Copywriting: Persuasive Writing Ft. Two Forbes Writers

Forbes Contributors Renee Sylvestre-Williams & Matthew Rolnick offer a Comprehensive Guide to Persuasive Copywriting

What you will learn

Discovering your Personal Journey as a Writer

Discovering the Style of Writing that suits your Personality

Keys to an Exceptional Writing Journey

How to become an Exceptional Writer

Keys to Exceptional Writing

Exceptional Writing Deterrents

Persuasive Copywriting Formulas

20+ Headline Copywriting Formulas

Organizational Copywriting Formulas

Action Copywriting Formulas

Email Copywriting Formulas

Successful Writing Tips from Matthew Rolnick – Forbes Council Member and Columnist

Successful Writing Tips from Renee Sylvestre-Williams – Forbes Contributor & Award Winning Writer

The AIDA: Attention, Interest, Desire, Action Formula

The PAS: Problem, Agitate, Solution Formula

The IDCA: Interest, Desire, Conviction, Action Formula

The ACCA: Awareness, Comprehension, Conviction, Action Formula

The AIDPPC: Attention, Interest, Description, Persuasion, Proof, Close Formula

The AAPPA: Attention, Advantage, Proof, Persuasion, Action Formula

The PPPP: Picture, Promise, Prove, Push Formula

The QUEST: Qualify, Understand, Educate, Stimulate/Sell, Transition Formula


The PASTOR: Problem, Amplify, Story, Transformation, Offer, Response Formula

The FACE: Familiar, Audience, Cost, Education Formula


What has the power to spark revolutions, empower people, express thoughts, emotions, love, hate, and fear, and is only bound by the limits of our imagination? – Words. Words are undoubtedly one of the most powerful tools that mankind possesses. However, mastering the art of articulating thoughts into meaningful written expressions, is no simple undertaking. If done correctly, words can be used as a mechanism of persuasion. Words can be used to further career goals, relationships, business goals, and just about any other facet of life. The focal point of this course is to provide a theoretical and practical guide to the mechanics behind persuasive writing. In other words, writing with a purpose, or intent. One of the most prevalent forms of persuasive writing is found in copywriting. Copywriting is best defined as the usage of written text for the purpose of marketing, sales, or advertising. Well written sales copy, will ultimately persuade a person or group of people to take a particular action.

This course offers a comprehensive guide to persuasive writing. It also aims to inspire your writing journey and identify your purpose as a writer. We start with a theoretical overview of the characteristics of an exceptional writer, including identifying your core strengths and weaknesses. From there we dive into a practical guide to persuasive writing using a number of industry standard copywriting formulas. The instruction will be led by several hands-on exercises and examples that will help solidify the concepts we explore.

With this course, you can learn the writing craft with confidence, as several of the modules are authored by self-published author, and freelance writer – Lissette Maduro. Lissette has an extensive background in writing in the health and wellness space, inspired by her experience working as a family physician and medical advisor. She has also made contributions to the Tech and travel writing arena as she enjoys learning about new developments and is an avid traveler. Lissette holds a Doctor of Medicine Degree from the American University of Integrative Sciences. She also has a B.S. in Medical Technology from Oakwood University.

Another great feature of this course, is that you have an opportunity to gain exclusive insights directly from two Forbes columnists, who participated with YouAccel in a comprehensive Q&A session on content writing and strategy.

The first session is with Renee Sylvestre-Williams of -30- Communications.

Renee is one of the most prolific content strategists in the corporate world, whose client list includes some of the most distinguished brands in North America. This includes Deloitte, American Express, CIBC, Ceridian, Investors’ Group, and MD Financial

Equally as impressive as her client list, is her aptitude for steering content direction for multinational media conglomerates like Corus Entertainment, and TC Transcontinental. In her role as managing editor, Renee has provided leadership and strategic direction for major television networks and online publications like Slice Canada, Food Network, HGTV, ELLE Canada, Style At Home, and Canadian Living.

Renee has also been a key contributor for mainstream news publications like Forbes, CBC, The Globe & Mail, Canadian Business, TVO, The Toronto Star, The Toronto Sun, Global News, and Digital Trends.

As a results-driven strategist, Renee has accumulated over 15 years of experience in the realm of digital marketing and content strategy. Her key areas of specialization include strategy and content development for finance brands, targeted towards Gen Y, and millennials.

The second Q&A is conducted with Matthew Rolnick. Matthew is a Forbes council member, and contributing writer.

He is also the VP of sales at Yaymaker, and a former Divisional Sales Manager at Groupon. Yaymaker is best known for its in-venue and live virtual events, where they specialize in corporate team building. To date Yaymaker has hosted over 300,000 events, including paint “nites”, game shows, mixology classes, comedians, magicians, cooking classes, ukulele making classes and plant “nites”. They also work with celebrities and a wide array of speakers for any topic.

Matthew loves writing business articles on Linkedin and continues to be published in Forbes where he shares insights on expert panels. His insights on copywriting provide tremendous value to aspiring business writers and journalists looking for guidance or mentorship.

The impact that words have on us as individuals and as a collective, is indisputable.

Writing has the power to comfort, heal, motivate and inspire.

Exceptional writing has resuscitated dying dreams, restored abused hope, rebuilt societies and recharted humanity´s course.

This course will assist you in stepping up your writing craft to join the ranks of the next generation of wordsmiths that change the world.

In Persuasive Writing Ft. Two Forbes Contributors & Copywriters:

  • Theory for Aspiring Writers:
    • Discover If You’re a Writer
    • What Kind Of Writing Suits Your Personality
    • Perspectives of The Exceptional Writer
    • How To Become An Exceptional Writer
    • Keys to Exceptional Writing
    • Exceptional Writing Deterrents
    • Resources (to improve your writing)
  • Practical Guide to Writing using Proven Copywriting Formulas
    • 20+ Industry Standard Headlining Copywriting Formulas
    • Organizational Copy Formulas
    • Action Copy Formulas
      • Including: TPSC, Elements of an Offer, RAD
    • Emailing Copy Formulas
      • Report, Data, How-to, Inquiry, Endorsement, This/That
  • Q&A with two seasoned Forbes writers: Renee Sylvestre-Williams & Matthew Rolnick
    • The Q&A’s are centered around content strategy, copywriting, and general tips on career development for aspiring writers.

With that said, we hope that you’re as excited about this course as we are. If you’re ready to start your journey in becoming a persuasive writer, hit the enroll button and let’s get started!




The Personal Journey of Writing

Introduction to the Personal Journey of Writing

Are you a Writer?

You’re an Observer of Life

You’re Always Analyzing This…and That

You Live to Write Another Day

You Have Doubts

You have an Ongoing Love Affair With Books

You’re a Lifelong Collector of Tales

You Need Space

What Defines a Writer

Constancy or Committed

Tenacity and Determination

Hunger and Passion

A Missive or Tenor

What Kind of Writing Suits Your Personality

Introduction to the Kind of Writing Styles that Suit Your Personality

The Closet Writer

The Eternal Writer

The Hesitant Writer

The Innovative Writer

The Inspired Writer

The Literate Writer

The Logical Writer

The Savvy Writer

The Exceptional Writing Journey

Introduction to the Exceptional Writing Journey

Perspectives of the Exceptional Writer

Worst Case Scenario

Don’t be a People Pleaser

Writing is for an Audience of One

Writing in your Own Voice is Crucial

Your Own Created Space

Avoid Pretense

How to Become an Exceptional Writer

Introduction to becoming an Exceptional Writer

Importance of Reading

Define your Audience

Get Inspired

Write Daily


Challenge Yourself

Keys to Exceptional Writing

Introduction to the Keys to Exceptional Writing

Don’t be Obsessed with Grammar

Conquer the Art of Description

Limit Background Information

Be Relatable

Take Risks

Writing is Telepathic

Be Serious

Set Deadlines

Re-Evaluate Your Work

Feel Good and Be Good

Exceptional Writing Deterrents

Introduction to Exceptional Writing Deterrents

A Lackadaisical Attitude

Feeling Entitled

Romanticizing the Writing Craft

Fearing Marketing

An Unreasonable Timeline

Expecting an ‘Easy-Bake’ Outline

Writer’s Envy

A Need for Approval


Practical Guide to Persuasive Copywriting

Introduction to the Copywriting Sections of the Course

Headlining Copywriting Formulas

Introduction to Headline Copywriting Formulas

“Who Else Wants…” Formula

“The Secret of…” Formula

The “Method, Target and Benefit” Formula

“Little-Known Ways to…” Formula

“Get Rid of [Problem] Once and For All” Formula

“Here’s a Quick Way to [Solve a problem]” Formula

“Now You Can Have/Do Something Desirable/Great Circumstance” Formula

The “[Do something] Like [World-class example]” Formula

The “[Have a /Build a]… You Can Be Proud Of” Formula

The “What Everybody Ought to Know About______” Formula

The “[number] [item][persona] Will Love (Hint: [statement])” Formula

The “How To [action] When [statement]: [persona] Edition” Formula

The “[persona]-Friendly Guide To [activity] (statement)” Formula

The “Why I Got [action]: Every [persona] Should Be Aware Of [statement]” Formula

The “[number] Ways To [action] Your [blank] Without Having To..” Formula

The “[number] Signs [action] (Don’t Worry: [statement])” Formula

The “[action] For [time] [result]” Formula

The “Even The [persona] Can [action] [statement]” Formula

The “[power word] Your [persona] At [activity] [result]” Formula

The “We [verb] [object]: Here’s What We Learned” Formula

Organizational Copywriting Formulas

Introduction to Organizational Copywriting Formulas

The AIDA: Attention, Interest, Desire, Action Formula

The PAS: Problem, Agitate, Solution Formula

The IDCA: Interest, Desire, Conviction, Action Formula

The ACCA: Awareness, Comprehension, Conviction, Action Formula

The AIDPPC: Attention, Interest, Description, Persuasion, Proof, Close Formula

The AAPPA: Attention, Advantage, Proof, Persuasion, Action Formula

The PPPP: Picture, Promise, Prove, Push Formula

The QUEST: Qualify, Understand, Educate, Stimulate/Sell, Transition Formula


The PASTOR: Problem, Amplify, Story, Transformation, Offer, Response Formula

The FACE: Familiar, Audience, Cost, Education Formula

Action Copywriting Formulas

Introduction to Action Copywriting Formulas

The TPSC: Text, Placement, Size, Color Formula

The Elements Of An Offer Formula

The RAD: Require, Acquire, Desire Formula

The “I Want Button” Formula

The “Get…Formula”

Email Copywriting Formulas

Introduction to Email Copywriting Formulas

The Report Formula

The Data Formula

The How-To Formula

The Inquiry Formula

The Endorsement Formula

The This/That Formula

The Shorty Formula

Q&A with Renee Sylvestre-Williams (Forbes Contributor)

Q&A Introduction to Renee Sylvestre-Williams

Meet Renee

Renee’s Hobbies and Interests

The Evolution of Renee’s Work Life

Renee’s Passion for Writing

Content Strategy as a Career Path

The Implications of SEO and Keywords

How does a Writer go Viral?

Ranking Content in Search Engines

Getting Published

Press Distribution (PR Web, PR Newswire)

Renee’s most Memorable Experiences

Renee’s Sources of Inspiration

Written vs. Video Content

Thoughts on Paid Advertising

Components of Good Quality Web Content

Deciding on a Topic or Subject

Does Tone Matter?

Are CMS’ effective?

Gauging Success

How to Promote Content

Blog Post vs. Article

Content Writing vs. Copywriting

Making Content Unique

What is Writer’s Block?

Does Writing Get Repetitive?

Renee’s Passion for Reading

What is “Storytelling”?

Mechanics of Strategy

Is Blogging Lucrative?

Renee’s Role as a Finance Columnist

Renee’s Professional Hurdles

Content Strategy for Big vs. Small Brands

Five Strengths and Weaknesses as a Content Strategist

Handling Feedback and Criticism

Working as Part of a Team vs. Independently

Introvert vs. Extrovert

Finding Inspiration for Content

Renee’s Career Aspirations

Advice for Aspiring Writers

Going back in Time

Top Three Content Marketing Strategies for Long-term Growth

Thoughts on Google Trends

Targeting a Global Audience

Ethically Policing Social Media Content

Sparking Curiosity with the First Sentence

Thoughts on Infographics as the new King of Content

Social Media, Email. & SEO for Driving Sales

The Importance of Research before Publishing

Defining a Call-to-Action

Ideal Length for Content

10 Words that Trigger an Emotional Reaction

Importance of Crediting a Source

Q&A with Matthew Rolnick (Forbes Council Member & Columnist)

Q&A Introduction to Matthew Rolnick

Matthew Rolnick: Contributor and Council Member at Forbes

Matthew’s role as VP of Sales at Yaymaker

Matthew’s main area of Focus as a Content Writer

Hooking your Reader, as a Writer

Defining “Copywriting”

Persuasive Writing Tips for Selling

Examples of Effective Copy

Building an Emotional Connection with the Reader

Defining a “Call-to-Action”

The importance of a Headline and Examples

Tips on writing News Worthy articles

10 Keyword Formulas that Trigger a Response

Writing “Viral” Content

Defining AIDA & Examples

Elements of an Offer with High Conversion Rates

The Effectiveness of Deep Discounts in Copy

Defining Social Proof and Use Cases

The Concept of “Scarcity” & “Urgency” in Copy

Using the “Storytelling” Approach in Copy

The Importance of Building Reader Profiles

Building a Relationship in less than 200 Words

The “PAS” Copywriting Formula – Problem, Agitate, Solution

The “IDCA” Copywriting Formula – Interest, Desire, Conviction, Action

The “ACCA” Copywriting Formula – Awareness, Comprehension, Conviction, Action

The “FAB” Copywriting Formula – Features, Advantages, Benefits

The “4 P’s” Copywriting Formula – Promise, Picture, Proof, Push

Additional Writing Tips from Matthew Rolnick

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