Learn how to write a persuasive sales page (without selling your soul)
~~ A self-paced, online course ~~
Do you ever find yourself staring at a blank sheet?
Struggling to find the right words to sell without feeling sleazy?
You’re not alone.
Persuasive writing is probably one of the most precious skills anyone in business can possess.
But at school, we’ve not learned the art of persuasion. We’ve not learned how to write compelling content. We’ve not learned how to sell without feeling pushy.
And that’s exactly what this course helps you to do—you learn how to engage and attract your ideal customers, and how to win more business.
Good writing is not a natural gift. You have to learn to write well. ~ David Ogilvy
Learning how to write sales copy is easier than you might think …
The problem is most books and courses only teach you the theory of copywriting.
They don’t demonstrate the copywriting process. They don’t teach you the practical skills and confidence to write copy. They may show you good copywriting examples but they don’t show you bad examples so you don’t learn how to turn so-so copy into persuasive copy that sells.
This course is different …
This is no ordinary copywriting course …
This course is based on my personal experience coaching both non-writers and writers to write their own copy from scratch.
You’ll learn the practical skills to become a confident copywriter—even if you think you’re no good with words:
- Learn copywriting techniques one by one
Short video tutorials (+ transcripts) show how to implement copywriting techniques
- Sharpen your copy ‘X-ray’ skills
31 activities teach you how to evaluate and improve any sales copy (including your own)
- Structure a sales page like a pro
Templates, annotated examples, and detailed instructions demonstrate how to captivate web visitors and how to nudge them to buy
- Follow a pain-free copywriting process
Checklists and a detailed case study give you the confidence to produce a non-icky page that sells
This course helps you get unstuck, avoid common copywriting mistakes, and adopt a relaxed approach to selling and marketing.
The Enchanting Copywriting course: Part I
In the first part of the course, you learn the 4 essential persuasion techniques.
1. Tap into customers’ desires
- Learn the Sunshine Method to writing non-icky sales copy that sells
- Present your customers as the hero in your sales story so their desire to hire you or to buy your product increases
2. Demonstrate the value of your offer
- Balance features and benefits to maximize your persuasiveness (without overpromising)
- Use 3 proven methods to communicate your competitive advantage so you can stop competing on price and charge more
3. Instill trust
- Apply the persuasive power of specificity so readers trust your sales story
- Use 3 types of testimonials as proof (most copywriters get this wrong)
- Avoid the types of words that can undermine your trustworthiness
4. Remove barriers
- Quash 4 different types of objections that may torpedo your sales
- Learn how to frame your pricing so people believe your offer is worth its price and press the Buy button more keenly
The Enchanting Copywriting course: Part II
The second part of this course gives you the tools to compose your sales page so you can communicate your marketing messages clearly.
What you’ll get:
- 3 templates demonstrate how to structure sales pages for products, services, and courses & books
- 8 annotated examples show you how the templates work—and how sales pages tap into desires, demonstrate value, overcome barriers, and build trust
- Detailed guidance on the 6 sections of a sales page so you know exactly what to include:
- The 4W approach to writing headlines and subheadings that captivate new web visitors
- How to write an opening that engages readers emotionally
- How to write heroic bullet points that communicate a ton of persuasive arguments (plus how to use curiosity to get more people to buy)
- The 3 ingredients for a persuasive, concise bio (without sounding arrogant)
- How to write a FAQ section (and how to avoid the mistakes many copwriters make)
- The 5 final steps to a YES!—or how to overcome buyer inertia to get more sales
The Enchanting Copywriting course: Part III
In the third part of this course, you learn the 4-step copywriting process so you can write your page without headaches.
What you’ll get:
- The pre-copywriting checklist: The two types of information you must gather before you start writing
- The copy assembly process: How to assemble a persuasive sales page, even if you’re no good with words
- The 8-point checklist: How to X-ray your copy and ensure it addresses the pain points and desires of your ideal customers, so you can sell more
Sound like a lot?
Yep, it’s a lot. But you’ll work step by step so you won’t feel overwhelmed. The video tutorials are to the point and short (under 11 mins each); the activities reinforce what you’ve learned with real life examples; and the cheat sheets and templates provide helpful reminders.
The Enchanting Copywriting course boosts your confidence as a writer and marketer because it demonstrates how to write your copy, and you learn how to cultivate your copy evaluation skills so you can make your own copy better.
About your tutor
Henneke Duistermaat is an irreverent copywriter on a mission to stamp out gobbledygook.
She has authored the 5-star rated book How to Write Seductive Web Copy, and she’s written about copywriting for popular sites such as Copyblogger and Kissmetrics.
Henneke has an MBA and a Post-Graduate Diploma in Marketing. She stumbled upon her life’s passion when she quit her corporate marketing job and founded Enchanting Marketing to help small business owners and freelancers find their writing voices.
Henneke knows how to engage and inspire readers, and she’s an excellent teacher.~Brian Clark, founder of Copyblogger
Henneke is already one of my favorite bloggers. Now, I know she’s an excellent copywriting coach, too.
This course is amazing because it takes you by the hand and teaches you how to write a compelling sales page, step by step. I love that Henrietta (Henneke’s cartoon character) features in the course videos, making the learning fun. But above all, the course is well structured so it’s easy to get inspired, implement the techniques, and write your own persuasive sales page.~ Kevin J. Duncan, editor-in-chief Smart Blogger
What others say about Enchanting Copywriting …
The Enchanting Copywriting 2020 version is completely new. But following the same copywriting process, this is what students of earlier editions said:
I’ve published the new copy on my website; and it has already increased both calls and leads coming through the web form.
~ Michael V. Pavuk, Point of Sale & Merchant Services
This year, our teacher training is almost full. It’s still a couple of months before it starts, but I have already filled 15 of the 18 spots.
~ Jessica Blanchard, Balance Yoga & Wellness
I feel confident I now have the right messages in place to grow my business. A rewritten email just helped me win my biggest ever project!
~ Chris Conner, Content Marketing Strategist
Last week, I used the skills I learned in the course to overhaul a complex sales brochure, which helped my company win the first stage in a bid for a huge and lucrative project.
~ Liza Montesi, German-English Translator
I wrote a sales page we liked so much, we decided to put the text on our home page. My sales team loves it because it does most of the selling for them.
~ Danny Ashton, Neomam
Imagine you’d also write a sales page that gets you more leads and more sales …
Who the Enchanting Copywriting course is for …
This course is for small business owners and solo-flyers—whether you run a niche e-commerce site or small agency, whether you’re a consultant, coach, online teacher, personal trainer, interior designer, copywriter, or other service provider, this course helps you write more compelling copy so you can grow your business.
A course for busy people
Learn at a pace that works for you. Even if you have only 15 minutes, you can watch a video or complete (part of) an activity.
What you’ll get
The Enchanting Copywriting course includes:
- 32 illustrated videos and transcripts that teach you copywriting techniques one by one—plus cheat sheets for quick reference
- 31 activities (with 60+ examples) that test your newly acquired knowledge and help you fine-tune your copy X-ray skills, so you know how to evaluate and improve copy
- 3 handy templates and 8 annotated examples that show how to structure your sales page, whether it’s a service page, a product description, a book or course page
- + 3 free bonuses:
- Companion email series
Receive reminders on essential copywriting tricks, get re-inspired to dip back into the course, and feel supported throughout the course.
- Recorded Q&A Webinar (59 mins)
Get answers on the most common copywriting questions, and learn how to apply your copywriting skills to emails and blog posts.
- A peek-behind-the-scenes
This is a full case study showing you how I wrote this sales page, step by step.
- Companion email series
The course is self-paced, so you can learn at a pace that works for you, and you get life-time access.
The course comes with an online learning outline where you can tick off the videos you’ve watched and the activities you’ve completed so it’s easy to keep track and hold yourself accountable.
Start the Enchanting Copywriting course today
And learn how to write persuasive copy
so you can sell more
Or pay in 6 monthly installments of $79:
30-day moneyback guarantee
What others say about this course
I bought this course because I have struggled to make my own website for my solo language coaching business for 8 years. I got stuck on the copy every single time.
I wanted to learn how to persuade potential clients to get in touch with me because selling my service in a foreign language market is extremely difficult. Henneke's course saved me. I loved the recipes that teach you, step by step, how to organize your sales page and what to say in each section. Each section has an objective. Plus, the example layouts for different kinds of businesses were invaluable.
I sailed through the course in about 10 days because it's sectioned into digestible modules that kept me curious to learn more. My copywriting skills have improved drastically and I've taken up a new interest in the world of copywriting. Thank you, Henneke!
I am very new to copywriting and even though I did very well with writing in college years ago, I felt that I needed to brush up and enhance my skills. I want to feel confident that I am offering clients the best possible copy that I can. This course did just that.
The outline of the course is wonderful. I felt that the knowledge easily progressed, and multiple deliveries of the learning material made it very easy to understand and remember, without becoming boring. I even found myself looking forward to the next step and losing track of time. I highly recommend this program!
I loved the course! The best thing about it was the simple methods Henneke used to communicate all the information. It felt light and easy and was enjoyable to listen to. I normally don't look forward to taking business type courses but this course was a joy. Thank you!
The Enchanting Copywriting course is an amazing course, full of great examples and step-by-step instructions. Very easy to follow, and I love Henneke's writing style. I highly recommend this course. It will change the way you look at your website and any other writing you do.
I have to admit - I have spent far more time with this course than I would have expected from a $400 course. Henneke covers copywriting in detail (in a useful way, without being overwhelming). I didn't want to skip anything and I'll certainly revisit the materials in future, when writing sales oriented texts.
I like the sales approach as a personal dialog with my reader (future customer) and the metaphor of a guided tour out of the rainy situation into a sunny destination.
In addition, I appreciate Henneke's professional training approach with the videos, sketched transcripts (I fell in love with Henrietta!) and the practical examples.
Well done, Henneke - I don't see anything you could have done better. You might consider raising the price!
Henneke’s course inspired me to re-write several of my sales pages. The easy-to-digest format allowed me to learn at my own pace and instantly implement each golden nugget.
I found gaps in my copywriting, places where I consistently had missed crucial copywriting elements. By using Henneke’s checklist of copywriting steps and techniques, I plugged holes that were letting sales slip past me.
I’m running my refreshed marketing campaign right now and I’m seeing increased open and click-through rates on newly written emails. Better yet, I’m seeing increased sales and less questions from prospective customers, which tells me I answered all their questions and inspired them to buy through my more compelling copywriting.
This course is a wise investment that earns itself back quickly.
Henneke is brilliant. If you want to write content for your business or be a professional writer you need this.
I've bought so many digital courses and had to practice sheer discipline to finish them, and even so I end up dropping the ball and the course lands in an unknown digital drawer.
This course is different.
Henneke has broken down the teaching in a logical way to help you stay on track. After each module, I am wondering what she'll be tackling in the next and want to step on the gas pedal!
This course teaches you much more than writing persuasive sales pages. Right from module one I started to incorporate Henneke's teachings into everything I wrote. Without much effort my communication (so not only what I wrote, but also how I brought ideas forward) became clearer, more to the point and hence a lot more effective.
Even if you do not write a page but you outsource it, this course will give you everything you need to write a draft, brief the copywriter and assess the work.
I was unsure if the Enchanting Copywriting course would apply to my small e-commerce store; I thought it might be more suitable for higher-priced offerings like an e-course or coaching sessions. I also own both of Henneke's copywriting books and was afraid there would be some overlap.
But my product descriptions were sprawling all over the place and I needed a better understanding of the structure of persuasive sales copy, so I took the leap and I'm glad I did.
Henneke doesn't only teach you how to write a sales page, you learn so much more. For example, the psychology behind why your customer buys your product and methods of how to guide them if they're hesitating.
This course is incredibly well structured and to the point. Henneke teaches complicated concepts in a simple way and helps you sail through the course pain-free. The watch-listen-write "triple punch" format of the Enchanting Copywriting course doesn't only work for different learning styles but together they're a powerful means to make you actually learn. I could feel my brain growing while doing the activities. I would gladly buy this course again just for the teaching style alone. I've taken many online courses but I don't think I've ever learned so much in an online course as in this one.
Many of the techniques I've learned I now use in other writing as well, like my blog articles and in my emails. My writing is much clearer and I have a system to follow so my sales copy is more concise and straightforward.
Jerry Caldwell, Albuquerque, New Mexico USA
I’ve been following Henneke for some time and had bought her About Page course. She can break down ideas into easily digested nuggets so that, as a non-writer, it made it easy for me to organize my thoughts and put some coherent words on paper.
Recently, I received information about her self-study Copywriting course at an affordable (for me) price AND I could complete the course on my own time schedule. Both of those things are key for me...affordability & convenience so I jumped straight in.
I’ve been in sales for 20+ years. I thought I knew something about features and benefits but Henneke's teaching far exceeded my expectations. I’ve been “blown-away” about the quality and depth of this course. It’s such a thoughtful and intelligent design.
You’ll be learning copywriting in a structured way instead of wandering around a generic book about copywriting. That structured way does ONE thing for me and that is: It made me a much more confident marketer. Period. That alone was worth the price of the course!
P.S. By working with the course 10 minutes here... 20 minutes there... at the end of 3 weeks... I put together a marketing piece in a highly regulated business (Insurance) that was immediately approved as being compliant with the regulations. By the way...that’s not easy to do, and that was tangible proof to me that I now know what I’m doing when it comes to copywriting.
Charlotte Cave (fashion retailer)
I’ve followed Henneke for years, admiring her relaxed, conversational writing style. A style I was striving for myself so I signed up for her copywriting course.
In the course, the metaphor of the path to a sunny destination helped me organize my thoughts on how to sell, and the many examples helped drive the lessons home.
The examples also provided a model for me to mimic. I found myself modifying them to suit my business, and they were helpful for eliminating generic and empty words. I now am able to market “for” not “to” my customers.
To borrow Henneke’s metaphor, this course has taken me to my sunny destination: Thinking and writing more clearly.
Jane Roberts, Financial Counselor
I'm only 37% through the Enchanting Copywriting course but holy cow - it's amazing. At the risk of sounding dramatic, this course has already transformed my writing.
Admittedly, I didn't realize that I would love the videos as much as I do. I thought to learn how to write from a course, you must read it.
I was wrong.
I watch the videos first then read the transcripts the next day to help me remember what I've learned. I'm enjoying the examples of what to do vs. what not to do and the fun illustrations.
I'm glad the videos are short and sweet because I'm able to stay focused and absorb the information like a sponge.
And I've already written 4 upcoming newsletters using the features/benefits and sunny destination tips taught in this course.
My background is in finance and numbers are my thing. In fact, I used to dread writing papers back in college. I remember telling people that I chose Accounting as my major because "I didn't like to write."
I don't feel that way anymore. I'm starting to feel like a more confident, persuasive writer.
This course took me from second-guessing every word I put out to writing persuasively with confidence and clarity.
This is not my first copywriting course. I took a lot of courses. But this one is superior to all of them for one simple reason: It helps you write better copy faster.
All the other courses are what I call "information-downloads". You work through them and feel smarter. But when it is time to put words on the page, you get stuck.
Henneke's course is a real step-by-step system helping you to produce charming copy quickly. It *actually* helps you get copy on your website and landing pages. It banished my procrastination habit and my uncertainty.
I did find one fatal flaw with it, though: It is severely underpriced for its value. If you have the opportunity to get your fingers on it, do not let it slip.
I've taken several copywriting courses, and they are all good, giving me nuggets here and there.
But I find Henneke's course MOST useful. She organises the content in a logical flow and literally holds your hand every step of the way, turning you from beginner to pro. No fluff. VERY actionable.
PLUS. Love the hand-drawn graphics, accompanying pdf for EVERY video, worksheets and checklists. I bet all these take up more time than actually recording the videos.
I'm a new fan, Henneke. Thanks!
Frequently asked questions
Is this course suitable for a beginner?
Yes, the course is suitable for anyone who’s running or starting a business or who wants to write copy for clients. You don’t need any writing or marketing experience to enjoy this course and learn how to write persuasive copy.
Is this course suitable for non-native speakers?
The principles of persuasive writing are the same for different languages, so as long as you’re fine with watching videos in English or reading the transcripts, then you can enjoy the course and apply your learning to your native language.
How long will the course take?
The course is self-paced so you can go as fast as you like. Binge watch the videos like a Netflix series. Or work at a steady pace—even if you have only 15 minutes, you can dive in and watch a video or complete (part of) an activity.
What if I need to write my sales page this week?
Go straight to module 5 on the anatomy of persuasive sales pages and use the annotated examples to jumpstart your own sales page and start assembling your page straightaway.
What’s the difference with the previous versions of Enchanting Copywriting?
The old version was a coaching program, so you would get personal feedback on your writing—the cost was $1,099 (or more). In this new version, you don’t get individual feedback, so the price has come down a lot. The instructions in this new version are more detailed—with more examples and more activities, so it’s suitable for self-study. If a question does pop up, we’ll have a live Q&A session for Early Birds.
How long will I have access to the course material?
You get life-time access—you keep access to all material for as long as the course is available.
Are video transcripts available?
Yes, illustrated transcripts are available for all video tutorials, so you can choose to watch the video or read the transcript (or do both).
Can I pay with PayPal?
All orders are processed by Teachable and they accept major credit cards and PayPal for one-off payments. Unfortunately, for the payment plan, only credit card payments are available.
Can I get a refund?
Yes, you can try the course completely risk-free. I’m confident you’ll love this course but if you decide it’s not for you, then you have a 30-day money-back guarantee. No questions asked.
Start the Enchanting Copywriting course today
And learn how to write persuasive copy
so you can sell more
Or pay in 6 monthly installments of $79:
30-day moneyback guarantee