What you'll learn with the Cookies and Puppies Blueprint

If you've been watching the free video series, you'll already be familiar with the basic 5 principles that can help your content stand out from the competition and prove your value to your customer. In the full blueprint, we take each principle further so that it's easier for you to apply it directly to your business. So, you get:

#1: Master the art of Seductive Symptoms

Writing about the symptoms of your customers' problem or situation steps up your copywriting influence a BIG notch. It separates your content from the run-of-the-mill copy that relies on generic terms and phrases, and makes your copy pop off the page and increase engagement with your audience.

It's the difference between sounding like every other business out there, and a business that truly understands what the customer is going through. Instead of talking about the problem in general terms, you use specific examples that crop up in your customer's life that they can instantly recognise.

Obviously your customer's symptoms will be different, so I've put together a process for you to drill down and identify which ones are specific to your customer. What's more, you'll be able to ask me questions to see if you're on the right track. In this module, you'll learn:

• Why many famous copywriting formulas (e.g. "Problem, Agitate, Solve) don't work for most business owners. It's because of what you're not told about using symptoms in your copy.
• The simple WISH technique which makes it easy to brainstorm areas in your customer's life where symptoms will occur
• How to create symptoms specific to your business and customer
• How to use symptoms when writing content for:
  • Online events
  • Social media
  • Web copy
  • Sales copy

You'll also get a full handout to help you work through all the exercises.

Next up we'll look at:

#2 The Secret Power of Envy

Again, if you watched the free training you'll have seen examples of how envy can be used to illuminate desire and motivate action in your customer: if used correctly.

The trouble is, as humans, we have a real knack of talking ourselves out of change. It's like I always say, if there wasn't a deadline, nothing would get done!

Now, envy isn't used to make your customer feel bad, it's used to show them what they truly want. It's also not as simple as sharing success stories as while these can illuminate desire, they can also make your customer less likely to act. Which is not good of course.

In this module you'll learn to strike a balance of using envy to make your customer's desire obvious to them, and then use copywriting techniques to encourage, motivate and make them feel confident about using your business to get there.

You'll also work on:

• How to know who your customers are envious of (it might not be their competitors)
• How to tap into their self-image and see why deep down they believe they deserve success
• Tackle 5 areas in their life that can cause them to make excuses for not taking action
• See how to practically include envy authentically in your
  • Testimonials
  • Case studies
  • Sales copy

Next up, we'll move onto:

#3 Bravely tell uncomfortable truths to build rock-solid trust

If you've ever been afraid that your copy is going to fall under the 'hype' category, this is the antidote. Uncomfortable Truths are what most businesses shy away from because they think it will put the customer off buying. The opposite is true if you can do it correctly. Think about visiting a review site like Trip Advisor, which reviews are you most likely to trust? The ones that only rave about a place? The ones that absolutely blast it? Or the ones that give a balanced review and some helpful tips so you get the best experience.

You're going to learn how to be that trusted, authoritative voice for your own business. That means not scaring your customer, but instead giving them valuable, insider information which:

• Explains why they may have failed in the past
• Provides proof that makes them agree with you
• Introduces the contrast of what you're able to do
• Rouses their desire by reminding them of what's possible

In this module, you'll see examples of best practice as well as styles of uncomfortable truths you'll want to avoid.

The 4th instalment in the blueprint is:

#4 Apply a copywriting filter (so your business doesn't choke on sand)

One of the biggest fears I hear from clients and workshop attendees is that they don't want to write anything that might segregate their audience, or turn people away.

But this is the fastest track to writing beige copy, rather than memorable, pop-out copy. The truth is, you have to have a filter in your copywriting which shows who your product is and isn't for. If you don't you risk:

• Failing to resonate with ideal customers in your copy
• Attracting the wrong type of customers - and disappointing them
• Confusing buyers who aren't quite sure if you're for them or not

In this module, you'll learn how to apply a powerful, but polite filter that doesn't feel rude or exclusive, instead it builds up your ideal customer and gives them even more confidence in buying from you.

And we'll also work on improving your own confidence around the ideas of turning the 'wrong' customers away (so you can make room for plenty more of the 'right' customers).

Finally, before we pull it all together we'll do the most valuable part:

#5 Building your 3 x Cookie Buckets

I never write copy without having a Cookie Bucket by my side. If you watched the free training then you'll know that a Cookie Bucket is a rich resource of ideas, selling points and notes that zero in on what your customer really loves about your product.

Cookie Buckets not only help you avoid writing humdrum copy, it stacks the value in your offer bit by bit, getting your customers' attention and building momentum throughout the page.

They also help you beat the blank page because you'll have an ordered list of points that you can simply start placing on the page to build your compelling content.

There are 3 main Cookie Buckets that you'll learn to build:

• The BIG 3 - Pinning down the 3 big transformations your customer will experience (perfect for short pieces of copy, headlines and openings)
• The "From Now On" - Here we look at how your customer's life has changed in the long term. What do they no longer struggle with? What challenges do they never have to wrestle with ever again?
• The "Butterfly Moments" - These are vivid and emotional points in time that really illustrate a change in your customer's life. Not unlike the moment a caterpillar becomes a butterfly.

You'll get step-by-step instructions and a hand out to help you find the answers for your business, and you'll get the chance to submit questions and have them answered by me so you can see specifically how to apply the techniques to your business.

Also: The Cookies and Puppies Blueprint

The last piece of the puzzle is putting all of these valuable pieces of content together in a logical narrative that you can use to write persuasive copy to your customer.

The Cookies and Puppies Blueprint is a plug-in-and-play outline that shows you were to put each part of the puzzle so that it flows and build value throughout. This is the piece that not only helps you beat the blank page, but helps cut out any filler or fluff so you're left with rock-solid, persuasive copy.

And of course... your lifetime membership

The Cookies and Puppies Blueprint has the most power when you can team it up with other materials in the Write With Influence resource, which is why you get lifetime access to both resources for a one off payment.

Today when you join you get:

• Access to all Write With Influence materials, tutorials and templates
• Access to all Cookies and Puppies Blueprint materials, tutorials and templates
• Access to all content added in the future
• The chance to shape the content of the Write With Influence Course
• Access to the B2B Copywriting materials in Write With Influence

Read more about a Write With Influence Membership

You know your product or service is good. 

It deserves attention, appreciation, and most importantly sales. 

But you don't know how to sell it (in writing)

Can you relate to the following? 

• You're not sure how to describe (or even identify) your biggest selling points
• You feel uncomfortable with the idea of selling
• You don't know where to start when writing a sales page, email, or services page
• You don't know how to write persuasively without sounding pushy (don't worry - it is possible)

You're not alone feeling like this, but that doesn't make the problem any easier. 

You have to write sales copy if you want to make sales. 

Blog posts, event pages, welcome pages, about pages, social media updates, leaflets, brochures, sales pages, emails etc.

Every time your business does something new, releases a new product, wants to make a sale (kind of always) you need to create materials to attract customers and encourage them to buy or try you out.

I've heard these frustrations time and time again. From clients, in workshops, at conferences... from people all around the world. 

And it's why I created Write With Influence.

You don't need to spend £1,000s hiring a copywriter

It's not always the best idea to hire a copywriter. 

Many smart business owners just need some guidance and are happy to write their own copy. 

Sometimes hiring a copywriter is a great investment, but if you want the flexibility that comes with being in charge of your own copy, learning persuasive principles may be better for you. 

A copywriter will usually create one piece for you. You get to use that piece as many times as it works, but you don't get to know why it works so you can do it yourself in the future. What's more, if your business changes, suddenly that brilliant Home Page you spent £600 being written can no longer be used.

Write With Influence shows you the steps and techniques you can use again and again to write persuasively about any product or service you've offering. 

You don't need to travel or leave the office 

Copywriting courses can work well. I run copywriting training for companies so I know the value of hands-on training when people get together. 

But if you're working on your own, an in-person copywriting course can cost a lot of time and money. 

Here's what I've found tends to happen:

• You spend a lot of money (a one day course in copywriting in the UK is around £550)
• You pack your head with information in one day, fuelled by coffees and pastries (biscuits if the course providers are stingy)
• You leave exhausted, but pleased at a folder brimming with scribbles and handouts
• Next day at your desk with a million things to do, you look over at your folder thinking "I should put some time aside to go through that and organise my notes"

Then life gets in the way

Write With Influence has bite-size lessons, already structured so you can work through them start to finish, or dip in and out when you need them. 

Much easier and less overwhelming than a folder of notes.

No time to take a 'course'?

Then you will really LOVE this...

This was designed for people who need help writing, but DON'T have time for another course right now and don't want to pay for a membership that they might not use every single month.

Your business has its own unique schedule. Sometimes you're flat out, sometimes you have extra time to study new skills. You need something flexible, that fits in with you. 

You don't need another demand on your time that makes you feel overwhelmed. 

That's why...

There is NO time limit

Once you're in, you're in for as long as Write With Influence is around. Then it's up to you whether you:

• Use the resources as and when you need to brush up on something specific
• Work through the materials from the beginning and use it as a course in persuasive writing
• Use the modules, workbooks and templates to create marketing materials for an unlimited amount of marketing content
• Hit the templates and use the lessons for reference to make a quick start writing a solid page of marketing copy

New content added (request lessons for free)

• The value of the course increases over time as more content is added and updated
• Founding members get to shape the future content - want a lesson on something specific? Ask, and if it fits we'll make it happen and add it to the course!

Write With Influence is here for you when YOU need it all for a one-time payment

(sigh of relief as 'pressure to use new thing' is removed)

When you register as a founding member, you pay a one-off fee and that's it. It will become a membership in the future, but when you join today you become a lifetime member and don't need to worry about recurring costs, it's a one and done price.

This means you pay one manageable cost, while the course continues to grow in value. Sweet!

Why is Write With Influence different?

No "sales speak" templates

Write With Influence was developed over years of writing copy for businesses and then training other businesses to write their own copy. What I noticed was that while the businesses I worked with changed (from life coaches to software companies), the process of writing persuasively stayed the same. Over the course of running my workshops online and in Europe I developed a step-by-step system for researching the details of a business and then putting those details together to describe an offer or service persuasively.

The materials within this course have been born from hundreds of hours of creating exercises and training materials, trying them, tweaking them and refining them into the current system which I call Write With Influence. What's more, you'll never be forced to write anything that doesn't sound like you. I've downloaded plenty of marketing materials that encourage you to adopt the style that worked for the author. Just because certain words and phrases worked for one person doesn't mean they will work for you. They might even harm your reputation. Write With Influence gives you the structure to develop your own persuasive style.

No time-limit pressure or ongoing membership costs

I know it's not just me that sees an online course, gets excited, signs up and then BOOM life gets in the way and I don't have time to work through the materials. When I do have the time, the course is over or expired. Dang-it! As a founding member you get unlimited access to the materials (and future content) for as long as Write With Influence is around (something I see to being a very very long time). What's more, it's not a monthly membership for founding members. It's a one-off cost to make this accessible to small business owners. So if you're also like me and have signed up to online memberships that you've rarely used, you won't have the guilt of not using it or the pressure of not wanting to quit in case one day you need it.

It works across different industries and businesses

The materials aren't just from my experience of writing persuasive copy. They've been developed by seeing other businesses use them and get results from them. There are some courses that teach you only what the course leader has done and experienced, but you don't always know how much of it is just their natural talent, environment or unique experience. The system behind Write With Influence has been used with:

• A variety of industries: coaching, consultancy, nutrition and fitness, technology, finance, cultural relations
• A variety of personalities: bold, introvert, nurturing, firm but fair
• A variety of business sizes: solo business owners to multi-million pound international organisations
• A variety of backgrounds: business owners, customer service reps, account managers, project managers, teachers
• A variety of cultures: British, German, French, Latvian, Estonian, Finnish, Swedish, Bulgarian, Romanian, Cypriot,

Some of the workshops were training people where English was not their first language, so if you think you need to be a master of the English language and know a bunch of subtle psychological language tricks trust me, you don't (phew!)

It's not a static resource - it's constantly growing

The materials that you see when you become a member are just the beginning. There are already more lessons, tutorials and templates waiting to be added in and it will continue to grow. I still write for businesses and I still coach businesses about copywriting. Every time I do I see the potential for a new template, or exercise or way of explaining a lesson. Basically, your membership is only going to grow in value, and you get to access everything from one place.

What's inside?

There are 7 main sections:

1. Set Up For Success 
2. Attract and Engage
3. Craft Your Irresistible Offer
4. Build Rock Solid Trust
5. Advanced Copywriting Techniques
6. Copywriting Tools
7. Templates

Each teaching module has different lessons to work through and there are workbooks to help you write down your answers to the exercises so that you have useful notes to review when it comes to writing.

Module 1: Set Up For Success

This section is your orientation area for Write With Influence. It walks you through why Writing With Influence is so important today with the way marketing, businesses and consumer demands have changed in the past few years (thanks internet!) The lessons in this section include:

• The 15 Elements of Influence
• Why You Need to Write With Influence Today
• Information Vs Influential Writing
• Kill These Writing Habits
• Transform ALL of Your Marketing
• Stop Selling Yourself Short

Module 2: Attract and Engage

Before you write anything you need to look at who is going to be the perfect fit for that offer. This is something I found business owners were very frustrated with. Most marketing advice asks you to find out details about your audience that you will never use in your writing. I've worked with companies who have spent weeks on training courses building huge in-depth profiles on their customer right down to the number of people they live with, their favourite colour and the car they drive.

Looking at a weighty folder with all that detail was overwhelming and not very helpful, they still had no idea how to start writing their marketing content.

I'm not saying in-depth research isn't useful, I'm saying for the average small business, these details will stall you rather than set you off on a course to creating persuasive copy. I want to get you up and running as quickly as possible without compromising quality. So in this section spend time building a useful profile with the following lessons:

• Why you need a customer profile
• Identifying your BEST customer
• Build your customer profile
• Use specific details to connect
• Tone-of-voice - what's right for you?
• Writing to multiple audiences

Module 3: Craft Your Irresistible Offer

Now it's time to pin down your offer, research the details and reveal value. Here you'll find the following lessons: 

• Two research mistakes to avoid
• Set a goal for your content
• Pin down the details
  • For a product
  • For a service
  • For an event
  • For a course
• The Business behind the offer
• Sell symptoms to get attention
• Psychology, emotion and YOUR customer
• Build your impact table
• Use your impact table to write copy
• Tell a unique story about your product
• The "Until Now" technique
• Make them Red-Faced and Naked

Module 4: Build Rock Solid Trust

Here you learn to layer on the elements that give you credibility and build customer confidence that you can do what you say you can do. 

Lessons in this section include:

• The promise, process, proof, technique
• Gather and use strong testimonials
• 20 questions to combat objections
• How to write about the price
• 720 ways to build a solid guarantee
• 5 types of proof you can use

Module 5: Advanced Writing Techniques

There are also additional lessons to help sharpen your copy skills: 

• Ten news story techniques
• Use active language
• Banish filler and fluff

Module 6: Copywriting Tools

This includes tools for more specific building blocks of persuasive copywriting, including: 

• An introduction to headlines
• The Headline Shaker Maker
• Audience Thermometer (choosing the right tone-of-voice)
• Your Influential Scoresheet
• How to use subheadings
• An introduction to bullet points
• Constructing a strong call-to-action

Module 7: Templates

Here you'll find guides to walk you through: 

• Event sales page
• Service sales page
• Product sales page
• Fast track sales page
• 141 headline templates

These guides encourage you to develop your own voice in a strong structure. That way you sound like you, while remembering to include persuasive principles. 

Join today

When you joint Write With Influence today, your one-off access cost is just £297.

I want to repeat, that's a one-off cost not a monthly cost. In short, if you take advantage of signing up at the earliest stage you get access to all this content, and future content for just £297. That's all you pay, not a penny more.

My driving desire behind the resources is to make it easy for business owners to access, and a hefty price tag won't help. Also I want to reward you as an early member for signing up and thank you in advance for any feedback you provide (no obligation but remember you have unique chance to shape the course with the option to request lessons and tutorials you'd like to see in the course.)

What if it's not for me?

You didn't skip over the "Is Write With Influence for You" section did you? ;-) Once you login you have immediate access to years of my work in copywriting and content marketing at a price I’ve made deliberately accessible to small businesses. I am confident that the value of the materials far outstretches the cost of the membership. As a result refunds won’t be admitted 5 days after becoming a member.

However, if within 7 days of you joining you believe that you have significantly misunderstood what the course was about, email us, let us know what caused confusion and we will happily issue a refund.

Let me in already!

No worries.  Simply click on the payment button:

• You'll be taken to Paypal to make your secure payment (you can still pay by credit card if you don't have a PayPal account)
• Once you've completed your purchase details you'll be redirected to a welcome page where you can create your login details (you'll also get a link to this page in your purchase confirmation emails)
• Once you've created your login details you'll be taken to your member dashboard and you'll be good to go.

Got it! Now, help me write more persuasive marketing content for just £297 all-in...

Buy Now

Here's to helping you write some killer marketing materials - I can't wait to see what you do!