Copywriting
5 Questions About Research with Jen Havice
We’ve spoken with Jen before about research and have promoted her excellent book, Finding The Right Message, but questions about how to conduct and sell research keep coming up. So we invited Jen to join us to answer the 5 most common questions we see about research. Check it out…
The Never-ending Control with Marcella Allison
How do you create a sales page that lasts for years? Is it possible to continue to help your clients improve their performance year after year… or at least keep on performing even when you copy gets “tired”. That’s what Marcella Allison has done for more than a decade—she shares the secret in this presentation. Click here for the controls she shares at the end of the presentation.
5 Questions About Research with Jen Havice
We’ve spoken with Jen before about research and have promoted her excellent book, Finding The Right Message, but questions about how to conduct and sell research keep coming up. So we invited Jen to join us to answer the 5 most common questions we see about research. Check it out…
A/B Testing with Allison Carpio
We get a lot of questions about the feasibility of A/B Testing and how to do it so you get the best results. Allison Carpio has been helping SaaS companies test everything from offers too headlines. We invited her to share some of what she’s learned (along with a few of the tools she uses) so if you choose to take on a testing project, you’ll be set up for success. Check it out.
Trouble shooting your message with Jen Havice
Research expert, author and copywriter Jen Havice shares her process for identifying what customers really want. She shares the questions she asks in her research process as well as how she applies the “jobs to be done” framework for figuring out what your customer is “hiring” your product or service to do. If you do any customer research, this is a must-watch. Get the slides here: PDF or PPT.
And if you don’t have it on your bookshelf, you can get Jen’s book, Finding the Right Message here. <–highly recommended.
How to Write Video Sales Letters
Valentina Volcinschi walks you through the differences between sales videos and sales letters (and why you might want to do one instead of the other), then shares her own rough outline for creating VSLs. She also talks about the research process and how she finds stories to share and more. And you can download the slide here: PDF or PPT. Valentina also provided a sample VSL outline and a list of other resources to provide inspiration if you’re creating a VSL of your own.
How to Write Personality-driven Emails
Kira Hug, co-founder of The Copywriter Club, talks about how she writes emails packed with personality. If you don’t feel like you fully connect with your audience or you’re not showing up authentically for the people on your list, this training is for you. The training includes several challenges to help you implement the ideas into your own writing.
How to Build a High-Converting Launch Sequence
In this masterclass, Kirsty Fanton, our favorite psychologist/copywriter, shares her process for creating the three critical email sequences you need support a product launch. Starting with the promotional sequence, the attendance sequence, and the final sales sequence. Kirsty spells it all out. Make sure you click the link at the end of the presentation to get her success recommendations. Here are the slides.
How to Create and Sell a Voice Guide
Kira shares her process for creating and selling a voice guide, and shares a list of all the “parts” she includes when she sends them to her clients. You can find the checklist of everything that’s included here. If you have questions or comments, or want to see what others said during our discussion, you can find the FB thread by clicking here. If you have a question, make sure you tag us in the discussion so we don’t miss it.
How to Assemble a Sales Page
In this video, we talk about the different parts of the sales page and how you go from research to finished product when you need to write one. We also shared a modified version of this checklist from Clayton Makepeace that you can use to make your sales pages more effective.
Market Sophistication
Kira delivered this presentation—all about customer states of awareness and the kinds of messages that work for each one—to The Copy Clinic. Fortunately someone hit record and you can see it too.
How to Do Research
Rob and Kira share the four “roles” you need to take on when you do research for a project, then they walk you through their research processes, sharing the specific questions they ask, the tools they use and more.
How to Edit Sales Copy with David Garfinkel
David Garfinkel is known as The World’s Greatest Copywriting Coach so we were thrilled when he agreed to talk about his process for editing copy with his coaching clients. He breaks the process into three parts. There’s a short Q&A after each section. Click to download the checklist and the notes handout.
The Six Lead Types <– this is excellent
Rob and Kira talk with Mark Forde, author of Great Leads, and Joe Schriefer, Copy Chief at Agora Financial, about the six ways to start a sales message. Mark and Joe dropped a ton of useful information—from thinking about they customer’s stage of awareness to using each type and what you can expect. Worth watching more than once.
In the video, Joe shares several examples from his own swipe file. He has generously shared them with members of The Underground. These are provided by Joe and Agora Financial for your personal use. Please do not share outside of The Underground. Download them here.
