Capstone project — Write an offer that converts
- Goal: turn every level of the guide into a reflex, by writing a real offer from start to finish.
- Material: the cheat sheet below (the key methods to keep at hand).
- Method: one mission per level, on a real offer — and never publish a first draft without rewriting it.
⬇️ Download the Copywriting cheat sheet (TXT)
Step 0 · Level 0 — Audience & benefits (L0)
Pick a real offer. Write its customer avatar (pains, desires, real words), its value proposition and the benefits vs features list.
Step 1 · Level 1 — Write clear (L1)
Write 10 headlines and keep the best. Draft a first clear text (short sentences, concrete words), scannable, with a single CTA.
Step 2 · Level 2 — Framework & proof (L2)
Structure the message in AIDA (or PAS/BAB by audience). Add a customer story, a specific proof, and lift the main objections.
Step 3 · Level 3 — Adapt for the web (L3)
Adapt the offer into a product/home page (SEO, customer-centered) and an email (grabbing subject), then rewrite by cutting the filler.
Step 4 · Level 4 — The sales page (L4)
Assemble everything into a sales page (problem → solution → benefits → proof → offer → reframed price → guarantee → CTA). Prepare a variant to A/B test.
Step 5 · Level 5 — Voice & ethics (L5)
Check consistency with a brand tone, plan its distribution (calendar), and audit the whole thing ethically: true promises, no false urgency.
Success criteria
- A clear customer avatar and a value proposition that belongs only to you.
- A strong, honest headline + a clear, scannable text with a single CTA.
- A structured message (AIDA/PAS) with proof and objections lifted.
- A complete sales page, rewritten, ready to A/B test.
- An ethics check passed: deliverable promises, true urgency, transparency.