Copy School 2020 – Copyhackers

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Career-defining question for digital marketers, entrepreneurs and the well-paid copywriters who write for them:

What’s the difference between a marketing campaign that generates record-breaking profits, vaults you to the top of your industry, and has you jet-setting to Lake Tahoe for your next team off-site…

… and one that barely breaks even and leaves you shoulder-shrugging on your post mortem Zoom call as you wonder where the f*ck things went so wrong?

IF YOU GUESSED…

… how life-changing your digital course, software or coaching program is.

You’d be wrong.

… how many upsells, downsells, tripwires, surveys, pixels and ninja stars you’ve managed to sprinkle across the world’s most “epic” funnel.

You’d be wrong.

… how many 5-figure checks you’ve anxiously signed off on for high-level consultants, coaches and masterminds to tell you WHAT to do but not how to do it.

You’d be wrong.

… how many late nights curled up in fetal, praying to all that’s good and pixely that your copy somehow converts.

You’d still be wrong.

Because as every top-in-class marketer, copywriter or business owner will tell you… cash doesn’t change hands, lives don’t get impacted, and YOUR biz doesn’t get rewarded with record-breaking profits until… YOUR COPY CONVERTS.

Which is also…

The real reason copywriters and marketers drink.

Don’t let Don Draper’s fictional swag fool you.

Drinking is not an emphatic glass-clink to celebrate a job well done.

• It’s to calm the PTSD from that last time you hit “share” on a Google doc with your client or the higher ups and prayed to the copy gods that it actually converts.
• It’s to grapple with the existential crisis that comes from stress-eating Cliff bars on a Sunday night and toggling through Spotify playlists waiting for inspiration to strike.
• It’s to feign the confidence that you actually know what you’re doing when you get assigned an email sequence or sales page – while on the inside you’re helplessly trying to pacify a pitchfork-wielding mob of inner voices. (Was that last win a fluke?… Can I do it again?… Am I a one hit wonder like those Macarena dudes?… Should I just quit while my reputation and ego are intact?)

Or if you’re a business owner…

• It’s to soothe the shot nerves from the last time you had to patch together a 5-minute copy education from the blogosphere in order to whip up the landing page, sales page and sales emails that would actually get your product into the hands of customers.

So yea.. the pressure is real

Insta-Pot stuck on high, real.

Overtaxed adrenals with no amount of adaptogens that can fix it real.

And it’s justified.

Cause in reality, everything you do in your career and business depends on it.

Allow me to be blunt…

• Without the copy, the lofty acquisition goals you whiteboarded for that SaaS you spent 19 months coding are just that. Goals.
• Without the copy, your online course (aka the reason your friends and family barely recognize you anymore) doesn’t enroll a single student.
• Without the copy, the cash you’re sending to Zucks to put you in front of a hyper-targeted audience does nothing but help him target another 50-acre estate off the Amalfi coast.
• Without the copy, your “next level” funnel that you spent all of last quarter’s marketing budget on is nothing but a set of lines and empty boxes spread out across an overpriced flow chart.

The skeleton of a real-world marketing campaign.

The dead bones of a rotting digital carcass.

Without the beating heart, flesh and connective tissue that actually makes things MOVE.

The “STUFF” that actually makes the cash register ring.

In short, nothing happens until your copy converts.

Nothing changes until your copy consistently and predictably gets the “yes.” And gets it at scale.

And that’s why…

Writing High-Converting Copy is the Single Most Profitable Skill You Will EVER Master in Your Business or Career

WE’VE PROVEN IT OVER AND OVER AGAIN.

In our businesses. In our clients’ businesses. In our students’ businesses.

When you master the ability to quickly and confidently write high-converting copy, you’re arming yourself and your company with an invaluable $1,000 per hour skill.

These wins didn’t come from months or years of learning and laboring.

They were earned in literally MINUTES or HOURS of knowing exactly what to do in order to generate dramatic “we be moving our biz into a 2,500 square foot loft with exposed brick” results.

THIS SKILL IS LITERALLY PRICELESS.

BECAUSE…

When you FINALLY have the confidence to turn your words into revenue, everything changes.

When you FINALLY have the ability to turn your Macbook Pro into a weapon of mass conversion, everything changes.

When you FINALLY have the Kanye-level confidence that comes from knowing what you’re doing rather than guessing and praying (aka the GAP method), you can hit “share” on that g- doc while sporting the world’s ugliest khakis and still feel like a million bucks. Hell, you can be “socks and sandals” guy and still strut out of the office at 5:01pm with your proverbial middle fingers in the air. #dontbethatguy

If you’re a marketer or business owner, this means:

• Being able to login to Hubspot, ActiveCampaign, Mailchimp, etc. at 2:04 pm and celebrate new sales notifications in Stripe or Paypal at 2:15 pm.
• Being able to bootstrap more effectively instead of trying to find a copywriter who either doesn’t know their value or is looking to take 2% equity on something that doesn’t exist yet.
• Being able to capitalize on flash sales, new campaigns and, yes, the world’s most epic funnel – without worrying about how those “hungry empty boxes” will actually get fed.

If you’re an in-house or freelance copywriter, this means:

• Proactively pursuing bigger projects instead of self-sabotaging out of your fear of not being able to deliver.
• Being able to quote higher fees, negotiate a hefty raise or pushback on the pushback because you KNOW your copy makes you indispensable and invaluable.
• Being able to pinpoint where a client is leaving money on the table, and swooping in to save the day with your skills – while cashing bigger checks in the process.

So if the rewards of this skill are so disproportionately high, why do most marketers (and some copywriters) treat copy like a close-talking lepper?

SIMPLE. IT’S KINDA SCARY. NOT KINDA… A LOT SCARY.

Double root canal without the laughing gas – SCARY.

Cause even though it’s the most profitable skill, it’s also the most subjective and confronting.

As you sit at your laptop with a Google Doc open, you wonder things like…

… Am I doing this right?

… Does this sound too salesy?

… Are these words gonna convert? Or am I wasting my time with something that’s already dead before I even hit send or publish?

There are apps that tell you what grade level your writing is at. There are plugins that will tell you if a word is spelled wrong. There are bots that will autocomplete a common sentence.

But there’s NO plugin, app or bot that will tell you if your copy is any good.

Only the market and your merchant account can tell you that. And rest assured, they will.

Every single time.

In cold hard numbers that don’t CARE how many Saturday nights you spent stress-eating cliff bars in front of a laptop. Or how much time and money you spent creating that thing you’re trying to sell.

That’s why it’s far safer to share a social post and pat yourself on the back for those 300 likes than it is to fire off a 300 word sales email and feel like a helpless hack as the Mailchimp monkey laughs at your whopping 1% CTR.

Confronting? Yep.

High stakes? Absolutely.

An unfair advantage to anyone courageous enough to master it? You already know the answer.

Simply put…

If you’re responsible for generating revenue inside your business or a client’s business – you’re responsible for gaining outcome-based mastery over this skill.

And damn right there’s a path for that.

The Proven 3-Step Path to Results-Based Mastery (and declaring yourself the Most Profitable Person in the Room)

Step 1: Master the Places Where Cash Changes Hands

The reason most founders, copywriters and marketers give up in their pursuit towards mastery is because they’re literally trying to master everything.

Which is pure insanity.

Unlike Facebook Ads or SEO – which are barely old enough to order a cheap whiskey from a Canadian dive – copywriting has been around for over 120 freakin’ years.

The amount of techniques, philosophies, schools-of-thought and the places to apply them are nearly endless.

That’s why even seasoned copywriters never quite feel like they’ve “made it” or that they’re “good enough.” The goal posts for mastery are blurrier than a Jackson Pollock to those people in Bird Box.

So to that we say “screw it.” Don’t shoot for this elusive thing called “mastery.” Instead, develop results-based mastery over the key marketing funnel assets where cash changes hands.

Meaning…

1. 1. Your Website
2. 2. Your Facebook and Instagram Ads (to turn strangers into traffic)
3. 3. Your Landing Page (to turn traffic into leads)
4. 4. Your Emails (to turn leads into primed prospects)
5. 5. Your Sales Page (to turn primed prospects into customers)

Gain results-based mastery over these 5 cash-changing junctures, and you’ll NEVER have to worry about your ability to generate revenue in your business again. Or in your clients’ businesses again.

Step 2: Need for Speed: Never start from scratch. Never second guess.

High-converting copy is meant to be written fast. Methodically fast.

It’s not a study game. It’s a speed game.

As a a founder, a marketer, business owner… or as a busy-ass copywriter who wants to serve all those clients fighting for your keyboard, you don’t have endless hours to labor over your Macbook while throwing back 18 Starbucks refills.

You don’t have time to play a poor man’s game of copywriting chicken with the blinking cursor.

Your CMO – your client – your employees – they can’t “wait” until you feel inspired enough to write the copy that keeps everyone, including the company’s Bernese mountain dog, fed.

And that’s actually an advantage for you. Because killer sales copy happens fast. Methodically fast. And that’s why the top-performing copywriters on the planet NEVER start from scratch – they start with the proven templates, frameworks and processes that churn out record-breaking copy in half the time it takes you to labor over that stuff that makes your stomach churn the second you hit “share.”

Step 3: Recognize Copy as the Universal Blood Type of Your Marketing Campaign

You’re probably just as sick as we are of every marketing person on the planet professing their thing as “the most important thing” – SEO, CRO, funnels, high ticket services, ascension paths, inbound marketing, conversational marketing, etc.

Endless, right?

But the one thing they ALL HAVE IN COMMON is the requirement for high-converting copy.

Copy is the great unifier. It’s the O-Negative blood type that generously pumps its profit-generating power into EVERYTHING you’ll ever do in your marketing.

It was the “thing” in 1920. And it’ll still be the thing in 2020 and beyond.

When it comes to marketing, copy is an immortal Taoist sage who’s sipped from the fountain of youth and bottled that sh*t up for safekeeping.

You can blame it for being too humble. You can resist it. You can pretend it doesn’t exist or that it doesn’t matter. But with that attitude, it’ll likely outlast you and your business.

It’s time to let bygones be bygones and finally make peace with this most profitable skill.

And that means committing to actually mastering these key assets.

Not just being “blog smart” and name-dropping Ogilvy every chance you get. Not just learning the “101” stuff on Udemy.

But actually acquiring and applying the repeatable, evergreen skills and strategies that have helped create repeatable 6- and 7-figure wins for the brands, businesses and software programs you use everyday.

If you’re ready to do that… we’re initiating a brand new breed of copywriter and marketer:

The Most Profitable Person in the Room™ (noun)

ORIGIN: COPY SCHOOL 2020

Definition:

A confident, well-paid copywriter, marketer or business owner who’s developed the skills to generate profits on demand by mastering the 5 key junctures where cash changes hands: your website, ads, landing pages, emails and sales pages.

“Cool, but can you like… use that in a sentence?”

F-ya we can. Here’s what it means to be the “MPP”…

It means that…

… as a copywriter, you’ve de-commoditized yourself and set yourself up to charge A-list fees to A-list clients by mastering the critical junctures where cash changes hands.

… as a marketer or founder, you’ve given yourself and your team results-based mastery over needle-moving assets so that you can raise your in-house “profit quotient” and never be straight-jacketed in your ability to make good on those aggressive goals you set last quarter.

… as anyone directly responsible for generating revenue in your business, you’ve gained the confidence, clarity and processes for getting the “yes.” Getting it fast. And getting it at scale.

Why There’s No Better Team To Help You Become the Most Profitable Person in the Room in 2020

Joanna’s the founder of Copyhackers and the creator of conversion copywriting. She’s written copy for the likes of Metalab, Shopify, QuickSprout, Crazy Egg, BT, Tesco, Buffer, Edgar and Wistia. And she’s been invited to teach conversion copy on 50+ international stages including INBOUND, Mozcon, Call to Action Conference, Jeff Walker’s PLF Event, Copyblogger, Problogger and ConversionXL Live.

The creator of the “coaching the conversion” method, Ry Schwartz has been the not-so-secret hired gun behind dozens of 6- and 7-figure product launches and evergreen funnels. He’s written for and/or consulted with top online businesses like Amy Porterfield, Todd Herman, London Real, Josh Shipp, Jasmine Starr and Dan Martell.

TOGETHER, JOANNA AND RY HAVE BEEN FEATURED GUEST TRAINERS FOR:

MARIE FORLEO — AMY PORTERFIELD — TEACHABLE — CONVERTKIT — LEADPAGES — STRIPE ATLAS — SPROUT SOCIAL — NATHALIE LUSSIER — DEADLINE FUNNEL — THINKIFIC — HUBSPOT — PODIA

INTRODUCING…

Copy School 2020

The Most Profitable Person in the Room™ Edition

The most insanely comprehensive, ROI-focused copywriting training on the planet, engineered to make EVERY critical part of your marketing funnel more profitable from Day 1.

Let’s get this out of the way. Copy School 2020 is not for the faint of heart. It’s a full spectrum master’s level training for anyone responsible for generating revenue inside a digital business in 2020 and beyond.

Within seconds of enrolling, you’ll get immediate, lifetime access to:

• 7 complete copy training programs (each selling on their own for $1,000 – $2,000)
• 150+ training videos
• Dozens of proven templates, workbooks, checklists, bootcamps and over-the-shoulder tutorials.

All pooling together to give you results-based mastery over EVERY marketing asset that matters.

NEW FOR 2020!

Convert visitors on your website

Write any web page for SaaS, ecommerce or services using The Transformation Message Map and The 10x Page Plan, the foundation of 10x Web Copy that converts.

Instructor: Joanna Wiebe

Sells for: $1997

NEW FOR 2020!

Plan and write 4 complete funnels

Frustrated by funnel maps with empty boxes you have no idea how to fill in? Rethink your funnels with this quick-hit series on optimizing 4 distinct funnels.

Instructor: Sam Woods

Sells for: $997

Engage, convert, retain and upsell your subscribers

Sales emails, nurturing emails, onboarding emails – you gotta plan ‘em and you gotta write ’em. And that’s exactly what we teach in this, our #1 most popular program.

Instructor: Joanna Wiebe

Sells for: $997

Optimize lead capture

Turn visitors into leads, subscribers, webinar registrants and more with this foundational conversion copywriting training. Includes the must-know Rule of One.

Instructor: Joanna Wiebe

Sells for: $997

Knock out winning FB and Insta ads

What’s the secret to attracting more qualified links, reducing your ad costs, increasing engagement and generally killing it on paid social? It’s not a secret. It’s a process.

Instructor: Wahida Lakhani

Sells for: $997

Perfect for course creators

Use templates and the Coaching the Conversion framework to write course-launch emails that move people through the entire pre-launch and launch funnel.

Instructor: Ry Schwartz

Sells for: $997

Send your subscribers to sales pages that convert

If you’ve got a list of trial users, leads, subscribers or customers – or all of the above – close sales like a champ by sending them to a persuasive long-form sales page.

Instructor, Track 1: Joanna Wiebe

Instructor, Track 2: Ry Schwartz

Sells for: $1997