Why Copywriting?
Most companies, no matter how large or small, have at least one sales person who oversees the marketing and sales process. That person is usually the copywriter. What is copywriting, you might ask? Copywriting is the process of turning your marketing words into compelling content that will make your target audience want to action your offer.
It is the bridge between what you know and what your audience knows. It is a combination of marketing and communications, strategy and execution, and maybe some creativity thrown in.
You will learn the basics of copywriting, how to break down the complicated language of marketing into easily digestible pieces of content, and how to put together a winning content strategy.
Action Required!
If you’re reading this, I assume you’re already somewhat familiar with copywriting and perhaps even considered it a skill. If you’re looking to get a deeper education or want to elevate your copywriting game, you’ve come to the right place.
I’m going to walk you through the basics of copywriting, showing you the key concepts and jargon you need to know in order to become a successful copywriter.
By the end of this course, you will know:
- The anatomy of a sale
- Why your marketing words matter
- How to develop winning business propositions
- How to create compelling narratives
- The difference between persuasive and commercial copy
- How to find your voice as a copywriter
- How to write a winning ad
- The role of the media planner
- How to write a press release
- How to write a captivating e-mail
- The role of the sales manager
- How to write a winning proposal
- And so much more!
Who This Course Is For
This course is for anyone who is interested in learning more about copywriting or wants to improve their existing skills. Whether you’re an established copywriter looking to elevate your career or a journalist who wants to learn the ropes, this course will teach you everything you need to know to write top-notch copy that will make your editor smile.
Enthralled by the idea of creating marketing content that can persuade a buyer to purchase a product or service? You’re in the right place. If you think that copywriting is a skill that can be picked up on the job, think again. You will need to undergo extensive training in order to become proficient at it. Luckily for you, we’ve got you covered!
What Are We Going To Cover?
Marketing and the Sale
Since the beginning of time, marketers have tried to understand the process of purchasing a product or service and have adapted their strategies accordingly. If you’re new to this, don’t worry—we’re not going to cram psychology down your throat. We’re going to teach you the basics of marketing and the science of selling along with the art of copywriting.
What Is Marketing? Marketing is the process of getting someone to think about buying your product or service. In the digital age, where consumers have more options than ever before, marketing is all about getting noticed. When a consumer sees or hears your brand name or product slogan, they will automatically think of you.
You will learn the difference between marketing and advertising, the three primary types of marketing (i.e., traditional, digital, and social), and how to become a more efficient marketer.
Words & Numbers
Your job, as a copywriter, is to convince your audience to act or think in a certain way. To do this, you will use words and numbers to build a logical argument. Take a look at this example from Kellogg’s website:
“Kellogg’s is committed to ensuring that food provides nourishment and enjoyable meals for people around the world. To accomplish this goal, we must be creative in the way we communicate about our products.”
The English language has a lot of words that could be used here (e.g., “commitment,” “creative,” and “nourishment”). Kellogg’s chose these words deliberately, and the meaning is clear even if you aren’t familiar with the term “Kellogg’s.””
What Is A Logical Argument? A logical argument, otherwise known as an “appeal to reason,” is essentially a set of statements consisting of two or more propositions that are supported by facts. In the example above, Kellogg’s is appealing to reason by citing their objective (i.e., that Kellogg’s is committed to food security around the world) and a series of supporting propositions (i.e., that Kellogg’s is responsible for creating delicious food that is nutritious and helps people to achieve their goals).
In order to write a compelling argument, you will need to identify the goal of your statement (e.g., sales, awareness, etc.), the market (i.e., who is your audience), and the structure (i.e., what are the supporting facts that you will use to make your case).
Language & Logic
When we consider the power of language, we often neglect its simplicity. After all, a four-word sentence can humble even the most experienced wordsmith. The power of words comes from the way they can combine to form compound words and phrases that have entire words and phrases attached to them for additional meaning. Take a look at the following example:
“Cadillac is a luxury car brand known for its French heritage and stunning design style. With the invention of the automobile, the brand was founded in 1898 and is now headquartered in Miami, Florida. Because it is a luxury brand, the vast majority of their advertising campaigns revolve around social and personal branding. One of their slogans is ‘You can be someone when you grow up behind the wheel of a Cad.'”
In the example above, Cadillac is seeking to influence the reader with a simple and elegant phrase: “You can be someone when you grow up behind the wheel of a Cad.” Using a compound word (i.e., “brands”), they are appealing to the status and prestige that comes with owning a Cadillac. Additionally, they are equating childhood with driving a Cad, which is a powerful combination. By the way, did you notice that the car in the example is a luxury brand?
When you’re writing persuasive copy, your goal should be to get your reader to act or think in a certain way. One of the best ways to accomplish this is by using linguistic trickery to make your subject matter sound more appealing. While writing for a digital audience, where spelling and grammar don’t matter as much, you can play with the language and use obscure words and phrases in order to make your content sound more authoritative and intelligent. Knowing what words and phrases to avoid when writing marketing content will help you sound professional and put your audience at ease. Knowing what makes a powerful business argument and can improve your writing skills will likewise help your career as a copywriter grow.
From Theory to Practice
While this course will teach you the theory and basics of marketing and copywriting, you will not be left in the dark. You will have access to highly experienced educators and practitioners who will help you get your practice in. The world is at your fingertips, and now, so is your education. Good luck out there!