You are about to learn, practice and fall in love with one of the most game-changing business skills you can learn: Copywriting.

Please note, one does not say "game-changing" lightly.

Why will you fall in love with copywriting? Because it's the James Bond 007 of marketing - leaving your audience shaken and stirred. Copywriting is the power punch when you want people to click/follow/download/dish their data/buy. It's the difference between buy and bye.

You can also have so much fun with it using tone, humour, personality, satire, sausages (no, really), concepts, creativity, media, video, hooks, sass, class and just about anything you can think of. In how many jobs can you say that?

Brands aren't born. They're built. Built by heroes called copywriters.

Got an absolutely sizzling product? If you don't know how to stylishly deliver it to your audience, it's going to be nothing but a weight in your pocket.

Keen to attract new business online? It's hard out there. It's saturated. That's why copywriting is your hardest working employee - your 24-hour silent sales squad and it's time to learn the skills of the trade...

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The Copywriting Foundations were built so that you can learn and lean into them every time you write.

It's a bit like army training... when the pressure is on you will have a robust set of skills to fall back on automatically. That pressing deadline? No problem. Writer's block? Not on our watch. All you need to do is follow these steps and practice to become a much better writer.

Does your copy need to sound clever? Do you need a degree in English?

Let's find out...

Brand or business? What is the difference and why does it matter?

People often confuse a brand with a name or a logo. But a brand is a somewhat intangible marketing or business concept that distinguishes a company or product. It goes much deeper than the name above the door and is about creating a loyal bond between the buyer and the business.

When delivered well, a brand can resonate so strongly with its audience that legions of buyers and followers are born and they are proud to support and purchase.

So, how can you write successfully for a brand and romance its audience?

Do you forget to plan your project and in a rush of excitement and energy dive straight in? I hate to go all cliche on you, but I believe the saying, "fail to plan and plan to fail" is apt here.

Without proper planning, you cannot hope to know what you need to know to make your copy sizzle.

Follow these steps to deliver epic copy every time...

Features and benefits need to be understood, romanced and delivered equally and skillfully.

Features are what the product or service does. Benefits are why that matters to the audience. It's an easy mistake to go in heavy on the features of your product/service believing the benefits are obvious to the audience.

Even if they are obvious, it doesn't hurt to repeat them, right?

So, how can you transform those features into tantalising benefits...?

This is a big one. Very large. Huge. The Jaws of epic copy. You get the idea.

Uncover this and you will angle your writing straight into their hearts, minds and wallets...

What are the 7 deadly sins doing in the middle of Confident Copy?

Trust me, all the good things...

Tone of Voice... so very hard to articulate but so very important.

There is a lot more to your tone of voice than picking a mood. It's about stirring a feeling and vibing with your tribe so that they know it's you before they know it's you...

Whether you're creating copy for a website, ad campaign, or social media, you want it to achieve its goal. It will not achieve its goal if it's forgettable and bland.

Even an organisation like a bank, which is known for being sensible and sturdy,  wants to stand out and garner attention. No business wants to spend time and money on marketing that fails to draw the (right) crowd.

So, how can you set their interest on fire...?

Coming in hot with the big guns now.

Get ready to know what the professionals know and create copy that convinces...

Confidence is discussed a lot - and rightly so. It's that magic ingredient that helps you be your best self and the same is true of your copy.

We all doubt sometimes. We're all human. Don't go giving yourself a hard time for being human. Just follow these simple steps to give you the copy confidence you need to deliver your project each and every time...

Pull up your chair. Lean in a little closer. It's time to smoothly catch some fish...

It sounds pretty simple, doesn't it? Yet sometimes we plough straight in without enough thought. It's often not the writing that's the issue. It's creating a mouth-watering concept that stops the target audience in their tracks.

It's not always easy to create something from nothing but even a simple concept can have a huge impact.

Let's get scratching those heads...

Writing for digital has several enemies. Attention spans, endless scrolling, a desensitised audience - there is plenty to contend with but contend with it you can.

So, what should you consider when writing for digital to make sure you get the click and keep them on the page...?

We get asked about this one (a lot). From businesses to clients and copywriters, everyone wants to know how to create direct response copy.

And you're about to find out...

There are things to avoid when crafting fabulous copy. Things that separate the copy pros from the copy lows.

It's embarrassingly obvious once you spot it but bizarrely, it still happens a lot...

Do not press publish until you have followed this process...

Test your copy using this formula and correct any weak spots before you publish...

Lots of lovely homework! It's time to put those skills to work and perfect your craft...

That's (almost) a wrap. There are just a few juicy little extras to help you create even better copy...