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: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
TRANSITIONS:Move story forward.
Learn and apply the 12 types of transitions to guide the reader and progress the story.
6
LITERARY DEVICES:The herbs and spices of great writing.
Learn the common literary devices to smooth package ideas and messages into memorable sentences.
7
CONCLUSION:Seven strategies towards writing a strong conclusion
Learn the seven strategies toward an effective conclusion, choosing the one most appropriate for your projects.