Module 7 · Level 2 · Practitioner

Copywriting Craft & Accessibility

Platform-specific copy, storytelling frameworks, A/B-testing hooks, and writing everyone can read.

6 lessons · about 0.9 hours

Overview · 1:15 · captions on
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Same message. Different words on every platform. Module 7 is where writing becomes craft.

Level 1 got you writing. This is writing on purpose: structure that carries people to the end, frameworks for posts that have to sell, tests that tell you which hook actually worked, and copy everyone can read.

Lesson 1 is platform-native copy: how the same message changes from LinkedIn to TikTok. Lesson 2 is hook, story, payoff. Lesson 3 is PAS and the persuasion frameworks, for posts that need to sell. Lesson 4 is A-B testing your hooks properly, with honest sample sizes. Lesson 5 is accessibility: alt text, CamelCase hashtags, captions, plain language. And lesson 6 is the editing pass, from draft to voice.

Take LinkedIn posts. There's a limit, and a much smaller number of characters that show before 'see more'. Both are on screen now, with the date we last checked them. Every spec here is verified weekly.

By the end, you can rewrite one message for three platforms, structure a post that sells without sounding like it, and run a fair test on two hooks.

6 lessons. About 50 minutes. Level 2, module 7. Start with Writing Platform-Native Copy.

What’s inside

  1. 01
    Writing Platform-Native Copy

    The same message needs different words on every platform — here is how the copy actually changes. · 9 min

  2. 02
    Hook, Story, Payoff

    The three-part storytelling spine that makes people read to the end — and what goes in each part. · 8 min

  3. 03
    PAS and the Persuasion Frameworks

    Problem–Agitate–Solve and its siblings — copywriting structures for posts that need to sell, not just tell. · 9 min

  4. 04
    A/B-Testing Your Hooks

    How to test opening lines like a practitioner — fair comparisons, honest sample sizes, and a hook library that compounds. · 9 min

  5. 05
    Writing Everyone Can Read: Accessibility in Copy

    Alt text, CamelCase hashtags, video captions and plain language — accessibility practices that also grow reach. · 9 min

  6. 06
    The Editing Pass: From Draft to Voice

    A repeatable editing routine that cuts flab, sharpens rhythm and keeps every post sounding unmistakably like you. · 8 min

Where this sits on your path depends on your assessment. Some people skip this module outright; others start here. The free placement assessment decides — and the first lesson of every module is free to read. Find your level →

Also at Level 2

8Short-Form Video
Scripting, shooting and editing TikToks, Reels and Shorts — plus the retention curves that decide reach.9YouTube & Long-Form Video
Titles, thumbnails, packaging and watch time — how long-form works, and when it beats short-form.10How Algorithms Actually Work
Ranking signals per platform — documented, not mythology — and what that means for your content.11Analytics I: Reading the Numbers
Native insights, reach vs impressions, engagement rates and benchmarks — know what's working and why.