Copywriting In Action Course Structure & Learning Outcomes

Online copywriting course structure and content

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.