Online copywriting course structure and content

SESSION (2 HOURS) CONTENT (CUSTOMISED TO INDIVIDUAL PROJECTS)
1
COMMUNICATION STRATEGY
What to Say & Who to Say it to
Identify:
Who we are talking to – target audience’s motivating desire
What to say to them – single most relevant key proposition
How do we tell it to them – style, tone, attitude
Turning data & information into Knowledge & Insight
2
HEADLINES
Arrest Attention
Concept / Story / Premise:
Turn the ‘what to say’ into how to say it – concept/story
Articulate concept/story into a few select words and a supporting visual
3
INTRODUCTION
Connect, engage and permission
The opening paragraph:
Establishing a conversation of relatedness
Earning the target audience’s permission to sell the key proposition to them
Using concrete language and active verbs
4
SUBSTANTIATION PART 1
Prove it with facts and benefits
Curating the main points into a list
Arranging them into narrative logic
Shortlisting them down to the story-relevant points
Writing them into benefit-driven bullet-points
5
SUBSTANTIATION PART 2
Turn bullet-points into prose
Using the bullet-points as a map to:
Write into clear, concise and meaningful prose
Maintain story cohesion
Begin to apply transitions and patterns of expression
6
TRANSITIONS & PATTERNS OF EXPRESSION
Connecting sentences and using rhetorical devices
Applying the transitional types and common rhetorical devices to smooth content, guide the reader and package messages into memorable sentences.
7
CONCLUSION
Six Strategies to writing a conclusion
Learning the six strategies toward an effective conclusion and choosing the one most appropriate for the communication-piece.
8
SEO & HOW TO JUDGE YOUR WORK
Evaluate and tune
Writing in key words and phrases for online content
Applying the 7 Rules of How to Judge Your Work
How to write a one page Rationale that supports your comm-piece