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Write Copy that Compels and Sells

with Melissa Cassera

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  •   01 Class Introduction

    08:13

Class duration: 1h 27m

See all 10 lessons
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  • 75% recommended

    4 student reviews

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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.

Topics Covered


Lesson Plan

  1. 01

    Class Introduction

    08:13
  2. 02

    How to Move Your Audience to Buy

    03:56
  3. 03

    5 Storytelling Guidelines

    20:38
  4. 04

    10 Stories That Get People to Practically Throw Cash Money at You

    21:44
  5. 05

    Understanding Your Client’s Motivation

    03:49
  6. 06

    Turning Customers into Fascinating Protagonists

    05:20
  7. 07

    How to Write a Logline

    03:18
  8. 08

    Turning Customer “Pain Points” into a Compelling Crisis

    05:15
  9. 09

    Creating an Interesting World & Exciting Story Arc

    04:48
  10. 10

    Not a Disappointing Series Finale

    10:27

Meet Your Expert

Melissa Cassera

Melissa Cassera is an award-winning Business Strategist and Professional Screenwriter. She teaches entrepreneurs how to build an audience that is 100% obsessed with their work, while making every step feel like a total guilty pleasure. ... read more

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Bonus Material

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  • pdf Melissa Cassera - 10 Stories

75% of students recommend this class.
See what some of them have to say.

  • Brooke

    June 2018

    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.

  • Simone

    May 2019

    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.

  • LeniJphoto

    LeniJphoto

    October 2019

    Good class. Succinct with lots of ideas and direction.

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