Copywriting course subjects

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This practical course covers every aspect of copywriting. It is one of the most current, up to date and comprehensive copywriting courses on the market.

Each lesson includes a practical assignment which is based on the real world of copywriting. This means you can use the assignments within a career portfolio to showcase your skills to potential employers and clients.

All assignments are personally marked and graded by your tutor, so you’ll be receiving expert feedback at each stage of the course. Your tutor will also be on hand to answer any questions you may have throughout the course.

We have recently added brand new topics to several of the lessons, which focus on Artificial Intelligence, and how you can integrate it into a copywriting role and use it to your advantage.

Lesson 01: Copywriting basics

• Define the qualities of a good copywriter.
• Describe different types of copy.
• Explore tone of voice.
• Define the roles, advantages and disadvantages of Artificial Intelligence. New topic
• Explain the difference between content and copy.
• Define the importance of using a thorough brief.

Lesson 02: Copywriting tools and apps

• Explain how certain apps can help copywriters.
• List apps to use when writing.
• Explore which apps to use when conducting interviews.
• List apps to use when liaising with clients.
• Artificial Intelligence apps. New topic

Lesson 03: Copy presentation

• Explain why perfect copy presentation is essential.
• Learn the essential points needed to present copy professionally.
• Adopt an appropriate communication style for client emails.

Lesson 04: Storytelling New lesson

• Define storytelling
• List the advantages of using storytelling as a copywriting tool.
• Explain how to create content.
• Define how to structure effective content.
• Explain how to use stories on different platforms.

Lesson 05: Researching your subject

• Explain the importance of research when working as a copywriter.
• Carry out fast, effective and targeted internet and social media research.
• Reference research appropriately.
• Apply internet and social media research skills to a practical scenario.

Lesson 06: Terminology

• Identify specialist copywriting terminology.
• How to use online glossaries.
• Translate common terms into simple English.

Lesson 07: Industry codes of practice

• Explain the need for codes of practice within the copywriting industry.
• Learn where to find the relevant codes online.
• Demonstrate a basic working knowledge of some relevant codes.

Lesson 08: How to write great copy and content

• Define the qualities needed to write attractive and effective copy.
• Explain the need to write with your reader in mind.
• Explain the importance of good spelling, grammar and punctuation.
• Define the techniques that apply to most spheres of writing.
• Apply these techniques to a range of exercises.
• Learn how to use artificial intelligence to help you write effectively. New topic

Lesson 09: Writing effective headings

• Explain the qualities of an effective heading.
• Describe the principles and techniques involved in writing headings.
• Apply these techniques to a range of exercises.

Lesson 10: Direct mail

• Explain when direct mail can be used effectively.
• Define the qualities of successful and effective direct mail copy.
• Explain how headings can be used effectively.
• Write direct mail copy for a targeted market.
• Integrate direct mail with a digital marketing approach.

Lesson 11: Email marketing

• Explain what email marketing is and what it’s used for.
• Describe the qualities of effective email marketing.
• Write a compelling subject line.
• Write compelling pre-heading text
• Write email marketing copy for a selected market.
• Know how to create automated emails.
• Learn how to use ebooks, whitepapers and other marketing material as incentives.
• Understand email marketing’s role in sharing long-form content.

Lesson 12: Press releases

• Define the qualities of effective and successful press releases.
• List the occasions when it’s appropriate to use press releases.
• Understand how to target and personalise your press releases.
• Explain the importance of presenting, writing and sending press releases correctly.
• Maximise the impact of SEO in your press releases.
• Write press releases for a selected market and for social media.
• Monitor and analyse your press release data.

Lesson 13: Content for the press

After studying this Lesson, you will be able to do the following for press adverts, advertorials and advertising features:

• Understand what they are, the differences, and why they are used.
• Explain why and when they are effective.
• Recognise the key components.
• Know how to research them and write them.
• Explain the different types.
• Show how to create original approaches and ideas.
• Write for business to business (B2B) publications.

Lesson 14: Brochures and Leaflets

• Understand what brochures and leaflets are and how they compare.
• See why a business would choose either a brochure or a leaflet.
• Identify the key elements included in brochures and leaflets.
• Write content for successful a leaflet.
• Produce a brochure containing the main components.

Lesson 15: SEO and web content

• Explain what an SEO article is and what it is intended to achieve.
• List the stages involved in writing an SEO article.
• Demonstrate how to identify key search words.
• Explain how to use keywords in your web content.
• Apply these objectives to a range of practical exercises.

Lesson 16: Writing copy for social media

• Define the basics of what social media is and how it works.
• Explain how social media is useful for businesses and organisations.
• Discuss social media as a way of interacting and engaging.
• Learn to write powerful and engaging posts for all of the main social media platforms.
• Understand how to write scripts for TikTok. New topic

Lesson 17: Writing blog content

• Explain what a blog post is.
• Define how a blog post can benefit your business or organisation.
• List the preparations needed to write effective blog posts.
• Define the priority writing requirements for blog posts.
• Explain the additional features that can be included in a blog post.
• Learn how to effectively maintain a blog.

Lesson 18: Pay per click adverts

• Understand what a pay-per-click (PPC) advert is.
• Look at different PPC advertising across the web.
• Write attention-grabbing PPC ad copy.

Lesson 19: Newsletters

• Explain why businesses and organisations use newsletters.
• Understand what is included in a newsletter.
• Write and compile newsletters for a specific audience.
• Explain the relevance of newsletters to ecommerce.

Lesson 20: Thought leadership content New lesson

• Define thought leadership content and explain why it is used.
• Explain how to generate original ideas.
• Demonstrate a knowledge of where thought leadership content is published.
• Define the main types of thought leadership content.
• Learn how to create thought leadership content.

Lesson 21: Finding work and developing your career

• List strategies for promoting your web presence and building your personal brand.
• Select appropriate ways to start finding copywriting work.
• Explain how to negotiate fees and tie up details of copywriting jobs.
• Learn about simple accounting and registering as a self-employed copywriter.