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. |
| 8 RATIONALE STATEMENT |
Learn the skill of objectively rationalising your work for convincing presentation to colleagues and clients alike. |