About the lecture

In this lesson, you'll learn how to write copy that gets noticed and increases the likelihood of a purchase.

This course is designed for anyone who wants to learn how to write effective copy in a short period of time. After taking the course, you'll be able to write copy that gets noticed, gets read, and produces great results.

You and I will explore some of the most successful advertising campaigns in history. We'll look at Volkswagen newspaper ads from the 1960s and 1970s, which transformed a product from boring, ugly, and obscure to one of the most talked-about and famous in history. We'll explore several examples and learn how to write clever, entertaining, and powerful copy.

You'll witness how successful advertising is created. You'll learn about headlines, photos (visuals), opening lines, body copy, sales pitch formats, testimonials, features and benefits, reader engagement, humor, irony, originality, conclusions, and much more. Take the course. Who knows? In 40 years, people might be talking about your copy.

Note

This course isn't theoretical ; it provides detailed explanations of effective, practical examples of advertising. For a more in-depth understanding, we recommend watching the sample lecture.

Instructor Introduction

Alan Sharpe, veteran copywriter

Are you reading my information because you want to improve your copywriting skills?

- Then you have come to the right place.

Looking for a copywriting coach who has worked with Fortune 500 companies (Apple, IBM, Hilton Hotels, Bell)?

- That's my story.

Are you looking for an instructor with experience in a variety of fields (print, online, mail, radio, TV, outdoor, packaging, branding)?

- You're looking for me!

Do you want an instructor who is allergic to exclamation marks, honestly thinks advertising isn't an oxymoron, and thinks the most important thing in this sentence is you?

- Please listen to my lecture.

My name is Alan Sharpe. It's an honor to be with you. I'm a 29-year veteran copywriter who has been teaching persuasive writing since 1989.

Through conference workshops, copywriting classes, telephone seminars, video seminars, trade magazine articles, news articles, blog posts, and books, I've helped thousands of copywriters master the art of persuasive writing.

I taught myself advertising copywriting and worked as a freelance copywriter while also serving as a senior copywriter at two advertising agencies. I've worked on pump parts, utility trailers, digital video converters, insurance, and all aspects of media. I even edited personal emails to sell a thick book about Elvis Presley. I don't want to remember, so don't ask.

After decades of working as a copywriter, I've narrowed my expertise to two areas: business emails and fundraising letters for nonprofits.

Now, we're here to help you write content that gets noticed, read, and gets results.

Let's get started.