How To Sell With Words Course
The persuasive copywriting course most people picture: the frameworks, headlines, hooks and leads that do the heavy lifting. Learn when to use each, and write copy that gets read.
- 2 Modules
- 17 Lessons
- 3.5 hrs
- Certificate of completion
- 100% online
Industry recognised certifications with
OpenAI
Anthropic
HubSpot
Google
W3C- OpenAI
- Anthropic
- HubSpot
- Google
- W3C
- OpenAI
- Anthropic
- HubSpot
- Google
- W3C
- OpenAI
- Anthropic
- HubSpot
- Google
- W3C
A Practical Online Sales Copywriting Course
Learn Persuasive Writing Online, At Your Own Pace
How To Sell With Words is the second of our six copywriting courses, and the one most people picture when they think of copywriting. Module one covers the core persuasion frameworks: PAS, AIDA, BAB, the 4 Ps, QUEST and NESB. Module two is all hooks, headlines and leads, from Ogilvy and Caples to Joe Sugarman's slippery slide. Like all our online digital marketing courses, it's practical from the very first lesson.
Here's the catch: frameworks only feel like magic once the strategy is done. That's why this sales copywriting course picks up where the Copywriting Research & Strategy Course leaves off, turning your research, awareness and big idea into sentences. You'll learn which formula fits which job, how to blend them so the seams never show, and how to write openings that make readers feel they have to keep going.
Who This Copywriting Course Is For
- Beginners who've finished the strategy course and are ready to write
- Business owners who know their product but can't make it sound exciting
- Marketers who want a reliable framework for every landing page and email
- Writers whose headlines get ignored and whose openings lose readers fast
The problem it solves
You know what you want to say, but the words come out flat and readers drift off long before they reach the offer.
What you'll be able to do
Pick the right persuasion framework for any brief in seconds, then write headlines, hooks and leads that keep people reading.
Best for
Anyone with the strategy sorted who now needs the words to sell it.
What You'll Learn On This Copywriting Course
- 1The Core Persuasion FrameworksThe proven blueprints that mean you never face a blank page without a plan again
- 2Hooks, Headlines & Leads — Winning Attention, and Keeping ItEighty percent of your reader's decision happens in the first few lines. This is how you win them
Inside The How To Sell With Words Course — Every Module
All 2 modules and 17 lessons, with a taste of what each one hides. Click any module to open it up.
1Module 1 — The Core Persuasion Frameworks
The proven blueprints that mean you never face a blank page without a plan again.
Lesson 1.1 — From Strategy to Words
- The bridge that turns your battle plan from Course 1 into persuasive copy on the page.
- Why the writers who “wing it” plateau — and the ones who use structure keep climbing.
- How a framework frees you to be creative instead of paralysing you (the opposite of what you'd think).
Lesson 1.2 — Benefits Over Features
- The oldest rule in the book that nine out of ten writers still get subtly wrong.
- How to turn a boring spec sheet into a list of things a reader actually craves.
- The “so what?” trick that drags the real benefit out of any dull feature.
Lesson 1.3 — NESB: The Four Big Buying Emotions
- The four emotions behind almost every purchase ever made — and how to push each one.
- Which of the four is driving your buyer, and why guessing wrong costs you the sale.
- How to stack all four into a single piece without it feeling manipulative.
Lesson 1.4 — PAS: Problem–Agitate–Solve
- The three-step formula so reliable that some writers have built whole careers on it alone.
- The “agitate” step everyone rushes — and why slowing down there doubles the impact.
- When PAS is the perfect tool, and the one situation where it backfires.
Lesson 1.5 — BAB: Before–After–Bridge
- The framework that sells the transformation instead of the thing — and why that sells harder.
- How to paint an “after” so vivid the reader can already taste it.
- The “bridge” that makes your offer the obvious, inevitable way to cross over.
Lesson 1.6 — AIDA: Attention–Interest–Desire–Action
- The granddaddy of all copywriting formulas, and why it still quietly runs the best ads alive.
- The four gates every reader walks through — and how skipping one slams the rest shut.
- How to know which gate your reader is stuck at, and unstick them.
Lesson 1.7 — The 4 Ps: Picture–Promise–Proof–Push
- The framework built for the sceptical reader who's been burned before.
- Why “proof” sits dead-centre — and what happens to your promise without it.
- The “push” that turns a convinced reader into a buyer before they cool off.
Lesson 1.8 — QUEST: Qualify–Understand–Educate–Stimulate– Transition
- The longer-form framework for big, considered, “I need to think about it” purchases.
- How to make a reader feel deeply understood before you've sold a thing.
- The “qualify” step that quietly repels the wrong buyers and magnetises the right ones.
Lesson 1.9 — Messaging Hierarchy
- The order your points must come in — get it wrong and even great sales copy collapses.
- What to lead with, what to bury, and what to cut entirely.
- How to build a piece so each line makes the reader hungry for the next.
Lesson 1.10 — Choosing & Combining the Formulas
- How to pick the right framework for the job in seconds, not hours.
- The way the pros blend two or three formulas into one seamless piece.
- Why the framework should be invisible to the reader — and obvious to you.
2Module 2 — Hooks, Headlines & Leads — Winning Attention, and Keeping It
Eighty percent of your reader's decision happens in the first few lines. This is how you win them.
Lesson 2.1 — Headlines That Sell (Ogilvy & Caples)
- The headline secrets from the two men who arguably sold more with words than anyone alive.
- Why five times as many people read your headline as your body — and what that demands of it.
- The headline formulas that have been quietly printing money for a hundred years.
Lesson 2.2 — Writing Hooks
- What a hook actually is — and why a headline without one is just a label.
- The difference between “interesting” and “impossible to scroll past.”
- How to find the hook hiding inside your offer that nobody else has spotted.
Lesson 2.3 — Great Leads: Six Ways to Open Any Sales Message (Masterson & Forde)
- The six proven ways to open anything — so you never stare at a blank first line again.
- Which lead to reach for depending on how aware and sceptical your reader is.
- The opening that makes a reader feel they have to keep going.
Lesson 2.4 — Building Intrigue
- How to make a reader desperate to know what comes next — line after line.
- The “information gap” that the brain physically can't leave alone.
- Why a little mystery sells harder than laying all your cards on the table.
Lesson 2.5 — Open Loops
- The screenwriter's trick that keeps a reader glued to the end of a long page.
- How to open a question the reader must see answered — and exactly when to answer it.
- Why “I'll explain in a moment” is one of the most powerful phrases in persuasive copywriting (used right).
Lesson 2.6 — The Slippery Slide & Seeds of Curiosity (Joe Sugarman)
- Sugarman's “slippery slide”: how to make the only purpose of each sentence to get the next one read.
- The tiny “seeds of curiosity” that pull a reader down the page without them noticing.
- The first line's one and only job — and why everything else depends on it.
Lesson 2.7 — Building Emotion (The Emotional Rollercoaster)
- How to take a reader up and down on purpose, so the piece feels like something.
- The reason flat copy gets forgotten and emotional copy gets acted on.
- Where to place the highs and lows for maximum pull toward the “buy” button.
Which Package Is The How To Sell With Words Course In?
One Of 6 Online Copywriting Courses
You'll find the How To Sell With Words course inside these packages — or take it on its own as a single online copywriting course.
Flexible Online Learning & Friendly Dedicated Tutors
Choose between self-paced syllabus study, live weekly group coaching sessions, or intensive coaching with built-in career opportunities.
Online Self-Paced
Learn on your own schedule
Develop industry-leading skills entirely on your own schedule. Enjoy permanent access to pristine video guides and professional tutor review workflows.
- Your chosen course package(s)
- Professional, fun and easy-to-use learning platform
- Student support 7 days a week
- Tutor-marked assessments
- Official certification pathways
Blended Learning
Self-paced + live group coaching
Get the best of both worlds. Learn at your own pace while joining live sessions and workshops to stay on track.
- Lifetime access to help with real work after you qualify
- A free monthly live workshop on broad marketing strategy
- Private community access for peer support
- Voice channel for networking & work sessions
Coaching Intensive
Maximum support, tailored to you
The ultimate accelerated path. Partner directly with dedicated marketing experts to map bespoke campaigns and secure direct agency placements.
- 2× live weekly intensive coaching sessions with our founder & expert coaches
- Exclusive access to a premium space for Coaching Intensive members
- Priority access to support, our founder and coaches
- Real-life job opportunities
- Real-life networking opportunities
Choose Your Copywriting Course Package
Bundle up and save versus buying courses individually. Pick the learning style that suits you — switch below to see each price.
Essentials
The core craft every copywriter needs to start selling with words.
Self-Paced (one-off)
Platform access · tutor support · community · tutor-marked assessments
3 courses included
- 01. Research & Strategy
- 02. How To Sell With Words
- 03. Storytelling & Connection
- 04. Conviction
- 05. AI
- 06. Advanced Techniques
Elite
Everything in Essentials, plus Storytelling & Connection.
Self-Paced (one-off)
Platform access · tutor support · community · tutor-marked assessments
4 courses included
- 01. Research & Strategy
- 02. How To Sell With Words
- 03. Storytelling & Connection
- 04. Conviction
- 05. AI
- 06. Advanced Techniques
Ultimate
Every copywriting course we make — the complete, no-gaps arsenal.
Self-Paced (one-off)
Platform access · tutor support · community · tutor-marked assessments
All 6 courses
- 01. Research & Strategy
- 02. How To Sell With Words
- 03. Storytelling & Connection
- 04. Conviction
- 05. AI
- 06. Advanced Techniques
Struck-through prices show the equivalent value bought separately — courses at £149 each, plus the live coaching on Blended and Intensive — so every package saves you the same amount on all three tiers. Prices are one-off, per package.
Official Certificate Pathways
Get official certifications and bonus resources from the likes of Google, HubSpot, Anthropic and more to boost your CV and accelerate your career.
How We Build Our Copywriting Courses
Each academy program is structured to pack pure actionable utility, combining theoretical curriculum, verified demos, and certified tutor feedback.
Spec Content
Professionally written lessons that are easy to understand, fun to learn, and jam-packed with valuable information.
Knowledge Checks
Test your skills after every lesson with exciting & challenging multiple-choice questionnaires.
Official Certifications
Expand your knowledge further with structured pathways to official certifications from industry-recognised leaders like Google, HubSpot, and more.
On-Demand Support
Messaging, community, group Q&As or Coaching Intensive — we look after everyone.
Marked Assessments
Do what we teach, get marked with feedback, and earn a real certificate at the end of it all.
We're Making Education Fun Again
Our How To Sell With Words Course is built like a game. One quick lesson turns into five: you're protecting your streak, collecting XP and chasing the next achievement while you master PAS and AIDA, write headlines in the Ogilvy and Caples tradition and build the open loops that keep readers scrolling. We made it hard to put down on purpose, because the more you want to come back, the faster you finish and the sooner your copy starts doing the selling.
How To Sell With Words Course — Frequently Asked Questions
The questions people ask before starting this part of our copywriting training.
More About Our Online Copywriting Courses
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Which copywriting formula works best, PAS or AIDA?
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Download The Full Copywriting Curriculum
Get the complete 141-lesson breakdown across all 6 copywriting courses — every module, every lesson — sent straight to your inbox. Or enquire and we'll help you choose the right copywriting course or package.
