Hi Reader,

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I'm writing to you from a rest stop somewhere between Modena and Rome, while waiting for the tow truck to show and pick up our broken-down rental car.

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But this story isn't important right now!

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I want to share something else (which has a business lesson attached to it)...

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Modena is home to the Osteria Francescana, crowned twice as the best restaurant in the world.

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You could eat at McDonald's probably around 30 times for the price of their 12-course tasting menu. It's clearly a high-end experience!

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No...I didn't get to eat there (they're only taking reservations from March 2022).

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But, I had dinner at their little sister restaurant, the Osteria Franceschetta.

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Their 5-course tasting menu comes at a fraction of the price and includes similar dishes. We had a fantastic time there!

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Here's what we can learn from that:

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It pays off to have more than one version of your product or course.

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Not everyone will be able to invest in the high-end option.

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But if it's your only one, you're missing out on serving more people who are dying to learn from you or work with you.

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So, how could you offer a more affordable version that still provides 80% of the value?

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Now, here's what I want to share with you this week.

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✍️ Copywriting

Craig Clemens @craigclemens The 1st Rule of Copywriting: You, the writer, are completely irrelevant. March 29th 2021 106 Retweets 465 Likes

Your reader is always the hero!

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​Specificity wins: Here's how​

Ever noticed how our eyes gloss over most marketing messages? That’s not what you want when you’re trying to convey an important message to your audience. So, how do you get them to pay attention? Be specific. Here's how.

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🤓 Online Courses

Alexandra Allen @AlexandraAllen_ Feedback drives learning. So the more individual feedback you provide to participants, the more valuable your course is to them. August 10th 2021 0 Retweets 4 Likes

Feedback accelerates learning more than anything else!

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​Which skills course creators need to master (or outsource) ​

Creating a course involves so much more than crafting a curriculum. It needs marketing, operations, teaching, and various sub-skills. Am I missing anything?

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​Want to launch a cohort-based course? Join the Disco Accelerator! ​

Disco is a promising, brand-new platform to build and run CBCs. And they're running a 4-week Accelerator program to help you build, market, and scale your CBC with Disco's step-by-step formula. If you're thinking about starting a course, I'd highly recommend that you check this out. Application deadline is September 1st, and the program starts September 14th.

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📈 Productivity

Brian To 🚢 Shipping the ultimate 🧵thread tool @thebrianto Inspiration comes from curation. Start consuming better content if you want to create better content. August 12th 2021 0 Retweets 1 Likes

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​Telescope or Microscope: What lens keeps you going? ​

Growth marketer Pauline writes about what happens in our minds when we're about to quit what we're doing. The lens we look through matters!

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Indulging in all the Italian desserts,

Julia
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Your Copywriter & Online Course Specialist

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PS: Long story short, the tow truck showed up, and we made it to Rome 🙌

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Went on a sightseeing tour at night and passed by the Colosseum...

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And St. Peter's Basilica. This city is just incredibly impressive!

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PPS: Know anybody who would benefit from this newsletter? Send them to this page so they can sign up. That's where you can also find the archive of all previous newsletter editions!