LearnHowToWrite3

Module #1

Copywriting: An Introduction

Copywriting: An Introduction

  • What copywriters do
  • What art directors/graphic designers do
  • The difference between products and services/li>
  • The different types of copywriting
  • What great advertising is and how to identify it
Module #2

The Ad Pack

The Ad Pack

  • A 120-page compilation of award-winning advertisements from every medium
Module #3

Great Advertising – What Is It And How Is It Created?

Great Advertising – What Is It And How Is It Created

  • How to create the 9 building blocks of great advertisements:
  • An attention grabbing headline
  • A visually arresting image
  • A sub headline that expands on the headline
  • Succinct body copy that’s fluid and informative
  • A relevant and targeted offer
  • A clear Call To Action
  • Evidence/Proof Of Claim
  • Easy identification of the product and client name
  • A memorable tag line
Module #4

The Creative Brief

The Creative Brief

  • What a Creative Brief is and why it’s used
  • The components of the brief
  • How to complete a brief
  • The importance of Contact Reports
  • Versions of the brief: Long and Short
  • Samples of Creative Briefs
  • Cheat Sheets
  • Templates of briefs for your files
Module #5

How To Write Headlines That Sell

How To Write Headlines That Sell

  • The importance of headlines
  • The role of headlines
  • The 3 basic guidelines for all headlines
  • The Top 19 formulas for creating successful headlines
Module #6

How To Write Direct Mail

How To Write Direct Mail

  • When to use direct mail
  • How to write direct mail letters
  • How to open with a dramatic statement
  • Selling the benefits, not the features
  • Getting the consumer to take action
  • Using a ‘PS’
  • Increasing response rates
  • Avoiding common mistakes
  • Contact reports
Module #7

How To Come Up With Great Ideas

How To Come Up With Great Ideas

  • How to avoid procrastination and get started
  • How to develop your own creative process
  • How to be creative: a 7-step process to instant creativity
  • 6 innovative ways to come up with an idea
  • Copywriters on Creativity: how award-winning writers create ideas
  • 9 ways to avoid writer’s block
  • Breaking the boundaries of advertising – BMW Case Study
Module #8

How To Write Words That Sell

How To Write Words That Sell

  • How to use persuasive words that sell
  • Choosing the right word for maximum effect
  • Choosing the right benefits
  • How to write body copy
  • How to improve the clarity of your writing
Module #9

How To Write Press And Print Advertisements

How To Write Press And Print Advertisements

  • The difference between print and press advertisements
  • How to write concepts
  • The 3 elements of any print ad
  • How to write body copy
  • How to write strap lines (or tags)
  • 13 ways to improve your ad
  • How to advertise a service
  • How to write Yellow Pages ads
  • How to write small space ads
  • Questions you should ask your client
Module #10

How To Write For TV And Radio

How To Write For TV And Radio

  • The difference between TV and radio advertisements
  • Strengths and weaknesses of TV and radio
  • How to write effective radio commercials
  • Mistakes to avoid in radio
  • How to write effective TV commercials (TVCs)
  • How to layout a TVC
  • Jargon of TVCs
  • Tips on making a good TVC
Module #11

How To Write Brochures

How To Write Brochures

  • How to identify what the reader needs to know
  • What format your brochure should have
  • What to include on the cover and contents page
  • How to distinguish between features and benefits
  • How to write brochures for service companies
  • A step-by-step guide to writing brochures from scratch
Module #12

How To Write A Newsletter

How To Write A Newsletter

  • The reasons for producing a newsletter and ezines
  • How to identify your target markets
  • How to work out what size and format you need
  • How to collate information and choose stories for each issue
  • How to choose names for the newsletter
  • How to write articles and source content quickly and easily
Module #13

Writing For The Web

Writing For The Web

  • The 11 fundamental principles for successful web writing
  • How to create a great website
  • Pages you need to include on the website
  • How to write copy for the web
  • Ten guidelines for website design
  • How to use email to market a product or service
  • How to write email marketing messages that sell
  • How to write electronic newsletters (ezines)
  • How to optimise your site
  • Web etiquette