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Copywriting Courses to Advance Your Career

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11 B2B Content Ideas to Fuel your Marketing (with Examples)


In copywriting, everybody has to begin somewhere – like many other people, you may be toying with the idea of beginning or advancing with a copywriting course. 

Copywriting is more of a journey and less of a destination. Except, you can start anywhere. It could start with an idea from your friend Jane.

Before you know it, you’ve quit your job.

Soon you’re building a website, working on a LinkedIn profile, and sending your first cold pitch to an unsuspecting client somewhere.

It won’t be long into your copywriting career before you meet the idea of improving your skillset. It’s usually once the YouTube tutorials lose their effectiveness and “how-to” blogs put you to sleep. 

Then you hear about copywriting courses, and you don’t know what to make of them.

To Enroll or Not To Enroll: That’s The Question

We all know that copywriting training courses are not for everyone. However, what many people aren’t sure of is whether these courses are for them.

It’s a long journey from naive newbie to copywriting professional earning the $30 an hour (or more), and copywriting courses make up a significant part of that journey.

So, back to our question: who are copywriting courses for?

1. Beginners

If you were once a beginner, then you’re pretty familiar with the uncertainty of not knowing where to start.

Do you put one foot in and take a course or just jump in and start pitching? Why not look for an employer or, better yet, run your own business? It can be tough. 

That said, copywriting courses offer a pretty good place to familiarize yourself with the industry and learn fundamentals.

2. Copywriters Looking to Advance Their Careers

Many copywriters believe that copywriting courses are for newbies only, but nothing could be farther from the truth.

You can still enroll in a course with years of experience behind you. Your goal might be to learn or perfect a new skill. If there’s some SEO copywriting certification you deem crucial to your career, don’t be shocked to find yourself sitting in a writing class.

3. Copywriters Willing to Join A Community

With the rise of mobile and remote freelancing, building professional relationships has never been this hard. How many copywriters do you know that you can drink beer with at the bar? 

Like any other industry, building professional relationships in copywriting is essential. 

You may want to join a copywriting community to make friends and acquaintances. Who knows what could come out of it – your next full-time client, a business partner, or, even better, some guy you can drink beer with. 

What To Expect (and What’s Too Good To Be True)

Creating killer content, generating quality copy, and converting leads are what get many copywriters up in the morning. Perfecting this skill set is what keeps them up at night.

But before you hop into the copywriting bandwagon, there are a few facts you have to get straight. Many courses sell a lot more than they offer. Subsequently, many learners go in with expectations beyond what they can achieve.

Before you start searching for copywriting courses, remember:

Copywriting Courses Don’t Replace Experience

Copywriting courses will teach you many skills: content marketing, creating landing pages, building your website, and writing skills.

That said, some things – such as writing persuasive copy – can only be learned through experience. You’d be surprised how much you grow as a marketing professional by writing copy for days on end, dealing with rejections, and creating improvement.

Copywriting Courses Don’t Lead To New Clients (Directly)

If you’re like most emerging freelance copywriters, clients are everything – you eat, drink, and dream clients. But there’s good news and bad news.

The good news is that writing courses will equip you with the skills to approach, appeal, and acquire clients. The bad news is that even the best copywriting courses are not a guarantee for clients.

Copywriting Courses Won’t Give You Everything.

There’s no secret copywriting formula, and anyone selling “a perfect system for copywriting” is a liar. However, there are a few copywriting courses that teach effective strategies.

Such courses will give you a step-by-step procedure of fundamentals such as email marketing essentials, running a copywriting business, and content writing.

Five Online Copywriting Courses Every Freelance Copywriter Should Have Bookmarked

What’s left is determining how and where you want to start. This has only gotten harder over the last few years since everyone and their mom is selling a copywriting course nowadays. 

That said, searching for courses without insight is like playing Russian roulette. Only that each round costs $500.

Since you’re too busy, we’ve compiled a list of the best copywriting courses and stripped them down to the good, the bad, and the compromise.

Some courses that you should consider checking out include:

1. The Accelerated Program for Six-Figure Copywriting

Did you know that personalized calls to action (just adding a name) are 202% more effective? If you didn’t, they teach that in the Accelerated Program for Six-Figure Copywriting from AWAI.

Every copywriter has heard enough about the American Writers and Artists Institute (AWAI) copywriting course to write a book about it. Even still, the insights you can gain from their programs are invaluable.

This course is great for:

  • Aspiring direct response copywriters
  • Anyone willing to learn about writing long sales letters
  • Beginners and intermediates who feel like they still have lots to learn
  • Those willing to spend $350+ on a copywriting course

AWAI’s six-figure copywriting course is one of the most prominent courses out there. Plenty have walked in without knowing a thing about direct response copywriting and gone on to become professional copywriters.

This course includes 587 pages of modules in captivating virtual textbook format. It includes thorough practices, techniques, and lessons that will take you through the intricacies of copywriting. 

Some of the key topics you should expect to learn include:

  • How to find clients and kickstart a copywriting career
  • Elements of a sales letter
  • The structure of direct-response sales copy
  • Strategies for the writing process

Beyond that, this course teaches using rote techniques, like learning and repetition, to ensure you don’t forget these concepts anytime soon. However, you shouldn’t expect an immediate six-figure income from this course (or any other course, for that matter).

2. Malcolm Gladwell’s MasterClass on Writing

You don’t need to spend much time on a search engine before you encounter high praise for Malcolm Gladwell’s masterclass on writing.

One reviewer describes it as “eye-opening, infectious, and inspiring.”

This is a course by Malcolm Gladwell, best-selling author of Blink and The Tipping Point. It’s not as well-known that Gladwell is a successful professional copywriter. He not only teaches you how to be a good copywriter but also how to have fun doing it.

This course is for:

  • People whose desire for writing goes deeper than just money
  • Copywriters looking to improve their creative process
  • Established and intermediate copywriters who want their ideas challenged
  • Copywriters willing to spend $180 on a copywriting course

His class includes 24 lessons that run between three and 20 minutes. Above that, the course offers 100% exclusive non-fiction writing content and a downloadable workbook.

A few topics that Malcon Gladwell covers in his masterclass include:

  • Structuring Narrative: The Imperfect Puzzle
  • Holding Readers: Controlling Information
  • Tone and Voice

3. Marie Forleo’s Copy Cure

Did you know that any marketer’s number one problem is the content creation and ideation process? (Welcome & Sirkin Research, Jan 2021). That explains why so many people enroll in Copy Cure.

In Copy Cure, Marie Forleo joins forces with Laura Belgray of Talking Shrimp to create what may be one of the most actionable copywriting courses out there.

It’s helping copywriters and business owners alike, many of whom later report increased open rates for their emails, visits to their webinars, and conversions on their websites.

You should consider this course if:

  • You’re a beginner to website copywriting
  • You’re struggling to find your voice in your copy
  • You feel that your copy doesn’t resonate with people
  • You’re a seasoned writer who feels they’re stuck in a rut
  • Anyone willing to spend $1,499 to hone their copywriting skills

This course will teach you to write web pages that speak to your audience and convince them to take action. In the words of one reviewer, ” it’s a course I can’t consume fast enough.”

If you decide to go for this course, look forward to the following four modules:

Module 1: Finding The Right Words

This module will teach you how to find the exact words that resonate with your target audience.

Module 2: Fixing Your Sales Stopping Mistakes

Every copywriting mistake is an opportunity to learn. In this module, you’ll learn words to avoid, incorporate, and leverage to become a successful copywriter in your field.

Module 3: How To Increase Your Sales

This is where you learn the subtle art of creating commanding landing pages, captivating CTA’s, and amazing sales pages.

Module 4: How to Write, Faster, Better, and Avoid Writer’s block

Writer’s block is the most significant obstacle to productivity, and this module equips you with the tools to deal with it.

4. Copy School From Copyhackers

Copyhackers was founded by Joanna Weibie as a one-stop-shop for all things copywriting. Copy School is their course to expose newbie writers to skills necessary to grow their careers. 

Who is Copyhackers for:

  • Those in search of a (partly) free course
  • Copywriters interested in conversion copywriting
  • Copywriters who’ve just begun their copywriting portfolio
  • Writer’s, e-commerce business owners, and marketers  

This course will offer modules, resources, templates, and worksheets on the background of frameworks that are proven to work. Also, a ton of Copyhackers content is free to students, but you’ll have to pay to get elsewhere.

Some of the modules you can expect with this course are from the 10X series, which include:

  • Email
  • Web Copy
  • Landing Page

The best part about it: there is a free version, where you can learn without paying a dime.

5. Sarah Turner’s Write Your Way to Freedom

Everyone has seen Sarah Turner’s course on social media. You’re probably wondering if it’s worth 2000 of your hard-earned bucks?

Write Your Way to Freedom is a self-paced, thorough, and bite-sized course that Sarah Turner created as a guide to professional copywriting. It teaches everything from optimizing your content creation processes to cold-pitching to clients.

This is a great course if:

  • You have zero copywriting, digital marketing, and content writing experience
  • If you’re into freelance copywriting
  • If you’re willing to spend $1997 on an online course

Sarah’s course spans 8 modules and includes 50 step-by-step lessons, an amazing community of writers, and a two-week money-back guarantee.

If you settle on this course, you can look forward to these modules, and more:

  • Cultivating a Business Owner Mindset
  • Building a Solid Foundation
  • Getting Started Writing
  • Look Like A pro
  • Client Acquisition
  • Pitching and Onboarding Clients
  • Advanced SEO

That’s A Lot Of Work: Why Not Bring It Under One Dashboard

It takes a lot to write amazing copy – tracking deadlines, organizing workflows, creating content calendars, and manipulating files. 

As a human, you can only do so much. That’s where Welcome comes in. Welcome is a powerful marketing management software that takes all aspects of your content creation and brings them within reach, under one dashboard.

From this dashboard, you can track progress, organize workflows, keep deadlines and get notifications. Ready to give it a try? Get started with a free Welcome account today!

 



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HubSpot to cut around 7% of workforce by end of Q1

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HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.


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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Advocate | DigitalMarketer

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Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.



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Drive Conversions and Generate Engagement With Instacart Promotions

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Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

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