Module #1
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
- A 120-page compilation of award-winning advertisements from every medium
Module #3
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
- 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
- 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
- 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 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 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
- 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
- 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 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
- 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
- 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