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LinkedIn Learning

Learning Conversion Copywriting

via LinkedIn Learning

Overview

Learn how to research, craft, and repurpose compelling marketing copy to convert online prospects to customers.

Syllabus

Introduction
  • Why conversion copywriting?
  • The conversion copywriting process
1. Borrowing Messages from Customers
  • What is the voice of the customer (VOC)?
  • Must-use techniques to find your message
  • VOC research: How to mine reviews quickly
  • Finding your what, finding your how
  • Collecting VOC from your customers
2. Using Proven Frameworks and Formulas
  • List, offer, copy: What to know before you write
  • Offer optimization
  • Stages of awareness
  • Overview of persuasive frameworks
  • Using persuasive frameworks: PAS
3. Writing Your First Draft
  • Web copy: Turn your outline into a first draft
  • Email copy: Plan a sequence using VOC
  • Email copy: Write an email using VOC
4. Editing in the Awesome and Validating Your Work
  • Experiment to find your better practices
  • The you rule
  • Using persuasive copywriting formulas
  • The even if technique
  • The one test
  • Validating clarity with five second tests
Conclusion
  • Let the data drive your next steps

Taught by

Joanna Wiebe

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