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Writing Marketing Copy

with Ian Lurie

Video: Welcome

Learn how to craft compelling marketing copy to engage with your customers.
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Writing Marketing Copy
Video Duration: 0s 1h 51m Appropriate for all


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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.

Topics include:
  • 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


Welcome to Writing Marketing Copy. It may be hard to believe, but there was marketing before the internet. I'm Ian Lurie, and I've been writing marketing copy for over 20 years. In this course, I'll discuss copywriting starting with the very basics, the many types, and moving on to advanced topics, including managing teams of writers. I'll discuss the little twists and turns involved when you write copy in two different media, online and print. There is a difference. Context, or the lack thereof, is a crucial part of becoming a smart copywriter.

And finally, I'll discuss how to write copy that helps you win customers or voters or whatever else your organization needs. Copy's the heart and soul of any marketing strategy. After this course, you'll be well on your way to getting your campaign's off to a great start. I'm excited you're joining me for this course. So let's get started, with writing marketing copy.

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