Course Code
Payment Options
Upfront & Payment Plans
Online & Correspondence
100 Hours

Enhance 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.

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.

This course has no specific entry requirements. However, the ability to read, comprehend, discuss and analyse printed information in English and to write statements & solve problems are essential skills required to complete the course. Please note: Those under the age of 18
would require the consent of a parent or guardian.

Self-paced study:
This course has no deadlines on assessments or course completion, allowing you the freedom & flexibility to fit your study in around work and other commitments.

Course Overview

Course Outline

Lesson plan:

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.

Mastering Conciseness
Preparation. Lateral thinking. Creative problem solving (CPS). In conclusion. Using a dictionary. Researching specific product
information. Improving conciseness. Enhancing clarity.

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.

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.

Writing for Print Advertising
Points to consider. Size matters. The elements of print media advertising. Components explained. White space/ negative space.

Writing for Direct Mail and Email
Why is direct mail useful? Challenges for writing direct mail content. Evaluating the impact of direct mail.

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.

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

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.

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.

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

Assessment type:
You will learn a variety of things, through a combination of reading, interacting with tutors, undertaking research and watching videos.
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.

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