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COPYWRITING BWR310

Duration (approx) 100 hours
Qualification
Statement of Attainment

Why Study Copywriting?

Copywriting is writing to sell not inform.  Copywriting for advertising is not the same as communicating information about a product.

One has a single purpose of eliciting a sale; the other has the purpose of conveying information.
Copywriters write copy.

Copy is the text that is used for advertising or some forms of publishing (magazines, newspapers). In the context of this course, copy will refer specifically to advertising materials unless otherwise stated.
Copywriting is distinct from other forms of writing in that the end goal is focussed on sales. 

Studying copywriting will add another string to your bow, another skill to your CV.  Copywriting skill is sought after, so if you are interested in expanding the services you can offer, copywriting is definitely something to consider.

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.

Copywriters can work full time or part-time for organisations. Or you might offer copywriting on the side to your existing job role. Copywriters can also work as freelancers.

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 

This course is suitable for professional/career development, CPD or personal interest.

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 problem solving (CPS)
  • In conclusion
  • Using a dictionary
  • Researching specific product information
  • Improving conciseness
  • Enhancing clarity

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

AIMS

  • Describe the nature, scope and purpose of copywriting 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. 

If you are looking for to expand your writing skills into copywriting, then take this course in copywriting. 

This is an intensive and extensive course looking at copywriting.

What Next?

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

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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.


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