Course programme
About Copywriting
6 lectures 21:19
Copywriting Defined: Part 1
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
Copywriting Defined: Part 2
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Types of Copywriting
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
Specialized Copywriting
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Your Two Audiences for Copywriting
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
What kinds of promotional writing are not copywriting?
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
About Copywriting
6 lectures 21:19
Copywriting Defined: Part 1
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
Copywriting Defined: Part 2
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Types of Copywriting
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
Specialized Copywriting
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Your Two Audiences for Copywriting
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
What kinds of promotional writing are not copywriting?
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
Copywriting Defined: Part 1
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
Copywriting Defined: Part 1
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
Copywriting Defined: Part 1
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
Copywriting Defined: Part 1
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
What copy is, what copywriting is, and the one thing that makes copywriting different from other kinds of writing.
Copywriting Defined: Part 2
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Copywriting Defined: Part 2
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Copywriting Defined: Part 2
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Copywriting Defined: Part 2
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Copywriting is words that sell in any medium, including offline, online, mobile and broadcast. Copywriting includes the written and the spoken word. Copywriting is also a profession.
Types of Copywriting
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
Types of Copywriting
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
Types of Copywriting
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
Types of Copywriting
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
As a copywriter, you may be asked to write copy for any of the five main channels: print, outdoor, online, broadcast and branding.
Specialized Copywriting
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Specialized Copywriting
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Specialized Copywriting
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Specialized Copywriting
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Search engine optimization, direct response, radio & television, and business to business are types of copywriting that require specialized skills.
Your Two Audiences for Copywriting
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
Your Two Audiences for Copywriting
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
Your Two Audiences for Copywriting
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
Your Two Audiences for Copywriting
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
You will be writing for consumers or businesses. Learn the main differences between these two audiences.
What kinds of promotional writing are not copywriting?
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
What kinds of promotional writing are not copywriting?
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
What kinds of promotional writing are not copywriting?
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
What kinds of promotional writing are not copywriting?
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
Some writers confuse content marketing, technical writing and public relations writing with copywriting. Learn the differences between these types of writing. And discover what makes copywriting unique.
Start with a Creative Brief
10 lectures 48:39
To write great copy, you must answer seven questions
The prospect of starting each day with a blank page and having to fill it with one thousand words before lunch fills some copywriters with dread. Writing copy from scratch is tough enough. But writing copy to deadline is even harder. So, here's the secret. You don't have to sit in front of your keyboard until drops of blood appear on your forehead. Instead, you have to ask seven simple questions.
Q 1. What are you selling?
Whenever a client asks you to write copy to sell something, always take the time to discover what you are selling. Go beyond the obvious specifications and features to discover what the customer is really buying. And always discover the problem that the customer is looking to solve by buying the product or service that your copy is promoting.
Q 2. Where are you selling?
You can't write good copy in a vacuum. You need facts, and you need insights. You get these by asking questions. And one of the first questions you ask is this: Where are we selling? This simple question gets you started towards writing great copy. Ask your client, "Where are we selling?" and you'll discover the scope of your project, the mechanics of what you are going to write, and the context of where your copy is appearing in the sales cycle.
Q 3. Who are you selling to?
Spend your time, energy and creativity only on the people who are likely to buy what you are selling. When you know who you are selling to, and when you know what they are looking to buy, you are ready to start writing great copy.
Q 4. Why should they buy?
Your prospects are likely to resist your sales pitch. If they are doing nothing, they are likely to continue doing nothing. If they are walking past your ad in a straight line, they are likely to continue walking past in a straight line. That's the problem with inertia. Your copy has to overcome this inertia. And the most effective way to do so is to answer the question, "Why should my prospective customer buy what I am selling?"
Q 5. Who is your competition?
Before you sit down and write a single line of copy, you need to discover who you are competing against. Every product and every service has competition. Your job as a copywriter is to learn as much as you can about your competition so that you can explain why your product or service is better. You face four kinds of competition: other brands, other options, your own brands, and those who do it in house.
Q 6. What is the most important thing to say?
Q 7. What do you want your prospect to do?
The main difference between copywriting and just about every other kind of writing is that copywriting is designed to make people do something. Good copywriting doesn't just inform people. It motivates them to take action. Such as download a white paper, call a toll-free number, visit a website or buy a product.
If you want your copy to be successful, give your copy a goal. Make that goal specific. Make it measurable. And then tell your prospective customer what to do, and how to do it.
How to research a product or service so that you write great copy
Should you spend three weeks writing a headline? Probably.
When David Ogilvy landed the Rolls-Royce account, he spent three weeks learning about the car. In his reading, Ogilvy came across this statement, written by an engineer: “At sixty miles an hour, the loudest noise comes from the electric clock.” Ogilvy made that elusive fact the headline for what became the most famous car advertisement of all time.
All great copy contains a big idea well executed. But how can you find that elusive big idea for the product or service you are promoting? Through exhaustive research. Here's how.
Study your prospect more than your product
The sweetest sound in any language is the sound of your name. That's why the most important word in copywriting is "you."
Since your prospective customers care about themselves more than they care about you or what you are selling, your copy should make your prospects the hero.
Which means your prospect is more important than what you are selling. You can commit to memory every feature of your product, but if you fail to discover who your prospect is and what she wants and why she buys, you will walk home without a sale.
So, study your prospect more than your product.
Start with a Creative Brief.
10 lectures 48:39
To write great copy, you must answer seven questions
The prospect of starting each day with a blank page and having to fill it with one thousand words before lunch fills some copywriters with dread. Writing copy from scratch is tough enough. But writing copy to deadline is even harder. So, here's the secret. You don't have to sit in front of your keyboard until drops of blood appear on your forehead. Instead, you have to ask seven simple questions.
Q 1. What are you selling?
Whenever a client asks you to write copy to sell something, always take the time to discover what you are selling. Go beyond the obvious specifications and features to discover what the customer is really buying. And always discover the problem that the customer is looking to solve by buying the product or service that your copy is promoting.
Q 2. Where are you selling?
You can't write good copy in a vacuum. You need facts, and you need insights. You get these by asking questions. And one of the first questions you ask is this: Where are we selling? This simple question gets you started towards writing great copy or service is better. You face four kinds of competition: other brands, other options, your own brands, and those who do it in...
