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