The Fast Track to Marketing-Writing Mastery – Well-Fed Craft

I’d like you to have my “how-to” blueprints for 11 of the most common commercial-writing projects out there.

I’m talking about specific, step-by-step do this, then do that…guidance. Along with 74 real samples you can model.

Dear friend,

To succeed as a freelance commercial writer you have to promote yourself consistently. That’s what I’ve taught for years in The Well-Fed Writer.

But over the past few years readers have also asked for help on commercial-writing assignments…

“I’ve never done a capabilities brochure – any advice?”

Or… “How do you structure an effective postcard direct-mail campaign?”

Or… “Any suggestions on creating a good tagline (or name or headline)?”

As a 26-year veteran commercial writer, I’ve learned—step-by-error-ridden-step, and through copious expense of blood, sweat and tears—the most effective ways to write all the major projects “commercial writing” I encountered in the field.

What’s “commercial writing” (a.k.a. marketing writing)? Marketing brochures (across the spectrum), direct-mail campaigns, ad copy, email marketing, landing pages, web messaging/content, case studies, white papers, sales letters, taglines, slogans, naming and much more.

In short, any writing a business needs to create in the course of communicating with prospects, clients AND employees.

So I decided to start a few small coaching groups where we studied actual samples… These groups have been a huge hit. My students have gotten a ton of value, as you can see from the testimonials below.

But, my group-coaching series are infrequent, and when they do happen, the timing (AND the price) often doesn’t work for people. Lately, many of my readers have been asking me for a self-paced option for this training. I put that off because I was really busy. Or my travel schedule kept getting in the way…

But, this past fall, I finally sat down to put it together—to distill everything I’ve learned about HOW to write these projects into ONE offering, and, in the process, save you 26 years worth of learning. The result is something I’m incredibly proud of:

Get The Fast Track to Marketing-Writing Mastery – Well-Fed Craft , Only Price $57

Introducing:

Well-Fed Craft:

The Fast Track to Marketing-Writing Mastery

The Structure and Strategy Behind Effective Commercial Writing

What’s In “Well-Fed Craft”?

• Module 1: Introduction & a “Refresher” on Sales/Marketing Fundamentals (audio-only)
• Module 2: Introduction to Basic Brochures & Effective Structures for “Case-Building”
• Module 3: Larger Brochures and More Examples of Effective Structures for “Case-Building”
• Module 4: Postcard Direct Mail and Web Site Messaging/Content
• Module 5: Case Studies: Third-Party Success Stories Boost Credibility
• Module 6: White Papers: “The King of Content”
• Module 7: Getting “Into Their World” and Using Themes Effectively
• Module 8: Using Stories (Real or Fictitious) to Legitimize, Humanize and Demonstrate
• Module 9: Using Humor to Draw ‘Em In & Keep ‘Em Reading (+ the “Questions” Strategy)
• Module 10: Basics of Sales Letters and Landing Pages
• Module 11: A “Short-Copy” Primer: Taglines/Slogans, Naming, Headlines and More

Who’s Well-Fed Craft For?

1. Anyone—whether newbie or experienced writer—either struggling with how to write “commercial” projects, or wanting to broaden their “tactic arsenal.”
2. Anyone new to the field of marketing writing (so how would you know?)
3. Anyone who’s transitioning from journalism (again, how would you know?)
4. Anyone who’s focused on one or two project types, and wants to diversify their range of project skills. And most importantly…
5. Anyone who’d like to invest a few days to learn what took me 26 years to assimilate!

In Well-Fed Craft, you’ll discover:

• How to build a marketing piece that grabs readers and keeps them engaged.
• What you must include on the website’s homepage to ensure it gets found and read (and the most popular trends in web copy layout today!).
• 5 unusual project types you’ve likely never seen before (but which will add welcome depth to your marketing arsenal…).
• The writing sample (a tiny part of a larger project), which, when the client saw it, had him increase the budget for the rest of the project by 150%!
• The 1 case-study format guaranteed to instantly boost the color, drama and readability of your work.
• The 2 elements that will instantly and significantly improve any sales letter.
• The 1 powerful question—which, when you can answer it “yes”—will instantly boost the clarity and accessibility of any marketing piece.
• Multiple copy-structuring tactics that powerfully and effectively “build a case” for a product or service.
• 3 real-world examples of copy that “gets into a client’s world” and makes them FAR more receptive to your offering.
• The 3 key white-paper types—straight from THE white-paper guru—that virtually all WPs fall into (talk about simplification!)
• How to use “themes” to create a powerful thread that draws a reader along and highlights the benefits of a product or service.
• 8 examples of using humor to draw ‘em in and keep ‘em reading.
• How using stories—real or fictitious—will legitimize, humanize and/or demonstrate a product or service.
• The potent “___Questions” strategy that will instantly transform your client into “The Credible Good Guy.”
• The product-introduction brochure that took the form of an engaging and impactful “birth announcement”!
• Numerous “Before/After” scenarios that underscore what works and what doesn’t in a marketing piece.
• The 2 resources that will dramatically enhance the creativity and results of any tagline, naming or headline exercise.
• 5 different brochure formats and examples of effective execution the client loved.
• Dozens of examples headlines and subheads that catch a reader’s eye, convey the benefits, and allow for productive scanning.
• And much, much more!

Get The Fast Track to Marketing-Writing Mastery – Well-Fed Craft , Only Price $57

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