Core Skills

From fundamentals and headlines to story, emotion, calls to action, and viral Chinese copy — build a solid base for using words to drive attention, feeling, and action.

Unit 1

Copywriting Fundamentals

Start from 'what copy is actually for': sell benefits not specs with FAB, write to one person with concrete detail, run the AIDA funnel from attention to action, keep readers moving with Ogilvy's headline rule and Sugarman's slippery slide, then cut a pile of selling points down to one core message with USP — and tell the 'more clever = better' myth apart from what actually works.

1Copywriting Fundamentals: Sell With Words, Don't Just Show OffGet clear on what copy is for — not to make people laugh or show off your prose, but to use words to drive attention, feeling, and action toward conversion: sell benefits not specs, write to one person, run the AIDA funnel from attention to action, and cut a pile of selling points down to one sharpest core message10 Q

Unit 2

Headlines & Hooks

The headline is your copy's first gate: understand that most people only read headlines and Caples's priority order (benefit > news > curiosity), then use benefit headlines, specific numbers, and the 4 U's checklist to sharpen it, and finally build hooks with information-gap theory, read the logic behind viral Chinese titles, and hold the line against clickbait.

1Headlines & Hooks: Most People Only Read the Headline — Use the Four Qualities and the Curiosity Gap to Stop Them and Hook ThemThe headline is the doorway to your copy — first use benefit/news/curiosity/quick-and-easy and the 4 U's to stop the right people, then use specific numbers and an information gap to build a hook; suspense should pull readers in, but the promise must be paid off in the body, or it's just clickbait the algorithm punishes10 Q

Unit 3

Story & Emotion

From 'high-arousal emotions drive sharing' to the PAS and BAB structures, learn to use one concrete person and vivid sensory detail to write benefits straight into the reader's heart — copy that both moves and converts.

1Story & Emotion: Make Words Make People 'Feel' First — Then Share and BuyWhy high-arousal emotion drives sharing while sadness lowers it; use 'one concrete person' and show-don't-tell to spark feeling, then PAS to amplify the pain and BAB to ignite desire — while dodging the 'more tears is better' and fear-mongering traps10 Q

Unit 4

Calls to Action & Conversion

Cash the emotion and value you've built up into one concrete action: use the Fogg Behavior Model (B=MAP) and Cialdini's three levers to raise motivation, cut friction to raise ability, write a single clear low-friction CTA, and steer clear of choice overload and fake scarcity.

1Calls to Action & Conversion: Cashing Emotion and Value into a 'Click Now' ActionThe CTA is where copy cashes out — the Fogg model says Behavior = Motivation × Ability × Prompt, and a prompt only works when both motivation and ability are present; raise motivation with Cialdini's three levers, raise ability by cutting friction, write one clear low-friction primary CTA, and avoid choice overload and fake scarcity10 Q

Unit 5

Viral Chinese Copy

Take Chinese platforms' viral playbook down to its foundations — Li Jiaoshou's X-type vs Y-type copy, A-to-B points, and the demand triangle, plus Xiaohongshu's topic-cover-title-body four elements — and learn to see through the formulas to the principles so you can write Chinese viral copy that lasts, avoiding template-copying, self-indulgence, and selling anxiety.

1Viral Chinese Copy: From Li Jiaoshou's User-Centric View to Xiaohongshu's Four Elements — See Through the Formulas to the PrinciplesDon't write for yourself — pin down the reader's 'A point' first, then use the demand triangle (lack x target x ability) to spark need; the four elements of a Xiaohongshu hit (topic, cover, title, body) still rest on the same classic principles — formulas expire, principles don't10 Q