Why Take This Course?
In a surprising number of organizations, the people who are asked to write web content, social media, ads, presentations, or what have you, have never learned the essentials of good copywriting. The result is copy that sounds the same, fails to engage, and doesn’t produce results. AI can get you part of the way to better copy, but truly inspired, captivating words need to come from a human — especially a human that’s learned the fundamentals of smart, effective writing. It’s a pretty simple equation when you think about it: Write dull, boring stuff, and no one will notice. Write interesting, non-boring stuff, and they just might click/buy/remember/love your brand.


Who Should Take This Class?
This workshop is for anyone currently working as a copywriter or aspiring to become one. This material will be helpful whether copywriting is a person’s primary duty or just one of many things they are asked to do.


Course Outcomes
> Learn the principles of effective marketing copywriting

> Develop 2 - 4 finished copywriting examples

> Gain experience in developing a strategy for assignments when no formal creative brief is available

Course Description
In this workshop, we’ll cover the essential ingredients of a strong concept and how to write the compelling copy to go with it. We’ll do short in-class writing assignments and homework as we cover these topics:

• The thinking part of writing: Why you must start with a clear strategy statement

• The writing part of writing: Four rules all copy should observe

• Coming up with headlines and images that support each other

• What you need to know about writing marketing emails

• Why you must do something different that doesn’t sound like hundreds of things you’ve already read before

• Using AI tools to be a better copywriter

Download Syllabus


Prerequisites and Requirements
None. No prior copywriting experience is required.