All New Course! - The 20 Modules
1. Becoming a Copywriter
What is copywriting?
What do copywriters produce?
How do copywriters work?
Your writing style
What skills do you need?
Evaluating your strengths and weaknesses
2. Setting up as a Copywriter
A place to work
The tools you will need
Your business name
Useful reading
Assignment
3. Your Audience - Whether on a Screen or on Paper
Who will read your copy?
Understanding people’s needs
Why writing for the web is special
Who are you trying to attract?
Sites from the visitor’s perspective
Define your tone
Assignment
4. How Copywriters Write
How to get started
Reading aloud
Avoiding writer’s block
How much should you write?
Achieving the right paragraph length
Write headlines that invite people to read on
Use the active tense
Don’t use long words
Assignment
5. More Advanced Writing Strategies
Make an offer
Offer a guarantee
Add testimonials
How to link sentences
Helpful introductory words
Using good punctuation
Using contractions
Avoid weasel words
Splitting the infinitive
Using capitals
6. Writing for Different Kinds of Web Pages
What content should you have?
Navigation
How to make an index or home page
Special pages
Specific products and services pages
Contact us page
About us page
FAQ page
Shopping carts and billing page
Buying site content
Assignment
7. Writing to get Websites Found by the Search Engines
SEO copywriting: what it is and why you need it
Optimising web pages and related elements
Optimising keyword density, synonyms, and phrases
Internal and external linking strategies
Assignment
8. How to Write Great Pay-Per-Click Ads
About Google Adwords ads
How you can help your clients with AdWords, and get paid
The three elements of an AdWords ad
How to write an AdWords ad
Other PPC advertisement programmes
Non contextual ads
Website pop-ups
9. How to Sell to Customers Using Email Marketing
Email marketing
How to write marketing emails
Writing email newsletters
Email marketing and the law
10. How to Write Better Direct Mail
Advice on writing a letter to send with your direct mail
Writing a powerful opening
How to achieve the ideal style and format
Boosting your response rate
Mistakes to avoid in direct mail
Printing your direct mail
Assignment
11. Press Releases: A Reliable Source of Income
What is a press release?
Why offer press releases to your clients?
How to construct the perfect press release
The best topics for a press release
Whom to send the release to
How to manage the business of issuing press releases
Using press releases online
Writing and using ezine articles
What an advertorial is
Assignment
12. Punchy Press Ads
Getting a creative brief
Producing concepts
The three elements of the ad
How to advertise a service
How to advertise business-to-business
Writing successful small ads
Assignment
13. Writing Leaflets and Brochures
What format do you need?
Technical literature
15 ways to make your brochure more interesting
Special types of leaflets
Mistakes to avoid
14. Newsworthy Newsletters
Why does the firm want to produce the newsletter?
What budget will it have?
Who will it be aimed at?
What size or format will it be?
Where will the information come from?
How will it be distributed?
What will its title be?
Contents
How to write the articles
The different types of article
15. Broadcasting Your Talent
Writing radio commercials
How you should style your commercial
Mistakes to avoid in radio
Writing for TV
Strengths and weaknesses of TV
The cost of making TV commercials
Preparing to write
Understanding the jargon
Writing a simple commercial
Tips for a better commercial
Methods of approach
Assignment
16. Marketing Yourself: Bricks and Mortar Clients
Sources of work
Advertisers and advertising agencies
Designers and printers
How to look for work
Getting experience
Your first meeting
Understanding your client’s needs
Assignment
17. Finding Work Online
Freelance writing exchanges
How to win writing assignments on freelance exchanges
Where to look for other writing opportunities
Assignment
18. Your Own Website
Your website - consider the objectives
Designing your website
Publicising your website
Keeping people coming back
How to write your own web pages
19. The Advanced Copywriter
How to keep clients happy
Using job bags
Deciding how much to charge
Letter of agreement
Getting paid - chasing your money
Indemnity insurance
Getting a permanent job as a copywriter
20. Other Types of Copy
Developing new brand names
Creating sales presenters
Writing exhibition graphics
Outdoor or transient advertising
Assignment
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