Join Ian Lurie for an in-depth discussion in this video Rewriting copy for a webpage, part of Learning to Write Marketing Copy.
…Rewriting web copy brings some unique challenges, you…have to edit for readability, brevity and such.…And proofread of course, but you also have to edit for online readability.…Harrison, our owner of the fictional company Harrison's helmets,…hired a writer to put together copy for his homepage.…Right now the homepage is all about their flagship product, the HH1.…The copy is okay, but it's got some editing problems.…It's far to clutzy and it's a bit opaque.…I can say that because I wrote it.…
Here's a bit of it.…Protect your brains with the best bicycle helmet you can find.…The HH1 is made of unobtainium fibers…that are pressed into a sleek lightweight helmet.…The shell is super hard, resistant to cracking and compression, and because it…can be so thin and light, it can use heavier, more shock absorbing padding.…The result, a helmet that's more comfortable, safer…than any other that's ever been on the market.…Even better, the HH1 uses a new buckleless attachment system.…It's as secure as the traditional buckle, but…
Author
Released
5/30/2014- 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
Skill Level Appropriate for all
Duration
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with Peter Kent1h 47m Intermediate
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Introduction
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Welcome56s
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1. Overview of Marketing Copywriting
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What is copywriting?4m 47s
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2. Writing Copy
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Assembling your tools5m 20s
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Creating the plan3m 35s
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Writing the first draft3m 37s
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Observing general rules4m 1s
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Polishing the draft6m 4s
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Writing a headline6m 7s
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Testing your headlines2m 33s
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Selling the page2m 50s
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Structuring for print3m 21s
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Structuring for online3m 27s
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Using typography effectively4m 36s
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3. Rewriting Existing Copy
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Rewriting existing copy4m 45s
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Rewriting copy for a webpage5m 49s
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Conclusion
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Managing a copywriting team5m 33s
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Managing brand voice5m 6s
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Next steps2m 51s
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Video: Rewriting copy for a webpage