The Training | The Theory
The Course.
The original. The whole method, at your own pace — a repeatable way to write job ads and outreach that employed people will actually read.
Price
£345
Time
~3 hours
Format
Pre-recorded
Acess
Lifetime
What it is / The overview
My original, and still the one most people mean when they talk about this training. It walks you through the psychology and the structure of writing job ads that work — built on a four-step formula that has underpinned direct-response advertising for over a century.
What you learn applies just as much to messaging, email and social. You don’t watch me write; you learn to write.
Who it’s for
Agency recruiters who want to attract better candidates and win more respect from clients.
In-house recruiters tired of hiring managers who think a job description is an advert.
What’s included
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The full four-step formula (AIDA) applied to job ads, email and outreach.
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Self-assessments and worked examples throughout.
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Lifetime access — revisit any part whenever you need to.
Work through the whole thing and if you’re not satisfied, tell me within 30 days of completing it and we’ll put it right.
What’s inside / The syllabus
Ten chapters. Thirty-eight lessons. About three hours.
01
Introduction
What’s in this course · How it works · Before you start
02
Putting job advertising into context
History & trends · Where most job ads go wrong · Job ads & job descriptions · Identifying key facts · Which facts to include
03
Putting yourself in the reader’s shoes
The reader’s point of view · Why people leave jobs: the Tegze study · Where people read ads
04
The 4-step formula
Introducing AIDA · Self-assessment
05
Grabbing attention
What a headline is · Writing headlines that stand out · Headline techniques
06
Maintaining interest
Structure of your ad · How people read online · Keeping their interest
07
Generating desire
Support language · Facts and stories · Turning features into benefits
08
Prompting action
The call to action · Where the CTA goes wrong · A sample ad
09
Trends in copywriting
Openness, honesty, transparency · Copywriting advice
10
Conclusion
Using your new skills · Summary
Text, video, downloads, activities and quizzes — about three hours, done in as many sittings as you like.
What people say / Proof
It tends to change how people write for good.
Questions / FAQs
Yes — you keep lifetime access, so you can revisit any part whenever you need. If you want one-to-one feedback, the Personal Course adds a coaching session with me.
Yes. Once you have the structure and a few fundamentals, you get better the more you practise — and it carries across to emails, InMails and posts.
No. Effective ads are about structure and clear, unambiguous writing far more than flair. Creativity is far less reliable than structure.
Yes — there’s a free lesson, and you can sample the teaching in the free Taster for less than the price of a round of drinks.
Yes. Complete the course and if you’re not satisfied, let me know within 30 days and we’ll see what we can do.
The other ways in / The rest