Develop your copywriting skills for your career in Marketing
Refine your copywriting skills for impact. This course will help you enhance your copywriting skills for writing concise, effective and compelling copy that convinces your audience.
Copywriting is the magical ingredient in any marketing activity. Writing to persuade your audience often requires writing for purpose with language that is appropriate for your target and goals.
Websites, social media, newsletters and print media all need advertising copy written that will convince your audience to purchase your product.
Copywriting is “writing text, or copy as it is often called for
advertising or other marketing purposes.” Its goal is to persuade people
to do something, which is often to encourage them to spend money.
Lesson Structure
There are 10 lessons in this course:
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Scope and Nature of Copywriting
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What is copywriting?
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Types of copy and copywriting
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Difference between advertising and marketing
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Elements of an advert
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Buyer psychology
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Buyer profiles
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Mastering Conciseness
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Preparation
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Lateral thinking
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Creative problem solving (CPS)
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In conclusion
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Using a dictionary
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Researching specific product information
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Improving conciseness
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Enhancing clarity
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Creating Engaging Copy
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Creating targeted marketing materials
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Who is the market?
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What motivates a buyer?
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Narrowing the target/niche promotions
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Customer segmentation models
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Creating compelling reasons to buy
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Products as solutions
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Know the competitive landscape
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Nurturing inspiration
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Power of communication
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Making use of feedback
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Connecting copy with the buyer’s emotions
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Descriptive writing and engagement
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Clarity, Structure and Headings
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Ogilvy – The father of advertising
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The Hero/Heroine
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Writing advertising materials
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Structure of copy
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How to make a statement more engaging
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Headlines
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Using subheadings
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Enhancing credibility
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Different approaches to copywriting structure
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Direct approach
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Indirect approach
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Techniques to enhance structure
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Bold, italics, callouts, and other emphasis
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Altering or disregarding convention
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Accessibility
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Different focuses = Different copy outcomes
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Writing for Print Advertising
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Points to consider
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Size matters
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The elements of print media advertising
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Components explained
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White space/ negative space
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Advertorials
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Writing for Direct Mail and Email
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Why is direct mail useful?
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Challenges for writing direct mail content
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Evaluating the impact of direct mail
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Writing Media Releases
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Why media releases Are important
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Structure of a media release
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Writing a media release
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Selecting the right publications and journalists
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Press release structure
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Introduction
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Quotes and statistics
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Challenges with writing press releases
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Writing for Broadcast Media
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Designing an ad
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Writing radio ads
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Writing online ads
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Writing verbal ads
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Writing a script
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What to be aware of in writing, publishing and photography
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Writing for the Internet
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Unpaid advertising
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Paid advertising
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Influencers
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Influencer content
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Using smartphone reading habits to create engaging copy
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Creating online content
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Website copy
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Social media content
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Reviewing, Editing and Improving Advertising Copy
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Reviewing your work
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Focus on Headlines
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Editing your work
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Evaluating the success of advertising copy
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Plagiarism and self-plagiarism
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Intellectual property and ethics
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Market Success
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Conduct your research and analysis
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Evaluation and adjustment of a marketing campaign
Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.
Aims
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Describe the nature, scope and purpose of copywriting for advertising and how it can elicit business.
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Develop advertising messages more concisely without detracting from clarity.
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Explain engaging phrases and sentences that are powerful, concise and extremely clear in their message
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Analyse the structure of advertising material and develop advert elements which are relevant to the product, customer segment and advert content.
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Design compelling and effective advertising copy for print media.
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Design compelling and effective advertising copy brochures, leaflets, emails, or any other direct mail marketing.
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Design compelling and effective advertising copy for media releases.
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Design compelling and effective advertising copy for broadcast media.
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Design compelling and effective advertising copy for the Internet.
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Evaluate advertising copy before use and post use, to improve marketing success.
Being a Good Writer Does not Make you a Good Copywriter
Copywriting is distinct from other forms of writing in that the end goal is focussed on sales. It draws on the elements of others forms – narrative, creative technique, and research – and brings them together to create materials that elicit a response in the reader. This response is specifically designed by the writer and the rest of their team (i.e. other advertising professionals).
The type of response will vary according to the purpose of the copy. There are varying purposes for copy, including:
- Incitement to purchase
- Introducing a brand or product
- Improving brand awareness/product awareness
- Sharing information (e.g. annual reports, updates, newsletters, customer retention work)
- Damage control/controlling a narrative (e.g. when a scandal touches the brand/company, stock price falls, etc.).
The end goal, however, is always to make a sale, i.e. to sell the company’s product or service. Yet is important to note that this is an end goal – it is not always the primary goal of a given piece of copy.
Why Study this?
- To become better at something that is in very high demand
- Well written copy makes a huge difference to the profitability of a business - whether in advertising, brochures, on signs, web sites, media releases or anywhere else.
- Capable copywriters will always find work because they can ultimately make a difference between success and failure for a business.
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