Writing 10X Web Copy that makes web visitor’s gasp, “They know me so well,” and reach for their debit cards. That’s the kind of training you want your $2K to buy in the 104 lessons of this 10X course.
With copywriter principles of….
One message for one audience reexamined…
Will Wiebe’s 10X Webpage Plan get you the skills to pay bills for 5 figure copywriting opportunities? How about her transformational message map?
You won’t find that dreamstate yet. But there’s tons of value inside. Here’s 11 hit takeaways and 11 course content misses to mull over. With these insights, you’ll more than 10X your Copyhacker training experience.
Copyhacker Claims for 10X Web Copy
Now, let’s look at what Copyhacker claims you’ll get with this course.
- Actual processes, not only tips and tricks, revealed through over-the-shoulder tutorials to help you write any web page on your website using conversion copy research.
- Distilling the huge task of data driven research down to five documents that are used to write any webpage on your site.
- No guesswork on the research side. Know what the right things are to ask leads and clients in interviews and on surveys to get copy for your site that will convert webpage visitors.
- Once research data is collected, know exactly what message is put where on your webpage.
- Copy message problem solving processes practice galore. Hypothesize how to get stronger messages on your website.
And the big one….
- Know exactly how to find the messages that convert
- For any page…
- In any industry…
The two areas out for evaluation
- Eliminate guesswork writing web copy?
- Write web copy that converts?
10X Web Copy’s Report card
Let’s take a look at how well Copyhackers’ 10X Web Copy will meet your expectations.
10X Webcopy Hits
1.Takes guesswork out of researching for copy (voice of customer nuggets)
Bullseye. These are the 5 docs recommended to write any webpage.
- Results of a thank you survey (1 for new leads and another for new customers)
- Results of usertesting.com analysis
(To be completed with own website or client’s website and with a desired demographic picked audience)
- Results of either a handful of interviews you personally conduct or….
- Results of a survey and a handful of interviews called the obstacle interview (That’s in your product messaging doc)
- The offer optimization doc.
2. The course 10X Page Plan is fully customizable
Each space on it tells you exactly what to put in each blank.
For example, the page shows you to go to your offer optimization doc 3 section and enter that copy here for the spontaneous decision-maker. It is that direct.
3. Practical, not theoretical, advice for reaching all web audiences
Copywriter ace, Joanna Wiebe’s course teaches you how to write homepages. These are the hardest to write because you don’t know what audience will land on your site.
So, Wiebe has incorporated all of Eisenberg’s buyer modalities (humanistic, competitive, spontaneous, and methodical) into her 10X Page Plan.
For instance, she uses hero sections specifically designed for spontaneous and competitive decision-makers. Yet, Wiebe has pictures with smiling people suggested, not only products, to appeal to your humanistic buyers etc.
Plus, your 10X Page Plan broken down into heat-map like zones for each buyer type so you can see where each will live on your page. Wiebe’s hero sections and heat maps divide each of your page plans into these segmented sections.
4. Data collection comes from three high yield sources for sticky (high converting) copy
- Surveys
- Interviews
- Website test transcripts and videos
Star copywriter, Joanna Wiebe tells you exactly who to interview. Also, she shares the only questions you need to ask. Following her guidance, you’ll concentrate on two populations for your thank you survey responses, new leads, and new customers.
These are the only two populations you need to hear from before you can start going through survey responses for copy data.
Later in obstacle interviews, you’ll dive deeper into the pools of new leads and new customers with more of a broader list of must ask questions.
- Interviews
- Obstacle to buying your product interviews.
As conversion theory supports, Wiebe teaches you to get the voice of customer data from a variety of sources. Exit page interviews, personal interviews, reactive electronic survey like interviews, website user tests, and thank you surveys fit your purpose, here.
These opportunities to hear your customers and at various stages of their buying journey, give you places to catch a steady stream of the language of your ideal customer.
For instance, user testers are taught to think-aloud as they click or move on your webpage. This dialog in their head is a link to a live copy response, you couldn’t get any other way.
These website testers will tell you if they don’t understand this word. Or alert you to confusion, such as if they weren’t sure what button to push.
5. The advice and wisdom from the lips of a world renowned, successful copywriter like Jo Wiebe is sure to save you time and money from doing web copy wrong
Wiebe’s honesty in telling you exactly what you need software-wise keeps you from overspending.
Her specific examples keep you from sinking into the minutia of asking for too much feedback-wise of your prospects and customers. Wiebe helps you stay away from the same mistakes someone who’s winging it by themselves would make.
For example, Wiebe explains the thank you questions don’t need to be elaborate. They only need to be one question. What was happening in your life that brought you to this…. website…. product…offer…. etc.
6. Over the shoulder tutorials are great to give you a real feel for how to use web copy research writing tips
How do you go about sorting through a hundred surveys for messaging data. You’d have no idea if you weren’t looking over Wiebe’s virtual shoulder. You’ll see that analysis of thank you surveys is more a collection of high frequency. Who said what the most is going on your website.
For instance, if survey results said that most people that signed up for your freebie and email list wanted the chance to hear what mistakes not to make, the word ‘mistakes’ would need to be in on your webpage.
Don’t mess with synonyms like errors or screwups, use their actual words.
That ‘majority rules’ voice of customer data guideline is what makes copy stick for your ideal customers. Seeing their own words on the web page makes them feel, hey, they really get me.
7. Wiebe’s instruction uses a technique called example and nonexample in her video presentations
These are excellent ways to learn concepts fast. All backed up by the Frayer model studies. In Crossheads vs. Placeholder copy tutorials, you’ll see Wiebe in this examples/nonexamples teaching zone.
A great takeaway from that section? Wiebe advises, don’t write FAQ or Frequently Asked Questions as a crosshead. Instead write, ‘Yes, we pay for shipping. That’s here, and more answers as your crosshead.
Where the placeholder copy, Frequently Asked Questions, feels uninspired and overdone. Free shipping and more is a message information web visitors want to know.
8. Wiebe doesn’t only play it safe in her 10X Web copy instruction
She also shows you how to stretch the possible in web copy. For example, Wiebe takes about maximizing one crosshead per page.
This is best shown with the Apple ad that takes the rule of three…. Snap it. Zoom it, Crop it. And turns it into an explosive crosshead. Zoom it. Snap it. Crop it. Send it. Hear it. Feel it. That elaboration on the rule of three gives that feature of the I-phone in the ad an almost uncapturable quality.
That’s because the copy goes against the accepted web copy norm of a short crosshead.
9. Wiebe’s web copy wisdom lies in centering every action in copy around the frame of what is best for your website visitor
This perspective comes with ahas. For example, Wiebe advises, never create a place for testimonials. Instead, put the testimonials in the places where a visitor would need to feel the strength to move against the part of them that tells them to do nothing about their problem.
10. Amazing downloadable editable 10X Web Copy pdfs.
These docs are well researched and presented. These downloads give you opportunities to supercharge client websites with conversion potential. For instance, the Optimizable Offer worksheet is a goldmine.
Imagine if you could turn your client’s offer into a checklist of eat this not that for a maximized offer. Options on this worksheet set seemed to have been written out of a Direct Response Copywriter’s handbook.
Think if someone said no thanks to a free 14-day trial, then your response wouldn’t usually be, keep it free for 140 more days. This doc really gets you thinking of possibilities to get the yes from your prospect.
11. 140 10X Web Copy Lessons are titled so that you’re given information in small-sized bitable chunks
For example, if you need to look up only the information on Proof-Bars you’ll find those titles in all the lessons that explain proof bars in detail. This helps with future references as well.
Misses of 10X Web Copy
1.Course is written for copywriters with an active project
Although Wiebe explains you can make up your own projects, you can’t make up your own data for a made-up project. To see the messaging ahas, you need raw data…not review mining data.
And you need to understand the fickleness of survey data first-hand. As she explains, some surveys don’t say anything interesting. You’re looking for words that are interesting and strike up interesting images and scenarios in your mind as you read them.
2.There are hidden costs to redo Wiebe’s voice of data collection methods
I thought this was ingenious of Wiebe. The software segments of the course are quite specific. Yes, you could use another survey software beside Typeform. But Typeform has center stage on Wiebe’s presentation screen.
These lessons show how user friendly it is to use Typeform, for example. Their product videos are marketing 101 for their product differentiation and value propositions. Free software versions can’t handle the rigor Wiebe has shown you Typeform can and still deliver with fast results.
(Students would have to incur costs to get full benefits of the course)
Price Too High?
Usertesting.com is $49 a person (tester) and that price is for agencies only.
Typeform’s Free Plan of 100 responses per month with ‘typeforms’ of up to 10 fields wouldn’t work for what you’ll see Typeform do on screen. It can adjust the survey based on previous answers. That option may not be in a basic plan starting at $29 a month either.
Lead Pages is another add on software that starts at $49 a month to host your own thank you survey as a landing page.
10 X Web Copy’s plan of using these software resources will in the end save you time but even with these tutorials there’s still a learning curve. Plus, you may gain a monthly business operation expense.
3.Wiebe explains that the reliability of the research process to get words that convert is tied to split testing
This message data of the use of specific words can be verified by heatmaps, user testing, and split tests. But again, this means that you need to pay more audiences to see which copy set A or B gets the most favorable response.
4.Message Strength is a prediction, not a prescription in 10X Web Copy
The promise of message strength and future message flexibility all rest on the quality of qualitative data that an interviewer and survey maker and analyzer can gather from their survey data analysis.
5. Hero sections are easy to write but to configure them into your current page isn’t always easy.
You need to be able to have a web designer on the side to create those inserts into your web pages.
These multiple hero sections could also require new web design templates also.
6. Mandatory Practice Sessions for 10X Web Copy
I thought this would be a great opportunity to get skills practiced to perfection. Yet, I haven’t found this to be the case. With the background music and timers, I haven’t found this atmosphere far from the best one to think through a project. Still, work to find your stride practicing.
7. Over-the-shoulder tutorials aren’t enough to get you to uncover the main pain points you’ll confront yourself.
This is one place where you can ask Copyhacker’s questions via email. Videos are thorough, but your data at times doesn’t fit Wiebe’s scenarios. This is especially true when the data must be interpreted.
For example, survey answers that speak as your ideal prospect may need a second opinion or verification. Is terrific features that implode like a bomb interesting? Saying something is the bomb, sure isn’t.
Be prepared to reach out with your questions to support@copyhackers.com. My last response came in less than ten hours, and I left the message after hours.
8. Often people don’t answer surveys and your information bottlenecks.
Without your survey back, you have no copy. You’re back to trolling Amazon and Yelp for reviews. Plan some small incentive to show customers you care.
9. 10X Web copy isn’t a course that fits your on-the-go lifestyle.
Theoretically you could listen to lectures on your phone, laptop, and tablet. But if you want to stop, take notes, (Yeah, Wiebe’s lecture is that rich) and really get into the copywriting process, you need a computer not a device with access to 10X Web copy material.
10. “You’ve wireframed one page hopefully more.”
Wiebe says at the end of the course. Yes, wireframing practice is something that needs expansion.
11. As a student, you’ll need to be prospecting clients while you’re learning 10X Web copy.
If not, this isn’t a productive course, not without a real project, a most gut-wrenching part of this adventure.
So, save time at the end or near the end of the course, to do website audits with a small presentation of Wiebe’s copy insights to get prospects recruited, as Lindsey of Copyhackers advised below. Then, once that first satisfied client’s testimonial’s in, leverage it for more gigs.
https://courses.lumenlearning.com/clinton-marketing/chapter/reading-defining-the-message/
Wrap Up of 10X Web Copy
10X Web Copy is an amazing course. Wiebe is a spunky, helpful, wise, well prepared, seasoned copywriting instructor. She’s shown she can teach so much more than any of the other free courses I’ve taken combined.
But without the volume of data needed to fill in the Google sheets and pdfs, this is a calculated risk at paying $2K for your resources.
The Only One Real Course Take Away
The 10X Web Copy course by real deal copywriter Joanna Wiebe offers a revolutionary approach to web copy that removes all the stops to production except financial backing.
10X Web Copy’s is full of modern Direct Response copywriting octane as seen by the complex use of Eisenberg’s buyer modalities weaved into every 10X Page Plan.
With a client’s faith, autonomy in his/her research methods, and freedom to write his/her copy using conversion copywriting theory, this course has all the resources and insights waiting to just plug and play.
Helpful blogpost? You’ve got more like this set to release. Stay tuned as the Copyhacker course reviews series continues.
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Disclaimer: I’m an affiliate of Copyhackers’ program, so I do receive commission if you click on any of their links above, yet, I don’t recommend anything I don’t try out myself and evaluate in honesty within my blogpost.