The copywriting course that teaches you green flags in marketing
Selling shouldn’t make you queasy.
Let's fix that.
Everyone’s talking about “ethical marketing”—but what does it actually mean?
There’s a marketing catchphrase that’s been taking over my newsfeed in the last few years:
“ethical selling”
It used to be called “non-sleazy selling,” a catchphrase that lacked definition but attracted customers for a while, until people figured out it was the same as everything else they’d already been taught about selling.
What does it mean to sell ethically, and who gets to decide?
Few marketing experts have good answers to those questions. But there is an alternative to the smarmy selling tactics that many online business owners just don’t want to use.
When you lead with the principles of consent and critical thinking, you have a framework you could point to and say, “This is what ethical selling means to me, and these are my practices for prioritizing critical thinking and selling with informed consent.”
I’m talking about things like transparency, clear language and refund policies that don’t involve checking homework or “proving you tried.” (What is this, high school?)
👆That’s what I teach in this consent-based copywriting course.
And here’s the one thing that happens when you start doing this kind of marketing:
You feel so much better about your marketing because you understand the exact characteristics that make it “non-sleazy” or (okay, fine) “ethical.”
The alternative is consent-based selling.
…which is the single biggest obstacle to making sales for the thousands of solopreneurs and service providers who’ve taken my programs over the years, many of whom have the same problem:
You don’t ask enough.
You whisper your sales pitch so quietly because you are afraid to offend someone or repeat the harms that you’ve experienced as an online business owner and buyer of coaching and courses.
You do a lot more of it.
Know what happens when you start to feel good about marketing?
What if there were a solution that worked for you, your customers, and your bottom line?
It’s time to shed the timid, apologetic sales pitch and start writing copy that:
You’ll develop as a writer, put habits in place that dramatically improve your copy over time, learn frameworks for writing sales copy, and how to use persuasion strategies in a way that sells your offers in a consent-based way.
That’s what this copywriting program teaches you to do.
- gets to the point (i.e. the ask!)
- sounds like you (except with more polish and specificity)
- asks unapologetically and with consent
And most important…
- GETS NOTICED BY YOUR IDEAL BUYERS
You’ll be able to market yourself unapologetically because you know your marketing is clear, transparent and fair.
market yourself
- Write copy that’s conversion-focused but not coercive
- Attract customers who actually want to be there, instead of customers who got trapped by fear and FOMO
- Leverage the power of story to create superfans who share your work
And most of all—
Copy Caboose helps you establish a writing practice and teaches you how to:
This program gives you a calmer yet equally impactful way of selling programs and services online
Copy Caboose is for people who want to be good writers and good copywriters, but have certain reservations about the way they’ve been taught to market their business.
It’s for you if you want to learn how to sit down at your desk to get started, write engaging stories that sell, and use the marketing knowledge you already have but in a consent-based way.
If asking for the sale makes you sweat with anxiety, THIS PROGRAM IS FOR YOU.
I’m Tarzan Kay and here’s what I know to be true about copy:
The best person to write your copy is you.
No copywriter or AI tool can create your voice for you or make you sound “authentically you.” No copywriter or AI tool can make values-based decisions for you about how to use persuasion.
Only you can do those things.
That takes time and practice. Good writing habits. Frameworks you can use repeatedly. Your own library of swipe files to refer back to.
If you want sales-ready copy that sounds like it was written by a professional, then it’s time to put the writing back in copywriting. That looks like—
Starting with great writing and storytelling
Copy Caboose is a commitment to honing your “natural writing talent” - something almost everybody finds they have after a bit of practice - and developing your voice as a copywriter.
…which is a skill that will pay off in dividends (literally) for years and years to come, including on the future businesses you haven’t even started yet.
Adding in the sales strategy next (like salt to an already juicy roast beef)
Enroll in Copy Caboose
MOST FLEXIBLE
250
$
Two monthly payments of
Pay Once
One payment of
500
$
Is this program the "magic trick" you've been looking for?
The only “magic trick” in copywriting is to pay someone else to do it for you.
Even then, there are no guarantees your copy will sound just right and attract the kind of customers you want, and do it in a consent-based way.
It’s not a copywriter's job to tell you what your ethics should be, and write accordingly.
Most copywriters don’t understand the nuances of using persuasion responsibly, and are writing based on years of experience in “conversion copywriting,” which is a powerful way of writing sales copy that often overrides critical thinking.
…which I don’t think you want to do.
When people are pushed (or in some cases bullied) into buying your product, they don’t leave you rave reviews, send their friends, and come back for your next offer.
Sometimes they don’t even show up at all.
Many business owners have no qualms about earning money that way, but I can tell you first hand it’s not very fulfilling.
If you want:
More people completing your programs
“All-in” clients who show up and put in the work
People replying to your emails saying, “These are the only ones I read.”
Customers who take as much responsibility for their results as you do
Repeat customers
You can attract those kinds of customers and get those kinds of results with copy that prioritizes critical thinking and consent, yet still persuades your ideal clients.
This program can help you with that.
Headlines + subheadlines, and tips for how to write better ones
You’ll also learn the nuts ‘n’ bolts of copywriting that are essential for everything you write, like…
The classic “rules of copywriting” but with a Tarzan twist
How to make your copy inclusive and accessible
Copywriting frameworks you can apply to any piece of copy
…also through the lens of consent + critical thinking.
This program is Copywriting 101—updated for the times we live in.
In addition to teaching you about headlines, landing page layout, text formatting and which pronouns to use in your copy, it provides a do-able way for us to move out of an old era of marketing and into a new one.
Instead of promising to teach you how to be ethical, you’ll learn practical strategies for writing persuasive copy, while operating from a place of consent.
…according to your own definition of what it means to be ethical.
You’ll also learn the basics of inclusive and accessible copywriting, which will open up your business to whole new categories of customers you probably didn’t even know you were excluding.
You’ll learn a new style of writing copy, one your customers are more than ready for.
Here's what past students had to say...
Copy Caboose is a copywriting course for people who want to write words that sell without pushing or cajoling, and use copy to grow a business that is both inclusive and accessible.
Here are the core deliverables this program walks you through
If you work through all four modules in Copy Caboose, you will:
Create a habit for writing
Build an opt-in that converts
Write a sticky home page for your website
Be able to read and revise your copywriting through an inclusive lens
You will also have:
An understanding of what makes great copy great
An eye for when "conversion copy" becomes "coercion copy"
A broader understanding of your ICA (broader than your typical “me three years ago” ICA)
The ability to write with integrity and make sales
You'll get your writing chops.
- 4 Video Modules
- A private podcast version of the program for on-the-go listening
- A "weekly workout" for essential copy, like drafting your home page and optimizing your opt-in pages
- Fillable worksheets for each module, so you're putting what you learn into practice right away
- Recommended reading list for copywriters (and ppl who write copy!)
- A guide to self-editing—and how to be ruthless in your process
- A story-first approach that helps customers connect more deeply with your words
- A keen eye for spotting red flags (and green flags!) in marketing
Copy Caboose is the first step to creating a legacy of beautiful writing that you can be proud of, and make money doing it.
(That may sound pie-in-the-sky, but I see hundreds of online business owners doing exactly that every single day, and I’m one of them.)
By the end of Copy Caboose, you will own your identity as a writer and copywriter, and have an entirely new toolkit for making values-based decisions about how you sell.
That’s my goal for you.
Oh, The Benefits Stack
A Top 10 Netflix-Worthy stack of videos, lessons, and Tarzan humor!
What You Get
- The “magic formula” for being a great writer (don’t hate me, this works)
- How to find your core stories and hone them until they’re just right
- A new spin on the ideal customer avatar exercise that’s better than “me 5 years ago”
- Ways to stand of from your competition with your special sauce—even if you don’t know what that is yet
warm-up module
Let's Break It Down.
HOW TO BE A WRITER
- Format your text in a way that’s accessible, and actually gets your copy read
- Understand and apply the most important rules of copywriting (and ditch others that aren’t)
- Use grammar and pronouns in a way that is authentic to you, and includes all genders you want to be included
- Write headlines and subheadlines that speak clearly to your ideal customer
Module one
YOUR COPYWRITING HANDBOOK
- Understand the difference between “conversion copy” and “coercion copy”
- Apply all 6 principles of persuasion in a way that’s “ethical according to you”
- Build consent and critical thinking into your sales copy
- Choose a copywriting framework and apply it to ANY PIECE OF COPY
- Optimize your opt-ins so that more people join your email list
module two
POSITIVELY PERSUASIVE WRITING
At the end of this module you’ll be able to:
- Open up whole new categories of customers (because you’re not unintentionally excluding them)
- Connects with your audience, including people who are different for you
- Understand and pinpoint where bias might be found in your writing
- Audit and evaluate your copy for implicit bias
- See examples of how copy and word choice can attract a broader audience to your brand
Module three
THE COPYWRITER'S GUIDE TO INCLUSION
Bonus Masterclasses
Get the essential proof your business needs to attract customers. By the end, you’ll be showing off tantalizing (and FTC-compliant!) testimonials with confidence.
WHY THE RIGHT TESTIMONIALS OPEN UP WALLETS: MAGIC TESTIMONIALS (AND HOW TO GET THEM)
WITH LICIA MORELLI
Lay the foundation for your unapologetic voice and expand your sales copy beyond your offers, by diving into *all* the dimensions of who you really are.
THE 5 PERSONALITY PILLARS TO KEEP YOUR COPY GROUNDED, AUTHENTIC & TRUE TO YOUR VALUES,
WITH ZAFIRA RAJAN
You’ll learn:
- The most common ways you’re unintentionally excluding customers
- What postal workers really wish you knew about gender bias
- How to create a style guide you can hand off to any copywriter you work with
- “Default assumptions” you’re most likely making in your sales copy—and how to avoid or at least interrogate them
Take your first (or next) baby steps to letting go of “getting it right” and just get started.
Based on Tarzan's many years of getting it “wrong.”
WRITE THIS WAY:
Tarzan’s Most Up-To-Date Masterclass On Writing “Totally Woke” Copy 😉
Plus you’ll get:
In the Story Starters bonus, you’ll find a library of hooks, one-liners, and irresistible first sentence ideas you can use to write attention-grabbing copy, plus some ideas and frameworks for you to put them to good use.
Got writer’s block? This is the best remedy we could think of. You’ll never fear the blinking cursor again. (And you’ll get more copy done in less time!)
Story Starters for Writing Addictive Emails and Social Captions
BUT WAIT THERE's MORE!
Copy Caboose features easy on-the-go listening from your favorite podcast app
listen to the smooth sounds of tarzan
Erin Perkins, deafblind entrepreneur and disability rights activists, breaks it down for us.
- The 3 Enduring Laws of Accessible Copy
- Do’s + Don’ts For Making Your Copy Readable and Clear
- An Easy-Reference Checklist You Can Hand To Any Designer
You’ll learn all that and more in this 9-page PDF with easy-to-follow lessons and visual examples.
BONUS: The Beginner's Guide to Accessible Copy
(and another one)
Enroll in Copy Caboose
MOST FLEXIBLE
250
$
Two monthly payments of
Get immediate access to everything
4 Video Modules
Weekly “Workouts” to Hone Your Skills
Story Starters Library of Hooks
Pay Once
500
$
One payment of
The Beginner's Guide to Accessible Copy
WRITE THIS WAY: Tarzan’s Most Up-To-Date Masterclass On Writing “Totally Woke” Copy 😉
Member directory
Plus these BONUSES
Podcast version for on-the-go listening
Three bonus masterclasses by Tarzan, Zafira and Licia
Get immediate access to everything
4 Video Modules
Weekly “Workouts” to Hone Your Skills
Story Starters Library of Hooks
The Beginner's Guide to Accessible Copy
WRITE THIS WAY: Tarzan’s Most Up-To-Date Masterclass On Writing “Totally Woke” Copy 😉
Member directory
Plus these BONUSES
Podcast version for on-the-go listening
Three bonus masterclasses by Tarzan, Zafira and Licia
Honest-to-Goodness Money-Back Guarantee
If you decide within 21-Days that the program is not for you for any reason contact us and let us know. If we can't resolve the issue, we'll happily provide a full refund. Please note: We may request additional information to help us learn and grow.
Answering all your questions
WHAT HAPPENS WHEN I JOIN?
When you join, you’ll receive a welcome email with your course access materials, plus a link to download the entire course to your favourite podcast app. You get the whole program all at once, to work through at your own pace.
SHOULD I BUY THIS IF I’M ALREADY GOOD AT COPYWRITING?
While Copy Caboose was created for new online business owners getting up and running, it’s also helpful for seasoned copywriters who know a lot about conversion copy but want to either a) develop themselves more as a writer and/or b) gain skills to use persuasion mindfully, and not override critical thinking.
DO YOU TEACH WRITING WITH AI?
No. ChatGPT is excellent at replicating your brand voice but not so great at developing a brand voice for you. Only you can do that.
Another problem with leaning too hard on AI is that it pulls from decades of classical copywriting techniques that are intentionally designed to shut down critical thinking. Unless you know what to look for and how to refine the output, you’ll end up with the same-samey copy that uses persuasion in a way that is sometimes not responsible.
If you decide within 21-Days that the program is not for you for any reason contact us and let us know. If we can't resolve the issue, we'll happily provide a full refund. Please note: We may request additional information to help us learn and grow.
IF I TOOK [ENTER COPYWRITING COURSE HERE], SHOULD I STILL TAKE COPY CABOOSE?
Copy Caboose may have some overlap with other copywriting courses you’ve taken. The consent-based and inclusive lens is what makes this program different. Many past students have found it helpful despite taking other courses about conversion copywriting.
If you decide within 21 days that the program is repetitive or you already know what Tarzan is teaching, let us know. We'll happily provide a full refund.
WILL TAKING THIS COURSE ELIMINATE THE NEED TO HIRE A COPYWRITER?
Past clients used to tell me, “I hired a copywriter but I ended up throwing away everything that they wrote. I’m really hoping you’ll be able to capture my voice better than that.”
But the copywriter wasn’t the problem. The problem was an undeveloped voice.
In the early stages of business, YOU are your own best copywriter. No copywriter or AI tool can find your voice for you. Only you can find your voice and develop the skills to use persuasion mindfully.
If you’re not sure what your voice sounds like, no one can imitate it, including ChatGPT. On the other hand, if you have a strong and well-developed voice, you will be able to eventually outsource parts of your copywriting, eventually even all of it.
WILL I HAVE LIFETIME ACCESS TO COPY CABOOSE?
YES! You have lifetime access to the course, including any updates but not including any live support that is sometimes included when the program is sold for a higher price.
WHAT DO I DO IF I HAVE MORE QUESTIONS OR NEED HELP?
My team and I are known for our hands-on support. We’ve been told working with us is like checking into the Ritz Carlton Hotel, easy and luxury! If you need help, we are here for you! Just email us at help@tarzankay.com with any questions, and we’ll get you taken care of tout de suite!
ARE THERE REFUNDS?
HOW LONG WILL IT TAKE TO COMPLETE THE COURSE?
Copy Caboose is a self-study course that takes about 4 hours to watch from beginning to end.
I recommend focusing on the work 20-minutes a day, and giving yourself a week for each module. This way, you can take in the information and practice it.
Yes, the videos are binge-worthy but taking your time with the content is key!
A non-exhaustive list of the people who helped me navigate my way out of coercive systems, develop anti-oppressive practices and use the principles of consent in life and business.
TARZAN’S EDUCATION + TRAINING
Dr. Janja Lalich
Kai-Cheng Thom
Dr. Betty Martin
Kelly Diels
Kathleen Oh
Sonia Simone
Rosalia Rivera
Dr. Frantonia Pollins
Dra. Rocio Rosales Meza
Dr. Saira Siddiqui
Sophia Apostol
Trudi Lebron
Conspirituality Podcast
The Dream Podcast
Duped Podcast
Sarah Edmondson
Consent (for Kids!) by Rachel Brian
#wegotout
Seek Safely
School of Consent
This does not equate with an endorsement of the entire body of work of any of the names listed above.