Enhance your copywriting skills
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