Hi friends,
I’ve taken Write of Passage now three times, but the last session of the course always gets me.
On Wednesday, I couldn’t help but tear up listening to the incredible transformations the students described.
That experience inspired this tweet…
I thought there should be a term for this type of online course.
Luckily, I didn’t have to wait long! Will Mannon, Course Director of Write of Passage, coined the term: Trojan Horse Course.
Will writes: “Write of Passage is a trojan horse course. In our public materials, we focus on tangible, career-related value. […] But beyond this professional exterior lies the hidden, heartfelt core. Students who keep showing up discover the depths of growth that career-focused writing unlocks.”
Trojan Horse Courses shatter students’ initial expectations and deliver value beyond what’s advertised.
How could you make your course a Trojan Horse?
Now, here’s what I want to share with you this week.
✍️ Copywriting
17 tips for great copywriting
I wish I had written this list! Harry from Marketing Examples does such a great job getting these tips across.
My favorite is #16: Your first line is crucial
“If people don’t read it, they’re not going to read your second line either. So keep it short!”
🤓 Online Courses
10 Gold Standards Of Premier Cohort-Based Learning: How To Level Up Your Course Like Write of Passage
Write of Passage alumna Alexandra Allen wrote an excellent recap of what made the course experience so profound and what other course creators can adapt.
My favorite is #4: Focus on overcoming psychological barriers
“When designing learning activities, ask yourself, what potential psychological barriers (e.g., misunderstandings, biases, or preconceived notions) might prevent students from being able to do this? Make sure you address those hurdles along with the craft itself.”
📈 Productivity
Until next week,
Julia
Your Copywriter & Online Course Specialist
PS: This newsletter is now just 1 subscriber shy of reaching 500 people every week 🎉
I’m so grateful for every one of you! You help me stay accountable and keep creating.
And if you know someone who would benefit from insights and tips around copywriting/marketing, online courses, and productivity, send them to this page, so they can sign up.
PPS: Missed last week’s newsletter? I wrote about hanging with Logic (yes, the rapper), 24 concepts to grow your audience and the 4Ws strategy for creating an awesome student experience. Read it here.
