In this online course, you will learn the core truths of how to write effective advertising.
These core truths work because people’s true motivations are consistent and predictable.
In this 12-lesson series, Roy Williams shares the advertising principles he uses to write ads that have driven hundreds of millions of dollars worth of sales. These principles work regardless of if you’re selling products or services, what’s trending, which generation currently “has the money,” or who’s in power.
The 12 Lessons are:
1. How to Find the Right Idea – Strategy Beats Copy
Don’t worry if you’re not a good writer… “If an ad campaign is built around a weak idea – or as is so often the case, no idea at all – I don’t give a damn how good the execution is, it’s going to fail. If you have a good selling idea, your secretary can write your ad for you.” – Morris Hite, legendary adman
2. Why Shorter is Better
“Customers can take no action until they’ve seen themselves do it in their minds.” The power of uncommon verbs. Be short, clear, concise, interesting. Don’t clutter your effort. Let nothing get in the way of tight.
3. Transactional Ad Writing – How to Draw a Crowd
How to write ad copy when you must make things happen quickly.
4. Relational Ad Writing – True Branding
How to write Branding ads that are client-specific, rather than product or event-specific.
5. Where to Begin – Choosing Your First Mental Image
Where you’ll find it. Open Big – Make one point: Rhino vs. Porcupine – Core Message.
6. How to End – Choosing Your Last Mental Image
Close Big – Going full circle – “If you have an important point to make…”
7. What to Leave Out
The danger of the “clever” trap. How to avoid empty words. And why never to go looking for the “unique selling proposition.”
8. Keeping their Attention; Secrets of Mind’s-Eye Participation
Examples of Unimaginable Ads made vividly Imaginable. How to do it.
9. How to Make Customers Mention Your Ad
Planting a WordFlag.
10. Slogans, Taglines, and Positioning Statements
Magnetic Meter and when/how/why to use it.
11. Dialogue, Testimonials, and Humor (Nitroglycerine)
The excitement of the high wire. And why beginners should avoid trying to walk it.
12. How to Write Copy that Keeps Clients Sold
Getting credit for delivering exactly what you promised.
You can purchase this course by itself, or get free access to it with an Ask the Wizards subscription.