The copywriting method of Germany's two-time Marketer of the Year
Ads that get clicked, emails that get opened and VSLs that close. Make your customer feel understood, build a funnel where persuasion compounds, and keep your copy human in an AI world.
The 2023 keynote was great. Analysing how Raoul did it and with which concepts behind it. I already asked Raoul in the live session for a breakdown of exactly how he did it, and he said he would take care of it.
Janis Nette
bestdigitalfuture.com
You explain the product. The reader feels nothing.
Most copy describes features and hopes logic does the selling. People decide with emotion and justify with logic, so copy that skips the feeling gets skipped.
You're guessing what your customer thinks.
Without research, copy is built on assumptions. It reads close, but never exact, and close is what readers scroll past.
Your headlines start from a blank page.
The headline decides whether anything else gets read. Without archetypes to work from, every one is a fresh guess.
Every channel starts the argument again.
The ad promises one thing, the email another, the VSL a third. Each step resets the persuasion instead of building on it.
Your ads fail on structure, not wording.
An ad can be well written and still not convert. Structural mistakes are hard to spot from the inside, so they repeat.
AI made your copy sound like everyone else's.
It's fast and it's flat. Copy written from default prompts reads as noise, and readers have learned to ignore it.
Copywriting Mastery Foundation
13 lessons and 4 hours of training on why people buy, and how to write copy they act on.
The Key First Click Method
Your copy is only as good as the first click it earns. This is the method for earning it.
The 2023 copywriting keynote
The full 53-minute keynote on the psychology behind copy that changes what people do.
Skills that work across your marketing, and inside your AI
The principles work on every ad, email, landing page and post you write, not just the formats in the course. And they plug straight into your AI tools, so everything's written with these fundamental psychological rules.
Ready-to-use strategies
Every strategy in the course, from headline archetypes to funnel structure, ready for your next ad, email or VSL.
Exclusive access to the Inner Circle Community
Join founders, in-house marketers and agency owners putting the same frameworks to work. Ask questions and see what's working right now.
Here's what's in the course
6 lessons · 47 min
Part 1: Start here
Who we are, where the course goes and how to get the most from it.
Welcome to Copywriting Foundations
Who we are and why we're here
The road ahead: the research and psychology workflow you'll build
Who this training is for
The goal of this training
How to use this training
2 lessons · 1 h 48 min
Part 2: The psychology of persuasion
The framework behind copy that changes what people do, and how to build emotional connection into a sales narrative.
Copywriting keynote 2023
Basics of copywriting part I: engineering emotional connection
2 lessons · 53 min
Part 3: Headlines and the full funnel
The headline archetypes, with real examples analysed, and how to make ads, emails and VSLs work as one argument.
Basics of copywriting part II: headline archetypes, examples and analysis
The different ways of copywriting: one funnel where persuasion compounds
3 lessons · 31 min
Part 4: What to avoid, and what's next
The structural mistakes that stop ads converting, what AI does to your copy, and where to go after Foundations.
Mistakes to avoid
The problem with AI
Recap and where to go from here
Founders who write their own marketing
You know your product better than anyone. But knowing it and selling it aren't the same skill. Foundations gives you the frameworks to turn what you know into copy your customer recognises themselves in.
In-house marketers
You're producing ads, emails and landing pages every week, often on a deadline. Foundations gives you a repeatable method, so every brief starts from the customer instead of a blank page.
Agency and studio owners
Your clients judge you on results, and your copy quality shouldn't depend on who wrote it that day. Foundations gives your team one shared method to write and review against.
Learn copywriting from Germany's two-time Marketer of the Year
Raoul Plickat is the founder of Marketing.MBA and was named Germany's Marketer of the Year in 2022 and 2023. He and his team have worked with over 500 brands, and generated $1.5B in client revenue.
Copywriting Mastery Foundation teaches the psychology-first method behind that work, from the 2023 keynote he delivered at Marketing Offensive to the frameworks the team uses on client campaigns.
Known from:
What's Included:
The 2023 copywriting keynote, in full (53 min)
The psychological framework behind copy that changes behaviour.
The basics of copywriting (1 h 19 min)
How to build emotional connection into your sales narrative, plus the headline archetypes with real examples analysed.
The funnel lesson (30 min)
How to make ads, emails and VSLs build one argument instead of three.
The mistakes and AI lessons (29 min)
What to check before anything goes live, and how to keep AI from flattening your copy.
Bonus 1: Access to the Inner Circle Community
Join founders, in-house marketers and agency owners putting the same frameworks to work. Ask questions, and see what's working for others right now.
Bonus 2: The KFC Method
The Key First Click method. It's the natural next step after Foundations, because your copy is only as good as the first click it earns.
