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 SEO Copywriting |
Learn the essentials of Search Engine Optimisation to ensure the web pages and blog posts you write will be found and listed in the top ten by Google. |