Jordan Feise is a Content Marketing Manager at Gong, a software company specializing in revenue intelligence solutions for B2B sales teams. In 2021, Gong secured series E funding at a $7.25 billion valuation.

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“Before we hired Eddie to create the landing pages for our content,” said Jordan, “we had a very specific downloads goal. Eddie’s campaign doubled our goal with only half the list. This transformed our thinking.”

Justin Welsh is a wildly successful creator, known for building a one-person, $10M online business.
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“I had a ​Private Working Session​ with Eddie,” said Justin. “ He walked me through his TLP system, explaining the principles and showing me the techniques he used to create landing pages. I used what Eddie taught me to write landing pages for my courses, which, so far, have surpassed $10 million in sales.”

Adam Goyette was the VP of Marketing at G2, a Chicago-based software marketplace with 3 million reviews covering more than 100K products. In 2021, G2 raised $157M at a $1.1 billion valuation.

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“Eddie was the Copy Chief at G2 for almost 3 years,” said Adam. “He would routinely get our campaign landing pages converting at over 60 percent—especially those promoting content or information, reports, articles, webinars, even sales demos.”

Esther Trapadoux is the Growth Marketing Manager at Amplitude, a tech company specializing in digital analytics software. In 2021, Amplitude was listed publicly at a market cap of $7.1 billion.

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“We hired Eddie to create the landing page for an upcoming lead-gen webinar we were hosting,” said Esther. “Eddie's version drove unprecedented results, including a 5X clickthrough rate and easily 3X overall conversions. It was truly amazing.”

Devin Reed founded The Reeder, a newsletter and marketing consultancy that helps B2B marketing teams develop and deliver top-of-funnel content programs.

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“Thank you to Eddie Shleyner for rewriting my newsletter landing page,” said Devin. “The one I wrote was good, but what he did doubled my conversion rate. Phenomenal work. I’m grateful. Not only was the campaign a huge success, but it opened my eyes to a new way of creating content.”

Chris Bradford is the Product Director at Bee Digital, a marketing agency serving the education and ed-tech sectors in the UK and US.

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“Transformational Landing Pages was an absolute game-changer,” said Chris. “After taking the training, we immediately implemented Eddie's process on a low-performing landing page and saw conversions jump from 7% to 28% almost overnight. Astonishing.”

MODULE #1 =
1 Submodule ➤ 5 Lessons

A small sample of what’s inside:

✅ Believe it or not, my salient goal when creating this course had nothing to do with landing pages, but because it was created with this purpose, you're much more likely to retain (and actually apply) the conversion-boosting techniques and principles I teach inside across every landing page you develop moving forward.
​➜ see lesson A1

✅ I used the most engaging course I took in college as the foundation for teaching TLP. I wasn’t even passionate about the subject…but the way my professor taught the curriculum made absorbing the lessons effortless (even addictive), which is why I borrowed his techniques to teach you.
​➜ see lesson A2

✅ Even good copywriters commit this typical landing page mistake, making it incredibly difficult to achieve a high conversion rate.
​➜ see lesson A3

✅ This “classic” teaching method I use throughout TLP will literally create new neural pathways in your brain, so each lesson is hard-hitting, vivid, and memorable.
​➜ see lesson A4

And much more…

MODULE #2 =
2 Submodules ➤ 7 Lessons

A small sample of what’s inside:

✅ One of the greatest copywriters of the 20th century worked by this simple, 14-word motto—and it still applies today (especially on landing pages).
​➜ see lesson B2

✅ The best landing pages work to achieve these 4 core objectives. Those that don’t could be leaving untold conversions on the table.
​➜ see lesson B3

✅ This is one of the worst landing pages I’ve seen—and it was created by a renowned marketer! (If they can make these mistakes, anyone can.)
​➜ see lesson C1

✅ This “ideal landing page” is your transformational blueprint: use it with the companion template (clearly labeled, color-coordinated, and presented side-by-side) so you’ll never need to guess when formatting a landing page.
​➜ see lesson C2 + C3

And much more…

MODULE #3 =
3 Submodules ➤ 16 Lessons

A small sample of what’s inside:

✅ This foundational difference between copywriting and in-person sales actually drives every “mass sales” asset (including your next landing page).
​➜ see Module 3: Introduction

✅ For decades, marketers have been utterly derailed by this research mistake. But there's a lesser known and more effective (not to mention easier) way to deeply understand your audience.
​➜ see lesson D1

✅ How to write honest, authentic, remarkably personal landing page copy, especially in The AI Age. (This principle forever changed my research process.)
​➜ see lesson D2

✅ It’s a fact: the stories and ideas people genuinely connect with—and feel most profoundly—are born here. Use them to build your landing pages.
​➜ see lesson D3

✅ How to make your landing page copy sound “unnatural” and “contrived” and “shallow” (even if you’re a fine writer).
​➜ see lesson D4

✅ Many elite copywriters embrace this unorthodox ethos. (It’s the essence of our craft, the thing that makes this discipline so beautiful—and lucrative.)
​➜ see lesson D5

✅ “Truth Serum” interviews: use this 2-step technique to keep customers talking, sharing honest and often original insights about your product or service (things even AI couldn't reveal).
​➜ see lesson D6

✅ The most important section of your landing page has these 6 essential elements, each with its own specific purpose to fulfill. (Complete breakdown inside.)
​➜ see lesson E1

✅ This concept helped Joe Sugarman create some of the most successful print ads of all time. (Now you can use it to create undeniably addictive landing pages.)
​➜ see lesson E1

✅ Confusion kills conversions: so use this unique sentence style to create unquestionable clarity for visitors (as soon as they open your page).
​➜ see lesson E2

✅ This is the simplest, most repeatable approach I know for writing powerful landing page headlines that capture attention and resonate with your market.
​➜ see lesson E3

✅ You can use this technique—applied by history's most persuasive people—on your next landing page to create “vivid worlds” in the mind’s eye of the prospect.
​➜ see lesson E4

✅ Psychology tells us that motivating anyone to do just about anything (including converting on your landing page) boils down to these 3 incentives.
​➜ see lesson E6

✅ This mechanism is like “conversion insurance” for your landing page—designed specifically for on-the-fence prospects, you can use it to reliably capture emails for your nurturing and re-marketing campaigns.
​➜ see lesson E6

✅ How to use images to support and enhance the copy on your landing page.
​➜ see lesson E7

✅ The “forgotten” conversion rule: many landing pages don’t follow it, which feels unconscionable to me because it will almost always decrease bounce rate.
​➜ see lesson F1

✅ What should you create first: your ad or your landing page? (Get it right because your campaign depends on it.)
​➜ see lesson F2

And much more…

You'll get a recap of what you learned and a quick congrats for completing 34% of the course :)

Onward!

MODULE #5 =
4 Submodules ➤ 38 Lessons

A small sample of what’s inside:

✅ This is hands down the single-most important copywriting skill: part art, part science, it will forever be used by direct marketers to create the intense curiosity and intrigue necessary to compel action.
​➜ see Module 5: Introduction

✅ Nothing propelled my copywriting career further and faster than this deceptively simple exercise. (Do it five days a week for a month, and your writing will drastically improve. Do it five days a week for a year, and you’ll write better landing pages than most professional copywriters.)
​➜ see lesson G2

✅ Want to book more demo calls? Use this step-by-step process to create your demo-request page.
​➜ see lesson G4

✅ “Clickbait” vs great copy: 3 easy ways to tell the difference.
​➜ see lesson G5

✅ This is probably the hardest, most intimidating way to write copy: avoid it to preserve your confidence and write better copy, faster.
​➜ see lesson H1

✅ This is the most significant productivity strategy I learned from my creative mentor: prolific author, cartoonist, screenwriter, and co-founder of The Onion, Scott Dikkers.
​➜ see lesson H2

✅ By simply combining these 2 elements, you’re almost guaranteed to make the claims on your landing page more believable. (And no, neither one is “social proof”.)
​➜ see lesson H3

✅ Why long copy is often more compelling and persuasive than short copy (demonstrated using this 58-word vs a 19-word example).
​➜ see lesson H5

✅ How to basically “force” your landing page visitors to read your copy. (Don’t worry, people actually enjoy this—and even welcome it.)
​➜ see lesson H6

✅ “Jargon as a Strategy” (JaaS): when, why, and how to use industry-specific terms and acumen on your landing page (and when to absolutely avoid it).
​➜ see lesson H7

✅ Consciously or otherwise, these 2 “word types” almost always repel prospects, especially if you’re selling an info-product. (No, these words are not “jargon” but they can be just as common.)
​➜ see lesson H8 + H9

✅ How to “program” your brain (or AI) to quickly and repeatedly write compelling hooks for headlines, subject lines, fascinations, etc. using my unique, 3-step process: I hold nothing back, demonstrating each step against 18 clear examples. (Plus...I share a template you can use to visually and systematically develop this skill until it’s like second nature.)
​➜ see lesson I1

✅ Ideal when working with AI, this technique will help you find the most compelling and valuable tidbits in a sea of information. (And then use those tidbits to “fascinate” any type of content: audio, video, or writing.)
​➜ see lesson I2

✅ The “Curse of Knowledge” antidote: this little-known ‘if/then’ technique will help you see your writing objectively (no matter how close you are to it).
​➜ see lesson I3

✅ 18 “fascination filters” you can apply to basically any piece of information (as long as it’s valuable to your market) to create irresistible headlines, subheads, email subject lines, and more.
​➜ see lesson I4

✅ This subtle “punctuation trick” can revitalize an old product, making it feel new, fresh, and exciting to your market again. (It can also be used to differentiate a commodity.)
​➜ see lesson I5

And much more…

You'll get one more recap of what you learned and another congrats for completing 80% of the course :)

Final stretch...

MODULE #7 =
2 Submodules ➤ 9 Lessons

A small sample of what’s inside:

✅ You must assume every visitor to your landing page is asking this all-important question. (Because your conversion rate depends on how well you answer it.)
​➜ see Module 7: Introduction

✅ This feeling is behind just about every conversion on your landing page. (Discover how to create it—harness it, convey it—and your conversions should soar.)
​➜ see lesson K1

✅ “America’s Greatest Living Copywriter” shared the smartest, most effective way to display logos and awards in a sales letter. So I applied his methodology to landing pages and response rates increased.
​➜ see lesson K2

✅ How to design guarantees for paid products vs free products.
​➜ see lesson K3

✅ Statistics psychology: when numbers work for you—and possibly against you.
​➜ see lesson K4

✅ Instant credibility: properly leveraging this evolutionary trait (present in all humans) can make people immediately trust your claims—without even reading all of your copy.
​➜ see lesson L3

✅ How to edit, format, and display testimonials for maximum readability—and effect.
​➜ see lesson L3

✅ Combine this tool, template, and technique to put your testimonial collection on auto-pilot. (Simply set it up and let it run—and social proof for your landing page will continuously come to you.)
​➜ see lesson L4

And much more…

MODULE #8 =
1 Submodule ➤ 5 Lessons

A small sample of what’s inside:

✅ 4 ways to reliably “manufacture” urgency on your landing page, creating offers that compel visitors to act much faster. (In some cases, these techniques will even create a feeding frenzy the moment you launch your campaign.)
​➜ see lesson M1

✅ Is your conversion rate stifled due to this (obscenely common) landing page blunder?
​➜ see lesson M2

✅ "Conversion cannibalization”—what is it, why it happens, and why it can sometimes be a necessary evil.
​➜ see lesson M3

✅ This unsung technique will help you turn a lowly call-to-action button into a rich conversion divider (without making your landing page look and feel too busy).
​➜ see lesson M4

And much more…

MODULE #9 =
1 Submodule ➤ 5 Lessons

A small sample of what’s inside:

✅ Give me 5 minutes and I’ll give you the testing strategy that helped Eugene Schwartz sell over $100M per year in books. (Yes, it’s absolutely transferable to landing pages.)
​➜ see Module 9: Introduction

✅ Exactly what to do after your test fails. (Don’t worry, you won’t need to recreate the entire page.)
​➜ see lesson N1

✅ How to continuously improve your landing page’s conversion rate for months or even years (especially if it’s already performing very well.)
​➜ see lesson N2

✅ This exclusive offer is only available to TLP students after they complete the course.
​➜ see lesson N3

And much more…

✎ Introduction:

[Submodule A] → What you can expect:

✐ [Lesson A1] Expect clear, concise lessons:

✐ [A2] Expect to learn by example:

✐ [A3] Expect “Scientific Advertising” by Claude Hopkins:

✐ [A4] Expect to have a new landing page when you finish:

✎ Introduction:

[Submodule B] → Transformational results:

✐ [B1] Copywriting great, Eugene Schwartz:

✐ [B2] Testing big differences:

✐ [B3] Clarity, desire, credibility, and action:

[Submodule C] → The before, the after, and the template:

✐ [C1] The original landing page:

✐ [C2] The transformed landing page:

✐ [C3] The template:

✎ Introduction:

[Submodule D] → Audience research:

✐ [D1] A better way:

✐ [D2] Persona (with an "a"):

✐ [D3] Person (sans "a"):

✐ [D4] Persona (an example):

✐ [D5] Person (an example):

✐ [D6] Conducting a personal interview:

[Submodule E] → The "Hero" divider

✐ [E1] The most important divider:

✐ [E2] Primers:

✐ [E3] Headlines:

✐ [E4] Subheadlines:

✐ [E5] Body copy:

✐ [E6] Calls to action:

✐ [E7] Art:

[Submodule F] → Congruence:

✐ [F1] The forgotten conversion principle:

✐ [F2] Order of operations:

You'll get a recap of what you learned and a quick congrats for completing 34% of the course :)

Onward!

✎ Introduction:

[Submodule G] → About fascinations:

✐ [G1] What's a fascination?

✐ [G2] Where fascinations came from:

✐ [G3] Why fascinations work:

✐ [G4] When fascinations work:

✐ [G5] The clickbait debate:

[Submodule H] → 9 writing rules:

✐ [H1] Guardrails:

✐ [H2] Rule #1:

✐ [H3] Rule #2:

✐ [H4] Rule #3:

✐ [H5] Rule #4:

✐ [H6] Rule #5:

✐ [H7] Rule #6:

✐ [H8] Rule #7:

✐ [H9] Rule #8:

✐ [H10] Rule #9:

[Submodule I] → My 3-step process:

✐ [I1] One, two, three:

✐ [I2] Step 1:

✐ [I3] Step 2:

✐ [I4] Step 3:

[Submodule J] → 18 filters:

✐ [J1] Filter #1:

✐ [J2] Filter #2:

✐ [J3] Filter #3:

✐ [J4] Filter #4:

✐ [J5] Filter #5:

✐ [J6] Filter #6:

✐ [J7] Filter #7:

✐ [J8] Filter #8:

✐ [J9] Filter #9:

✐ [J10] Filter #10:

✐ [J11] Filter #11:

✐ [J12] Filter #12:

✐ [J13] Filter #13:

✐ [J14] Filter #14:

✐ [J15] Filter #15:

✐ [J16] Filter #16:

✐ [J17] Filter #17:

✐ [J18] Filter #18:

You'll get one more recap of what you learned and another congrats for completing 80% of the course :)

Final stretch...

✎ Introduction:

[Submodule K] → Confidence signals:

✐ [K1] What's beneath all of this?

✐ [K2] Signal 1:

✐ [K3] Signal 2:

✐ [K4] Signal 3:

[Submodule L] → Testimonials:

✐ [L1] Two types of testimonials:

✐ [L2] Type 1:

✐ [L3] Type 2:

✐ [L4] Creating a testimonial campaign:

✎ Introduction:

[Submodule M] → Why now?

✐ [M1] Reason #1:

✐ [M2] Reason #2:

✐ [M3] Reason #3:

✐ [M4] Reason #4:

✎ Introduction:

[Submodule N] → Big n' small:

✐ [N1] Big tests:

✐ [N2] Small tests:

✐ [N3] Last thing:

TLP will teach you a proven persuasion system, a way to think, design, and write that you can apply across a broad range of products and markets. When you work directly with me, I'll zoom in on your business, your product, your market and audience—customizing the curriculum to your unique circumstances, so you can ship your landing page faster and with the utmost confidence.

When used properly, AI can help you work faster, uncovering angles, hooks, and insights that make your message more resonant and compelling. However, the instantaneity of AI—it’s eye-popping speed—can also make poor or half-baked ideas tidy enough to appear passable. Choosing the wrong message can cause profound damage to your campaign and sales, not to mention your brand. So during your Private Working Session with me, I can show you how to apply AI to the TLP curriculum in a safe, thoughtful, and reliable way.

You want expert-level refinement:

While TLP will give you clear, prescriptive direction, this Private Working Session gives your unique problem the benefit of my copywriting instincts and perspective, a level of nuance and intuition earned after 15 years of working with hundreds of delighted clients.

Watching an experienced copywriter work will give you an invaluable, lasting perspective. My intuition comes from thousands of hours of study, application, and testing. If you want to see my process—how I think and reason, write, edit, and refine—in real time, applied directly to your business, a Private Working Session will give you a front-row seat for 120 minutes. Ask me anything. We can analyze assets other than your landing page.

A Private Working Session with me provides expert confirmation that you’re optimally applying TLP’s direction (or clear, precise correction if you’re not). It gives you the validation—and peace of mind—you want, especially with something as high-stakes as a conversion landing page responsible for generating leads and revenue.