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About Joanna Wiebe: "I fell into copywriting. Just totally tumbled in, head over feet. I didn’t like the word “copywriter” when I first started – so I went by “creative writer”. Big mistake. That must’ve set me back a good 3 years. Now I know that COPY is awesome, and copywriters are the best-kept secret in the sales and marketing world." What you’ll learn about listening to this interview:  What is copywriting? What makes it different from academic or technical writing? Why this is the secret to every single news story that grabs your attention and how you can use this to increase the sexiness of your own learning projects. Because, who doesn't want to have sexier learning???? (okay, maybe some people don't... but they are a tiny tiny minority) What skill set does a copywriter bring to a project? Where do they help? Where do they fit? CONTEXT: How does language change with context? How does it affect the reader? Many instructional designers get procedure manuals that they then have to turn into engaging reading and learning online. Joanna’s top three (or two!) tips for them to make the resources more engaging and meaningful. HINT HINT: Frameworks are involved!!! Joanna’s suggestions for someone wanting to get better at writing good copy. Joanna’s favourite resource for learning.... we get no endorsement dollars for this!! Yet... :) A book she thinks everyone who has a business should read  - They Ask, You Answer, by Marcus Sheridan. One of the best/most impactful lesson she’s learned over your career. To learn more about Joanna on LinkedIn https://www.linkedin.com/in/jwiebe/ Her business, Copyhackers: https://www.linkedin.com/in/jwiebe/ Articles we discussed about headline formulas: https://copyhackers.com/?s=headline+formula Joanna is very active on Twitter: @copyhackers