BUS ADM X417.9 - Copywriting Communications for Marketing Professionals
Learn to create effective content marketing copy for documents, online advertising, websites, e-blasts, direct mail and more in this project-based seminar. Explore copywriting best practices across all mediums, including print, online and video. Develop the knowledge to write powerful headlines and compelling copy content. Discover how to generate a Call-to-Action (CTA) that engages and motivates response. Investigate analytic options that offer meaningful feedback on your writing. Conceptualize, create and revise a marketing campaign that you present to the last class as a professional portfolio piece.
Course Outline
Course Objectives
- Discover effective methods and practices for creating copy content that generates response
- Define copy anatomy, and copywriting needs across various promotional material from business communications to websites
- Examine how to break copy content into manageable components with a creative brief
- Identify elements of an effective elevator pitch, to practice writing clear, concise prose with few words
- Discover the art (as well as tricks and tips) of writing great headlines
- Learn storytelling techniques in long (body) copy to increase reader engagement, and motivate them to act
- Explore editing methods and options, as well as how to revise copy content to increase response rate
- Discern how to incorporate effective visual design with copy content
- Develop and create a marketing campaign with [at least] three components, for use in a professional portfolio
What You'll Learn
- Basic anatomy of an ad
- Branding, positioning, messaging and strategy in copywriting
- Tools to control prose in marketing documents
- Creative briefs
- Writing effective headlines
- Writing clear, concise prose
- Calls to action
- Subheads
- Body copy
- Effective direct mail pieces
- Brochures
- Visual design elements and considerations
- Constructing your portfolio
How You Learn
- Lectures
- Assignment workshops
- Group interactive sessions
- Individual exercises
Is This Course Right for Me?
This course is for professionals interested in strengthening existing skills, building a portfolio, and learning techniques and approaches to writing persuasive and effective copywriting communications.