COPYWRITING FOR ESL

Long-from sales page writing sample

After taking Marie Forleo and Laura Belgray’s online copywriting class ,The Copy Cure, I decided to put what I have learned into use and came up with a passion project: writing a long-form sales page.

COPYWRITING FOR ESL is a fictional online writing course for non-English speaker who would love to write more naturally and conversationally like a native English speaker.

Writing process

1. Identified the target audience, or the ICA (Ideal Customer Avatar).

2. Researched and collected online reviews from Amazon, Goodreads, Upwork, and Reddit to grasp the tone and language the audience use.

3. Organized the reviews and tagged them into different categories like #problem, #desire, #feeling, #painpoint, etc.

4. Assumption: Prospects are in the product-awareness stage. They’ve heard of the program, and they know this program is a possible solution to the pain point.

5. Use the Problem, Agitation, Solution, Why, Try, Buy framework to organize the flow of the sales page.

Ideal Customer Avatar

Online Reviews Research

In order to understand what language the target audience use, I went on Amazon, Goodreads, Reddit, and Upwork to look for reviews, pain points and desires.

I searched reviews and discussions around English writing books, ESL books, and methods/struggles for ESL learners, and used different tags (eg. pain points, problems, solution, desire, etc) to categorize all the comments.

After the research, I compiled all the notes and organized them into Problem, Agitation, Solution, Why, Try, Buy sections.