San Francisco School of Copywriting's January 2014 Copywriting Crash Course. Direct response copywriting course reveals the 5 secrets of good direct response copywriting.

1. Copywriting Crash Course

2. 
You’ll walk away with:
 The Five Secrets Successful Copywriters Use and How
to Incorporate them into YOUR Copy Today
 An Understanding of the Psychology of Great
Copywriting. How to get Interest, Keep Interest and
Close People to Action
 The Opportunity to ask Your Questions
 A Special Offer After the Q & A
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Lets Go..

3. 
5 Copywriting “secrets” that can instantly
enhance and improve your work and the
results you’ll gain
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Know exactly WHOYou’re Writing to
Create Headlines that are Benefit Rich and
Audience Focused
Write to Their Pain
Provide a Clear and Certain Solution
Include a Crystal Clear Call to Action
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4. 
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Sales Myths:
Pushy
Sleazy
Aggressive
Talks too Much
Won’t Let You Out Alive…….

5. 
Sales is About Solving Problems, Copy is
About Sales
 Someone has a need
 Someone else fills it
 Copy describes the Need
(pain) and provides the
Solution (cure)
You do that by clearly and compellingly describing
the benefit(s) they will gain

6. 
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Features and Benefits
You’re a dentist and you offer any level of sedation a
patient wants
 Feature: Choice of anesthesia
 Benefit: removes the fear of experiencing pain and makes
the patient feel in control, because they have a choice.
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You remodel homes and you use green and ecofriendly materials
 Feature: recycled and environmentally friendly materials.
 Benefit: responsible stewardship, good for the
environment, reduced carbon footprint and in many cases
healthy for the end user

7. SECRET ONE
 Know your audience
 Write To One Person and One Person Only

8. Some of You Reading This May Already Know
YOU May Already Know
Most of You are Here to Learn how to Sharpen
Your Copy
 YOU are Here to Learn how to Sharpen YOUR
Copy
 Make it ‘intimate’, picture one
person in your audience, write to her
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What do you know about her? What does she lay awake worrying
about? Why? Where does she live? Urban? Elsewhere? What does she
read? Where does she shop? What causes does she support?
What does any of this tell you about her that you can use?

9. SECRET TWO
 Emotion Drives the Train -Write To Their
Pain and/or Solve Their Problem(s)

12. SECRET THREE
 Create Headlines that are Benefit Rich and
Tell the Story

17. SECRET FOUR
 Provide a Clear and Certain Solution – Paint
a Vision of Their Future

20. SECRET FIVE
 Include a Crystal Clear Call to Action

23. 
Know Exactly WHOYou’re Writing to
Create Headlines that are Benefit Rich
Write to Their Pain
Provide a Clear and Certain Solution
Include a Crystal Clear Call to Action
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Questions?
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24. Get on the Bus