Write Copy that Compels and Sells
with Melissa Cassera
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01 Class Introduction08:13
Class duration: 1h 27mSee all 10 lessons
About The Class
How to Use Binge-Worthy Copy to Advance Your Business
For some business people, if they write a piece of copy that sounds decent and doesn’t have any grammatical errors, they’re happy. But lazy, serviceable writing isn’t going to help sell your product or service.
Marketing consultant and screenwriter Melissa Cassera will show you how to use storytelling techniques and professional TV writing structures to create copy that captivates your reader and compels them to buy. Before long, your clients and customers will be consuming your copy like it’s the latest episode of “Game of Thrones.”
In this class, you’ll learn how to:
- Turn your clients or customers’ pain points into compelling crises that they’re dying for you to solve.
- Determine what stories you should tell.
- Write copy that captures your personality.
- Understand your clients or customers’ motivation and what drives their decisions.
- Turn your readers into fascinating protagonists in your copy.
- Come up with loglines for your offers that immediately draw people in.
- Create a world in your copy that people want to be a part of.
- Develop an exciting story arc that guarantees people will read to the end.
How to Move Your Audience to Buy03:56
5 Storytelling Guidelines20:38
10 Stories That Get People to Practically Throw Cash Money at You21:44
Understanding Your Client’s Motivation03:49
Turning Customers into Fascinating Protagonists05:20
How to Write a Logline03:18
Turning Customer “Pain Points” into a Compelling Crisis05:15
Creating an Interesting World & Exciting Story Arc04:48
Not a Disappointing Series Finale10:27
Melissa Cassera - 10 Stories
75% of students recommend this class.
See what some of them have to say.
I thought this course was pretty great. Melissa packed a lot of value into a short class. I took notes and brainstormed on a lot of the exercises and strategies she recommends while watching (pausing as needed) and finished the class with a document full of good ideas and first-draft copy. It is a short class, so if you're looking for something that really gets into the nitty gritty of how to write, this probably won't be enough for you. But if you're just a bit stuck on how to tell your story in a compelling way, or need to inject some excitement into your copy, I'd recommend it.
This was a great course for giving starting points and methods to make your copy more engaging. It doesn't tell you what to write or is not overly specific, but then what course could cover that for everyone. It does set you up with ways to write and include storytelling techniques that will help make customers read your copy, and hopefully, take the action you want.
Good class. Succinct with lots of ideas and direction.
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