Overview
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Learn how to write ad copy that effectively conveys your brand and converts clicks into sales, traffic, and signups.
Syllabus
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Introduction
- Shaping your message
- Writing for web readers
- Keep content fresh
- Language and tone
- Micro vs. macro goals
- Acquisition goals
- Retention goals
- Website ad copy
- Email ad copy
- Direct mail ad copy
- Social media ad copy
- How psychology affects ad copy
- Psychological triggers: Priming
- Psychological triggers: Social proof
- Psychological triggers: Price
- Loss aversion and the endowment effect
- Customer personas
- Why tone matters
- Eliminate the passive voice
- Write effective headlines
- Master the call to action (CTA)
- Ad copywriting resources
