StretchLearn Course

Write Copy That Sells and a Voice That Sticks

Master the persuasion frameworks behind ads, landing pages, and email, then build a brand voice that stays consistent everywhere you write.

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Beginner9 hr 15 minSelf PacedRegistered

Course Overview

What this course is designed to develop

Learn to write copy that moves a reader to act and to codify a brand voice that sounds the same whether it is a homepage headline or a shipping-confirmation email. The course covers the persuasion structures pros rely on, like AIDA and PAS, the mechanics of headlines, calls to action, and email sequences, and a step-by-step method for building and policing a voice. You leave with a headline bank, a long-form sales page outline, a five-email welcome sequence, and a one-page brand voice guide you can hand to any writer.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Apply persuasion frameworks such as AIDA, PAS, and the 4 Ps to structure ads, pages, and emails

Write benefit-led headlines and calls to action using proven formulas and the features-to-benefits ladder

Build a long-form landing page that handles objections, proof, and a single conversion goal

Draft an email welcome sequence with subject lines written for open and click rates

Define a brand voice with dimensions, do and do-not examples, and a reusable voice chart

Edit copy for clarity and rhythm using readability targets and a self-editing pass checklist

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Foundations of Persuasive Copy

Learn what copywriting actually is, who you are writing to, and the persuasion structures that organize almost every piece of effective copy.

3 lessons

What Copywriting Is and the One-Reader RuleContent · 45 min

Preview Enabled

Knowing the Reader: Awareness, Voice of Customer, and BenefitsContent · 45 min

LMS Access

Persuasion Frameworks: AIDA, PAS, and the 4 PsContent · 45 min

LMS Access

Module 2

Module 2: Writing Copy That Converts

Get hands-on with the highest-leverage elements: headlines, calls to action, and the long-form landing page that ties them together.

3 lessons

Headlines and Hooks: The 80-Cent SentenceContent · 45 min

LMS Access

Calls to Action and Objection HandlingContent · 45 min

LMS Access

The Long-Form Landing PageContent · 50 min

LMS Access

Module 3

Module 3: Email and Channel Copy

Apply your skills to the highest-ROI channel, email, and learn how copy adapts to ads and social where space and attention are scarce.

3 lessons

Subject Lines and the OpenContent · 45 min

LMS Access

The Welcome Sequence and Nurture EmailsContent · 50 min

LMS Access

Ad and Social Copy: Persuasion in Tight SpacesContent · 45 min

LMS Access

Module 4

Module 4: Brand Voice and the Self-Editing Craft

Define and document a brand voice that stays consistent everywhere, then learn the editing discipline that makes any copy clearer and sharper.

3 lessons

Defining a Brand Voice: Dimensions and ArchetypesContent · 50 min

LMS Access

Documenting Voice: The Guide and the Voice ChartContent · 45 min

LMS Access

Self-Editing: Clarity, Rhythm, and the Polish PassContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

copywritingbrand voicepersuasionlanding pagesemail marketingAIDAheadlinestone of voice