subject Lines that Command Attention | Curiosity, urgency, personalization. | Create 10 high‑open‑rate subject lines for a product launch. | Video (7 min) + Worksheet |
| 4.2 Body Copy Formulas (PAS, 4‑U, Storytelling) | Structure for engagement. | Draft a 200‑word email using the 4‑U formula. | Video (9 min) + Template |
| 4.3 Sequencing & Timing | Welcome series, cart‑abandon, re‑engagement. | Map a 5‑email sequence with purpose and timing for a SaaS product. | Diagram + Worksheet |
| 4.4 Copy for Different Email Types | Promo, newsletter, transactional. | Adapt a single piece of copy for three distinct email types. | Video (8 min) + Exercise |
| 4.5 Metrics & Optimization | Open, CTR, conversion, split‑testing. | Set up an email split‑test and interpret the results. | Demo (screen‑share) + Quiz |

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## Module 5 – Persuasive Ads & Social Media Copy  
**Goal:** Write short‑form copy that cuts through noise on paid and organic platforms.

| Lesson | Description | Learning Objective | Format |
|--------|-------------|--------------------|--------|
| 5.1 Facebook & Instagram Ad Frameworks | Hook, problem, solution, CTA. | Produce a complete ad swipe file for a single product. | Video (10 min) + Worksheet |
| 5.2 Google Search & Display Ad Copy | Character limits, intent matching. | Write three Google Search ads that meet character constraints and intent. | Video (6 min) + Template |
| 5.3 Twitter, LinkedIn, & TikTok Snippets | Platform‑specific tone & length. | Create platform‑specific posts that drive clicks to a landing page. | Worksheet |
| 5.4 Direct Response vs. Brand Awareness | When to use each style. | Choose the appropriate copy style for a given campaign objective. | Quiz + Case Study |
| 5.5 Scaling with Dynamic Creative | Personalization tokens & AI tools. | Set up a dynamic ad copy system using merge tags. | Video (8 min) + Checklist |

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## Module 6 – Copy Editing, Testing & Scaling  
**Goal:** Refine, validate, and scale copy for maximum ROI.

| Lesson | Description | Learning Objective | Format |
|--------|-------------|--------------------|--------|
| 6.1 The Copy Editing Checklist | Grammar, clarity, persuasion gaps. | Apply a 10‑point checklist to improve any piece of copy. | PDF Checklist + Exercise |
| 6.2 Split‑Testing Essentials | Hypothesis, sample size, statistical significance. | Design and launch a split test for a headline or CTA. | Video (9 min) + Worksheet |
| 6.3 Data‑Driven Iteration Cycle | Analyzing results, implementing changes. | Create a 30‑day optimization roadmap for a landing page. | Template + Quiz |
| 6.4 Repurposing High‑Performing Copy | From long‑form to ads, emails, socials. | Transform a sales letter into three different micro‑copy assets. | Video (7 min) + Worksheet |
| 6.5 Building a Portfolio & Pitching Clients | Showcasing results, pricing models. | Assemble a 5‑piece portfolio with case‑study data and a pitch script. | Workbook + Video (12 min) |

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## How to Deliver This Course
1. **Learning Management System (LMS)** – Host videos, worksheets, and quizzes on a platform like Kajabi, Teachable, or Thinkific.  
2. **Video Production** – 10‑12 min high‑quality videos per lesson (mix of talking‑head, screen‑share, and whiteboard).  
3. **Downloadable Assets** – PDFs, templates, cheat sheets, and checklists provided via the LMS.  
4. **Interactive Elements** – Embedded quizzes after each module, a community forum for peer feedback, and monthly live Q&A webinars.  
5. **Assessment** – Final capstone project: students submit a complete sales funnel (headline, landing page, email sequence, ad copy) for review and receive a certification badge.  
6. **Marketing Funnel** – Free 3‑part lead magnet (e.g., “10 Proven Headline Formulas”) → webinar → course enrollment with early‑bird pricing and a 30‑day money‑back guarantee.  

*End of Outline*