The Legacee Academy

Copywriting Essentials: Creating Knock Your Socks Off Content

  • 11-Sep-2017
  • A Six-Module Full Class On-Line (Digital Marketing Concentration: Track I Ends Oct. 22)


  • This class runs on a cycle of one-module a week; which includes exercises and application assignments.
    It’s focused on the development of expertise (Level I Learning). Just sign-up—we will send you more information by email. Bonus: Receive a classic white paper on “How to Improve Reading Comprehension.”
  • Learning Customized to You — The Individual. Target your skill building effort. You take 30-days to practice one of the modules in the Full Class. Plus you have your own guide who will function as a mentor and coach. You meet with your assigned Guide at the start (to plan the engagement), at least once a week during delivery, and at the end (to review and the lessons learned). Special bonus: A crash course on master skill development.
  • This is a faster skill building than the Short Course option since each module takes two-weeks to complete. You meet with your Guide at the before class start, weekly during delivery, and at the end (for debrief and lessons learned). In each theory and practice cycle, the first part of the week is dedicated to getting the theory down. After that, it all about practice and reflection. Special bonus: An email crash course on skill development.
  • Honestly, the organization that learns faster than competitors has a SUSTAINABLE COMPETITIVE ADVANTAGE. You can access live content (i.e. overheads, exercises, etc), Concentrations, Full-Classes and Short Courses. Give your organization an edge. Bonus: A Great McKinsey piece on The CEO and Lifelong Learning. Contact us at:

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Image by: The Literary Digest

You might say this is a "college writing deprograming class." Let's face it, you won't write very good marketing copy using what was learned by writing scholarly research papers. The world has moved on; and the real world doesn't value black and white text the way it used to.

Discover More About:

• The rules of copywriting

• Classic techniques that work and will always work

• How To design emotional appeals

• Hold people's attention

• Designing motivational calls to action

• How to use imagery with copy


EVEN with email, good content still rules. In this module, you will learn the copyrighting techniques that make content both interesting and motivational. To do so, you have to understand the nature of how to write. For example, if you write like a professor — you will fail at marketing. You will learn about two major forms of email marketing. The first is the promotional email. This is normally a stand alone product promoting a particular offer or event. The other form is the email based newsletter.

Module 2: Persuasive Patterns

There are classic persuasive patterns that work. These are useful in writing copy that gets people to take action.  

Module 3: Generating And Modeling Good Copy

Good copy shares two characteristics: it gets your interest and motivates you to  do something — such as making that click to a landing page.

Module 4: Creating Ads That Sell: Integrating Words and Images

Let's face it, you won't write very good marketing copy using just text. The world has moved on and continues to move away from test only messages.

Module 5: The Power of Stories, Myths and Archetypes

We will delve into both Jung and Campbell: giants with deep insights into the strong psychological and motivation forces illustrated by myths and archetypes.

Module 6: Writing Motivational Posts and Emails

There is an art to getting someone to make the click. There is even an art to getting a person to open up your eMail.  This is where writing boring is fatal; for who wants to read a another boring piece of writing. Brings back bad memories of reading journal articles. 

Here you will learn about:

  • How to Grab Attention With a Headline
  • What Can Motivate Action With a Descirption
  • Structures for Compelling Calls To Action

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