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

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.

Course Aims

• Describe the nature, scope and purpose of copywriting online course for advertising and how it can elicit business.
• Develop advertising messages more concisely without detracting from clarity.
• Explain engaging phrases and sentences that are powerful, concise and extremely clear in their message
• Analyse the structure of advertising material and develop advert elements which are relevant to the product, customer segment and advert content.
• Design compelling and effective advertising copy for print media.
• Design compelling and effective advertising copy brochures, leaflets, emails, or any other direct mail marketing.
• Design compelling and effective advertising copy for media releases.
• Design compelling and effective advertising copy for broadcast media.
• Design compelling and effective advertising copy for the Internet.
• Evaluate advertising copy before use and post use, to improve marketing success.

Detailed Course Outline

This course is made up a number of lessons or units. Each of these has self assessment questions, a set task (practical homework) and an assignment which you can upload online.

There are 10 lessons in this course:

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

2. Mastering Conciseness

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

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

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

5. Writing for Print Advertising

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

6. Writing for Direct Mail and Email

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

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

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

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

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

When you have completed the lessons of your Certificate course, you will be given the option of taking the optional exam. It’s okay if you don’t want the exam, we still issue your Careerline Certificate. For Advanced Certificates however, the exam is compulsory (per module) and are included in the course fee.