Cohort Course + Mastermind PROGRAM
Get Your Website Copy Written
Under The Wing of a Seasoned Copywriter & Marketer
*Finally*
CAN I BE HONEST WITH YOU?
👀
Sure, the boatload of templates seems like a deal...
But those pretty little PDFs will sit in your downloads folder collecting digital dust.
You don’t need another self-paced copywriting course you’ll abandon after Module 2.
🧢
IRL Accountability
Simply put: You have to show up and do what you said you were going to do. You need a mastermind container where you get 1:1 attention, a coach to check in on your progress and keep you on track, and access to a beehive of other motivational business owners building their dreams next to yours.
What DIYers like you really need is:
The truth is, templates and tutorials aren’t enough.
Fact: Only 5% of students *actually* complete a self-paced course.
*Stat from Thinkific course software
💅
Big Picture Mentorship
When you find brand clarity the words (nearly) write themselves. But sometimes you need help seeing the forest from the trees. A mentor can help you articulate your purpose, define your audience, amplify your perceived value, refine your offers and discover what makes you different through the eyes of your people.
✍🏻
1:1 Editing & Feedback
Even the best writers keep their editors on speed dial. Whether you need an outsider to find the thread of your brand story, help you "hear" your brand voice, or provide line edits that leverage SEO best-practices, you need a professional’s eyes on your drafts to help you write copy primed for connection and conversion.
Writing for the web is nothing like what you learned in your 11th-grade English class. You have to:
Because, DIY-ing your website copy is more complex than you thought.
Make your body copy compelling AF
…oh, and don’t forget about SEO!
Apply behavioral science principles for higher conversions
Understand how to integrate pain points from different buyer types
Get into your audience’s heads
Distill a ton of information into short, voice-driven headers
Find your voice
Develop your brand story
Organize your copy sections into a logical flow
Fortunately, there's a new program in town...
The complete A-Z program for service-based DIY-ers who want to write or rewrite their website copy under the wing of a seasoned professional copywriter.
+ Mastermind Program
(NEW!) SILENT CO-WORKING SESSIONS
Walk away with your Home, About and Services pages (plural!) written (by you), and edited and approved (by me) in just 6 weeks.
the bp
Copywriting Cohort Course
6-Week PROGRAM Highlights:
ON-CALL COPY SUPPORT (VIA EMAIL)
1:1 COFFEE BREAK COPY COACHING (30-MIN EACH)
INDIVIDUAL PAGE REVIEWS + EDITS (VIA LOOM)
5 MODULE VIDEO COURSE + COPYWRITING TEMPLATES
WEEKLY LIVE MASTERMIND GROUP
JOIN THE WAITLIST!
Next COHORT LAUNCHES JANUARY 2024!
Cue Reading Rainbow Narrator:
But you don’t have to take my word for it:
“This course was amazing. I got my content for my website, which I have been working on for a year. It was so nice to have the encouragement and support of a professional instead of trying to overthink and DIY.”
“I stopped overthinking and got it DONE!”
Liz Neuberger, Health & Wellness Coach
“I tried to piece together website copy for months by devouring random blog posts and podcasts. All I had was a jumbled mess of Google Docs and Notion files. I had lots of words but nothing I could publish. Each week she honed in on a specific goal with clear examples, simple instructions, and an open door for questions and comments. By the end of the cohort, I had a website I could proudly make public. I also have the skills to edit and change my copy as my business morphs and grows.”
“I’m a DIY’er who thought I should be able to figure this out on my own. I could not.”
angie a. - website designer
“If you're after a talented and generous mentor to guide you through writing your website copy, you'll want to join Courtney in her next cohort. Having a working copywriter's eyes on your words is value that goes way beyond the financial investment.”
“Value that goes way beyond the financial investment.”
Nina M., Dietitian & Certified Intuitive Eating Coach
Because you’re TIRED of overthinking.
…and half-done Google docs…
…and late-night Google searches…
…YouTube videos that are all theory and no action…
…and feeling that dark cloud hanging over you every time you remember how much you hate your current site (slash, the one that needs starting.)
Hey, I see you there with your finger on the mouse about to click away and continue another epic year of fear-induced procrastination...
➡️ If you’re looking for a sign, this is your sign. ⬅️
And you’re DONE trying to decode another DIY course with nothing to show for it except for a desk full of empty cans of raspberry-lime Spindrift seltzers.
(You want something along the lines of this… ⤵)
…and gets you PAID.
‘Cuz you’ve got bills, and school fees, and doggy daycare on autopay...
…gives you a sense of ownership over your brand
…accurately represents you and your offers
…speaks to our ideal audience
…sounds uniquely you
You need brand clarity and copywriting that…
⭐️⭐️⭐️ACTUAL COHORT STUDENT WORK⭐️⭐️⭐️
“Now that I’ve finished the course, I’m EXCITED and proud when I write my website, email, social posts, and blog posts.”
“I didn’t know if I’d be ready and confident enough to write copy for my own site.”
Sand Hicks, Premium Wigmaker & Educator
Great copywriting is a lot tougher than it seems, and there are so many places where it can go off the rails! The great thing about this cohort is that there are regular check-ins to make sure you're making progress, hands-on edits AND reviews from a badass copywriter, and everything you need to keep from spinning your wheels!
“Everything you need to keep from spinning your wheels!”
Starlight Mundy, Business & Growth Strategist
You will 1000% write your copy with 1:1 guidance and accountability.
DO YOU Struggle TO finish what you start?
You be the hero. I’ll be your guide.
I’m the Gandalf to your Frodo. The Hermione to your Harry.
Use your brand story and purpose to boost conversions
and give your marketing legs.
Nail your brand voice
so your site feels cohesive, authentic, and engaging.
Perfect your audience personas
so you know who you’re talking to and the messaging points they * actually* care about.
Raise your perceived value
so you can charge more. $$$.
Create an on-brand marketing plan
that funnels people to your FANCY-PANTS new website so your copy can do.its.job.
Strategically appeal to the 4 Buyer Types
and their psychological buying triggers.
Write SEO-enriched website copy
that pleases the Google robots *and* humans.
Distill your offerings and services
into succinct, easily understandable packages, bursting with value.
Edit and “sweep” your copy
like professional copywriters do.
Hold the phone — who am I, anyway? ☎️
I’m your Editor-In-Chief, Courtney Fanning.
Brand Messaging Strategist · 15+ Year Marketing & Copywriting Veteran · Ex-Professional Ballet Dancer · Recovering NYC Book Publishing Professional · Edwardian-Era Wannabe.
I help founders with conversion copywriting that gets results by staying human.
Using a combination of industry research, behavioral psychology, voice-of-customer data, and emotional marketing, I help you capture your prospect's attention so you can generate more revenue and confidently scale your business.
For 15+ years I’ve been wielding a pen (and keyboard) to help brands like The New Yorker, Elizabeth Arden, Stash Tea, and more New York Times Bestselling authors than I can count reach and engage their audiences.
Since turning my sights to the online business world, I’ve worked with purpose-driven entrepreneurs in tech, nonprofit, education, publishing, coaching, wellness, finance, real estate, beauty, blogging, and more.
CLIENTS FEATURED IN
When you work with me, you get a Copy Chief AND Marketing Director with a lot of BTS secrets to spill.
ENOUGH WITH THE WIND-UP
How It All Works
1:1 INDIVIDUAL PAGE REVIEWS + EDITS
6-WEEK COHORT
(NEW!) SILENT CO-WORKING SESSIONS
WEEKLY LIVE MASTERMIND GROUP
TL;DR
5-MODULE VIDEO COURSE Tutorials
ON-CALL COPY SUPPORT
1:1 COFFEE BREAK COPY COACHING (30-MIN EACH)
ESSENTIAL COPYWRITING TEMPLATEs & TOOLKIT
Module Breakdown
Because your About page needs to sell you, not your LinkedIn resume.
ABOUT PAGE
Chapter 4: A Brand Story That Connects
A COPY PROGRAM YOU'LL ACTUALLY COMPLETE
Write a homepage that WOWs your ideal audience and compels them to take action.
Like that post-hot yoga feeling you get when you’re laying in savasanna.
BRAND STRATEGY
Chapter 2: Brand Clarity
Ever wonder how copywriters can make words flow like wine? This is how.
INTRODUCTION
Chapter 1: Prep Like A Pro
Chapter 5: Perfect Your First Impression
In the end:
I’ll walk you through my step-by-step writing process using the BP Cohort-Exclusive About Page Template to craft your copy. You’ll submit your work to me and receive my Editor’s Notes and suggested changes before the next week’s mastermind meeting.
HOMEPAGE
In the end:
I’ll walk you through my step-by-step writing process using the BP Cohort-Exclusive Homepage Template to craft your copy. You’ll submit your work to me and…you know the drill!
Services pages that qualify your leads and do the selling *for you*.
Chapter 3: Services That Sell
SERVICES PAGES
In the end:
I’ll walk you through my step-by-step writing process using the BP Services Page Trio Templates to craft your copy. You’ll submit your work to me and receive my Editor’s Notes and suggested changes before the next week’s mastermind meeting.
Get your ducks in a row with a quick website audit and stats check-in. We wanna know what we’re working with so you can *boom* hit those target numbers as you iterate. And since the best copy sounds like how your readers think, I’m handing over my Audience Survey Template (doesn’t matter if you’re sending it out to two or 2,000 people) and Testimonial Survey to start collecting those fly-on-the-wall copy pulls that result in sticky, my-gosh-they-just-GET-me copy.
Finally, you’ll run down the Website Content and Asset Checklist so you have everything you’ll need to actually LAUNCH your site when the eraser dust has settled.
Learn how to perform a brand audit to set yourself up for copywriting success. Because if you’re not clear on what the heck it is that you do and the why behind it, ain’t nobody gonna pick up what you’re putting out there!
You’ll deep-dive into the BP Signature Brand Strategy Questionnaire to get aligned on everything from your Brand Pillars and target audience to your brand voice, personality, and what you want your brand perception and perceived value to be (a.k.a your vibe, value, and charging the prices that match.)
Unveil my secret to writing a high-performing services page using the BP Services Six framework. Walk through the anatomy of the THREE types of services pages (and which one you need) to expertly present and sell your bread and butter and then seamlessly guide your buyers toward a conversion (a.k.a booking a call, booking your service, adding to cart, buying now) by tugging on the emotional, social, personal, and future-state threads your audience is positively *pining* after.
Of course, writing clear and compelling copy is only as good if it’s seen by the right people. We’ll talk SEO and how to strategically sweep valuable keywords and phrases into your copy so you’re setting the stage now, for your pages to accumulate SEO currency each and every time the Googs, crawls your site.
Truth be told, you are part of the sales package and people ARE going to look at your About page and judge whether or not they know, like and trust you enough to pay you dollah’ dollah’ bills to help them solve their problems.
But you probably feel a *twinge* of awkwardness tooting your own horn or can’t see the forest from the trees. And that winding path you took to get where you are today? It’s actually a blessing and we’ll use it to workshop your unique value proposition and craft a brand story that unites your buyer with your mission and has them clamoring to work with you.
Start chilling the bubbly because we are bringing it HOME, baby! You’ve got literal *seconds* to grab your reader’s attention, validate what’s going on in their heads, and show them the way forward. Rather than throwing everything at them, you’ll think strategically about how you want your website reader to interact with your site and what levers you need to pull to get them to the next step in their journey.
We’ll put headlines through the wringer, perform a Skim Reader Test, and leverage the power of the Cohort Community to help you see the back of your head (a.k.a. quick wins and fixes you’re missing.)
Plus, grab my BP Contact Page Conversion Hacks to help you seal the deal on the often-overlooked clincher of a page. Just because it’s a simple page, doesn’t mean you can slap a name/email field form and call it a day, folks!
Real talk: You cannot measure how effective your copy is if you never launch your website!
Tee-rust me, the hard part is over. YOU.WROTE.YOUR.COPY! You’ve got 30 days to purchase a fully customizable (and flexible) website template, hire a designer, or leap back into that design panel and start installing your brand-new copy.
After our break, we’ll check in and I’ll perform a full site review on *both* your copy and design implementation. (‘Cuz copy and design have to work together!)
And, to make sure you’re doing what you need to attract people to your website (so you can start collecting that gold-star-is-is-actually-working-data) I’m handing over The BP Marketing Plan System so you can create a SIMPLE on-brand marketing plan that funnels people to your website.
Annnnnd, because I cannot help myself, I’m opening up my sales call playbook and taking you through my Dubsado Sales Call Workflow Tutorial.
Epilogue:
30- Day Mastermind Check-In
add these to your business TOOlKIT:
The Almighty Marketing Receipt
$8,716 USD
🎁 MARKETING BONUS: Dubsado Sales Call Workflow Walk-Through ($50)
Weekly Mastermind Replays
How to use Google Keyword Planner and GA Search Queries For Your Copy ($50)
About Page Anatomy + How-to ($150)
Prep & Audience Research ($150)
Brand Strategy & Clarity ($150)
(5) Module video tutorials and instruction including:
Value: $331
🎁 BONUS: The BP Digital Resource Guide for all my fav DIY tools
🎁 MARKETING BONUS: The BP Marketing Plan System: How to create an on-brand marketing plan that funnels people to your website. ($55)
Weekly Coaching “Hot Seat” Opportunity ($875)
🎨 DESIGN DAY AMA w/Vero Souza of Vero Branding
Audience Persona Workbook ($57)
Testimonial Survey Template ($35)
Brand Strategy Questionnaire ($57)
(5) 1-hour Cohort Mastermind Meetings ($1,750)
1:1 Page Edits and Comprehensive Feedback ($2,800)
A.K.A. What I *should* charge for the 6-week program.
Video Tutorials
BP SIGNATURE TEMPLATES:
Website Copy Templates
Value: $710
🎁 MARKETING BONUS: The BP Welcome Sequence + Cold Subscriber Email Template Pack ($75)
Services Splash + Deliverables ($97)
Services Mini Splash Page ($97)
Services Full Offer Page ($147)
Homepage ($147)
About Page ($147)
Homepage Anatomy + How-to ($150)
Services Page(s) Anatomy + How-to ($150)
Target Audience Survey Template ($35)
BP Copy Sweeps Checklist & Playbook ($35)
Metrics and Leads Audit ($47)
Website Asset Checklist ($10)
Tools
Value: $850
Value: $6,825
Coaching
Total PROGRAM VALUE:
✏️✏️✏️✏️✏️✏️
OR BREAK IT UP WITH
6 Payments of $332 USD
✏️
Join the PROGRAM with
1 payment of $1,997 USD
JOIN WAITLIST!
or
JOIN WAITLIST!
(8) 30-Minute Coffee Chat Opportunities ($1,400)
JOIN THESE HAPPY COHORT ALUMNI
“My corporate voice was forced to take a back seat. I’m 1000% more confident in writing and expressing my true voice.”
“I’m still pinching myself about the thousands of dollars I saved by learning copywriting.”
Sand Hicks., Premium Wigmaker & Educator
“If you really want to know what it is that you're trying to sell to your prospective clients, who they are and have website copy and flow to match, the course is for you. The investment is worth it.”
“The investment is worth it.”
Simone E., Life Coach
“I learned principles of copywriting that I can use for any additional pages I write. But the big unexpected win was more passion for my business. That was from the About Me process. Getting back in touch with why I do this work, many unique aspects about my approach, all the deliverables I offer, and also a new service I want to offer than might be able to make me passive income. Highly recommended!”
“I got so much more out of it than ‘just’ copy.”
Isabel D., Mental Health Educator
Wait a darn second...
Is C3 a course or a coaching program or mastermind or what?
It’s the best of all worlds. I removed all the things that suck about passive courses, sketchy coaching, and expensive done-for-you services, kept the things that work, and combined them into a program where you’ll actually get👏shizz👏done.
Why don’t I get more templates?
Because you won’t use them. TEE-rust me. You need to focus on your Homepage, About, and Services pages first or you’ll get overwhelmed. I do teach tips to increase Contact page conversions and I’ve worked 1:1 with students to convert a Services page to a Sales page when it was needed.
There’s no need to pay more for a course that inflates its price by offering a Podcast page template for a podcast you’ll probably never launch. There are plenty of templates out there when you’re truly ready to write the next draft.
What’s it like to be a C3 student?
This is why I do what I do.
You go, Glen Coco!
You took it to an 11.
Yes, you poetic, noble land-mermaid!
STILL ON THE FENCE?
✅ You’re a DIY service provider or digital product creator.
✅ You’re game to DIY your own copy while I “check your work” as you go.
✅ You’re ready to stop guessing what your audience wants and learn how to find and gather intel like a pro.
✅ You’re ready to become a better writer for yourself and your clients.
✅ You’re willing to show up and actively participate in each week’s mastermind session.
The BP Copywriting Cohort is for you if:
✅ You’re able to dedicate 2-4 hours per week to watching the video tutorials and drafting your copy assignment.
⛔ You’re looking to buy now and implement later.
⛔ You’re looking for fill-in-the-blanks copy templates.
⛔ You haven’t nailed down your offers yet.
This program is NOT for you if:
Original, personality-infused copy 🤖 ChatGPT can't even, is where it’s at. I’ll teach you how!
✅ You want to become a BETTER MARKETER because you finally know what to write, say, and pitch!
It’s easy to commit to small actions. Over the course of six weeks I’ll guide you through the copywriting process, step-by-step, so you can rack up small wins that inspire you to take action and do the dang thing!
Afraid of overwhelm? Don’t be.
Overhauling your copy doesn’t have to be hard.
You’re ready for this, champ!
But will my copy convert?
When you speak to the desires of someone who wants what you’re selling, they’ll take action.
But listen up...
We’re not trying to convert people who truly don’t need your services. (We’re so not about that life.) It’s my Big Picture pledge to help you write copy that pulls all the right levels with integrity AND sales smarts.
Your future clients are on your website because they want help.
It’s your job to make a compelling case for why you’re the one for them.
Art + Science
Storytelling + Behavioral Psychology + Positioning Your Solution
Compelling Copywriting Is
LET ME TEACH YOU HOW TO DO IT
Smaller payments more your thing? Choose the 6-month payment plan here.
Move forward with confidence and conversion-primed copy.
Chapter 1: "Prep Like A Pro" is ready for you to watch now!
👇
join WAITLIST
Put a bottle of bubbly in the fridge because in six weeks we’re popping corks to celebrate your new website words PLUS the copywriting know-how you can apply to your marketing, sales, and beyond!
FAQs
WEEKS 1 & 2 (January 29-February 9)
Prep Like A Pro: Get your ducks in a row, collect your assets, send out your surveys, and start diving into the research.
No Mastermind
WEEK 3 (February 12-16)
Brand Clarity:
Mastermind on Wednesday, February 14th❤️ @ 1pm EST.
Silent Co-working on Thursday, February 15th @ 10am EST. (TIME SUBJECT TO CHANGE!)
WEEK 4 (February 19-23)
Services That Sell: Write a high-performing services page using the Services Six framework.
Mastermind on Wednesday, February 21st @ 1pm EST.
Silent Co-working on Thursday, February 22nd @ 10am EST.
WEEK 5 (February 26-March 1st)
A Brand Story That Connects: Write an About Page that adds fuel to your fire (and nurtures the sale.)
Mastermind on Wednesday, February 28th @ 1pm EST.
Silent Co-working on Thursday, February 29th🐸 @ 10am EST.
WEEK 6 (March 4-8)
Perfecting Your First Impression: Write a homepage that makes a killer first impression and compels your ideal client to take that next action.
Mastermind on Wednesday, March 6th @ 1pm EST.
Silent Co-working on Thursday, March 7th @ 10am EST.
🎨 DESIGN DAY AMA w/Vero Souza (Wednesday, March 27th @ 2:30pm EST.)
✅ 30-DAY CHECK-IN (Wednesday, April 10th @ 1pm EST)
You can choose to pay one installment of $1,997 or six at $332! If the latter, you will be billed once monthly for six months.
I’ve got your reminders covered!
Repeat after me: Friday → Monday → Wednesday
I’ll send you an email every Friday letting you know the following week’s module is open and ready to be viewed. You’ll have the entire weekend (plus Monday, Tuesday, Wednesday) to watch the videos and work on your assignments. I’ll check in with you on Monday and remind you to have your Qs and Hot Seat requests ready. Wednesday masterminds are go-time. You’ll have a few days to edit and process the mastermind until we repeat the whole loop again on Friday with a new module!
The tutorials vary between 15-30 minutes of watch-time. The mastermind is one hour. Past cohort students reported between 2-4 hours of writing and editing time each week. Some pages will be shorter, some longer, and if you’re working off of existing copy, you may simply need to reorganize and edit what you’ve got. If you schedule a coffee chat, those are between 30-45 minutes. The clincher is this: if you put in the time now, you’re scott free for the rest of the year! Think of this time as a six-week copywriting intensive, and you get out of it what you put in. As someone who re-wrote her own copy alongside her last cohort students, it’s SO worth buckling up and getting ish done!
The most important question of them all! Two answers:
1) ACCESS TO ME. I’m editing your work and coaching you the entire time. I created this course because I took a cohort-based program and got 1000X more out of the curriculum AND made my money back because of the live, week-by-week structure.
2) HOLISTIC APPROACH. I am a brand strategist by training and at heart. Writing doesn’t start with words. It starts with your thoughts. The reason your thoughts are all muddled up is that you skipped ahead to the writing part without doing your homework. You’re starting at Step 10 and battling massive imposter syndrome because someone one time made you feel bad about your writing. I make you back, back, back it up and get your ducks aligned. By the time you’ve completed the Audience Persona & Brand Messaging Workbook, sent out your customer/client feedback forms, worked through your Brand Strategy MEGA Questionnaire and written out your Offer Ladder, your copy is 75% written – all you have to do going forward is put everything where it goes, punch up your hooks, and refine, refine, refine.
Welcome fellow ink-stained compadre! Yes! Several copy and content writers have gone through C3 and seen a massive benefit to having a mentor who is an insider with an outsider’s P.O.V. on their business. Even if you write for others all day long, it is SO hard to write for your own business. I’ve even hired some of my students to look over my copy for this very reason.
Cohort students come from near and far! (Australia, the UK, South Africa and the west coast of the U.S. so far!) All mastermind sessions will be recorded and the replay will be sent out for you to watch on your own. If you have a question you’d like to pose to the group you can ask me to flag it ahead of time, or you can simply email me directly and I’ll give you my thoughts on the matter.
Ohhh, I’m intrigued! Underwater basket weaving? JK, but ABSOLUTELY! I once built an entire brand campaign about zombies. In my 15+ years I have never had two clients with the exact same business or audience. If you are writing for humans, I can help you. If you are writing for the undead, I can also help you. Game on, let’s do it!
While I can provide the weekly mastermind structure, 30-minute 1:1 coffee chats, guided instruction videos, professional editing by moi, and group support, I cannot physically reach through time and space to make sure you’re sitting down at your keyboard each week. That’s on you. But I do know this: when you invest a consequential amount of money into something, you’re more likely to see it through. And when I say this is a guided program, I mean it. You’ll hear from me every Monday, Wednesday, and Friday because, like any good coach, I’m not one to sit on the sidelines. I think you’re a winner and I will do everything in my power to get you to the finish line. #hoorah
YEP! This will be a major thing we talk about toward the end of the course. I like to pull up lots of examples relevant to each business in the group and *spoiler alert* I might even bring in a guest speaker on the topic…
I offer a 14-day money-back guarantee. This gives you time to do the first 2 modules and book a coffee chat if needed. If you don’t feel the Copywriting Cohort Course is providing the tools, structure, and support you need to write your website copy I’ll gladly return your investment. You don’t need to prove anything to me or send me your homework (you’re an adult, for goodness sake!) but I’ll ask you a couple of questions to see how we can course correct or make the program better in the future.
I’m putting my brain and internal processes on the line to help you go from DI-why-oh-why to DONE.
Ready to stop getting lost in your own head, struggling to write for yourself, and second-guessing every little thing? Join the next round of the BP Copywriting Cohort:
SELECT ALL > DELETE YOUR GRAVEYARD OF UNUSED COPY TEMPLATES.
I’ve got your back and my editing pens are ready for ya!
✌️
join THE waitlist