Copywriting

Secrets of Content Writing and Ad Crafting

Content & Email Marketing4.8(119)5h 36m24 lectures9 sections

What you'll learn

  • Write attractive hook headlines for ads
  • Build a buyer persona
  • Understand the difference between copywriting and content writing
  • Write ads with the PAS, BAB and FAB models
  • Write ad introductions and fix their mistakes
  • Write a marketing story with the SOS-R model
  • Write a call to action that drives sales
  • Write a sales page and a landing page

About this course

This course teaches copywriting in both its forms: copywriting, which is writing ads, and content writing, which is writing content, and it explains the difference between them. You will learn to write ads and hook headlines, build a buyer persona, segment the market, understand the buyer journey, the marketing funnel and the AIDA model, write introductions, use models such as PAS, BAB and FAB to write ads, write a story with the SOS-R model, write a call to action (CTA), and create a sales page or landing page. The course suits beginners, business owners, marketers and anyone who wants to work as a copywriter or content writer. No previous experience is needed, because the lessons start with the basics. You also do not need any special tools or software, since the focus is on ideas, models and examples, and it helps anyone looking for marketing content writing and professional ad writing. The course is practical because it includes exercises and examples on building a buyer persona and writing introductions. After the course, you will be able to write a convincing ad, headline, introduction and sales page.

Expected outcomes

  • Create effective advertising texts that increase engagement and sales.
  • Write content that aligns with modern marketing strategies.
  • Enhance your skills in crafting compelling headlines and texts.
  • Manage written marketing campaigns that easily achieve your goals.

Learner reviews

These reviews are from learners who bought the content and completed at least 50% of it — there are no reviews from anyone who hasn't gone through the material.
4.8
★★★★★
119 reviews
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98
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  • ★★★★★Mounir·منذ 1 شهرشاهد 100٪
  • ★★★★★Arabi M.·منذ 1 شهرشاهد 100٪

    استقدت جدا من الدورة وحقيقي شكرا جدا

  • ★★★★★Nour A.·منذ 1 شهرشاهد 50٪

    كويس بس ياريت يبقي في pdf

  • ★★★★★بلال ل.·منذ 1 شهرشاهد 100٪

    ممتاز جدا جدا ارشحه بقوه

  • ★★★★★mohamed.ragab·منذ 1 شهرشاهد 71٪

    ممتاز .. شرح بسيط و سهل و فعال .. برافو والله

5 / 65 تقييم

Course content

1

Important Introductions

3 lectures
  1. The Difference Between Copywriting and Content WritingExplains what content is and the idea that content is king, the difference between content writing and copywriting, and why content marketing must be useful, relevant and consistent and end with a call to action.21:51
  2. Buyer Journey and the Difference Between Marketing and SalesExplains the buyer journey and its stages from awareness to decision, and the difference between marketing, which uses content writing to build awareness, and sales, which uses copywriting to turn interested people into customers.8:23
  3. Marketing Funnel & AIDA-R ModelExplains the marketing funnel as the marketer's view of the buyer journey, the AIDA-R model as the best-known funnel, and how ads and content move the customer through stages to purchase, with repeated ad exposure.22:11
2

Market Segmentation and Buyer Persona

4 lectures
  1. B2B Market Segmentation STP ModelExplains B2B market splitting with the STP model: segmentation, targeting and positioning, building the table from market research rather than guesses, and shaping the marketing message with honest promises.13:42
  2. B2C Market Segmentation Marketing PersonaExplains B2C market segmentation by building a buyer persona of an ideal customer, why a campaign uses several personas, how to gather their data, the ten elements in the HubSpot model, and using them for targeting and writing.14:25
  3. Practical Application of Building Customer Persona (Part One)Practically builds a buyer persona in a ten-point table from Facebook group data, then derives the marketing message by answering the persona's challenges and objections in the customer's own language.23:22
  4. Practical Application of Building Customer Persona (Part Two)Continues the buyer persona application by deriving content topics from the customer's goals, challenges and phrases, feeding them into the AIDA funnel, and writing the short message in one sentence, with an exercise for learners.8:25
3

Marketing Strategies

1 lectures
  1. Marketing Strategies Used in Content WritingExplains the marketing strategies used in content writing: features marketing and functional and emotional benefits marketing, why emotion is strongest, and where each strategy fits in the ad and landing page.10:44
4

How to Write Catchy Hook Titles?

2 lectures
  1. The Ten Emotions That Drive Purchase Decisions and Crafting Them into AdsExplains the ten emotions that drive purchase decisions, such as belonging, greed, trust, pride and fear, and where each one is written in the ad: headline, call to action or landing page.15:57
  2. The Seven Factors for Writing a Hook TitleExplains the seven factors for writing a hook headline that makes readers keep reading, such as warning, question, shock and numbers, and the need to combine one factor with one of the ten emotions.14:22
5

Twenty Templates for Hook Titles

3 lectures
  1. The First and Second Models and Title Weight CalculationExplains the first two hook-headline templates and how to calculate a headline's weight by adding the values of the emotions and factors it contains, so you can pick the strongest among several headlines.11:23
  2. Models from 3 to 10Continues the hook-headline templates from the third to the tenth with examples, checking whether each headline combines a factor and an emotion, and showing that a headline missing either one is not suitable.12:51
  3. Models from 11 to 20Completes the hook-headline templates from the eleventh to the twentieth with examples, such as do-it-yourself, warning, pride, truth and does it harm, checking each headline's emotions and factors to see if it works.13:24
6

How to Write Introduction

3 lectures
  1. Factors to Consider in the IntroductionExplains the factors of a good introduction: five essential ones, such as not repeating the headline, not giving the answer, pointing to the problem, addressing the reader and keeping it short, plus optional ones, with examples.14:55
  2. Examples of Writing Introductions and Correcting Common MistakesApplies the good-introduction factors to practical examples and fixes their mistakes by shortening, cutting extra words and addressing the reader, so the introduction stays short and meets every criterion.13:51
  3. More Examples and Extracting the Title and Introduction from the Buyer PersonaGives further examples of reviewing and correcting headlines and introductions, and how to draw the headline and introduction from the persona's goals and challenges while keeping them consistent and applying the factors and emotions.11:57
7

Body and Summary

4 lectures
  1. The Main Standard Writing MethodExplains the standard main method for writing the body of an ad or content: short consecutive bullet points with limited count and length, rewording content so it is unique, and adding a summary in long content but not in ads.10:12
  2. Examples of the Main Standard Writing MethodGives practical examples of the standard main method for writing an ad body from a buyer persona, wording short benefit bullets and adjusting the headline and introduction to match the marketing message.17:58
  3. Using the PAS Model for Writing AdvertisementsExplains the PAS model for writing an ad: describing the problem and its causes, amplifying it through its consequences with empathy, then the solution and benefit, with word limits per paragraph, an example and a fear-and-question headline.9:08
  4. Using the BAB/PPPP/FAB Models for Writing AdvertisementsExplains the ad-writing models BAB, PPPP and FAB: before, after and bridge; picture, promise, proof and push; features and benefits, and how to test versions on Facebook to choose the best performer.16:41
8

Storytelling Marketing

2 lectures
  1. Motivators for Liking, Commenting, and SharingExplains storytelling marketing to drive likes, comments and shares, why people interact, tips for writing a story, and an introduction to the SOS model: grab attention, emotion, a happy ending and a moral.9:05
  2. SOS-R Model for Writing StoriesExplains the SOS-R model for writing a content story: situation, obstacle, solution, then result, with tips such as the rise story and a from-X-to-Y headline, plus a complete example story.9:31
9

CTA and Landing Page

2 lectures
  1. How to Write a CTA Request that Achieves Maximum Sales (or Conversions)Explains writing a call to action that gets the highest conversions: tips to keep it suitable and easy, and five key factors, urgency, free offers, discount, scarcity and guarantee, combined into one formula.14:31
  2. Factors to Consider in the Sales Page (Landing Page)Explains the components of a high-converting landing page and their studied order: subscribe button, customer testimonials and reviews, plans with prices and features, call to action, and contact details in the footer.17:27

Instructor

Ahmed Hassan Khamis

Ahmed Hassan Khamis

He has developed computer science curricula for various Arab universities and taught at Alexandria University. He has authored over 120 educational books in computer science.
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This course is part of the diploma

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