Module 1 — Getting Started: Don't Write Until You Do This

• The biggest mistake most copywriters make and the best way to overcome it.
• A handy list to help you get everything you need in place before you start, so your copy practically writes itself!
• Simple ways to decide whether (and how) to segment your copy.
• The 5-step buying process all customers follow and how it simplifies the website copywriting process.

Module 2 — Creating Value By Being Different

• Discover why customers should buy from you and not your competition.
• Unlock what's different or better about your products/service.
• Learn how toothpaste helps define your unique competitive advantage so it's easy to understand.
• What gap mining is and how it helps your copy command more attention than women’s hats at a British royal wedding. 
• 23 ways to position yourself as the obvious choice for your customers.
• The 4-part test that reveals whether your UCA is great or garbage.
• Lots of examples so you can actually see these techniques in action.

Module 3 — Choosing Company & Customer Language

• The little-known copywriting secret for finding (and using) your customers' own words to build solid-steel connections.
• How to pick up on (and repeat) the subtle, but powerful, emotions your customer is feeling.
• 12 quick places to discover what your customer is saying/feeling.
• Examples that highlight what you've learned.

Module 4 — Headlines Crafted to Entice & Engage

• How to generate an unlimited list of headline ideas for any type of copy.
• The real purpose of your headline (most people are clueless!).
• Why subheads are one of a copywriter's best friends.
• The sneaky little trick for giving your subheads significantly more punch.
• How to test your headlines to ensure they are at maximum performance.
• Examples, examples, and more examples!

Module 5 — Features, Benefits & End Results

• What features & benefits really are (many people have them backwards!).
• 7 steps for turning features into sales-generating benefits.
• The end results (aka hidden benefits) that draw people to your product or service.
• Why the questions "So what?" and "Who cares?" should be asked repeatedly when writing copy.
• Multiple examples to demonstrate the how-to's.

Module 6 — Crafting Bullets That Highlight, Differentiate & Overcome

• 3 proven reasons why bullets work predictably to capture attention and reel in customers.
• 5 different styles of bullet points you can use to set up any product or service as a must-have.
• The DUH! tip for keeping your bullets from being repetitive and boring.
• The 3-point test each of your bullets must pass to ensure it's a winner.
• A variety of examples to show you exactly how it's done.

Module 7 — Building Trust and Reducing Friction

• How to overcome pricing objections, skepticism, fear, and other friction elements, so you can make more sales.
• The correct use of price comparison charts that adds clarity and confidence, so customers buy without hesitation.
• 3 slick ways to incorporate social proof to show that others trust, buy, and love what you're writing about.
• Several examples, so you can grasp the concepts fast!

Module 8 — Creating Compelling Calls to Action

• The best 3 types of calls to action and how to use each for maximum conversions.
• 7 call-to-action techniques that banish the boring "order now" and "subscribe" in favor of more click-worthy copy.
• A bucketful of examples to demonstrate numerous ways to craft just the right action call for your copy.

Module 9 — Putting it All Together

• My exclusive F.A.C.E. method for deciding the perfect length for your copy.
• 4 steps to turn ordinary sales copy into a powerful solution your customer has to have.
• 10 elements of copywriting to check off each time you write for any product or service.
• How working backwards actually brings you better results.•Expressing passion and persuasion without all the hype.
• 3 varsity-level ways to overcome objections easily.
• The truth about so-called conversion words and what it really takes to make them work.
• How and why clarity trumps cleverness. Every. Single. Time.
• Creative ways to use adjectives and adverbs to 10X increase your reader's response.
• Examples, examples, and more examples.

Bonus Ebook — Writing With Keywords (An $89 Value)

• Writing With Keywords walks you specifically through optimizing website copy for the search engines. Originally sold on the site for $89, it is no longer available publicly except as a special bonus when you purchase Copywriting Advantage.