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Marketing Writing Bootcamp

Find Your Writing Mojo!


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As marketers, we've always had to write. In the pre-Internet days, it was cold-call scripts and direct mail. In the 90s we dove into emails and blog posts. And since then, the opportunity for communicating with our prospects and customers has grown exponentially with social, video, whitepapers, online events, and more.

But, it's not just the channels that have changed. It's no longer enough to just write persuasive, benefit-focused copy. We need to educate and entertain, tell compelling stories, and build trust with our audience.

That's why it's more imperative than ever that we stay at the top of our writing game.

Whether you're a marketing newbie or a seasoned pro, Marketing Writing Bootcamp's 11 sessions will help you hone your writing skills so you can take your marketing from great to ridiculously magnificent!

Marketing Writing Bootcamp sessions are 20–60 minutes long. All of the sessions are available on-demand.

Sessions Include:


Your Email Newsletter in 2019
10 Fresh Tips, Ideas, Examples for Waaaaay Better Results

Ann Handley—Chief Content Officer, MarketingProfs

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

Pity the email newsletter: Not as sexy as video or VR; disrespected as a mere "distribution strategy;" dismissed as spam.

Which is a cryin' shame. Because as writers we know, email newsletters are a critical part of marketing. The question is: How do we make email newsletters work more effectively for our company, brands, or ourselves? How can we level-up the writing of our own email newsletters to make them truly game-changers?

For the past year, Ann Handley has been obsessed with elevating the profile of the humble newsletter. She's thought a lot about what goes into a must-read email newsletter these days—and she's studied the best of the best. What makes people subscribe (and unsubscribe)? What makes people open? Share? And what makes you hit reply and write back? How can we write newsletters than matter?

Ann will share with you her best tips, ideas, and examples to help you create and write an email newsletter that gets real results.

You will learn:

  • The best data-backed approach to newsletter-writing
  • Tips to develop a writing voice that resonates
  • An inside look at companies doing it right
  • Tips and ideas to inspire your best work

This is NOT a presentation about email marketing campaigns. This is focused squarely on writing the e-newsletter.

Why? Because the email newsletter is your greatest marketing asset. In this fun, inspiring session, you'll hear how to write one that gets better results, and not squander the clear opportunity we all have!


Want More Respect as a Writer?
Transform Yourself Into the 800-Pound Gorilla in Your Organization

Sonia Simone—Chief Content Officer, Copyblogger Media, LLC

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

In the beginning, copywriting was a little weird, if we're going to be honest. But the era of pushy, sometimes "hypey" persuasive copy has come to an end.

Today, business writing looks different. We can't "push" prospects into buying any more—the web makes it too easy for them to just click away. What we can do is create compelling, audience-attracting content that serves measurable business goals.

But too many businesses still think of content writing as a "soft" skill. Few executives understand the value writers can bring to an organization. And corporate marcom departments are full of unsung heroes. This presentation is going to fix that, both in your own head and in the minds of your colleagues, your boss, or your clients.

Join Copyblogger's co-founder Sonia Simone where she'll transform you into the 800-pound gorilla in your organization. You'll be the one who writes strategic, effective content that your business can't live without.

You'll learn:

  • How to create content that serves real business goals, instead of being a "fluffy" nice-to-have
  • Where to find the precise wording that will add the 800-Pound Gorilla Factor to your writing
  • To position yourself as the Big, Damn Writing Hero with your boss, colleagues, or clients—and yourself!

Hack the Ha-Ha
Why + How to Use Humor in Your B2B Retention Emails

Lianna Patch—Founder, Punchline Conversion Copywriting

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

RETENTION. *spits* That dirty word again.

You know your success depends on keeping subscribers around in the long term... but how do you do it?

Knock knock. Who's there? HUMOR.

In this session, Lianna Patch will show you why and how you can get started using humor in your emails—including how to find your brand's unique sense of humor, where humor makes the most sense, and where to skip the joke.

All in 60 minutes (and probably with a lot of GIFs).

You'll learn:

  • To define a brand sense of humor that resonates with your readers
  • How to punch up your existing auto-emails
  • To write personable, funny emails that improve your retention and engagement metrics

How to Write a Long-Form Sales Page for Any Business

Joanna Wiebe—Creator and Founder, Copy Hackers and Cofounder of Airstory

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

Traditionally used to sell info-products and supplements, long-form sales pages are the newest discovery of the digital marketing world, used by fast-growing SaaS companies and mastered by top Amazon sellers.

In this session, you'll see how to write a long-form sales page for nearly any industry on the planet. And confidently go from blank page to 5000+ words of persuasive bliss.

You'll learn:

  • The seven words to write first to boost your powers of persuasion
  • How to master the lost art of fascinations
  • The four easy ways to create a compelling offer

How to Use Your Writing to Connect With (and Convert) Audiences

Kali Roberge—Founder, Creative Advisor Marketing

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

Most businesses write boring content. Why? Because they strive to make rational arguments for why they're objectively better than the next brand. The results? Boring, generic writing that does nothing to fulfill the promise of great content (building connections, trust, and relationships with audiences).

In this session, you'll learn how to make your writing stand out by breaking the habit of appealing to reason/making rational arguments; focusing on what actually drives conversions: context, emotion, and stories; and knowing how to make their writing more approachable and personable by pulling from personal experiences and beliefs.

You'll learn:

  • To identify how people actually make decisions (emotions, beliefs, stories) and understand why you need to write to these factors, rather than making appeals to reason
  • Know what information to gather about your target audience in order to create content that resonates with the people you want to reach
  • Strategies for writing more personably and authentically, to help create connections and build trust with your audiences

The Top 7 Writing Secrets of Rockstars
How to Unleash Your Creativity

Ahava Leibtag—Content Strategist and President, Aha Media Group

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

There's nothing worse than feeling stuck. You know how it goes: just when you've been tasked with creating compelling and innovative content, creativity seems to elude you. Don't worry, there's a way to get your creative mojo back.

Refresh the creative spirit within you by learning how other creatives—specifically songwriters, bands, and producers—work together to balance storytelling, audience engagement, language, and cadence. Understanding how they iterate, refine, and break through their own creative blocks will arm you with techniques to electrify your own approach to developing content.

You'll leave this session singing at the top of your lungs about your next chart-topping creative project.

  • To craft strong images
  • To expand your understanding of "writing"
  • How to tighten your collaboration techniques

The Art of Speechwriting

Sheri Saginor—President, Smart Speeches

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

Chances are, as a marketing professional you will be called on at some point to write some sort of public remarks for others or for yourself, be it a conference speech, keynote address, informal talk, or banquet toast. For some it's intimidating and for others a piece of cake. But rarely is it systematic.

In this session, you'll discover why some speeches hold your attention and others put you to sleep. Then you'll learn a speech structure that you can use no matter what type of remarks you need to write. Finally, we'll tackle the actual writing process—the "putting pen to paper" (or fingers to keyboard)—part of the process. At the end of the session, you'll have a set of tools to use when writing and delivering your own public remarks.

You'll learn:

  • The key elements of a successful speech
  • A speech structure that works for any type of speech
  • A writing process that will take you from idea to finished product

Writing for Video

Adam Hayes—Head of Content, Wyzowl

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

"Video killed the radio star," the Buggles famously sang in 1979. But it didn't stop there. Since then, video has been trashing TV ads, beating up billboards, and culling cold calls. Bottom line: video is everywhere. There's no better way to tell a story, and it's become perhaps the world's most popular and widely consumed media type.

Just like any other medium, great writing is a fundamental building block of great video. The thing is, writing for video is different. It has its own rules, its own conventions, and it's a multidisciplinary process that involves a lot of people and skills.

In this session, Wyzowl's Adam Hayes will share some of the tips, tricks, and strategies that have helped him write hundreds of successful video scripts for clients based all over the world. You'll learn to ideate and write compelling video content that educates, entertains, informs, and inspires your audience.

You'll learn:

  • Dozens of tips and tricks to help you get clear about your messaging, and communicate that properly in a video script
  • A 4-step storytelling formula that makes a first draft easier than you ever thought possible
  • To write an effective video script using the simple, but powerful, script document

Engaging Your Thought Leaders for Truly Unique Content

Susan Baracco—Writer, Editor, Project Manager, and Executive Coach, Story Architect for Women

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

Every company has thought leaders with a treasure chest of experience, stories, and rich perspective. Even the smallest companies have a founder who knows the deeper story behind the startup, the challenges, the triumphs, and failures. They know your industry like no one else. But how do you get them onboard with thought leadership? How do you get them to open up? And, how do you craft relevant content using their perspective?

Marketing professionals understand the challenge that engaging with senior executives often presents.

In this session, Susan will share techniques that will help you find and engage the best thought leaders in your organization. She'll show you how to get the most from your interview time and give you a list of 10 power questions they'll want to answer. You will get ideas for incorporating their insights and perspective in to your content.

You'll learn:

  • How to identify the best thought leaders in your organization and get them engaged in the process
  • How to ask the right questions that get you the best responses
  • How to build unique content around their story or perspective

Systems and Processes to Become a Prolific Writer

Kali Roberge—Founder, Creative Advisor Marketing

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

For businesses who want to survive and thrive today, content creation is no longer an option. It's a necessity. Those responsible for writing content for businesses know that they must be able to successfully create a large quantity of content without sacrificing an ounce of quality.

If you're responsible for writing content then you will be thrilled to learn systems and processes for being as productive as possible while upholding high content standards.

You will learn:

  • To better manage your writing time to increase productivity and make the most of the working hours available in your schedule
  • How to set up processes and checklists to ensure smooth workflows
  • How to develop habits that allow for more content production to keep up with increasing demand

Behavioral Science Tactics to Immediately Increase Your Marcom Mojo

Nancy Harhut—Chief Creative Officer, HBT Marketing

AVAILABLE ON-DEMAND: Through April 2020 | LOCATION: Online

Have you noticed some writers get all the action? Literally. All. The. Action. Whatever they write seems to get read and responded to.

How do they do it? The truth is, those writers have an unfair advantage. They know that readers are often on autopilot and rely on hardwired behaviors. So they choose the words and phrases that trigger those behaviors.

Social scientists have documented over 200 of these "decision defaults"—automatic, instinctive, reflexive responses—that humans have, and some of them impact what people read, whom they trust, and when they buy.

Can you use them to force someone to do something against their will? No. And shame on you for asking (even if it was for a friend)! However, you can use them to nudge, prompt, and significantly increase the likelihood that people will do exactly what you want them to.

You'll learn:

  • How to easily inject behavior science secrets into your writing to trigger your desired response
  • The magical impact of the Endowment Effect, Rhyme as Reason Bias, and other powerful principles
  • Proven tactics that prompt people to react without really thinking about it

Keynote Speakers

Ann Handley

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. She is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, dog person, and writer.

Sonia Simone

Sonia Simone is a writer, marketer, and teacher. She was a founding partner of Copyblogger Media when it formed in 2010. She's now the company's chief content officer and executive publisher of the Copyblogger blog, and hosts the popular CopybloggerFM podcast.

Lianna Patch

Lianna Patch is a conversion copywriter and comedian whose greatest dream is to make your customers pause, smile, and click (in that order). Conquer campaigns with her at Punchline Conversion Copywriting, or get quick copy jobs done at SNAP Copy.

Session Speakers

Joanna Wiebe

The original conversion copywriter, Joanna Wiebe is the creator of Copy Hackers, where start-ups learn to convert like pros. Her clients have included Shopify, Crazy Egg, and Indochino, and she's spoken at top conferences such as MozCon, INBOUND, and Rainmaker.

Kali Roberge

Kali Roberge is a writer, speaker, and podcaster who shares insights to help people make smarter money decisions, while mindfully creating the life they want to live. She is the co-host of Beyond Finances and serves as chief content officer at Beyond Your Hammock.

Ahava Leibtag

Ahava Leibtag has more than 20 (gulp) years of writing, content, and marketing experience. A well-known speaker and expert, she lectures across the country on content strategy and content marketing. She's also great for a laugh and knows all the words to "Aliens".

Sheri Saginor

Sheri Saginor is an award-winning speechwriter, the president of Smart Speeches, and has over twenty years of experience as a writer, speaker, and performer. She helps corporate executives and nonprofit leaders inform, persuade, and inspire live audiences.

Adam Hayes

Adam Hayes is head of content at Wyzowl, one of the world's leading creators of animated explainer videos—based in the North West of England, but creating video content on a truly global scale.

Susan Baracco

Susan Baracco has worked with hundreds of senior execs and entrepreneurs—at companies like SAP and Paychex—to develop their voice as thought leaders. Since 2013, she's focused her energy on helping women tell their stories in an effective and powerful way.

Nancy Harhut

Nancy Harhut is chief creative officer at HBT Marketing, a boutique digital firm that specializes in the impact of behavioral science on marketing. She's directed integrated campaigns for B2B clients large and small.

what people are saying

It's great to be able to use something you learned in a class the very same day, and that's a rare thing in online classes. Great course, MarketingProfs!

Prisha Chander

This course was informative and easy to digest. It broke down the topics into relatable, actionable sections, and I finished feeling inspired to plan smarter.

Morgan Moran

Awesome courses full of valuable information. It has already helped strengthen my writing and knowledge of marketing writing.

Brendan Alterman

As a Marketing Writing Bootcamp attendee, you'll also receive these free bonus materials:

  1. MarketingProfs How-To Guide—The Perfect Pitch: Hit a Home Run With Every Headline, Subject Line, and Call to Action
  2. Best of MarketingProfs Session: How to Write Engaging and Persuasive B2B Content and Copy
  3. Best of MarketingProfs Session: Six Storytelling Tips to Woo Your Audience
  4. MarketingProfs Webinar: Make Your Copy Mobile-Friendly
  5. MarketingProfs Article: How to Make Your Content Work Harder: Seven Fatty Phrases to Avoid in Your Writing


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