Learning to Write Marketing Copy

1h 27mBeginner2020-11-25

Authors

Ian Lurie

Founder and CEO of Portent, a digital marketing agency

Course details

Copy is the heart and soul of almost every marketing endeavor. Get a great foundation for all your campaigns with this course. Ian Lurie shows how to write copy that tells your story and sells your product or brand. Learn about the different types of copywriting, the benefits of drafting on paper (yes, paper!), observing general rules, writing headlines, selling the page, and rewriting existing copy to optimize it for different outlets and platforms. Ian shows how to manage a copyediting team, a brand voice, and an editorial calendar.

Learning objectives
What is copywriting?
Writing the first draft
Writing and testing headlines
Structuring copy for print vs. online delivery
Using typography effectively
Rewriting copy
Managing a team of copywriters

Skills covered

WritingAdvertising and PromotionMarketingLearningProfessional Development

Concepts

0. Introduction

01 - Becoming a great copywriter
02 - Using the exercise files
03 - What you should know

1. Overview of Marketing Copywriting

04 - What is copywriting
05 - Types of marketing copywriting
06 - Preparing yourself to write copy
07 - Overview of the course project

2. Writing Copy

08 - Assembling your tools
09 - Creating the plan
10 - Freewriting to get ideas down
11 - Writing the first draft
12 - Observing general rules
13 - Polishing the draft
14 - Writing a headline
15 - Testing your headlines
16 - Selling the page
17 - Rewriting existing copy
18 - Using typography effectively

3. Writing for Various Media

19 - Structuring for print
20 - Structuring for online
21 - Writing copy for a webpage
22 - Writing copy for a product description
23 - Writing copy for social media

Conclusion

24 - Setting an editorial calendar
25 - Managing brand voice
26 - Taking copywriting to the next level