Copywriting for Culture Makers
More Impact,
Less Harm
Learn to Write
MONEY-MAKING Copy
Without Shaming or Blaming Your Clients
Copywriting for
Culture Makers
Learn How To Sell Your Work
without Selling Out Your Principles
Group Coaching + Certificate Program
For those of you COMMITTED to building a future in which we all flourish.
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 a non-oppressive, principled and EFFECTIVE copywriting framework
that allows you to make great money.
No predation or manipulation required.
Because Shame Does NOT Create Trust
Coaches, leaders, teachers and healers are specifically doing work that facilitates deliberate, intentional decision-making. They work with people in high-trust containers.
Using subconscious triggers & traps to get people to enter into intimate, transformational engagements literally undermines their client relationships AND their work in the world.
So of course you deserve a better way.
One that works.
Let's Write
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.
early every online marketing system teaches you to leverage oppression.
I said what I said.
Mainstream business and copywriting trainings REGULARLY teach us to:
- use pain points
- shame your client
- manufacture unearned authority
- misuse the 'social triggers' of scarcity, reciprocity & community and deploy them AGAINST our clients
- deliberately trigger people, subconsciously, to 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.
Because There IS Another Way
Several new clients in this course came to me after they took someone else’s program teaching them that business equals having an Instagram account + selling in DMs.
And try as they might, they couldn’t get traction.
Not because they’re bad at marketing.
Because there was no business infrastructure in place to create sales without efforting.
So I recorded this lesson for them as a primer, and thought I’d share it with you, too...
...so that you see what's possible using the Copywriting for Culture Makers method.
Let's unlearn.
Let's take responsibility.
Let's Rise.
Let's WRITE.
Your Copywriting for Culture Makers Group Coaching + Certification Program is an interactive, online 10-module course.
- In it, you will learn a framework and repeatable process for creating MONEY-MAKING 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 in order to earn your certification.
- GROUP COACHING. Live, drop-in office hours the 1st, 2nd and 3rd Tuesdays at 9am and 4pm PST (you get access for 1 year).
The Copywriting for Culture Makers Certification Program
Pay In Full
12 Monthly Payments
Have a different payment plan in mind?
Email me and propose it! The answer is probably yes 🙂
Get certified to write money-making, culture-making copy that creates more impact, less harm
Unlearn. First, you'll take a tour of traditional copywriting systems and learn how to detect its subconscious, low-consent, high-risk triggers...
...so you can spot them both in the wild and in your own work AND THEN GET RID OF THEM.
Get support. Pop in for group coaching during office hours (via Zoom) so you can ask questions and work through challenges.
NOTE: We meet 3 weeks per month for Office Hours and reserve one week 'off' so you have time available for integration/writing.
Build a new foundation. Learn the framework for Culture Making Copywriting and how to apply its principles, processes, and marketing strategies...
...so you can create effective copy that does NOT leverage oppression.
Get ready for professional practice. Get equipped with a bundle containing interview questions, copy templates, swipe files, and a list of tech tools so you can quickly set up a back-end you feel confident about...and then, get to work!
WRITE. You'll learn to write dynamic and MEMORABLE Sales Pages, About Pages, Home Pages and website copy.
Create a portfolio. The modules are designed to help you produce an entire website of copy (yours, or a client's).
NO BUSY WORK. Exercises and assignments are designed to help you generate copy you can USE right away -- on your own site or for clients
Get Certified. Submit your completed assignments for certification -- then highlight your Copywriting for Culture Makers Certificate in YOUR bio, on LinkedIn, and your website. Show clients they can trust you NOT to use subconscious triggers/predatory sales tactics against thems).
Meet the Team
Trevia Woods
Ntathu Allen
Julie Neufeld
Rebeca Arango
Mary
Diaz
Meet the Founder
Hi!
I'm Kelly Diels
(she/her).
I’m a writer, a business educator + coach, and a deliberate culture-maker.
For the last 12 years, I've taught culture-making entrepreneurs how make money AND justice by baking their principles into every aspect of their work — including their copywriting & marketing.
featured in:
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 Culture Making Copywriting Framework + suite of tools.
Culture Making Copywriting means
applying your principles to your copy and writing through the lens of justice.
The Culture Making 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.
That's why we've got pre-work and post-work moduleswrapped around the actual copywriting tutorials.
Most copywriting courses would only offer one of these things...but in Culture Making for Copywriters, we focus on the entire lifecycle of your writing and intellectual property. We want you to have a structured way to do the pre-thinking necessary for creating copy that sings (and sells!). And we want you to know how to actually run a launch using the copy you just wrote 🙂
Business Foundation for Culture Makers
BONUS 1: Instant access to these foundational business training courses...
Roots of Online Marketing
To know how make an impact, we need to know what we're working with. This course helps you understand the tactics of oppressive marketing, so you can spot them on your own, take evasive action, and independently INNOVATE. (Let's do business differently!)
LOCATE
Forget customer avatars and start locating your client instead. To locate your client means locating the cultural context they're navigating, and how it impacts the problem you help them transform. This pre-work will help you grow language that truly speaks to your client WITHOUT GASLIGHTING YOUR CLIENT, while also clarifying your own work to YOU.
Your 10 Modules
1. UNLEARN PREDATORY COPYWRITING NORMS
In Module 1, we do two big things:
- Map the abusive, oppressive traditional copywriting systems that have 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.
- Learn The 5-Step Messaging Model, an alternate --and EFFECTIVE-- copywriting method that invites your client to take deliberate, conscious action based on vision, values and the actual substance of your work.
2. BUILD + AND APPLY YOUR CULTURE-MAKING COPYWRITING FRAMEWORK
What do culture makers do? We name our experiences and we invent language to describe them. (Think: mansplaining, gaslighting, derailing, intersectional, cis, kyriarchy.) In Module 2, you'll use THE NAMING FRAMEWORK for CULTURE MAKERS to build out specific, STAND-OUT brand language for your copy.
3. CRAFTING YOUR "ONE TRUE MARKETING MESSAGE"
In Module 3, you'll complete exercises to reveal Your One True Marketing Message, which has two gorgeous consequences:
1) You'll craft an irresistable 3-5 word phrase that gets you known AND makes your clients' hearts answer YES
2) You'll be able to explain what you do in one quick sentence instead of a half-hour dissertation 🙂
4. WRITING SUBSTANTIAL & MEMORABLE ABOUT PAGES
Conventional About Pages use rags-to-riches or Cinderella stories to manufacture unearned authority. In Module 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 this module, we're drawing upon the Naming work you previously 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 Mepage 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 Module 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 Module 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 Module 8, you'll a framework and tactics for creating high-consent Subscribe Pages and Landing Pages
9. DEFINE YOUR CULTURE-MAKING PRACTICES + CLARIFY THE POLITICS OF YOUR LANGUAGE
Culture-Making copywriting means documenting THE ACTUAL BUSINESS PRACTICES, not the optics. In Module 9, you'll complete exercises and prompts designed to generate copy for 1) a Manifesta and 2) the outline of a Values Statement explaining your foundational First Principles and the business practices & policies that flow from them -- so clients know that they're aligned and want to work with you and only you.
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.
A year of live, weekly meditation classes with Ntathu Allen. Because culture-making work, like culture making copywriting, means unlearning old patterns and inventing new ones. We're literally playing a double game, and that's work with a high energetic burn. We need to replenish. That's what Ntathu's 'Return to Love' sessions are about: tending our spirits as we do big work in the world. Wednesdays at 8am PST. (They're also recorded so you can tap into them when it suits you)
Earn Your Culture Making Copywriting Certification
10 Modules
Group Coaching
(3 Tuesdays per month
at 9am PST or 4pm PST)
12 months of Access
Get started right away!
Pay In Full
12 Monthly Payments
FAQs
Copywriting for Culture Makers
Group Coaching + Certificate Program
More Impact,
Less Harm
10 Modules | LIVE Office Hours | A Year of Access
Get started right away!
Pay In Full
12 Monthly Payments
A Note About Payment Plans, Community Investment, + Scholarships
- Nope, I don’t charge extra for payment plans. I think it’s unjust.
- As an undercapitalized women entrepreneur, however, it makes a significant impact in my business when people pay in full. So if you can afford to pay in full, and you choose to, please know you’re making a difference in the business + livelihood of a community member. Thank you and SOLIDARITY.
- Need a different payment plan for a course or program? The answer is probably yes. Email me at [email protected]
- I reserve 10% of my course seats for scholarships and pro-bono work
- In 2022, I extended $70,644 in scholarships, pro-bono & pay-what-you-can arrangements to 61 people
- Scholarships, discounts and pro-bono spots are offered in workshops, group programs and Masterminds only
© 2022 KELLY DIELS. ALL RIGHTS RESERVED. LEGAL.
I live and work on the unceded territories of the Stó:lō Nation and I'm using my life & work to co-create a world where the politics of domination are no longer normal or possible.
#decolonize
#unsettle