Special Fall Pricing: Regularly $1,110 is now 50% off—$550. Enroll here.
In this three-part copywriting Masterclass, you’ll be introduced to the essential principles of copywriting for digital and advertising channels, and explore the role that good copy plays in influencing behaviors and driving purchases. If you’re looking for inspiration for your email, ads, website, social posts and video scripts, you’ll come away with a greater feeling of confidence and a desire to experiment. You’ll also benefit from useful tips in writing longer web copy.
The course covers the role that tone of voice plays in cultivating a unique brand identity and how writers can adapt content and messaging to specific audiences. You’ll have the opportunity to take part in discussion with other participants while trying your hand at practical exercises and receiving constructive commentary and critique. Share your ideas in the interactive session online and get live feedback from instructor Phil Woodford, a top copywriter, creative director, and trainer. This course is limited to 15 participants.
In Module 1, you’ll focus on fundamental rules and practice writing headlines for advertising and short-form captions for social media. There’s an opportunity to consider the close relationship between words and imagery.
Module 2 is centered around audience and tone of voice as we explore website copy from both B2C and B2B environments.
The Masterclass concludes in Module 3, with advice on writing longer-form web copy, email, and video scripting.
In this course, you will:
This interactive course has a student limit and sells out quickly. Enroll now to ensure your place.
Description:
Good copy doesn’t emerge by magic. It’s most often the result of a writer observing several clear rules and principles. In this session, you’ll learn how to approach the writing task and gain tips on best practice.
After drawing up a checklist to guide you in your marketing copy, you’ll spend time exploring short-form communications, such as ads and social posts. How can we make them stand out in a world where people’s attention spans are diminished, and everyone is confronted by an increasing volume of messages?
Key Takeaways:
Description:
Copy is usually stronger when it is written for a specific audience—making use of segmented data and effective targeting. In this module, you’ll look at the use of personas in marketing communication and the way in which writers adapt their copy to different readers, reflecting their aspirations and motivations.
There will also be an opportunity to examine tone of voice in shaping perception of brand and to observe some of the devices writers use to establish a rapport with an audience. Your instructor will encourage you to explore website content during the session, drawing conclusions about the strategies of the writer and their understanding of the reader.
Key Takeaways:
Special Pricing: Regularly $1,320 is now 50% off—$660.
Description:
In this final session, you’ll have the chance to explore some of the rules that surround web writing in the 2020s—whether it’s the pressure to impress search engines, the science of usability and user experience or the need to engage people instantly in a world of diminishing attention. You’ll also look at some of the techniques that create more successful emails and different approaches to video content, including strategies for short-form video on social platforms.
You’ll be shown the way in which story-telling principles can be applied by copywriters, particularly in longer pieces of online content such as articles, blogs, case studies and thought leadership .
Key Takeaways:
How to Convince Your Boss Why You Should Take this Class:
Greater confidence: You’ll come out of the course with a more detailed understanding of the copywriter’s role and craft skills, allowing you to work more efficiently and effectively.
Greater competence: You’ll learn rules for copywriting best practice and be more aware of some of the potential pitfalls to avoid, leading to fewer errors.
Greater understanding: You’ll explore the way copy works across different media and platforms, helping you to craft words that are more appropriate and engaging. You’ll create more effective, social posts, emails, web pages and video scripts.
Greater cut-through: You’ll experiment with headline-writing techniques and examine the close interrelationship between words and images, leading to more impact with ads and social posts.
Greater adventurousness: You’ll be happier to experiment and try new approaches to copy, which may open up opportunities for more effective and impactful communication.
The Presentations:
Download Material:
Who is the course for?
Marketing professionals at a range of levels and those working in communications, design and related fields.
The Presenter:
Phil started his career organizing and marketing international conferences for an engineering institute in London, England, before pursuing a career as a copywriter. He became an agency creative director and subsequently embarked on a freelance career, in which he works as a writer, trainer, consultant and lecturer. His current clients are based in the UK, France, Italy and the USA.
Website: www.herecomesthecavalry.com
LinkedIn: https://www.linkedin.com/in/phil-woodford-9160421/
The presenter, Phil Woodford was knowledgeable and proficient in his craft of copywriting. He posed great questions for feedback and collaboration. He always had valuable insights. The insight from the group was also beneficial. Phil’s voice was also an asset to this being an online course. He was easy to listen to and had an engaging speaking voice. I learned a lot from this course. Thank you. eneuman
Module 1: Essential rules for writing and techniques for engaging the reader.
Monday, December 2, 2024
from 10:30 a.m. to 12:30 p.m. PST.
Module 2: Audience and tone of voice.
Monday, December 9, 2024
from 10:30 a.m. to 12:30 p.m. PST.
Module 3: Writing for different media and channels.
Monday, December 17, 2024
from 10:30 a.m. to 12:30 p.m. PST.