Copywriting - The Complete Guide

Overview

Copywriting is a core marketing skill. And, as marketing becomes ever more nuanced, responsive and sophisticated, we need to produce copy that’s targeted, personal and conversational.

Versatility is the name of the game. But, with so many channels and styles to be mastered – from paid social to press releases, from landing pages to thought leadership – the sheer range of challenges can feel daunting.

This uniquely comprehensive online course puts you firmly ahead of the curve. Whether you are part of an in-house team or a freelancer, you’ll gain the tools, techniques and practical advice to enhance your skills and your credibility as a copywriter. You’ll discover how to combine creative flair with critical insight to deliver copy that works.

In this online, on-demand course we’ll show you how to:

• Look at copy from your reader’s point of view
• Profile your brand voice
• Construct value propositions and supporting brand messages
• Write headlines that work harder for you
• Structure your copy to maintain reader attention
• Master social copy
• Write for websites and landing pages
• Produce blog posts and newsletters
• Craft email for direct marketing and retention
• Develop powerful thought leadership
• Write a copy brief that clarifies the client's needs
• Get creative with copy

This flexible course is built around 25 hours of online study across 11 modules. To help you apply insights and top tips directly to your own work, you’ll have access to the content for twelve months.

Login details will be sent by email within 24 hours of booking. Where bookings are made outside of office hours, login details will be sent the next working day. 

For the best experience, we recommend using Google Chrome or Apple Safari when using a mobile device. Please get in touch if you have any questions about technical requirements. 

Who should attend?

This course will be useful for anybody who wants to become a more versatile copywriter. No previous knowledge or experience is required. It’s likely that you’re currently working in digital, brand or marketing communications and want to take your copywriting skills to the next level.

Learning outcomes

You’ll learn how to:

Think like a copywriter

• Capture and engage your reader’s attention
• Construct a reader persona
• Craft a value proposition

Shape your copy

• Apply a range of structures to shape your copy
• Hold your reader’s attention, however they encounter your copy

Develop your style

• Make your sentences perform – and get the grammar right
• Bring your copy to life

Build a copywriting strategy

• Plan content around key messages and content pillars
• Prioritise copywriting tasks and campaigns
• Manage the copy briefing process for maximum effectiveness

Write for the full range of channels

• Produce copy for digital channels, websites and landing pages
• Write for SEO
• Plan, structure and manage blogs and blog posts
• Work with senior management to generate powerful thought leadership