Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Earn attention, build trust, or ask for an action.
sherwoodsoftware.aiMarketing · Lesson 1What are the three jobs a post can do?
Sherwood AcademyMarketing · Lesson 1Readers give a post only a moment, and several competing messages leave no single point clear.
sherwoodsoftware.aiMarketing · Lesson 1Why does mixing jobs weaken a post?
Sherwood AcademyMarketing · Lesson 1Views, shares and new followers.
sherwoodsoftware.aiMarketing · Lesson 1What does success look like for an attention post?
Sherwood AcademyMarketing · Lesson 1Saves, thoughtful comments and people coming back.
sherwoodsoftware.aiMarketing · Lesson 1What does success look like for a trust post?
Sherwood AcademyMarketing · Lesson 1No. People usually need to notice and trust you before they act, so mix all three jobs over time.
sherwoodsoftware.aiMarketing · Lesson 1Should every post be an action post?
Sherwood AcademyMarketing · Lesson 1Attention, Interest, Desire, Action.
sherwoodsoftware.aiMarketing · Lesson 2What does AIDA stand for?
Sherwood AcademyMarketing · Lesson 2To give the reader a reason to keep going by connecting to something they already care about.
sherwoodsoftware.aiMarketing · Lesson 2What is the job of the Interest step?
Sherwood AcademyMarketing · Lesson 2Desire shows what changes for the customer, not just what the product includes.
sherwoodsoftware.aiMarketing · Lesson 2How is Desire different from listing features?
Sherwood AcademyMarketing · Lesson 2Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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One clear, easy next step.
sherwoodsoftware.aiMarketing · Lesson 2What should the Action step contain?
Sherwood AcademyMarketing · Lesson 2No. They guide the order of the message behind the scenes.
sherwoodsoftware.aiMarketing · Lesson 2Should the four words appear in your post?
Sherwood AcademyMarketing · Lesson 2The first line of a post or the first second of a video.
sherwoodsoftware.aiMarketing · Lesson 3What is a hook?
Sherwood AcademyMarketing · Lesson 3Most people only glance at a post, and the hook decides whether they read or watch the rest.
sherwoodsoftware.aiMarketing · Lesson 3Why does the hook matter so much?
Sherwood AcademyMarketing · Lesson 3It is specific, about the viewer's world, opens a small gap, and is short.
sherwoodsoftware.aiMarketing · Lesson 3Name one quality of a strong hook.
Sherwood AcademyMarketing · Lesson 3A dramatic opening that the post never pays off, which costs you trust.
sherwoodsoftware.aiMarketing · Lesson 3What is clickbait?
Sherwood AcademyMarketing · Lesson 3After reading the whole post, would the reader feel the hook was fair?
sherwoodsoftware.aiMarketing · Lesson 3What is a simple test for an honest hook?
Sherwood AcademyMarketing · Lesson 3Awareness, consideration and action.
sherwoodsoftware.aiMarketing · Lesson 4What are the three funnel stages?
Sherwood AcademyMarketing · Lesson 4Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Many people notice you, fewer consider you, and fewer still act, which is normal.
sherwoodsoftware.aiMarketing · Lesson 4Why is the funnel wide at the top and narrow at the bottom?
Sherwood AcademyMarketing · Lesson 4Brand awareness, follows and likes.
sherwoodsoftware.aiMarketing · Lesson 4Which goals fit the awareness stage?
Sherwood AcademyMarketing · Lesson 4Education, community events and website visits.
sherwoodsoftware.aiMarketing · Lesson 4Which goals fit the consideration stage?
Sherwood AcademyMarketing · Lesson 4Link clicks and sales.
sherwoodsoftware.aiMarketing · Lesson 4Which goals fit the action stage?
Sherwood AcademyMarketing · Lesson 4The line that tells the reader exactly what to do next.
sherwoodsoftware.aiMarketing · Lesson 5What is a call to action?
Sherwood AcademyMarketing · Lesson 5One.
sherwoodsoftware.aiMarketing · Lesson 5How many actions should one post ask for?
Sherwood AcademyMarketing · Lesson 5A verb, the thing, and the how or where.
sherwoodsoftware.aiMarketing · Lesson 5What are the three parts of a clear call to action?
Sherwood AcademyMarketing · Lesson 5Ask strangers for small steps and people who know you well for bigger ones.
sherwoodsoftware.aiMarketing · Lesson 5How should the size of the ask change with the audience?
Sherwood AcademyMarketing · Lesson 5Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Only when the reason, such as a deadline or limited spots, is real.
sherwoodsoftware.aiMarketing · Lesson 5When is urgency appropriate in a call to action?
Sherwood AcademyMarketing · Lesson 5The date, the platform, the post's single job, and a short idea.
sherwoodsoftware.aiMarketing · Lesson 6What four things should every calendar entry include?
Sherwood AcademyMarketing · Lesson 6Consistency. A steady rhythm you can keep tends to serve you better than bursts of posting.
sherwoodsoftware.aiMarketing · Lesson 6Which matters more, volume or consistency?
Sherwood AcademyMarketing · Lesson 6Doing similar tasks together, such as writing all captions in one sitting.
sherwoodsoftware.aiMarketing · Lesson 6What is batching?
Sherwood AcademyMarketing · Lesson 6When most posts give something useful, the occasional offer feels earned instead of pushy.
sherwoodsoftware.aiMarketing · Lesson 6Why mix different post jobs across a month?
Sherwood AcademyMarketing · Lesson 6Timely posts you could not plan, such as news, events, or a great customer moment.
sherwoodsoftware.aiMarketing · Lesson 6What are open slots for?
Sherwood AcademyMarketing · Lesson 6Where your customers already spend time, and what your business can naturally show there.
sherwoodsoftware.aiMarketing · Lesson 7What should decide which platform you use?
Sherwood AcademyMarketing · Lesson 7Local community: hours, reviews, events, and neighborhood groups.
sherwoodsoftware.aiMarketing · Lesson 7What is Facebook often strongest for with local businesses?
Sherwood AcademyMarketing · Lesson 7Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Businesses that sell to other businesses, rely on expertise, or are hiring.
sherwoodsoftware.aiMarketing · Lesson 7Who tends to get the most from LinkedIn?
Sherwood AcademyMarketing · Lesson 7People search YouTube for answers, so helpful videos can keep being found.
sherwoodsoftware.aiMarketing · Lesson 7Why can a YouTube video keep working long after it is posted?
Sherwood AcademyMarketing · Lesson 7Usually not. Reshape the idea to fit each platform's format and tone.
sherwoodsoftware.aiMarketing · Lesson 7Should you post the exact same thing on every platform?
Sherwood AcademyMarketing · Lesson 7To stop the scroll and earn a second look.
sherwoodsoftware.aiMarketing · Lesson 8What is the visual's main job?
Sherwood AcademyMarketing · Lesson 8To add context the picture cannot show and point to the next step.
sherwoodsoftware.aiMarketing · Lesson 8What is the caption's main job?
Sherwood AcademyMarketing · Lesson 8One clear subject that someone can understand in a glance.
sherwoodsoftware.aiMarketing · Lesson 8What makes a strong image?
Sherwood AcademyMarketing · Lesson 8Many people watch with the sound off, so the words help them follow along.
sherwoodsoftware.aiMarketing · Lesson 8Why add on-screen text to short video?
Sherwood AcademyMarketing · Lesson 8Read the caption while looking at the visual and confirm they tell one story.
sherwoodsoftware.aiMarketing · Lesson 8How do you check that a post fits together?
Sherwood AcademyMarketing · Lesson 8Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
Cut out each card along the outer dashed line, then fold it in half along the middle line.
How many different people saw a post, not whether they cared.
sherwoodsoftware.aiMarketing · Lesson 9What does reach tell you?
Sherwood AcademyMarketing · Lesson 9Whether people reacted, through likes, comments, shares, or saves.
sherwoodsoftware.aiMarketing · Lesson 9What does engagement tell you?
Sherwood AcademyMarketing · Lesson 9Someone who raised a hand, such as a call, a message, a form, or a booking request.
sherwoodsoftware.aiMarketing · Lesson 9What is a lead?
Sherwood AcademyMarketing · Lesson 9By the one number that matches the goal you gave it before publishing.
sherwoodsoftware.aiMarketing · Lesson 9How should you judge a post?
Sherwood AcademyMarketing · Lesson 9Customers often see several posts and hear about you in other ways before they buy.
sherwoodsoftware.aiMarketing · Lesson 9Why are sales hard to credit to one post?
Sherwood AcademyMarketing · Lesson 9How your business sounds when it talks, in posts, emails, signs, and replies.
sherwoodsoftware.aiMarketing · Lesson 10What is brand voice?
Sherwood AcademyMarketing · Lesson 10Pick three words for how you want to sound, with a note on what each does and does not mean.
sherwoodsoftware.aiMarketing · Lesson 10How do you start defining your voice?
Sherwood AcademyMarketing · Lesson 10Words you always use, words you avoid, and small habits like emoji or sign-offs.
sherwoodsoftware.aiMarketing · Lesson 10What goes on a voice word list?
Sherwood AcademyMarketing · Lesson 10Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Voice stays the same; tone adjusts to the moment, such as a celebration or an apology.
sherwoodsoftware.aiMarketing · Lesson 10What is the difference between voice and tone?
Sherwood AcademyMarketing · Lesson 10Everyone who writes for your business, including any AI tools you use to draft.
sherwoodsoftware.aiMarketing · Lesson 10Who should get your voice guide?
Sherwood AcademyMarketing · Lesson 10A short, plain description of one type of customer: who they are, what they want, what worries them, their words and where they look.
sherwoodsoftware.aiMarketing · Lesson 11What is a customer profile?
Sherwood AcademyMarketing · Lesson 11Specific messages feel relevant, while messages for everyone stay general and are easy to skip.
sherwoodsoftware.aiMarketing · Lesson 11Why write for one specific customer instead of everyone?
Sherwood AcademyMarketing · Lesson 11Questions they ask, reviews they write, and the search terms shown in your Google Business Profile performance.
sherwoodsoftware.aiMarketing · Lesson 11Where can you find the words customers use?
Sherwood AcademyMarketing · Lesson 11Only if they are marked as guesses and then checked.
sherwoodsoftware.aiMarketing · Lesson 11Should a profile include guessed details?
Sherwood AcademyMarketing · Lesson 11Every few months, or after a busy season.
sherwoodsoftware.aiMarketing · Lesson 11How often should you update a customer profile?
Sherwood AcademyMarketing · Lesson 11A specific package with a clear result, scope, price, reason to act now and stated conditions.
sherwoodsoftware.aiMarketing · Lesson 12What turns a service into an offer?
Sherwood AcademyMarketing · Lesson 12Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Clearly and conspicuously at the outset of the offer, not in a footnote.
sherwoodsoftware.aiMarketing · Lesson 12Where should the conditions of a "free" offer appear, according to the FTC guide?
Sherwood AcademyMarketing · Lesson 12It was the actual price openly offered to the public on a regular basis, for a reasonably substantial period, in good faith.
sherwoodsoftware.aiMarketing · Lesson 12What makes a "was" price legitimate under the FTC guide?
Sherwood AcademyMarketing · Lesson 12No. Clarity about what you get, for how much and by when is what makes it an offer.
sherwoodsoftware.aiMarketing · Lesson 12Does every offer need a discount?
Sherwood AcademyMarketing · Lesson 12It is not true, and customers learn to wait for it.
sherwoodsoftware.aiMarketing · Lesson 12Why is a recurring "this week only" deal a problem?
Sherwood AcademyMarketing · Lesson 12Every real customer, not only the ones you expect to be happy.
sherwoodsoftware.aiMarketing · Lesson 13Who should you ask for reviews?
Sherwood AcademyMarketing · Lesson 13No. Google's policy prohibits incentives for reviews.
sherwoodsoftware.aiMarketing · Lesson 13Can you offer a discount for a Google review?
Sherwood AcademyMarketing · Lesson 13Among other things, fake reviews (including AI-generated ones), rewards conditioned on sentiment, undisclosed insider reviews and certain suppression tactics.
sherwoodsoftware.aiMarketing · Lesson 13What does the FTC rule announced in 2024 ban?
Sherwood AcademyMarketing · Lesson 13Thank them, acknowledge the problem, say what you will do, offer a private way to continue.
sherwoodsoftware.aiMarketing · Lesson 13What are the four steps in a reply to a negative review?
Sherwood AcademyMarketing · Lesson 13Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Change the reviewer's meaning or imply results most customers will not get.
sherwoodsoftware.aiMarketing · Lesson 13What should a testimonial never do?
Sherwood AcademyMarketing · Lesson 13Relevance, distance and prominence.
sherwoodsoftware.aiMarketing · Lesson 14What three factors does Google say local results are mainly based on?
Sherwood AcademyMarketing · Lesson 14No. Google says there is no way to request or pay for one.
sherwoodsoftware.aiMarketing · Lesson 14Can you pay Google for a better local ranking?
Sherwood AcademyMarketing · Lesson 14Your real-world business name, without added keywords, taglines or locations.
sherwoodsoftware.aiMarketing · Lesson 14What should the business name on your profile be?
Sherwood AcademyMarketing · Lesson 14Hide it and set a service area.
sherwoodsoftware.aiMarketing · Lesson 14What should a business that travels to customers do with its address?
Sherwood AcademyMarketing · Lesson 14As few as possible, as specific as possible, describing what the business is.
sherwoodsoftware.aiMarketing · Lesson 14How should you choose categories?
Sherwood AcademyMarketing · Lesson 14Is this for me? Can I trust them? What do I do next?
sherwoodsoftware.aiMarketing · Lesson 15What three questions should a lead-generating page answer?
Sherwood AcademyMarketing · Lesson 15What you do, who it is for or where, and the main next step.
sherwoodsoftware.aiMarketing · Lesson 15What should the top of the page say?
Sherwood AcademyMarketing · Lesson 15Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Real photos, accurate reviews used with permission, and specific checkable details.
sherwoodsoftware.aiMarketing · Lesson 15What counts as proof on a website?
Sherwood AcademyMarketing · Lesson 15Labels that identify every field and describe its purpose, and visible labels where possible.
sherwoodsoftware.aiMarketing · Lesson 15What does the W3C recommend for form fields?
Sherwood AcademyMarketing · Lesson 15Silence on cost can make people assume the worst and leave.
sherwoodsoftware.aiMarketing · Lesson 15Why answer the cost question on the page?
Sherwood AcademyMarketing · Lesson 15Only people who chose to receive your emails.
sherwoodsoftware.aiMarketing · Lesson 16Who should be on your marketing email list?
Sherwood AcademyMarketing · Lesson 16Yes. The FTC says the law makes no exception for it.
sherwoodsoftware.aiMarketing · Lesson 16Does CAN-SPAM apply to business-to-business email?
Sherwood AcademyMarketing · Lesson 16Within 10 business days.
sherwoodsoftware.aiMarketing · Lesson 16How quickly must opt-out requests be honored under CAN-SPAM, per the FTC guide?
Sherwood AcademyMarketing · Lesson 16Accurate sender information, an honest subject line, identification as an ad, a physical address and a clear way to opt out.
sherwoodsoftware.aiMarketing · Lesson 16What must every commercial email include under CAN-SPAM?
Sherwood AcademyMarketing · Lesson 16SPF, DKIM and DMARC authentication and one-click unsubscribe, among other things.
sherwoodsoftware.aiMarketing · Lesson 16What does Gmail require of bulk senders for marketing messages?
Sherwood AcademyMarketing · Lesson 16Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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A short list of shots in order, with what we see and the words on screen for each.
sherwoodsoftware.aiMarketing · Lesson 17What is a shot plan?
Sherwood AcademyMarketing · Lesson 17One.
sherwoodsoftware.aiMarketing · Lesson 17How many points should one short video make?
Sherwood AcademyMarketing · Lesson 17The most interesting thing, such as the result, the action or a face speaking to camera.
sherwoodsoftware.aiMarketing · Lesson 17What should the opening shot show?
Sherwood AcademyMarketing · Lesson 17A few seconds, often two to four.
sherwoodsoftware.aiMarketing · Lesson 17How long should each middle shot usually be?
Sherwood AcademyMarketing · Lesson 17They can misspell names and terms, which looks careless on screen.
sherwoodsoftware.aiMarketing · Lesson 17Why check automatic captions?
Sherwood AcademyMarketing · Lesson 17Turning one idea into several pieces, each reshaped for where it will appear.
sherwoodsoftware.aiMarketing · Lesson 18What does repurposing mean?
Sherwood AcademyMarketing · Lesson 18The fullest version, because cutting down is easier than building up.
sherwoodsoftware.aiMarketing · Lesson 18Which version should you make first?
Sherwood AcademyMarketing · Lesson 18Each repurposed piece gets its own opening and format for its platform.
sherwoodsoftware.aiMarketing · Lesson 18What is the biggest difference between pasting and repurposing?
Sherwood AcademyMarketing · Lesson 18Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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Updates, offers and events.
sherwoodsoftware.aiMarketing · Lesson 18What post types does Google Business Profile support?
Sherwood AcademyMarketing · Lesson 18No. Spread them across a week or two on your calendar.
sherwoodsoftware.aiMarketing · Lesson 18Should all pieces go out on the same day?
Sherwood AcademyMarketing · Lesson 18It gets generic requests, so it fills gaps with the most common phrasing.
sherwoodsoftware.aiMarketing · Lesson 19Why does AI copy often sound generic?
Sherwood AcademyMarketing · Lesson 19The facts, your voice, the reader and the single goal.
sherwoodsoftware.aiMarketing · Lesson 19What four things should you give an AI tool before asking for a draft?
Sherwood AcademyMarketing · Lesson 19No. Edit it until it sounds like you and check every fact.
sherwoodsoftware.aiMarketing · Lesson 19Should you publish the first AI draft?
Sherwood AcademyMarketing · Lesson 19No. The FTC's rule prohibits fake reviews and testimonials, including AI-generated ones.
sherwoodsoftware.aiMarketing · Lesson 19Can you use AI to write customer reviews or testimonials?
Sherwood AcademyMarketing · Lesson 19If another business's name could be swapped in and the post still works, it is not finished.
sherwoodsoftware.aiMarketing · Lesson 19What is a quick test for generic copy?
Sherwood AcademyMarketing · Lesson 19In focus, well lit, without significant alterations or excessive filters, and representing reality.
sherwoodsoftware.aiMarketing · Lesson 20What does Google say Business Profile photos should be?
Sherwood AcademyMarketing · Lesson 20Sherwood Academy · Marketing · All 20 lessons
Marketing study guide
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In front of or beside it, not behind it.
sherwoodsoftware.aiMarketing · Lesson 20Where should the light be when photographing a subject?
Sherwood AcademyMarketing · Lesson 20For anything a customer could check in person: your work, products, place and people.
sherwoodsoftware.aiMarketing · Lesson 20When should you use real photos rather than AI images?
Sherwood AcademyMarketing · Lesson 20When content has photorealistic video or realistic-sounding audio that was digitally created or altered.
sherwoodsoftware.aiMarketing · Lesson 20When may Meta require an AI label?
Sherwood AcademyMarketing · Lesson 20No. It creates a false impression, and the FTC's rule prohibits fake testimonials, including AI-generated ones.
sherwoodsoftware.aiMarketing · Lesson 20Can you use an AI image of a "customer" next to a testimonial?
Sherwood AcademyMarketing · Lesson 20