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Well-Fed Craft: The Fast Track to Marketing-Writing Mastery
result is something I’m incredibly proud of:
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
Nearly 5 Info-Rich Hours!
You get over 280 meaty minutes of focused study/dissection/discussion of 74+ commercial writing samples.
We’re talking information rich in technique, tactics and strategy. The kind of stuff that’ll demonstrably improve your marketing-writing skills, and turn “one-off” clients into regulars.
“I got downright ANGRY when I pored over Well-Fed Craft! This is exactly what I needed in 2003 when starting out. Unfortunately, with nothing like it then, I spent weeks digging up whatever I could find about how to write these marketing pieces—and ended up with maybe 5% of what’s in this excellent program. Whether you’re new or well on your way to success, do yourself a favor and invest in this goldmine of a resource—from one of the best writers in the business.”
– Ed Gandia
B2B copywriter and business-building coach
Who’s Well-Fed Craft For?
Anyone—whether newbie or experienced writer—either struggling with how to write “commercial” projects, or wanting to broaden their “tactic arsenal.”
Anyone new to the field of marketing writing (so how would you know?)
Anyone who’s transitioning from journalism (again, how would you know?)
Anyone who’s focused on one or two project types, and wants to diversify their range of project skills. And most importantly…
Anyone who’d like to invest half a day to learn what took me 23 years to assimilate!
Were you intrigued by the Well-Fed Group Coaching program offered in the past, but the price tag put you off? Or the timing of the sessions didn’t work with your schedule?
This self-paced course—covering everything the coaching series covered, but now including 74+ samples—is your answer. And for a delightfully budget-friendly price.
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!
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- 2.- This is an example of the text file you will get
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