The Legacee Academy

Copywriting Essentials: Creating Knock Your Socks Off Content To Wow Your Viewers (Concentration: Digital Marketing)

  • 16-Sep-2019
  • A 6-module online learning program. Available as a six-week Instructor-Led Full Class (Level I Learning: Expertise) OR a Dual Track Full Class (Level II Learning: Skills & Expertise)

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  • 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.”
  • This is coaching with a difference. You meet with your Master Instructor before class starts, weekly during delivery, and at the end (for debrief and lessons learned). For each of the six modules, spend one-week on the theory and one-week on the application. During week one besides getting the theory down, we figure out how to apply and practice it. During week two you focus on getting it right. And if it’s not right — to doing it over.
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This is a classic pattern. One still in use today. It induces a set of leads and prospects to take action to buy. Image by: The Literary Digest


Let's face it, you won't write standout copy if what was learned by writing scholarly research papers. If you write like a professor — you will fail touch your your readers in a meaningful way. After all, who wants to read something that's both uninteresting and unintelligible?

You might say this is a partly a "college writing deprogramming" class. One designed up skill your ability to integrated text and images and script short videos to reach out and energize the niche.

Discover More About:

• The rules of copywriting and storytelling

• Classic appeals that work — and will always work — because they are timeless.

• How to design emotional appeals

• Holding people's attention, getting their interest, designing motivational calls to action

• How to use imagery with copy

Module 1. Curating: Finding Content to Share (Without spending alot of time on it)


One of the downsides of publishing is that you have to regularly "feed the beast." And this is a beast that can take up a lot of time. Therefore, it becomes important to become efficient.

Those who succeed in their branding efforts understand that you have to set-up a process—a process that runs week by week and with time keeps getting better and better. But you don't have to be a Six Sigma Black Belt, but one must insure that the key process steps are in-place.

Module 2: Creating Digital Media Ads — That Sell

Collage of Hungarian ads from the 1920s. Notice, the essential elements of this pattern.

The major players in the ad space (i.e. Google and Facebook) have taken a great deal of the creativity out the process creating ads. An ad in social media requires much less skill than what one needs to generate a one-page display ad for magazines found on the news stand — thankfully. 

Anyone of us can create a simple ad and spend money to impress the boss with impressions and click throughs. But to create a good ad? Can can you come up with an ad that induces someone to buy or take action?

It' partly art, but it's also knowing how to integrate the four elements that define the format. If you really understand these elements, you can generate both leads and revenues.

Module 3:  Crafting eMails that are Opened, Get Read and Motivate


One of the biggest complaints business people have about college graduates are, "They just can't write." OK. Sure. Some don't know grammar and others forget to use a spell checker. 

But when you drill down and get to the heart of the complaint, what you find most employees write boring — just like their professors. This commonly shows up as dull, drab and just plain hard to read emails. 

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 4: How To Write Create Long Form Articles and White Papers For Websites and Blogs and Lead Generation


Painting by Rembrandt (1606–1669)

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. 

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 5: The Power of Stories, Myths and Archetypes


Apple's 1984 Super Bowl Commercial

In the age of machine learning and technological disruption, it's easy to assume all is new and original. Not so. Some things are timeless —  a pattern that repeats with slight differences each generation.

In marketing, it's just as important to understand what does change and what doesn't. What will not change is people's deep and abiding love of stories. 

Stories Work. In fact, they work better than facts and stats when it comes to exerting influence. They have become integrated into the structure of many campaigns. 

A story that lasts for three or four thousand years resonates is a deep way with every generation. To understand this pattern, we delve into myths and archetypes — something understand by the creators of the 1984 Apple commercial. 

Module 6: Using Story Telling in Marketing: Scripting Short Videos for Social Media


"It usually takes me more than three weeks to prepare a good impromptu speech."— Mark Twain


It doesn't take a great deal of creativity to upload a video of your new puppy. But if you have a higher purpose than feeding the Ego with likes, you will need to understand how to a script a social media video. 

If you want to make something memorable, embed it in a story. That's why some of the best commercials are have the structure long known to story tellers. 

Since it's unlikely that few of us will be a creative at an ad agency, we will focus on stories told on social media channels such as YouTube. 

Now you to can experience the joy of being both the actor, writer, the director and the post production crew of your production.


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