Introduction
If you have ever stared at a blinking cursor, wondering why your words aren’t converting, you aren’t alone. The digital landscape is noisy, and capturing attention is only half the battle; the real war is won through conversion. As a professional copywriter, I’ve seen countless courses promise the moon, but few deliver the tactical, no-nonsense guidance that modern marketers need. This is where Copy Hackers – Copy School 2018 enters the conversation. It’s not just another writing workshop; it’s a comprehensive system designed to arm you with the psychological triggers and structural frameworks that turn readers into buyers.
In this review, I’m diving deep into the Copy Hackers – Copy School 2018 curriculum to see if it truly holds up as the gold standard for conversion copywriting. Whether you are a freelancer looking to upskill, an in-house marketer wanting to prove your ROI, or a founder needing to craft your own sales pages, this course claims to have the blueprint. We will explore the modules, the teaching style, and the real-world applications of the methodologies taught by Joanna Wiebe and her team. By the end of this deep dive, you’ll know exactly if this is the investment your career needs to leap to the next level.
Course Description
Copy Hackers – Copy School 2018 is an exhaustive training program that aggregates the “10x” series of courses into a single, powerful learning experience. It is built on the premise that great copy is not about creativity for creativity’s sake; it is about empathy, data, and psychology. The course structure is designed to take you from the foundational principles of conversion copywriting all the way through to advanced execution across landing pages, sales pages, emails, and product launches.
The teaching style is intensely practical. Rather than focusing on theory, the instructors (led by Joanna Wiebe) utilize a “show, don’t just tell” approach. You get access to 30+ templates, worksheets, and cheatsheets that act as your training wheels until you can ride on your own. The 2018 edition is particularly notable because it bundles several distinct disciplines—landing page optimization, long-form sales copy, email sequencing, and launch strategies—into a cohesive curriculum. It includes 8 live Office Hours sessions, providing that crucial element of direct feedback and community support that many self-paced courses lack.
Ideal Student
- Freelance Copywriters: If you want to move away from low-paying content mills and charge premium rates for high-converting sales assets, this course gives you the portfolio-ready skills and templates to justify higher fees.
- In-House Marketers: For those tired of guessing what works, Copy Hackers – Copy School 2018 provides the data-backed frameworks to run successful campaigns and prove ROI to your boss or stakeholders.
- Startup Founders & Entrepreneurs: When budget is tight and you can’t afford an agency, this course empowers you to write your own compelling copy that sells your vision effectively from day one.
- UX Designers: Copy and design are intertwined. Understanding the copy hierarchy helps you design user flows that naturally guide visitors toward conversion.
- Product Managers: You are responsible for the “why” behind the product. This course helps you translate complex features into benefits that resonate deeply with your target audience.
Learning Outcomes
- Mastery of Conversion Frameworks: You will learn how to deconstruct successful copy and rebuild it using proven formulas like the 4Ps, PAS, and the unique frameworks taught in the 10x series.
- Research-Driven Writing: Develop the ability to conduct voice-of-customer research to find the exact words your customers use to describe their problems, ensuring your copy resonates instantly.
- High-Converting Page Structures: Gain the skills to architect landing pages and sales pages that guide the reader logically from the headline to the call-to-action without friction.
- Email & Launch Proficiency: Learn to write email sequences that nurture leads and launch sequences that generate massive urgency and sales spikes during product releases.
- Confidence in Editing: Acquire the critical eye to audit your own and others’ work, ensuring every word earns its place on the page and serves the conversion goal.
Course Modules
p>The curriculum is a massive undertaking, combining four major disciplines. Below, I break down the modules that form the backbone of this training, each designed to tackle a specific aspect of digital marketing copy.Module 1: Foundations of Conversion Copywriting
Before you can write a single word of copy, you must understand the psychology of why people buy. This foundational module sets the stage for the entire Copy Hackers – Copy School 2018 experience. It dispels common myths about creativity and focuses on copy as a tool for customer empathy. You will learn how to shift your mindset from “writer” to “conversion optimizer,” understanding that your job is to remove friction for the user.
- Introduction to the Customer-First approach.
- Understanding cognitive biases in decision making.
- The difference between brand copy and direct response copy.
Module 2: 10x Landing Pages – Research & Wireframing
This module dives into the first half of the “10x Landing Pages” curriculum. It emphasizes that great writing comes from great research. You will learn how to use voice-of-customer data to mine for hidden objections and desires. The module teaches you how to wireframe a page based on data rather than gut feeling, ensuring the structure exists to support the persuasive argument you are about to make.
- How to conduct effective customer interviews.
- Mining reviews and surveys for copy gold.
- Creating wireframes that convert before design is applied.
Module 3: 10x Landing Pages – Writing & Optimization
Once the research is done and the wireframe is set, it is time to write. This module focuses on the execution of the landing page. You will learn how to craft headlines that grab attention and subheadlines that maintain interest. It covers the nuances of writing for the web, where attention spans are short. The training also touches on how to write trust-building elements like testimonials and guarantee boxes.
- Crafting magnetic headlines and subheadlines.
- Writing persuasive body copy and benefit bullets.
- Optimizing forms and calls-to-action (CTAs) for higher click-throughs.
Module 4: 10x Sales Pages – Structure & Framework
Writing a sales page is a different beast than a landing page. It requires a longer narrative arc. This module, part of the “10x Sales Pages” component, teaches you the structural skeletons of high-converting sales letters. You will learn how to sequence your arguments to build a logical and emotional case for your product. This is where you learn to tell a story that sells, structuring the page so the reader feels compelled to scroll down.
- The Long-Form Sales Page structure.
- Sequencing your hooks and offers.
- Using the “Bucket Brigade” technique to keep readers reading.
Module 5: 10x Sales Pages – Persuasion & Closing
The second half of the sales pages training focuses on the heavy lifting of persuasion. This module covers how to handle objections within the copy so the reader doesn’t have to ask them. You will learn how to write compelling offers, stack value, and create urgency without sounding scammy. It also focuses heavily on the close—the final push needed to get the credit card out.
- Objectection handling techniques.
- Writing compelling offers and bonuses.
- The psychology of the close and risk-reversal guarantees.
Module 6: 10x Emails – Sequencing Strategy
Email remains one of the highest ROI channels, but only if done right. This module introduces the “10x Emails” methodology, focusing on the strategy behind email sequences. You will learn that you shouldn’t just send “broadcasts” but rather nurture sequences that move leads through a funnel. The course teaches you how to map out an email campaign that warms up cold leads and primes them for a purchase.
- Mapping the customer journey via email.
- The difference between nurture and conversion sequences.
- Subject line strategies to boost open rates.
Module 7: 10x Emails – Execution & Storytelling
Strategy is nothing without execution. Here, you get into the weeds of writing actual emails. This module teaches you how to use storytelling in email marketing to build a parasocial relationship with your subscribers. You will learn to write with a distinct voice that stands out in a crowded inbox. The training provides templates for various types of emails, including promotional, educational, and re-engagement emails.
- Storytelling frameworks for email.
- Writing with a distinct, human voice.
- Templates for high-converting promotional emails.
Module 8: 10x Launches – Pre-Launch Strategy
Launching a product is a high-stakes game. This module from the “10x Launches” section prepares you for the chaos and opportunity of a launch. It focuses on the pre-launch phase, where you build anticipation. You will learn how to create a “waitlist” mentality and use content to seed the value of your product before the cart even opens. This is about generating momentum.
- Building anticipation and the “waitlist” strategy.
- Pre-launch content that primes the audience.
- Teaching your audience that they have a problem before you sell the solution.
Module 9: 10x Launches – Open Cart & Close
The final module of the launch sequence covers the open cart and close cart periods. This is the sprint phase of the course. You will learn how to write the launch emails that go out daily (or hourly) during the open window. It covers the psychology of scarcity and how to use it ethically. The module also teaches you how to handle the “mid-launch slump” and re-engage prospects who haven’t bought yet.
- Daily launch email scripts.
- Ethical usage of scarcity and urgency.
- Closing sequence strategies to capture stragglers.
Module 10: Live Office Hours & Implementation
Learning is one thing; doing is another. This unique module focuses on the 8 live Office Hours sessions included in Copy Hackers – Copy School 2018. It is dedicated to implementation and feedback. You will see real critiques of student work, which is often where the best learning happens. This module ties all the previous modules together, showing you how to troubleshoot your own work and apply the templates in real-world scenarios.
- Real-time critique of student landing pages and emails.
- Q&A sessions addressing specific roadblocks.
- How to apply the templates to your specific industry.
Real-World Applications and Success Stories
The methodologies taught in Copy Hackers – Copy School 2018 are not abstract theories; they are the exact same strategies used by major brands to drive growth. Companies like Bitly, Resident (parent of Nectar, Awara, and Dreamcloud), and countless startups in the tech space have utilized these messaging frameworks. The real-world application of this course is immediate. You can take the “10x” templates and plug them into your next campaign tomorrow. For example, the “Voice of Customer” research techniques taught in the course have been directly linked to higher conversion rates on SaaS pricing pages and e-commerce checkout flows.
Success stories from alumni often highlight a shift in mindset. Freelancers report doubling their project fees because they can now articulate the value of their work using data-backed terms. In-house teams report that after taking the course, they finally have a shared language for marketing, reducing the back-and-forth with product teams. One common success story involves a marketer who used the “10x Launches” sequence to generate a 30% lift in revenue over their previous launch, simply by restructuring their email sequence to match the course’s psychological triggers.
Pricing
Investing in your education is critical, and Copy Hackers – Copy School 2018 positions itself as a premium asset for serious professionals. While the specific pricing has fluctuated over the years, the value proposition has always remained anchored in the “10x” promise—that the skills you learn will pay for themselves many times over. The course is typically offered as a comprehensive bundle.
- One-Time Payment: Grants lifetime access to all modules, including 10x Landing Pages, Sales Pages, Emails, and Launches, along with templates and office hour recordings.
This pricing plan includes access to the 30+ templates and worksheets that serve as the toolkit for your future projects. Considering that hiring a professional copywriter for a single sales page can cost more than the entire course, the return on investment for a DIY approach or for a freelancer looking to upskill is substantial.
Pros and Cons
Pros
- Comprehensive Curriculum: It covers the full spectrum of digital copy needs, from short ads to long-form sales pages and launch sequences.
- Template-Driven: The inclusion of 30+ templates and worksheets means you don’t have to start from a blank page; you have proven structures to work with.
- Data-Backed Approach: The course teaches you to rely on customer data and research rather than just “creative intuition,” leading to more predictable results.
- Live Component: The 8 live Office Hours sessions provide an opportunity for direct feedback and learning from others’ mistakes.
- Industry Authority: Learning from Joanna Wiebe, a pioneer in conversion copywriting, gives you access to insights refined over years of working with top brands.
- Versatility: The skills apply to B2B, B2C, SaaS, and e-commerce, making it useful regardless of your specific industry niche.
Cons
- Pacing: The sheer volume of content can be overwhelming for complete beginners; it requires a significant time commitment to digest properly.
- 2018 Version: While the principles are evergreen, some examples or interfaces in the 2018 recordings may feel dated compared to newer iterations (though the core teachings remain valid).
- DIY Intensity: This is not a “passive consumption” course; you get out what you put in, and the homework is intensive.
- Niche Focus: It is heavily focused on digital marketing and online sales; traditional print copywriters may find it less relevant.
- Advanced Jargon: Without a basic marketing background, some terms regarding funnels and optimization might require extra study.
- Self-Discipline Required: As with many online courses, keeping yourself accountable to finish all modules can be challenging without a strict schedule.
FAQs
Is Copy Hackers – Copy School 2018 suitable for beginners?
Yes, but it is a rigorous introduction. It is better suited for those with some basic marketing understanding who want to specialize in conversion, rather than someone learning how to write for the first time.
How long do I have access to the course material?
The course is typically sold as a one-time payment for lifetime access, allowing you to revisit the modules and templates whenever you need a refresher.
What makes the “10x” methodology different?
The “10x” methodology focuses on frameworks that have been tested across thousands of pages. It prioritizes customer research and psychological triggers over clever wordplay.
Are the live Office Hours sessions available if I buy now?
The 2018 version included 8 live sessions at the time. Current access usually grants you the recordings of these sessions, which contain valuable critiques and Q&A.
Can I apply these skills to B2B marketing?
Absolutely. The principles of persuasion, clarity, and value proposition are universal. The course includes examples and strategies applicable to both B2B and B2C contexts.
What is the refund policy for the course?
Copy Hackers typically offers a refund policy, but it is advisable to check the specific terms on their official website at the time of purchase to ensure you understand the conditions.
Final Verdict
After spending considerable time with the material, it is clear that Copy Hackers – Copy School 2018 is more than just a course; it is a professional toolkit. The decision to bundle the 10x Landing Pages, Sales Pages, Emails, and Launches into one offering provides a holistic view of the customer journey that is rare to find. The emphasis on data and research over “fluff” ensures that students are equipped to write copy that performs in the real world, not just copy that sounds pretty.
While the 2018 date might suggest the content is aging, the fundamental laws of human psychology and conversion haven’t changed. The templates provided alone are worth the investment for any freelancer or marketer looking to streamline their workflow. However, be prepared to work. This is not a shortcut; it is a masterclass. If you are willing to put in the effort to implement the lessons and utilize the worksheets, this course has the potential to 10x your results—or at least significantly improve your conversion rates. It is a highly recommended resource for anyone serious about mastering the craft of conversion copywriting.
