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Copywriting for Entrepreneurs
Lesson 3
Project Shop: How It Works
Weekly LIVE Lessons
● Every Monday 30 mins-1 hour
● Replay Sent out Same Day
Assignments
● Due Every Sunday Night by Midnight
● Use Assignment Sheet for Worksheets
and Submission Link
Q&A
● Email Support
● Bi-Weekly LIVE Q&A
Finished Project
● Each Week Complete 1 step of Project
● Last Week Do Final Step, Turn in Project
Overview:
Copywriting for
Entrepreneurs
Week: 1
Copywriting Basics
Week 2:
Copywriting Formulas
Week 3:
Copywriting Subject Lines &
Headlines
Week 4:
Calls to Action & Final Sales Email
Your First Sales
Goal...
Is to get them to
open the Email.
Subject Lines Vs. Headlines
Subject Lines
Get them to to open the email Get them to read the rest
Headlines
The 3 Qualities of Successful Subject &
Headlines
Clarity
Relevance
Credibility
The Secret of
Compelling
Headlines &
Subject Lines
Don’t SELL
Connect with the Reader
instead
Don’t Pressure them to Carry
the Whole Load.
Elements of
Effective Subject
lines & Headlines
URGENCY
“Five days left to get 60% off all
summer items”
Communicate
Urgency & Scarcity in
your subject line
Just make sure
not to be “THAT
BRAND”
CURIOSITY
“You’ll understand what’s wrong with
Mark Whalberg once you see his
schedule”
This is why you will
benefit from opening
this email. Now open
it.
OFFERS
“August Newsletter: Free
Training Inside”
Tell them what’s
inside.
Be clear what you
they can get if they
open the email.
PERSONALIZATION
“You need to relax more Tanya.
Get our exclusive deal inside.”
Make them feel special.
Speak to something you know that
they are interested in.
NAME
RECOGNITION
“What you and Beyonce have in
Common”
Use recognizable
individuals:
characters,
celebrities, people
they admire.
COOL STORIES
“And then I was pushed out of the
airplane screaming”
Use a snippet/ gist of a
story to create
curiosity.
They add to the
KNOW, LIKE, TRUST
factor.
Action
Command
Verbs & Power
Words
“Dine with us today for 50% off”
“This weight loss hack is
Mindblowing”
Action Command
Verbs: They invoke
action
Power Words: Give
the big idea. Convey
big emotions.
A Compelling
Question
“Are you making these 4 SEO
mistakes?”
“How do scented candles affect
stress?”
Questions cause the
reader’s mind to take
the next step.
It invokes curiosity
**Bonus**
Matches Keyword searches
Numbers
“48 Ways To Organize Your Closet”
“72% of people are missing this
item in their home”
They Set
Expectations
They give concise
information up front
Don’t Be Afraid
to Be Punny
“Our Prices are FALLing in
October”
Allow yourself to get
clever and
lighthearted.
Meet your audience
where they want to be
There’s NO Silverbullet
Write lots of Headlines
Test them out
Look at Your Analytics
Ask Yourself
1. Would the reader open this?
2. Would they read past the headline?
3. Do they know:
a. Who this is for?
b. What it does?
c. How it does that?
Fun Tools
● Email Subject Line
Grader
● Advanced Marketing
Institute: Headline
Analyzer
● CoSchedule: Headline
Analyzer
● Blog Title Generator
100 Formulas for Headlines
Comes with your Task Worksheet
● What [pros] wants you to know before you [thing
you need to do]
● Most [industry professionals] do __ but we're not
most [industry professionals].
● I'd like to give this to [industry professionals] ...
before they [do something common]
● How to [thing customer wants to do] without [thing
customer doesn't want to do]
Your TASK
Week 3
Due Sunday at Midnight
Write Your Subject Line &
Headline
● Write 5 Subject Lines
○ Choose Your Favorite
● Write 5 Headlines
○ Choose Your Favorite
Choose Any of the
following Headline styles
to use for your TASK
Ask A Question: What would you tell
your younger self?
Give a
Command Stop Making this
mistake!
Use a “how to”
headline How to drive traffic to
your website in 3 steps
Tell a Story
The fast, cheap way I
started my online
business
Make a List
The 100 things you
need to know to start
a business
Announce news
that’s novel or
disruptive
Why knives aren’t the
best utensils to cut
with
Give something
useful Avoid Holiday Stress:
Free Guide Inside
Time Sensitive
or Urgent
I’ve never done a
contest like this before
and it’s over
tomorrow.
Be direct &
address a pain
You have skills, here’s
how you get paid for
them.
Create Mystery Are you losing $156.24
a week by doing this?
Your TASK
Week 3
Due Sunday at Midnight
Write Your Subject Line &
Headline
● Write 5 Subject Lines
○ Choose Your Favorite
● Write 5 Headlines
○ Choose Your Favorite
Q & A

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Copywriting for Entrepreneurs: Lesson 3