Copywriting skills can enhance clarity, conciseness in your writing and help persuade your audience. Knowing what to say, how much to say and the tone in which you should say it is often a skill that requires practice.

The copywriting course covers a range of business and marketing communications to assist a marketer or small business owner to enhance their copywriting skills.

The Lessons Covered in this course are:

Lesson 1 – Scope and Nature of Copywriting

• What is copywriting?
• Types of copy and copywriting
• Difference between advertising and marketing
• Elements of an advert
• Buyer psychology
• Buyer profiles

Lesson 2 – Mastering Conciseness

• Preparation
• Lateral thinking
• Creative problem solving (CPS)
• Using a dictionary
• Researching specific product information
• Improving conciseness
• Enhancing clarity

Lesson 3 – Creating Engaging Copy

• Creating targeted marketing materials
• Who is the market?
• What motivates a buyer?
• Narrowing the target/niche promotions
• Customer segmentation models
• Creating compelling reasons to buy
• Products as solutions
• Know the competitive landscape
• Nurturing inspiration
• Power of communication
• Making use of feedback
• Connecting copy with the buyer’s emotions
• Descriptive writing and engagement

Lesson 4 – Clarity, Structure and Headings

• Ogilvy – The father of advertising
• The Hero/Heroine
• Writing advertising materials
• Structure of copy
• How to make a statement more engaging
• Headlines
• Using subheadings
• Enhancing credibility
• Different approaches to copywriting structure
• Direct approach
• Indirect approach
• Techniques to enhance structure
• Bold, italics, callouts, and other emphasis
• Altering or disregarding convention
• Accessibility
• Different focuses = Different copy outcomes

Lesson 5 – Writing for Print Advertising

• Points to consider
• Size matters
• The elements of print media advertising
• Components explained
• White space/ negative space
• Advertorials

Lesson 6 – Writing for Direct Mail and Email

• Why is direct mail useful?
• Challenges for writing direct mail content
• Evaluating the impact of direct mail

Lesson 7 – Writing Media Releases

• Why media releases Are important
• Structure of a media release
• Writing a media release
• Selecting the right publications and journalists
• Press release structure
• Introduction
• Quotes and statistics
• Challenges with writing press releases

Lesson 8 – Writing for Broadcast Media

• Designing an ad
• Writing radio ads
• Writing online ads
• Writing verbal ads
• Writing a script
• What to be aware of in writing, publishing and photography

Lesson 9 – Writing for the Internet

• Unpaid advertising
• Paid advertising
• Influencers
• Influencer content
• Using smartphone reading habits to create engaging copy
• Creating online content
• Website copy
• Social media content

Lesson 10 – Reviewing, Editing and Improving Advertising Copy

• Reviewing your work
• Focus on Headlines
• Editing your work
• Evaluating the success of advertising copy
• Plagiarism and self-plagiarism
• Intellectual property and ethics
• Market Success
• Conduct your research and analysis
• Evaluation and adjustment of a marketing campaign