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COPYWRITING BWR310

Duration (approx) 100 hours
Qualification
Statement of Attainment

Professional Copywriting Training

  • Online Copywriting Course. Flexible Start Date. Expert Tutor Feedback.  Self-paced. No deadlines. 10 lessons.
  • Study copywriting, media releases, online and print media, editing skills. Extensive copywriting practice.
  • Work as a freelance or employed copywriter.
  • Professional Development course.

It's easy to enrol...

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Course Content

Ten lessons as follows:

Lesson 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

Lesson 2 - Mastering Conciseness

  • Preparation
  • Lateral thinking
  • Creative process
  • Enhancing clarity and conciseness

Lesson 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

Lesson 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

Lesson 5 - Writing for Print Advertising

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

Lesson 6 - Writing for Direct Mail and Email

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

Lesson 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

Lesson 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

Lesson 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

Lesson 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
 

Frequently Asked Questions (FAQs)

Why Study Copywriting?

Copywriting is writing to sell not inform. One has a single purpose of eliciting a sale; the other has the purpose of conveying information.

Learn to write copy to sell products and services effectively.

Who Is This Course Suitable For?

The course is suitable for people wanting to work in the writing industry.

  • Existing writers who want to expand their skills.
  • People who want to work in the writing industry.
  • Marketing and editing staff who would like to know how to copywrite.

Who are the Writing Tutors on the Course?

The course was written and developed by international writers and tutors, including –

John Mason - author of over 150 books, 2000+ articles, for a range of publishers including Simon and Schuster, Landlinks Press (CSIRO Publishing), Harper Collins and Hyland House.

Rosemary Davies – Horticultural writer and presenter. Full time columnist with the Herald and Weekly Times for years.  Worked for a number of companies in writing and publications.

Tracey Jones – Psychologist and writer. Course writer and developer for over 25 years. Fiction writer, particularly interested in supernatural fiction and folklore.

What Will You Learn in This Course?

  • Develop your Copywriting Skills
  • Learn to construct concise, engaging and effective messages for marketing
  • Understand the nature and applications for copywriting
  • Improve your writing skills, and diversify your capacity to earn income from your writing 

How does the course work?

The course requires around 100 hours of study.  It is made up of 10 lessons. At the end of each lesson, there is an assignment to submit to your tutor for marking and feedback. You can also contact your tutor with any questions throughout the course.

What Next?

You can enrol today by clicking the “Enrol Now” button above.

Or

Click here to contact a writing tutor.

Or Request a Prospectus Here.
Courses can be started anytime from anywhere in the world!

Meet some of our academics

John MasonWriter, Manager, Teacher and Businessman with over 40 years interenational experience covering Education, Publishing, Leisure Management, Education, and Horticulture. He has extensive experience both as a public servant, and as a small business owner. John is a well respected member of many professional associations, and author of over seventy books and of over two thousand magazine articles.
Jade SciasciaBiologist, Business Coordinator, Government Environmental Dept, Secondary School teacher (Biology); Recruitment Consultant, Senior Supervisor in Youth Welfare, Horse Riding Instructor (part-completed) and Boarding Kennel Manager. Jade has a B.Sc.Biol, Dip.Professional Education, Cert IV TESOL, Cert Food Hygiene.
Maggi BrownMaggi is regarded as an expert in organic growing throughout the UK, having worked for two decades as Education Officer at the world renowned Henry Doubleday Research Association. She has been active in education, environmental management and horticulture across the UK for more than three decades. Some of Maggi's qualifications include RHS Cert. Hort. Cert. Ed. Member RHS Life Member Garden Organic (HDRA) .
Tracey Jones (writing)Tracey has enjoyed creative writing since she was a child. She has had several short stories published and a novella. She is also a keen writer of children's stories and poetry. She has also written many academic and non-fiction books in the fields of psychology, sociology, child development, writing and marketing.


Check out our eBooks

How to be a Successful EditorThere are plenty of books that show you the processes involved in editing; but knowing the process is in itself not enough to be a successful editor. This book not only covers aspects of the process; but it also goes beyond the process; showing you things that may help you to become better than the “average” editor.
How To Write A NovelThis eBook will help you learn about what it takes to write a great novel. See what is involved in devising a plot which will draw readers in and keep them interested. Discover how to make your characters memorable and believable. Find out how to avoid pitfalls and common mistakes. Consider this book as your companion – your aid to writing your first novel.
English GrammarThe English Grammar ebook can be a great reference for students, people who are learning English and anybody who writes anything- ever. The English Grammar ebook takes grammar back to basics to help confirm correct use of grammar. Topics that are covered within this course include 1/ Introduction- the components of language, 2/ Types of words, 3/ Punctuation, 4/ Upper and lower case, abbreviations, numbers, bullet points and 5/ Using words together.
Creative WritingThe Creative Writing ebook can be useful for writing students or even professional writers to help improve their writing techniques and skills. The Creative Writing ebook is a fabulous starting point for budding writers. The topics that are covered within this book are an introduction to creative writing, Methodology and technique- the building blocks of writing, Genres, Creative non-fiction, creative writing techniques, developing your skill, building your career and a Glossary.