The Certificate Program
For those of you COMMITTED to building a future in which we all flourish.
Our Way There
That's why we get paid to write or hire copywriters for our businesses.
Because words have impact.
They are tools of influence and we use them
to build websites, brands, campaigns, and cultures.
We use them to influence each other..
But These Institutions Were Not Made for Us
If you're reading this, it's probably because you already know that the unjust status quo was built to privilege some people and exploit others...
And you already know that using existing systems and formulas, as-is, simply replicates oppression.
This is also true of the institution of copywriting.
Traditional copywriting teaches you to persuade and convince people using subconscious social triggers.
to leverage scarcity, abuse reciprocity, manufacture authority, and misuse community in order to disempower people and get them to make unconscious decisions -- often in financially high-risk situations.
The triggers and tactics baked into these models are politically problematic -- and often, personally dangerous.
Let's take responsibility.
Your Feminist Copywriting Certification is an interactive, online 10-module course.
- In it, you will learn a framework and repeatable process for creating EFFECTIVE online copy through the lens of justice -- for yourself, organizations, or copywriting clients.
- Each module contains a video lesson (with transcript) and workbook containing exercises, prompts and resources.
- There’s one certification assignment per module; complete them all and submit for them review in order to earn your certification.
- A FaceBook group with like-minded community support and a place to brainstorm and review your copy.
- Live, drop-in office hours every Tuesday at 9am and 4pm PST (you get access for 1 year).
Start date: as soon as you download the program!
The Feminist Copywriting Certification Program
Meet Your Teacher
I'm Kelly Diels
I’m a writer and a feminist marketing consultant.
I teach feminist marketing and I coach + consult with feminist organizations and entrepreneurs who are flourishing because they build feminist practices into every aspect of their work — including their marketing.
The entrepreneurs and organizations I work with are culture makers
committed to using our voices, our media, our business practices and our platforms to make a better world, right now.
I want you to know that yes, it IS possible to get attention and sales WITHOUT using exploitative copywriting tactics and subconscious social triggers,
aka "traditional online copywriting".
Instead, you can learn and use the Feminist Copywriting Framework + suite of tools.
Feminist Copywriting means
applying your principles to your copy and writing through the lens of justice.
The Feminist Copywriting Framework and its tactics are based on explicit consent, shared values, vision, inclusion and deliberate, conscious action -- so you can create copy that shines...
...without any harmful, oppressive side-effects.
And in a marketplace saturated with contempt for the customer, thoughtful content that's based on respect for your customer WILL stand out.
Your 10 Modules
1. UNLEARN PREDATORY COPYWRITING NORMS
In week 1, we map the abusive, oppressive traditional copywriting system that's become the 'norm' in online marketing so that you will INSTANTLY recognize those tactics when you see them and AVOID REPLICATING THEM in your own copy.
2. BUILD + AND APPLY YOUR FEMINIST COPYWRITING FRAMEWORK
What do feminists do? We name our experiences and we invent language to describe them. (Think: mansplaining, gaslighting, derailing, intersectional, cis, kyriarchy.) In week 2, we'll use the FEMINIST NAMING FRAMEWORK to build out specific, STAND-OUT language for your copy.
3. CRAFTING YOUR "ONE TRUE MARKETING MESSAGE"
In week 3, you'll complete exercises to reveal Your One True Marketing Message, which has two components : 1) The signature half-phrase or declaration a brand gets known for, and 2) A bio statement that makes the overall value of the your services (or your client's services) TANGIBLE AND BENEFICIAL.
4. WRITING SUBSTANTIAL & MEMORABLE ABOUT PAGES
Conventional About Pages use rags-to-riches or Cinderella stories to manufacture unearned authority. In week 4, you'll replace that privilege tactic by using a framework for writing RICHER, MORE SUBSTANIAL About Pages that are based on lineage, lived experience, and your client's body of work (or yours!).
5. HIGHLIGHT THE SUBSTANCE OF YOUR WORK IN YOUR WORK WITH ME PAGES
In week 5, we're drawing upon the Naming work you did in Module 2 to describe your Methodology in CONCRETE terms, so that your client instantly grasps the benefits of working with you. You'll also learn how to use your Work With Me as a tour of your entire site, so that your reader stays longer, learns more, and feels more CONNECTED to your work.
6. WRITING A NON-PREDATORY SALES PAGE, PART A
In conventional copywriting, sales pages start by manufacturing a problem and then pressing on pain points so that people are subconsciously triggered into "solving" the problem by purchasing. In week 6, you'll do it differently and learn how to start sales pages with a vision + shared values, so that people reading can consciously and deliberately DECIDE to take action.
7. WRITING A NON-PREDATORY SALES PAGE, PART B
In week 7, you'll continue working on the second half of the sales page. You'll learn how to "bear loving witness" to your end-users' challenge (instead of pressing pain points); how to dissolve shame and invite action; and complete prompts that will help you translate the logistics of the offer into DESIRABLE BENEFITS that RESONATE with potential customers.
8. WRITING HIGH-CONSENT SUBSCRIBE PAGES AND LANDING PAGES
Whenever there's an opportunity to opt-in, that needs to be as HIGH CONSENT as possible. That's why in week 8, you'll a framework and tactics for creating high-consent Subscribe Pages and Landing Pages
9. DEFINE YOUR FEMINIST PRACTICES + CLARIFY THE POLITICS OF YOUR LANGUAGE
Feminist copywriting means documenting THE ACTUAL BUSINESS PRACTICES, not the optics. In week 9, you'll complete exercises and prompts designed to generate copy for 1) a Manifesta and 2) the outline of a Values Statement explaining the org's practices around gender and inclusion.
10. PUTTING IT ALL TOGETHER
In week 10, you'll build on the brand language you defined in modules 2, 3 and 4 and use it to add the final flourishing touches to your website copy: meta descriptions, button text, drop-down menu titles, and calls-to-action.
Get Ready for Professional Practice
Want to integrate your beliefs into your business practices and grow a business that makes money AND justice?
Get this bundle so you’ve got the templates, scripts and interview questions you need to confidently work with clients and build a thriving copywriting business.
Untangling the Oppressive Roots of Online Marketing
A 5-module course to help you become PERSUASION-PROOF so that abusive copy or leaders can't prey on you.
The Feminist Copywriting Certification Program
10 Modules | Weekly Office Hours | Facebook Community
Get started right away!