WORKBOOK

7-FIGURE COPYWRITING by Foundr

with Arman Assadi
WELCOME

Meet your instructor: About the course Who this course is for?
Arman Assadi

A contempo philosopher, serial founder, former This step-by-step course is packed with easy-to-follow This course caters to the busy entrepreneur who
Googler, co-founder & CEO of Project Evo—Arman frameworks, creative exercises, and proven techniques wants a simplified framework for crafting killer
Assadi has always been obsessed with empowering that have been applied by Fortune 500 companies, Silicon copy that speaks authentically and connects with
others to get results. Valley startups, celebrity thought leaders, and New York prospects, you’ll find easy-to-follow frameworks that
Times bestselling authors with tens of millions of dollars virtually any founder in any industry can follow and
He helps people uncover their unique craft and create generated. apply immediately, it’s catered to the very goals of the
self-directed lives, he has also been the chief strategist business owners.
behind 10 different 7-figure product launches and Arman has harnessed the power of authentic, sales-driven
worked with influential thought leaders like Neil Patel, copy to successfully execute multi-million-dollar launches,
Lewis Howes, Jason Silva, Timothy Sykes, Gerard and fuel every touchpoint of his businesses. Now, he’s going
Adams, and more. Chances are if you’ve read through to show you exactly how you can do the same.
the copy on their pages, it was written by Arman.
Additionally, companies like IBM, T-Mobile, PayPal,
Century 21, Booking.com, and 1-800-Flowers.com
have implemented Arman’s educational programs.
What to expect

Arman brings a unique blend of technical prowess and

real-world experience to this course with an ability to
easily communicate his framework to his students. He
boils his strategies down into actionable, easy-to-digest "I've worked with a lot of copywriters
exercises and examples that any entrepreneur and and nothing converts as well as
business owner can follow and apply to get massive results.
Arman's copy. I’ve never worked with
Each lesson comes with: someone whose copy is so authentic.”
• A bite-sized Video
• Action Items Neil Patel
Arman Assadi • A Corresponding Workbook NYT Bestselling author of Hustle, co-founder of Quick Sprout,
Co-Founder of Project EVO, Ex-Googler, Copywriting Master • Tools & Resources Hello Bar, Crazy Egg, and Kissmetrics
Instructor of Foundr's 7-Figure Copywriting Course

COURSE WORKBOOK 2
How to get the most from the course? Course objectives

In order to maximize your result to ultimately write By the end of the course, you should have:
copy that sells, we strongly recommend you to:

• A proven, step-by-step copy framework that has • The confidence you need to write in your
• Mark your calendar to block out a daily slot generated tens of millions of dollars for my clients and own authentic brand voice — as I mention in
for at least 1 hour to fully commit to learning. my own business. No fluff. No gurus. No bullshit. This the course videos, the “science” (templates)
Remember, success is a habit. system has worked time and time again, and I’m going will get you 80% of the way there. The “art”
to share with you all my copywriting secrets. (your creative voice) will complete the
• Watch every video, take lots of notes, do the circle, and formulate world-class copy that
workbook exercises, check out the tools and converts, sells, and turns your cold prospects
resources provided. • Copy templates, formulas, swipe files — all the into raving fans. And I’m going to show you
ammunition and inspiration you need to hone your how to do both in this course.
• Most importantly— TAKE ACTION, and leverage copy skills and easily refer back to as you continue on
the Foundr community via the Facebook Group your entrepreneurial journey.
to help you on your journey as you grow your
business.
• Lots of high-converting copy for your business!
Throughout the course, you’ll be doing exercises in
We're all here for each other. And that's why we made
this workbook and practicing the craft of copywriting.
this course. To give you the exact tools and proven
Before you know it, you’ll have a whole suite of copy
frameworks you need to write masterful copy that
that you can apply to your website, landing pages,
converts and sells – authentically.
webinars, ads, and more.
We wish you a very rewarding and transformational
learning journey. • An understanding of good copy vs. bad copy — I’ll
be showing you copy examples in each lesson of what
Cheers to your success, Arman and the Foundr Team works, and what doesn’t work, so you can separate
your brand from the pack and carve out your own
unique market through the power of the written
word.

• A deep understanding of your target audience — I’m

going to walk you through how to study your dream
customer avatar, their pains and fears, and where
they want their life to be in the future, so that you can
write personalized copy that speaks specifically to
your best prospects.

COURSE WORKBOOK 3
COURSE OVERVIEW

MODULE 1: MODULE 2: MODULE 3: MODULE 5:

COPYWRITING BASICS - THE COMPLETE 10-STEP TECHNIQUES AND EVERY LITTLE
GATHERING AMMUNITION COPYWRITING FRAMEWORK FORMULAS FOR WRITING TOUCHPOINT COUNTS
KILLER COPY

Welcome to the Course Grab Their Attention: Headline + Headline Writing Exercise Micro-Copy for E-Commerce
Subhead (Shopping Carts, Checkout
Philosophy on World-Class Long-Form Sales Pages Pages, Upsells & Cross-Sells)
Copy: Art + Science + Authen- Problem Setup + Provide Solution
ticity Landing Page Copy That Micro-Copy to Confirm What’s
Show Results & Detail the Benefits Converts Happening (Confirmation Pages
Quickstart Copywriting Formu- & Thank You Pages)
las Credentials & Social Proof Video Sales Letter (VSL)
Scripting Micro-Copy to Help Solve
Market Research: Identifying Make Your Offer Mistakes (Error Messages, 404
Your Niche Webinars Pages & On-Boarding)
Add Bonuses + Stack the Value
Develop Your Customer Avatar: Micro-Copy for Apps & Sof-
Knowing Your Audience Deeply Reveal Your Price
tware
MODULE 4:
Transformation: What Does Your Inject Scarcity / Urgency / Warning
Micro-Copy for Your CTA (Pop-
Customer Aspire To? EMAIL COPYWRITING
Give a Guarantee Ups & Opt-In’s)
The F.A.B. Principle Social Media Copy
Final Call to Action / Close With a Writing One-Off Emails
Reminder (Paid Facebook Ads)
Multi-Email Storytelling
Conclusion
Series - Primer

Story Arcs & Narrative

Types

COURSE WORKBOOK 4
ACTION ITEMS NOTES

Go through the course objectives, write I want to

down your intention about what you wish
to learn and take away from this course.

Try out some of the tools in the resource

section, bookmark them into a folder, install
the plugins to your browser.

Join the Private Foundr Community

Facebook Group:
https://www.facebook.com/groups/foundr/
This is a very exclusive group as we have
many high-performing entrepreneurs in
various business niches exchanging ideas
or even forming partnerships there, you’ll
find valuable insights or sharing that could
benefit your business.

Write a quick introduction about yourself

and your business, then post it in the
Facebook Group to get to know your tribe
of Entrepreneurs.

Ask questions in the group, share your

progress or helpful insights along the way.

TOOLS & RESOURCES

• Hemingway app

• Grammarly

• Readability score and grade level

• Readable
• Another readability tool

COURSE WORKBOOK 5
MODULE 1:

COPYWRITING BASICS
GATHERING AMMUNITION

LESSON:

Philosophy on
World-Class Copy:
Art + Science + Authenticity

1. The “science” of copywriting will get you 80%

there. This is where templates, exercises, and
formulas come into play, which are included in
each lesson in this course.

2. The other 20%: The “art”– is your own creative

spin. Your voice, your authenticity, your special
sauce that makes you, you.

COURSE WORKBOOK 6
ACTION ITEMS

This first exercise is just to get you warmed up and putting pen to paper. Set a timer for 5 minutes, 10 minutes, or even 15
minutes, and commit to putting words on the page for that full period of time. Don’t check your notifications or emails or
anything else until the timer is up.

WARM UP EXERCISE
Write an intro about your company and distill it into 1 paragraph.

COURSE WORKBOOK 7
MODULE 1: Effective Copywriting Formulas

COPYWRITING BASICS
GATHERING AMMUNITION 1. Most people do xyz…
2. Here's why they're wrong...
3. Here's why this will hurt you...
LESSON: 4. Here’s what to do about it…
Quickstart Copywriting
Formulas

4 variations that maintain the core power of the

formula:

1. Yes, And. 3. No, And.

This is when you're confirming something the audience You take a belief that the audience has and show how
believes, but extending it even further to make that they've been tricked into believing it, and then you agitate
belief even truer/righteous/valuable. Confirms and it to be even worse. This is to be used when you need to
extends bias in the direction you want. totally shatter their beliefs or blow their mind. This is the
"pull back the curtain" metaphor at its purest.
EXAMPLE: Yes carbs are making you fat... AND they can
cause diabetes. EXAMPLE: No, fatty foods do not make people fat... AND the
right kind of fats can actually cause weight loss!

2. Yes, But. 4. No, But.

This is when you have to redirect a belief they have that is
This is when you need to violate the status quo to wrong, but you can re-harness it in a new direction. Which
present your information. You confirm a belief the is like, you're wrong, but you're close to the truth. Here is
audience has, but you present a case that violates that the nudge my info will give you.
conventional wisdom. Your information presents the
cure for that exception that restores their belief to the EXAMPLE: No, high fat/low carb diets are not dangerous...
universal. BUT you have to plan your meals correctly!

EXAMPLE: Yes, cutting fat can be healthy for you... BUT

not if you cut out the good fats with the bad!

COURSE WORKBOOK 8
ACTION ITEMS

Write 4 sentences about your product/service using the formulas. Choose which variation you’ll use:

• Yes, And.

• Yes, But.

• No, And.

• No, But.

1 2

COURSE WORKBOOK 9
3 4

COURSE WORKBOOK 10
MODULE 1:
ACTION ITEMS
COPYWRITING BASICS
GATHERING AMMUNITION Identify your niche, go from broad to specific.

EXAMPLE:
LESSON:
• Pet industry → Dogs → Small Dogs → Specific Breed (Shih Tzu) → Shih Tzu Show Dogs Training
Market Research:
Identifying Your Niche

“The better you understand your specific

industry, the better you can sell.” COURSE WORKBOOK 11
MODULE 1: Step 1: Understand the journey/spectrum

COPYWRITING BASICS
• Draw a line between your product or service, and
GATHERING AMMUNITION your target persona.

• What is the first step on their journey to get to your

LESSON: product/service?

Develop Your Customer Avatar:

Knowing Your Audience Deeply YOUR YOUR
PRODUCT OR TARGET PERSONA/
SERVICE CUSTOMER AVATAR

Step 1: Name your target persona (e.g. Little Johnny)

• Lay out all their characteristics

• Fall in love with your customer

Your Target Persona’s name:

Your target persona’s characteristics:

COURSE WORKBOOK 12
Audience Profile Checklist

Who is your audience? What brands do they follow?

How do they like to be spoken to? What makes them buy?

What do they love? What makes them NOT buy?

What are their biggest fears and pain points? What are their trigger words?

Where do they hang out? What do they want their life to be like in 5-10 years?

TOOLS & RESOURCES

Typeform - Data collection tool for professionals

COURSE WORKBOOK 13
MODULE 1: Write down what your customer avatar aspires to in 5-10 years. What do they want their life to look like?

COPYWRITING BASICS
GATHERING AMMUNITION

LESSON:

Transformation: What Does

Your Customer Aspire To?

Write down in 1-2 sentences what your product/service provides and how it gets them to that transformation.

NOTE: The Ultimate goal— Every time we describe the product, we’re NOT talking about what it does – we’re talking about the
transformation.

At this stage, you should really be talking to your customers in order know them better. You should not be guessing or
assuming what the customer is feeling. Unless you yourself are the target market, I highly recommend you to take 30
minutes or so and reach out to a customer and ask

TOOLS & RESOURCES

Typeform - Data collection tool for professionals

Transformation example - Timothy Sykes

COURSE WORKBOOK 14
MODULE 1: F.A.B. PRINCIPLE

COPYWRITING BASICS
GATHERING AMMUNITION • Features - What can your product or service do?
What does it offer?
• Advantages - Why is it helpful? What problem(s)
does it solve?
LESSON:
• Benefits - Why is this relevant to the reader?
The F.A.B. Principle What does it mean for them?

ACTION ITEMS
1. Fill out the F.A.B. Chart for your own product
or service to take you from Features to
Advantages to Benefits. Make sure that you’re
tapping into an emotional trigger, and truly
solving that burning question or pain point
that your customer is facing.

Features Advantages Benefits

COURSE WORKBOOK 15
2. Brain-dump a list of “DO” words and “DON’T” words
that resonate with your customer avatar.

“DO” words: “DON’T” words:

What does your brand stand for? What does your brand NOT stand for?

COURSE WORKBOOK 16