Copywriting - writing good advertising copy: Basics, techniques, tools & practice (tutorial)
- Copywriting: How to create effective advertising copy for products and services yourself
- What you need to know: Learn the essential basics of marketing and psychology
- Techniques that help you write: AIDA, FAB, 6+1, 4 P and QUEST explained
- Step by step: This is what matters in the headline, introduction, main body and call-to-action
- Tips for typing: How to prepare copywriting for emails, ads and social media
- Including a precise summary: These are the 10 commandments of copywriting!
- Ideal for getting started with the topic and for further improving your existing advertising copy
- 14 hours of focus on writing - a theory and practice training course by Tobias Becker
Theory in a nutshell - and explained again and again using examples! Start the tutorial, get rid of your writer's block and simply write your own advertising copy in future.
136 Videos, 853 minutes
Introduction
Copywriting tutorial: 1.1 | Introduction
In this video, I'll give you a very brief introduction to this copywriting video course.
The project file contains a disclaimer.
Copywriting tutorial: 1.2 | What is copywriting?
In this video, I explain in detail what copywriting is.
Copywriting: basics
Copywriting tutorial: 2.1 | Glossary Copywriting - basic terms
There is a copywriting glossary in this video.
Copywriting tutorial: 2.2 | What makes good copy?
In this video, I show you what makes a good copy.
Copywriting tutorial: 2.3 | Checklist for writing texts
In this video, I show you a checklist for writing texts.
Examples of great advertising texts
Copywriting tutorial: 3.1 | Example: Easy Button
In this video there is an example of good advertising texts (Easy Button).
Copywriting tutorial: 3.2 | Example: Emotions, emotions, emotions
In this video there is an example of good advertising copy (emotions).
Copywriting tutorial: 3.3 | Example: Coca-Cola
In this video there is an example of good advertising copy (Coca-Cola).
Psychological foundations
Copywriting tutorial: 4.1 | Addressing emotions
In this video, we address the emotions.
Copywriting tutorial: 4.2 | What is the customer journey?
In this video, I explain the customer journey.
Copywriting tutorial: 4.3 | A picture is worth a thousand words
In this video I show you the importance of images when selling.
Copywriting tutorial: 4.4 | Think like a customer
In this video, I show you how to think like a customer.
Preparation and tools
Copywriting tutorial: 5.2 | Tool for brainstorming content ideas
In this video we talk about a brainstorming tool.
Copywriting tutorial: 5.3 | 7 important questions before you start writing
In this video, we clarify 7 important questions you should ask yourself before you start writing.
Copywriting tutorial: 5.4 | What are personas?
In this video, we take a look at personas.
Copywriting tutorial: 5.5 | Create customer persona
In this video we create a customer persona.
Copywriting tutorial: 5.6 | W-questions for customer analysis
This video is about the W questions.
Copywriting tutorial: 5.7 | The most shared content on the internet
In this video, we look at the most shared content on the web.
Initial hints
Copywriting tutorial: 6.1 | The goal of your copy
In this video we talk about the goal of a Copy.
Copywriting tutorial: 6.2 | Don't sell the product, sell the solution
In this video we talk about the sale.
Copywriting tutorial: 6.3 | Sell only the next step
In this video, I explain how to sell only the next step.
Headline
Copywriting tutorial: 7.1 | The text structure
In this video we talk about text structure.
Copywriting tutorial: 7.2 | What are headlines?
In this video I show you what headlines are.
Copywriting tutorial: 7.3 | Headline template
In this video we talk about a template for headings.
Copywriting tutorial: 7.4 | Offer additional added value with "Solution Selling"
In this video we talk about Solution Selling.
Copywriting tutorial: 7.5 | Give clients a sense of urgency
In this video, we talk about the sense of urgency.
Copywriting tutorial: 7.6 | Writing a great headline
In this video we discuss great headlines using a template.
Copywriting tutorial: 7.4 | Offer additional added value with "Solution Selling"
7 min OpenHow you can optimize your headline
Copywriting tutorial: 8.1 | Concrete figures and data
In this video, I introduce you to the topic of numbers and data.
Copywriting tutorial: 8.2 | Topicality and annual figures
In this video we discuss the current situation.
Copywriting tutorial: 8.3 | Punctuation marks and emojis
In this video, I show you how to use punctuation marks in text.
Copywriting tutorial: 8.4 | Classic W questions
In this video we discuss the classic W questions.
Introduction and Body (main part)
Copywriting tutorial: 9.1 | Promise based on the most important benefit
In this video, I explain how important promises are.
Copywriting tutorial: 9.2 | Expand your promise
In this video, we discuss how to expand your promise.
Copywriting tutorial: 9.3 | Tell the reader exactly what they're getting
In this video, the reader should get what they are looking for.
Copywriting tutorial: 9.4 | Provide a proof
In this video, I'll show you how to prove it. Body optimization made easy.
Copywriting tutorial: 9.5 | Open with a provocative question
In this video, we start with a provocative question.
Copywriting tutorial: 9.7 | The hero's journey
In this video I show you the hero's journey.
Copywriting tutorial: 9.8 | Start with a compelling fact (facts)
In this video we start with facts.
Write the conclusion
Copywriting tutorial: 10.1 | Tell the reader what they will lose if they don't act
In this video, we play with emotions again.
Copywriting tutorial: 10.2 | Prepare for graduation
In this video, we discuss how to prepare for graduation.
Copywriting tutorial: 10.3 | Call-to-action
In this video I show you the call-to-action.
Copywriting tutorial: 10.4 | The 8 deadly sins of the call-to-action
In this video, I show you a checklist for 8 deadly sins in call-to-action.
Copywriting tutorial: 10.1 | Tell the reader what they will lose if they don't act
7 min OpenCall-to-Action: The most important summarized
Copywriting tutorial: 11.1 | Hook, line and ballast
In this video I show you a new copywriting concept.
Copywriting tutorial: 11.2 | Testimonials
In this video I show you the importance of testimonials.
Case study: Writing copy step by step
Copywriting-Tutorial: 12.1 | We write a copy
In this video we start with a case study.
Copywriting tutorial: 12.5 | Worst-case scenario
Let's look at the worst-case scenario.
Copywriting tutorial: 12.6 | Transition to the product, to the service
Let's shape the transition to the product or service.
Copywriting tutorial: 12.7 | Teach solutions
Part 6 of our case study on the topic of communicating solutions.
Copywriting-Tutorial: 12.9 | Expertise
The eighth part of our case study will focus on expertise.
Copywriting-Tutorial: 12.10 | Testimonials
Let's move on to the testimonials in our case study.
Copywriting tutorial: 12.11 | Offer and price
This must also be included: the offer and the price.
Copywriting-Tutorial: 12.13 | Guarantee
The twelfth part of our case study is about the guarantee.
Mistakes you must avoid
Copywriting tutorial: 13.1 | Too many call-to-actions on one page
In this video I show you why too many call-to-actions are bad.
Copywriting tutorial: 13.2 | Too many keywords
In this video, we discuss why too many keywords are bad.
Copywriting tutorial: 13.3 | Less is more
In this video, we discuss why less is sometimes more.
Copywriting tutorial: 13.5 | First the customer, then you
In this video, I explain how to put the customer in the spotlight.
Copywriting tutorial: 13.6 | Fewer capital letters
In this video, I explain why you should use fewer capital letters.
Technique 1: Copywriting with the AIDA formula
Copywriting tutorial: 14.1 | What is AIDA?
In this video I introduce you to the AIDA model.
Copywriting-Tutorial: 14.2 | Attention - Attracting attention
In this video we discuss step 1 of the AIDA model - Attention.
Copywriting tutorial: 14.3 | Headline case study
Let's take a closer look at the headline.
Copywriting-Tutorial: 14.4 | Interest - arouse interest
In this video we discuss step 2 of the AIDA model - Interest.
Copywriting-Tutorial: 14.6 | Desire - Create desire
In this video we discuss step 3 of the AIDA model - Desire.
Copywriting tutorial: 14.7 | Case study main section
Let's take a closer look at the main part.
Copywriting tutorial: 14.8 | Call-to-action case study
Here we look at the call-to-action
Technique 2: FAB model
Copywriting tutorial: 15.1 | FAB model in theory
In this video, I explain how the FAB model works.
Copywriting tutorial: 15.2 | FAB model in practice
In this video I explain the FAB model - step 1.
Copywriting tutorial: 15.3 | FAB model - advantages in practice
In this video I explain the FAB model - step 2.
Copywriting tutorial: 15.4 | FAB model - benefits in practice
In this video I explain the FAB model - step 3.
Technique 3: Copywriting with the 6+1 formula
Copywriting tutorial: 16.1 | The 6+1 formula in theory
In this video, we discuss how to use the 6+1 method.
Copywriting tutorial: 16.2 | 6+1 formula - 1) Context
This video contains the first part of the 6+1 copywriting method.
Copywriting-Tutorial: 16.3 | 6+1-Formula - 2) Attention
This video contains the second part of the 6+1 copywriting method.
Copywriting-Tutorial: 16.4 | 6+1-Formula - 3) Request
This video contains the third part of the 6+1 copywriting method.
Copywriting-Tutorial: 16.5 | 6+1-Formula - 4) Gap
This video contains the fourth part of the 6+1 copywriting method.
Copywriting-Tutorial: 16.6 | 6+1-Formula - 5) Solution
This video contains the fifth part of the 6+1 copywriting method.
Copywriting tutorial: 16.7 | 6+1 formula - 6) Call to action
This video contains the sixth part of the 6+1 copywriting method.
Copywriting tutorial: 16.8 | 6+1 formula - 7) Credibility
This video contains the seventh part of the 6+1 copywriting method.
Exciting tools & more!
Copywriting tutorial: 17.1 | Swiped.io
In this video, we take a look at the swiped.io site.
Copywriting tutorial: 17.2 | Tools for exciting headlines
In this video I show you an exciting tool for headlines.
Copywriting-Tutorial: 17.3 | Artificial Intelligence shortlyai
In this video I show you an AI tool.
Copywriting tutorial: 17.4 | Tools for alliteration
In this video, I show you an exciting tool for alliteration.
Copywriting-Tutorial: 17.5 | Tools for rhymes
In this video I show you an exciting tool for rhymes.
Copywriting tutorial: 17.6 | Online dictionary tool
In this video, we take a look at an online dictionary.
How to write texts for free
Copywriting tutorial: 18.1 | Free program for writing texts
In this video, I'll show you which free program you can use to write your copy.
Copywriting-Tutorial: 18.2 | Recording text
In this video I show you the language function of the tool.
Copywriting tutorial: 18.3 | Proofreading tools
In this video we discuss proofreading.
Copywriting tutorial: 18.5 | Translate language
In this video I show you another online tool.
Technique 4: Copywriting with the 4 P
Copywriting tutorial: 19.1 | The 4-P formula in theory
In this video I introduce you to the 4P formula.
Copywriting-Tutorial: 19.2 | 4P - Picture (picture)
In this video we discuss the 1st step of the 4P formula.
Copywriting-Tutorial: 19.3 | 4P - Promise
In this video we discuss the 2nd step of the 4P formula.
Copywriting-Tutorial: 19.4 | 4P - Prove (proof)
In this video we discuss the 3rd step of the 4P formula.
Copywriting-Tutorial: 19.5 | 4P - Push (Call)
In this video we discuss the 4th step of the 4P formula.
Technique 5: Copywriting with QUEST
Copywriting-Tutorial: 20.1 | QUEST - Qualify
In this video I show you the QUEST method.
Copywriting-Tutorial: 20.2 | QUEST - Understand
In this video I show you step 2 of the QUEST method.
Copywriting-Tutorial: 20.3 | QUEST - Educate
In this video I show you step 3 of the QUEST method.
Copywriting-Tutorial: 20.4 | QUEST - Stimulate
In this video I show you step 4 of the QUEST method.
Copywriting-Tutorial: 20.5 | QUEST - Transition
In this video I show you step 5 of the QUEST method.
E-Mail copy
Copywriting tutorial: 21.1 | Email copy - The subject line in theory
In this video we talk about the subject line in theory.
Copywriting tutorial: 21.2 | Email copy - subject line
In this video we talk about the subject line in practice.
Copywriting tutorial: 21.3 | Email copy - body text
In this video we talk about continuous text.
Copywriting tutorial: 21.4 | Email copy - call-to-action
In this video, we discuss the call-to-action in an email.
Copywriting for advertisements
Copywriting tutorial: 22.1 | Example advertisement - it also works with text only
In this video there is an example of a copy without pictures.
Copywriting-Tutorial: 22.2 | Example advertisement - a loud ad
In this video we discuss another example.
Copywriting tutorial: 22.3 | Template for writing ads
In this video I show you a template for writing ads.
Copywriting tutorial: 22.4 | The AIU formula for successful ads
In this video we talk about the AIU formula.
Copywriting tutorial: 22.5 | Template for successful ad headlines and call-to-actions
There is another collection of templates in this video.
Copywriting tutorial: 22.1 | Example advertisement - it also works with text only
3 min OpenCopywriting tutorial: 22.5 | Template for successful ad headlines and call-to-actions
5 min OpenCopywriting for Social Media
Copywriting Tutorial: 23.1 | Social Media: Understand the differences between the platforms
In this video we discuss the differences between social media platforms.
Copywriting tutorial: 23.2 | Instagram profile copy - best practices
In this video we write an Instagram copy.
Copywriting tutorial: 23.3 | Example social media 1: Instagram post
In this video we talk about Instagram.
Copywriting tutorial: 23.4 | Example social media 2: YouTube description
In this video we talk about YouTube.
Copywriting tutorial: 23.5 | Example social media 3: Pinterest pin
In this video we talk about Pinterest.
Copywriting Tutorial: 23.1 | Social Media: Understand the differences between the platforms
5 min OpenTips & Tricks
Copywriting tutorial: 24.1 | Easy readability
This video provides an introduction to the readability of texts.
Copywriting-Tutorial: 24.3 | Exercise: Get out of the friend zone
In this video, I show you how to get out of the friend zone.
Copywriting tutorial: 24.4 | Solve the social proof paradox
In this video we solve the social proof problem.
Summary: the 10 commandments of copywriting
Copywriting tutorial: 25.1 | Always focus on the reader
In this video you will find part 1 of the summary.
Copywriting tutorial: 25.2 | Attracting the right attention
In this video you will find part 2 of the summary.
Copywriting tutorial: 25.3 | Be persuasive
In this video you will find part 3 of the summary.
Copywriting tutorial: 25.4 | Tell the customer what is logical
In this video you will find part 4 of the summary.
Copywriting tutorial: 25.5 | Evidence, evidence, evidence
In this video you will find part 5 of the summary.
Copywriting tutorial: 25.6 | Customer benefit
In this video you will find part 6 of the summary.
Copywriting tutorial: 25.7 | Overcoming objections
In this video you will find part 7 of the summary.
Copywriting tutorial: 25.8 | Connect emotionally
In this video you will find part 8 of the summary.
Copywriting tutorial: 25.9 | Call to action
In this video you will find part 9 of the summary.
Copywriting tutorial: 25.10 | Take action now
In this video you will find part 10 of the summary.
Examples of use
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Copywriting in theory - and above all in practice. Learn everything you need to know - and apply it straight away! -
From the headline to the call-to-action: learn how to write advertising copy that works.
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