📚

Atomic Essays on Marketing & Copywriting

Start here:

Must-Read Essays on Marketing & More

Find essays by topic:

Content Marketing

Audience Building

Browse all essays:

Atomic Essays on Marketing & Copywriting

Landing Page vs. Sales Page: What’s the difference and when do you need which page?

Landing Page vs. Sales Page: What’s the difference and when do you need which page?

The 80% Rule: How to Improve Your Marketing at Lightning Speed

The 80% Rule: How to Improve Your Marketing at Lightning Speed

Why Your Lead Magnet Isn’t Producing More Paying Customers (And How to Fix It)

Why Your Lead Magnet Isn’t Producing More Paying Customers (And How to Fix It)

Audience Building

The “Interview Technique” to Creating Valuable Content

The “Interview Technique” to Creating Valuable Content

Content Marketing

How I Write the Forte Labs Newsletter in 1 Hour Every Week

How I Write the Forte Labs Newsletter in 1 Hour Every Week

5 Marketing Assets Course Creators Can’t Live Without

5 Marketing Assets Course Creators Can’t Live Without

What’s a Marketing Funnel? And why you should care

What’s a Marketing Funnel? And why you should care

What Makes You Credible Online?

What Makes You Credible Online?

Audience Building

The 2 most popular types of headlines & how to master them (incl. formulas)

The 2 most popular types of headlines & how to master them (incl. formulas)

Brand Guide: Why you need one & what should be in it

Content Marketing

Get all you can out of what you've got

Get all you can out of what you've got

Content Marketing

How to reach your goals: Try the ICE framework

How to reach your goals: Try the ICE framework

Affiliates and referrals: How to spread the word about your course

Affiliates and referrals: How to spread the word about your course

Should you offer discounts for your online course?

Should you offer discounts for your online course?

8 marketing principles every online course creator should know and follow

8 marketing principles every online course creator should know and follow

Finding language/market fit: How to attract and convert the right students to your online course

Finding language/market fit: How to attract and convert the right students to your online course

5 new ways to get powerful, authentic testimonials

5 new ways to get powerful, authentic testimonials

Should you write copy yourself or hire a copywriter?

Should you write copy yourself or hire a copywriter?

What if you wrote the copy first and created the matching product second?

What if you wrote the copy first and created the matching product second?

The First/Last/Best/Worst/Weirdest Idea Generator

The First/Last/Best/Worst/Weirdest Idea Generator

Content Marketing

How could you make marketing fun? 🤡

How could you make marketing fun? 🤡

Case studies: Why you need them and how to create them

Case studies: Why you need them and how to create them

The 4 stages of copywriting

The 4 stages of copywriting

Who are you writing for? Call out your reader

Who are you writing for? Call out your reader

7 counterintuitive lessons I've learned about creating online and building an audience

7 counterintuitive lessons I've learned about creating online and building an audience

Audience Building

Your “small fish in a big pond” advantage

Your “small fish in a big pond” advantage

Diving deep into benefits: an exercise for anyone who wants to sell more effectively

Diving deep into benefits: an exercise for anyone who wants to sell more effectively

Everyone needs a swipe file: Here's why and how to create one

Everyone needs a swipe file: Here's why and how to create one

4 rules to get the most out of working with a copywriter ✍️

4 rules to get the most out of working with a copywriter ✍️

9 things that make marketing yourself & your creations hard

9 things that make marketing yourself & your creations hard

Are you matching your reader's expectations? 😯

Are you matching your reader's expectations? 😯

6 essential & free tools for anyone who writes

6 essential & free tools for anyone who writes

Content Marketing

Copywriting 101: Speak the language of your audience 📣

Copywriting 101: Speak the language of your audience 📣

Trying to keep your copy as short as possible? Here's why you shouldn't

Trying to keep your copy as short as possible? Here's why you shouldn't

The simple funnel to launch your course 🚀

The simple funnel to launch your course 🚀

Why should they believe you? How to add proof to your landing page

Why should they believe you? How to add proof to your landing page

Are you answering this essential question in your copy❓🤔

Are you answering this essential question in your copy❓🤔

How getting to know your students really well pays off 🔎

How getting to know your students really well pays off 🔎

Stuck writing copy? Try this trick to make the words flow easier

Stuck writing copy? Try this trick to make the words flow easier

5 common copywriting mistakes course creators make on their landing pages

5 common copywriting mistakes course creators make on their landing pages

Why constraints are a blessing, not a curse ⛓

Why constraints are a blessing, not a curse ⛓

Content Marketing

Word choice matters: How to connect with your audience in your writing

Word choice matters: How to connect with your audience in your writing

Content Marketing

The educator's advantage: Marketing for course creators who hate marketing

The educator's advantage: Marketing for course creators who hate marketing

How to let go of perfectionism and ship more 🛳

How to let go of perfectionism and ship more 🛳

Launch day 🚀 How to make it a success without ending up a nervous wreck

Launch day 🚀 How to make it a success without ending up a nervous wreck

5 fresh ideas to simplify editing and improve your writing

5 fresh ideas to simplify editing and improve your writing

Content Marketing

The 5-step copywriting process to get you from blank page to ready to publish

The 5-step copywriting process to get you from blank page to ready to publish

Name it and claim it: How to stand out online

Name it and claim it: How to stand out online

Why you should give away your best ideas for free 💡

Why you should give away your best ideas for free 💡

Content Marketing

How long should your landing page be?

How long should your landing page be?

4 steps to finding the right name for your course

4 steps to finding the right name for your course

6 ways to hook your readers in the first sentence and hold their attention 👀

6 ways to hook your readers in the first sentence and hold their attention 👀

Content Marketing

Running out of content ideas? Go "Titles First"

Running out of content ideas? Go "Titles First"

Content Marketing

The name of your course is not your headline

The name of your course is not your headline

The 4-P copywriting framework for writing messages that get attention and convert

The 4-P copywriting framework for writing messages that get attention and convert

Put yourself in a box 📦

Put yourself in a box 📦

Send this email after your launch if you want to be better prepared for your next one

Send this email after your launch if you want to be better prepared for your next one

Building in public: Why it's hard and worth doing it anyway

Building in public: Why it's hard and worth doing it anyway

How to write online: a mini masterclass by Nicolas Cole

How to write online: a mini masterclass by Nicolas Cole

Content Marketing

3 audience-building habits to get your first 10 students 🎓

3 audience-building habits to get your first 10 students 🎓

Audience Building

How to write a killer landing page that converts

How to write a killer landing page that converts

6 principles to make your ideas so sticky your audience will never forget them

6 principles to make your ideas so sticky your audience will never forget them

Content Marketing

Why is it so damn hard to get your point across?

Why is it so damn hard to get your point across?

Content Marketing

7 rules to get the most out of your customer research

7 rules to get the most out of your customer research

The 3 things you must know about your audience (and how to uncover them)

The 3 things you must know about your audience (and how to uncover them)

The painless approach to customer research

The painless approach to customer research

You’ve got to keep showing up 👋

You’ve got to keep showing up 👋

How should you price your cohort-based course?

How should you price your cohort-based course?

Where high-converting messages come from

Where high-converting messages come from

5 ways to optimize your cohort-based course offer

5 ways to optimize your cohort-based course offer

The 6-step editing workflow to improve your copy and increase conversions

The 6-step editing workflow to improve your copy and increase conversions

How to write conversational copy (and avoid sounding like a corporate robot)

How to write conversational copy (and avoid sounding like a corporate robot)

5 lessons on writing from Morgan Housel and one aha moment

5 lessons on writing from Morgan Housel and one aha moment

Content Marketing

10 maxims for copywriting and marketing success by Gary Bencivenga

10 maxims for copywriting and marketing success by Gary Bencivenga

20 ways to promote your online course and get people excited

20 ways to promote your online course and get people excited

Content Marketing

What your website and Hogwarts have in common (but shouldn't)

What your website and Hogwarts have in common (but shouldn't)

Writing well is easier than you think

Writing well is easier than you think

Using a paid workshop to validate your course idea [Case Study]

Using a paid workshop to validate your course idea [Case Study]

How to make your headlines work harder for you

How to make your headlines work harder for you

How to get terrific testimonials for your online course

How to get terrific testimonials for your online course

How to make your call-to-action so enticing your reader can't help but click

How to make your call-to-action so enticing your reader can't help but click

Do this before you write any piece of copy

Do this before you write any piece of copy

5 design mistakes that make your copy hard to read and hurt your conversion rate

5 design mistakes that make your copy hard to read and hurt your conversion rate

Beyond benefits: What your customer really want

Beyond benefits: What your customer really want

Anyone can write copy with this simple formula

Anyone can write copy with this simple formula

My 6 favorite free copywriting resources

My 6 favorite free copywriting resources

Is your copy full of “word-shaped air”?

Is your copy full of “word-shaped air”?

Why amazing copy won't guarantee a successful launch...and what will

Why amazing copy won't guarantee a successful launch...and what will

What copywriting is and is not

What copywriting is and is not

Why marketing is hard for the smartest people

Why marketing is hard for the smartest people

Specificity wins: Here's how

Specificity wins: Here's how

Content Marketing