Copywriting: Writing advertising texts

Language: German

Copywriting - writing good advertising copy: Basics, techniques, tools & practice (tutorial)

In a nutshell: If you want to sell your products and services (even better) or market your content in general, you need good advertising copy. In this video tutorial, you will learn how to write them yourself and what you should pay attention to in order to attract paying customers. Trainer Tobias Becker sheds light on the copywriting discipline from all relevant angles in 14 instructive hours - you can watch in one go or pick and choose what you want to know. Whether it's psychological basics, various techniques such as AIDA and FAB or helpful tools for writing advertising copy - watch the training and your fingers will be pounding out effective advertising copy in no time!

Copywriting: How to create effective advertising copy for products and services yourself
What you need to know: Learn the essential basics of marketing and psychology
Techniques that help you write: AIDA, FAB, 6+1, 4 P and QUEST explained
Step by step: This is what matters in the headline, introduction, main body and call-to-action
Tips for typing: How to prepare copywriting for emails, ads and social media
Including a precise summary: These are the 10 commandments of copywriting!
Ideal for getting started with the topic and for further improving your existing advertising copy
14 hours of focus on writing - a theory and practice training course by Tobias Becker

Theory in a nutshell - and explained again and again using examples! Start the tutorial, get rid of your writer's block and simply write your own advertising copy in future.

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Details

content: 14 h Video training
Licence: private and commercial Rights of use
Bonus: including working material

Examples of use

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Copywriting in theory - and above all in practice. Learn everything you need to know - and apply it straight away!

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From the headline to the call-to-action: learn how to write advertising copy that works.

Introduction

Copywriting tutorial: 1.1 | Introduction

In this video, I'll give you a very brief introduction to this copywriting video course.

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Copywriting tutorial: 1.2 | What is copywriting?

In this video, I explain in detail what copywriting is.

Copywriting: Basics

Copywriting tutorial: 2.1 | Glossary of basic copywriting terms

Copywriting tutorial: 2.1 | Glossary Copywriting - basic terms

There is a copywriting glossary in this video.

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Copywriting tutorial: 2.2 | What makes good copy?

In this video, I show you what makes a good copy.

Copywriting tutorial: 2.3 | Checklist for writing texts

In this video, I show you a checklist for writing texts.

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Examples of great advertising texts

Copywriting tutorial: 3.1 | Example: Easy Button

In this video there is an example of good advertising texts (Easy Button).

Copywriting tutorial: 3.2 | Emotions, emotions, emotions

Copywriting tutorial: 3.2 | Example: Emotions, emotions, emotions

In this video there is an example of good advertising copy (emotions).

Copywriting tutorial: 3.3 | Example: Coca-Cola

In this video there is an example of good advertising copy (Coca-Cola).

Psychological basics

Copywriting tutorial: 4.1 | Addressing emotions

In this video, we address the emotions.

Copywriting tutorial: 4.2 | What is the customer journey?

In this video, I explain the customer journey.

Copywriting tutorial: 4.3 | A picture is worth a thousand words

In this video I show you the importance of images when selling.

Copywriting tutorial: 4.4 | Think like a customer

In this video, I show you how to think like a customer.

Preparation and tools

Copywriting tutorial: 5.1 | Brainstorming

In this video we talk about brainstorming.

Copywriting tutorial: 5.2 | Tool for brainstorming content ideas

In this video we talk about a brainstorming tool.

Copywriting tutorial: 5.3 | 7 important questions before you start writing

In this video, we clarify 7 important questions you should ask yourself before you start writing.

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Copywriting tutorial: 5.4 | What are personas?

In this video, we take a look at personas.

Copywriting tutorial: 5.5 | Creating a customer persona Who is your absolute dream customer?

Copywriting tutorial: 5.5 | Create customer persona

In this video we create a customer persona.

Copywriting tutorial: 5.6 | W-questions for customer analysis

This video is about the W questions.

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Copywriting tutorial: 5.7 | The most shared content on the internet

In this video, we look at the most shared content on the web.

Initial hints

Copywriting tutorial: 6.1 | The goal of your copy

In this video we talk about the goal of a Copy.

Copywriting tutorial: 6.2 | Don't sell the product, sell the solution

In this video we talk about the sale.

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Copywriting tutorial: 6.3 | Sell only the next step

In this video, I explain how to sell only the next step.

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Headline

Copywriting tutorial: 7.1 | The text structure

In this video we talk about text structure.

Copywriting tutorial: 7.2 | What are headlines?

In this video I show you what headlines are.

Copywriting tutorial: 7.3 | Headline template

In this video we talk about a template for headings.

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Copywriting tutorial: 7.4 | Offer additional added value with "Solution Selling"

In this video we talk about Solution Selling.

Copywriting tutorial: 7.5 | Give clients a sense of urgency

In this video, we talk about the sense of urgency.

Copywriting tutorial: 7.6 | Writing a great headline

In this video we discuss great headlines using a template.

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How you can optimize your headline

Copywriting tutorial: 8.1 | Concrete figures and data

In this video, I introduce you to the topic of numbers and data.

Copywriting tutorial: 8.2 | Topicality and annual figures

In this video we discuss the current situation.

Copywriting tutorial: 8.3 | Punctuation marks and emojis

In this video, I show you how to use punctuation marks in text.

Copywriting tutorial: 8.4 | Classic W questions

In this video we discuss the classic W questions.

Introduction and body (main part)

Copywriting tutorial: 9.1 | Promise based on the most important benefit

In this video, I explain how important promises are.

Copywriting tutorial: 9.2 | Expand your promise

In this video, we discuss how to expand your promise.

Copywriting tutorial: 9.3 | Addition Tell the reader exactly what they're getting

Copywriting tutorial: 9.3 | Tell the reader exactly what they're getting

In this video, the reader should get what they are looking for.

Copywriting tutorial: 9.4 | Provide a proof

In this video, I'll show you how to prove it. Body optimization made easy.

Copywriting tutorial: 9.5 | Open with a provocative question

In this video, we start with a provocative question.

Copywriting tutorial: 9.6 | Start with a story

In this video we start with a story.

Copywriting tutorial: 9.7 | The hero's journey

In this video I show you the hero's journey.

Copywriting tutorial: 9.8 | Start with a compelling fact (facts)

In this video we start with facts.

Write the conclusion

Copywriting tutorial: 10.1 | Tell the reader what they will lose if they don't act

In this video, we play with emotions again.

Copywriting tutorial: 10.2 | Prepare for graduation

In this video, we discuss how to prepare for graduation.

Copywriting tutorial: 10.3 | Call-to-action

In this video I show you the call-to-action.

Copywriting tutorial: 10.4 | Checklist The 8 deadly sins of the call-to-action

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Copywriting tutorial: 10.4 | The 8 deadly sins of the call-to-action

In this video, I show you a checklist for 8 deadly sins in call-to-action.

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Call-to-Action: The most important things summarized

Copywriting tutorial: 11.1 | Hook, line and ballast

In this video I show you a new copywriting concept.

Copywriting tutorial: 11.2 | Testimonials

In this video I show you the importance of testimonials.

Case study: Writing copy step by step

Copywriting-Tutorial: 12.1 | We write a copy

In this video we start with a case study.

Copywriting tutorial: 12.2 | Headline

The headline for our case study.

Copywriting-Tutorial: 12.3 | Subtitle

The subtitle for our case study.

Copywriting tutorial: 12.4 | Shock element

Let's add a shock element.

Copywriting tutorial: 12.5 | Worst-case scenario

Let's look at the worst-case scenario.

Copywriting tutorial: 12.6 | Transition product service

Copywriting tutorial: 12.6 | Transition to the product, to the service

Let's shape the transition to the product or service.

Copywriting tutorial: 12.7 | Teach solutions

Part 6 of our case study on the topic of communicating solutions.

Copywriting-Tutorial: 12.8 | Bullet Points

Let's take a look at the bullet points.

Copywriting-Tutorial: 12.9 | Expertise

The eighth part of our case study will focus on expertise.

Copywriting-Tutorial: 12.10 | Testimonials

Let's move on to the testimonials in our case study.

Copywriting tutorial: 12.11 | Offer and price

This must also be included: the offer and the price.

Copywriting-Tutorial: 12.12 | Bonus

Part 11 of our case study.

Copywriting-Tutorial: 12.13 | Guarantee

The twelfth part of our case study is about the guarantee.

Copywriting-Tutorial: 12.14 | Call-to-Action

On to the call-to-action!

Mistakes that you must avoid

Copywriting tutorial: 13.1 | Too many CTAs on one page

Copywriting tutorial: 13.1 | Too many call-to-actions on one page

In this video I show you why too many call-to-actions are bad.

Copywriting tutorial: 13.2 | Too many keywords

In this video, we discuss why too many keywords are bad.

Copywriting tutorial: 13.3 | Less is more

In this video, we discuss why less is sometimes more.

Copywriting tutorial: 13.4 | Use action tips

This video is about action tips.

Copywriting tutorial: 13.5 | First the customer, then you

In this video, I explain how to put the customer in the spotlight.

Copywriting tutorial: 13.6 | Fewer capital letters

In this video, I explain why you should use fewer capital letters.

Technique 1: Copywriting with the AIDA formula.

Copywriting tutorial: 14.1 | What is AIDA?

In this video I introduce you to the AIDA model.

Copywriting-Tutorial: 14.2 | Attention - Attracting attention

In this video we discuss step 1 of the AIDA model - Attention.

Copywriting tutorial: 14.3 | Headline case study

Let's take a closer look at the headline.

Copywriting-Tutorial: 14.4 | Interest - arouse interest

In this video we discuss step 2 of the AIDA model - Interest.

Copywriting tutorial: 14.5 | Case study introduction

A look at the introduction.

Copywriting-Tutorial: 14.6 | Desire - Create desire

In this video we discuss step 3 of the AIDA model - Desire.

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Copywriting tutorial: 14.7 | Case study main section

Let's take a closer look at the main part.

Copywriting tutorial: 14.8 | Call-to-action case study

Here we look at the call-to-action

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Technology 2: FAB model

Copywriting tutorial: 15.1 | FAB model in theory

In this video, I explain how the FAB model works.

Copywriting tutorial: 15.2 | Properties in practice

Copywriting tutorial: 15.2 | FAB model in practice

In this video I explain the FAB model - step 1.

Copywriting tutorial: 15.3 | Advantages in practice

Copywriting tutorial: 15.3 | FAB model - advantages in practice

In this video I explain the FAB model - step 2.

Copywriting tutorial: 15.4 | Benefits in practice

Copywriting tutorial: 15.4 | FAB model - benefits in practice

In this video I explain the FAB model - step 3.

Technique 3: Copywriting with the 6+1 formula

Copywriting tutorial: 16.1 | The 6+1 formula in theory

In this video, we discuss how to use the 6+1 method.

Copywriting tutorial: 16.2 | 1st context

Copywriting tutorial: 16.2 | 6+1 formula - 1) Context

This video contains the first part of the 6+1 copywriting method.

Copywriting-Tutorial: 16.3 | 2nd Attention

Copywriting-Tutorial: 16.3 | 6+1-Formula - 2) Attention

This video contains the second part of the 6+1 copywriting method.

Copywriting tutorial: 16.4 | 3rd request

Copywriting-Tutorial: 16.4 | 6+1-Formula - 3) Request

This video contains the third part of the 6+1 copywriting method.

Copywriting-Tutorial: 16.5 | 6+1-Formula - 4) Gap

This video contains the fourth part of the 6+1 copywriting method.

Copywriting-Tutorial: 16.6 | 5th solution

Copywriting-Tutorial: 16.6 | 6+1-Formula - 5) Solution

This video contains the fifth part of the 6+1 copywriting method.

Copywriting tutorial: 16.7 | 6th call to action

Copywriting tutorial: 16.7 | 6+1 formula - 6) Call to action

This video contains the sixth part of the 6+1 copywriting method.

Copywriting-Tutorial: 16.8 | 1 Credibility

Copywriting tutorial: 16.8 | 6+1 formula - 7) Credibility

This video contains the seventh part of the 6+1 copywriting method.

Exciting tools & more!

Copywriting tutorial: 17.1 | Swiped.io

In this video, we take a look at the swiped.io site.

Copywriting tutorial: 17.2 | Tools for exciting headlines

In this video I show you an exciting tool for headlines.

Copywriting-Tutorial: 17.3 | Artificial Intelligence shortlyai

In this video I show you an AI tool.

Copywriting tutorial: 17.4 | Tools for alliteration

In this video, I show you an exciting tool for alliteration.

Copywriting-Tutorial: 17.5 | Tools for rhymes

In this video I show you an exciting tool for rhymes.

Copywriting tutorial: 17.6 | Online dictionary tool

In this video, we take a look at an online dictionary.

How to write texts for free

Copywriting tutorial: 18.1 | Free copywriting program

Copywriting tutorial: 18.1 | Free program for writing texts

In this video, I'll show you which free program you can use to write your copy.

Copywriting-Tutorial: 18.2 | Alternatively speaking in real text

Copywriting-Tutorial: 18.2 | Recording text

In this video I show you the language function of the tool.

Copywriting tutorial: 18.3 | Proofreading tools

In this video we discuss proofreading.

Copywriting tutorial: 18.4 | Word counter

In this video I show you a word counter.

Copywriting tutorial: 18.5 | Translate language

In this video I show you another online tool.

Technique 4: Copywriting with the 4 Ps

Copywriting tutorial: 19.1 | The 4-P formula in theory

In this video I introduce you to the 4P formula.

Copywriting-Tutorial: 19.2 | Picture (picture)

Copywriting-Tutorial: 19.2 | 4P - Picture (picture)

In this video we discuss the 1st step of the 4P formula.

Copywriting-Tutorial: 19.3 | 4P - Promise

In this video we discuss the 2nd step of the 4P formula.

Copywriting-Tutorial: 19.4 | 4P - Prove (proof)

In this video we discuss the 3rd step of the 4P formula.

Copywriting-Tutorial: 19.5 | Push (call)

Copywriting-Tutorial: 19.5 | 4P - Push (Call)

In this video we discuss the 4th step of the 4P formula.

Technology 5: Copywriting with QUEST

Copywriting-Tutorial: 20.1 | QUEST - Qualify

In this video I show you the QUEST method.

Copywriting-Tutorial: 20.2 | QUEST - Understand

In this video I show you step 2 of the QUEST method.

NEW Copywriting-Tutorial: 20.3 | Educate

Copywriting-Tutorial: 20.3 | QUEST - Educate

In this video I show you step 3 of the QUEST method.

Copywriting-Tutorial: 20.4 | QUEST - Stimulate

In this video I show you step 4 of the QUEST method.

Copywriting-Tutorial: 20.5 | QUEST - Transition

In this video I show you step 5 of the QUEST method.

Email copy

Copywriting tutorial: 21.1 | The subject line in theory

Copywriting tutorial: 21.1 | Email copy - The subject line in theory

In this video we talk about the subject line in theory.

Copywriting tutorial: 21.2 | Subject line

Copywriting tutorial: 21.2 | Email copy - subject line

In this video we talk about the subject line in practice.

Copywriting tutorial: 21.3 | continuous text

Copywriting tutorial: 21.3 | Email copy - body text

In this video we talk about continuous text.

Copywriting-Tutorial: 21.4 | Call-To-Action Mail

Copywriting tutorial: 21.4 | Email copy - call-to-action

In this video, we discuss the call-to-action in an email.

Copywriting for advertisements

Copywriting tutorial: 22.1 | Example It also works with text only

Copywriting tutorial: 22.1 | Example advertisement - it also works with text only

In this video there is an example of a copy without pictures.

Copywriting-Tutorial: 22.2 | Example A loud ad

Copywriting-Tutorial: 22.2 | Example advertisement - a loud ad

In this video we discuss another example.

Copywriting tutorial: 22.3 | Template for writing ads

In this video I show you a template for writing ads.

Copywriting tutorial: 22.4 | The AIU formula for successful ads

In this video we talk about the AIU formula.

Copywriting tutorial: 22.5 | Template for successful ad headlines and CTAs

Copywriting tutorial: 22.5 | Template for successful ad headlines and call-to-actions

There is another collection of templates in this video.

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Copywriting for social media

Copywriting tutorial: 23.1 | Understand the differences between the platforms

Copywriting Tutorial: 23.1 | Social Media: Understand the differences between the platforms

In this video we discuss the differences between social media platforms.

Copywriting tutorial: 23.2 | Instagram profile copy - best practices

In this video we write an Instagram copy.

Copywriting tutorial: 23.3 | Example 1 Instagram post

Copywriting tutorial: 23.3 | Example social media 1: Instagram post

In this video we talk about Instagram.

Copywriting-Tutorial: 23.4 | Example 2 Youtube Description

Copywriting tutorial: 23.4 | Example social media 2: YouTube description

In this video we talk about YouTube.

Copywriting tutorial: 23.5 | Example social media 3: Pinterest pin

In this video we talk about Pinterest.

Tips & Tricks

Copywriting tutorial: 24.1 | Easy readability

This video provides an introduction to the readability of texts.

Copywriting tutorial: 24.2 | Use forums

There is a tip in this video.

Copywriting-Tutorial: 24.3 | Exercise: Get out of the friend zone

In this video, I show you how to get out of the friend zone.

Copywriting tutorial: 24.4 | Solve the social proof paradox

In this video we solve the social proof problem.

Summary: the 10 commandments of copywriting

Copywriting tutorial: 25.1 | 1. always focus on the reader

Copywriting tutorial: 25.1 | Always focus on the reader

In this video you will find part 1 of the summary.

Copywriting tutorial: 25.2 | 2 Attracting the right attention

Copywriting tutorial: 25.2 | Attracting the right attention

In this video you will find part 2 of the summary.

Copywriting tutorial: 25.3 | Be persuasive

In this video you will find part 3 of the summary.

Copywriting tutorial: 25.4 | 4 Tell the customer what is logical

Copywriting tutorial: 25.4 | Tell the customer what is logical

In this video you will find part 4 of the summary.

Copywriting-Tutorial: 25.5 | 5 Evidence, evidence, evidence

Copywriting tutorial: 25.5 | Evidence, evidence, evidence

In this video you will find part 5 of the summary.

Copywriting tutorial: 25.6 | 6. customer benefit

Copywriting tutorial: 25.6 | Customer benefit

In this video you will find part 6 of the summary.

Copywriting tutorial: 25.7 | 7 Overcoming objections

Copywriting tutorial: 25.7 | Overcoming objections

In this video you will find part 7 of the summary.

Copywriting-Tutorial: 25.8 | 8. connect emotionally

Copywriting tutorial: 25.8 | Connect emotionally

In this video you will find part 8 of the summary.

Copywriting tutorial: 25.9 | 9th call to action

Copywriting tutorial: 25.9 | Call to action

In this video you will find part 9 of the summary.

Copywriting tutorial: 25.10 | 10. Bring to action now

Copywriting tutorial: 25.10 | Take action now

In this video you will find part 10 of the summary.

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Graduation

Copywriting-Tutorial: 26.1 | Completion

In this last lesson, I would like to say goodbye to you.

Details of the content

You can learn how to write good advertising copy!
Whether with or without an image - whether in an email or on a social media banner - wherever and in whatever form you place your advertising: text is always there. If it first arouses interest in your product, your service or, for example, a free newsletter and then actually leads the customer further in the direction of ordering, buying, registering and so on, it was successful. The great thing about it: good copywriting can be learned - and that's exactly what you'll achieve with this copywriting tutorial!
Get started right away if you're new to copywriting. And you can also get started if you want to polish up your existing marketing copywriting skills. Because one thing is certain: after the training, you will approach your written words with more thought, method and technique. Tools for even more effective advertising copy that you can use for email marketing, social media banners, store descriptions and much more.

Everything you need in one tutorial: copywriting from the headline to the call-to-action

From the headline to the introduction and main body to the call to action - in this 14-hour tutorial, trainer Tobias Becker looks at all the important facets of copywriting. As a beginner, you can take your time and glide through the individual lessons step by step to gain a comprehensive understanding of the topic. And as an expert, you can simply pick out the points that interest you.

Techniques & concrete examples - each lesson encourages you to join in!

In the first part of the course, you'll look at the basics and helpful tools for copywriting . You will then take a detailed look at what is important when formulating the headline, introduction, main body, conclusion and call to action. Using the AIDA and 6+1 formulas, the FAB model, QUEST and the 4 Ps, you will learn various copywriting techniques that you can apply to your advertising copy.

Finally, your trainer will show you how to put what you have learned into practice using examples of email texts and texts for advertisements and social media. And then there are the examples: Every theoretical aspect of copywriting is explained in this tutorial using text examples . It's always best to follow along and try your hand at your own texts - that way you'll go from learning to practical implementation even faster!