Introduction to Marketing Writing

The Contents of this course is divided into 12 Sessions are as follows- Session 1: What is marketing writing? -What is the purpose of writing in business? An introduction to the key concepts and how marketing writing affects audiences. Session 2: Different types of marketing writing -Analysing various styles and what makes each one tick. Session 3: Creative briefs – basics -Why briefs are at the heart of successful marketing writing. Essential components of a brief. Session 4: Creative briefs – writing your own -Thinking about your audience and making a brief work for different needs. Session 5: What makes writing effective? -Good and bad style basics, including opaque words and phrases plus ways of declogging your text, cutting and focusing. Session 6: Writing as you speak -Outlining your proposition, key message or core description. Session 7: How marketing writing works -What makes people buy, and how to reflect that in writing. Session 8: Structuring a piece of marketing writing -Features vs benefits; the relative value of headlines, main text, boxouts, quotes and fact boxes. Session 9: The importance of the call to action -Analysing and assembling the core components of a campaign. Session 10: Getting your key message noticed -What are you really trying to say, and what’s the best container for your message?. Session 11: What makes a headline work -The critical role of the headline and first sentence; experimenting with different types. Session 12: Write your own marketing portfolio -Now work on longer pieces of writing to build a portfolio of work (up to 2,000 words) using all the techniques you have learned during the course. Option to critique your fellow writers.