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Marketing Writing

13 On-Demand Sessions

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Marketing Writing Bootcamp
Available Now On-Demand 13 sessions 8 hours $235 or free with PRO

Chris Brogan
Chris Brogan
Laura Belgray
Laura Belgray
Ann Handley
Ann Handley

The robots are here. But, that doesn't mean we can automate away everything and expect amazing results.

In fact, it has made it even more important that our marketing is authentic and human. And that, my friends, starts with excellent writing.

From writing emails and landing page copy to blog posts and video scripts, we need to be able to create messaging that educates and engages our customers and prospects. And, we also need to learn how to manage our time, so we don't spend 23 hours a day getting it all done.

Whether you're a marketing newbie or a seasoned pro, Marketing Writing Bootcamp's 13 sessions will help you hone your writing skills and processes, so you can avoid robotic messaging and instead create magnificent marketing that resonates!

Marketing Writing Bootcamp sessions are 20–60 minutes long. All sessions are available now and can be watched or rewatched on your computer or mobile device.

Sessions Include:


Black Licorice in Her Oatmeal: The Real Reason No One Reads What You Write

Chris Brogan—President, Chris Brogan Media


It was said that an earlier version of Dante's Inferno labeled the 3rd ring of hell as "business writing."

It's where aspiring creative minds go to have their work transformed into boring, repetitive "beige speak" that earns nods from your legal team but yawns from everyone else hoping to stay alive. It's as if someone laid out a rule that states clearly: thou shalt not write creatively whence one writes for business.

Well, poppycock to that! Join Chris Brogan in an obviously colorful stab at using creative turns of phrase to transform your business writing into a piece someone will read and maybe even share.

You'll learn:

  • How to write creatively but still quickly
  • The art of sprinkling versus pouring
  • How to turn a turn of phrase just one more time
  • What everyone fails at in all business writing (hint: ending well)

Inbox Hero! How to Write Emails That Get Your List to Open, Click, Buy, and Drool at Your Every Word

Laura Belgray—Founder, Talking Shrimp


Anyone who says "email is dead" is living under a rock... or just writing crappy emails.

Email is the most powerful marketing tool to build fierce loyalty, intimacy, and trust with an audience who'll be hot for anything you sell. That is, if you do it right. Make your emails the best thing in your subscriber's inbox, and you're golden.

You'll learn:

  • How to make every email feel like a birthday card with money inside
  • Three ways to get your emails opened every time (including one no one talks about)
  • Why everything you've been told about "value" is wrong, and why that's great news
  • How to build extra trust with your list
  • How to use your most random life stories to sell
  • How often you should write to your list... and what the heck to say

Inside Secrets From Writing Legends: The 5 Fastest Ways to Level up Your Marketing Writing

Ann Handley—Chief Content Officer, MarketingProfs


We're in a new age of content marketing, where content quality bests quantity.

Can we shout Hallelujah!? ("HALLELUJAH!")

Which means writing matters more than ever.

You can't get by just writing real, real good. You'll never get the results you desire with grammar that's as terrible as that last sentence; without any regard for an authentic, engaging tone of voice and quality copy; and all the things that inspire people to love and trust you. (And all the things that inspire your writing soul.)

So how do you ensure a steady flow of content... without sacrificing quality, authenticity, and the integrity of the aforementioned soul? How do you devise a plan to level-up your writing game?

Wall Street Journal bestselling author and MarketingProfs own Chief Content Officer Ann Handley will give you the tips, tricks, and inspiration to become an amazing writer. Specifically, you'll learn:

  • Why some great writers are so prolific? Learn what they know that you don't.
  • Best practices from famous writers from history—and from a few prolific modern content creators, too.
  • Some of Ann's favorite, practical tools to help manage your writing, ideas, and workflow—even if you are allergic to words like "workflow."
Tools. Mindset. Craft. It's all here!


Scientific Secrets of Super Persuasive Communicators

Nancy Harhut—Chief Creative Officer, HBT Marketing


Don't risk being ignored, overlooked, or forgotten! Become a master of persuasion.

If you want to be a persuasive communicator—prompting people to do what you want them to do—you need to understand the science behind the human decision-making process.

In this session, you'll discover the most common decision-making shortcuts humans make, and how you can harness them to automatically make your communications more commanding and effective, whether you're trying to influence your team, your boss, or your customers and prospects.

You'll learn:

  • How the "But You Are Free" technique doubles your persuasive power
  • What small word conveniently erases everything that came before it, whether you're writing an ad or talking to the boss
  • How to gain more customers—and motivate teams—using the Bandwagon Effect

Turn Voice of Customer Data Into Experiment-Worthy Copy

Joanna Wiebe—CEO of Copyhackers and CH Agency


Pop quiz: How do you determine what goes in your first email in an email sequence? The second? The third? And when do you know your sequence is done?

And from a bigger picture perspective, how do you find the value proposition for your brand? What benefits are your prospects seeking and how can address their needs in your copy?

The answer: Voice of Customer data!

In this session you'll discover how to practically and tactically USE VoC data to plan and write your marketing copy.

You'll learn:

  • The simple formula to use in your next Google search to instantly surface customer pains
  • How to map your best prospects' objections, so you can plot persuasive email sequences (without guessing)
  • How to join the conversation happening in your customers' heads using this one-question survey on your dead end pages

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

Joanna Wiebe—CEO of Copyhackers and CH Agency


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


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

Writing for the Non-Writer

Ahava Leibtag—Content Strategist and President, Aha Media Group


Writing is HARD... even for writers.

But what if your job title isn't necessarily "writer", but you find yourself being called upon to write often? Actionable, audience-focused content is the name of the game—for writers and for YOU!

In this session, you'll learn how to think about your audience, craft memorable messages, tell great stories, and focus on how people read, consume information, and search online.

At the end, you still may not call yourself a writer, but you'll have a new bag of tricks to help you communicate more effectively, and be more confident, when creating your next piece of content.

You'll learn:

  • To think about your audience and their journey so that your content reflects their needs
  • How to use common storytelling techniques to keep your content fresh and exciting
  • Tips for interviewing stakeholders and working with them to create actionable content
  • How to collaborate with editors and content strategists

The Art of Speechwriting

Sheri Saginor—President, Smart Speeches


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


"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


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


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


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 is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. She is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.

Chris Brogan

Chris is president of Chris Brogan Media, offering business storytelling and marketing advisory help for mid to larger sized companies. Chris is a sought after keynote speaker and The New York Times bestselling author of nine books and counting. He's working on his tenth: title forthcoming.

Laura Belgray

Laura, founder of Talking Shrimp, is an award-winning copywriting expert and unapologetic lazy person. She's written TV spots for clients like NBC, Fandango, and Bravo, and now helps entrepreneurs and creatives to cash in on their unique personalities, become binge-worthy, and get paid to be 100% themselves.

Session Speakers

Joanna Wiebe

The original conversion copywriter, Joanna Wiebe is the creator of Copyhackers, 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 a curated list of additional resources to help extend your learning:

  1. MarketingProfs E-book: Amazing Marketing Writing
  2. Best of MarketingProfs Session: How to Write Engaging and Persuasive B2B Content and Copy
  3. MarketingProfs Article: How to Structure Your Content for Organic Google Rankings: A Proven Process
  4. MarketingProfs How-To Guide—The Perfect Pitch: Hit a Home Run With Every Headline, Subject Line, and Call to Action


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