Join Ian Lurie for an in-depth discussion in this video Using the exercise files, part of Learning to Write Marketing Copy.
I've included a bunch of exercise files in this course. There are three copies of every file. One in plain text, so you can open it in any text editor. One in RTF, or rich text format, which you can open in any word processor. And one in Microsoft Word format. I've got the files separated into three folders. TXT, RTF, and DOC so you can choose the format you want. The files are examples of famous, successful copy, the sample text I use in this course, and then blank documents with the bare formatting necessary for you to get started.
All of these files work together. We're going to do a single project throughout the course, from initial brainstorming to completed result. Our goal is to create a rubric you can use going forward, for new projects as they come up, I encourage you to download and use these files as we go through this course.
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 Intermediate
Duration
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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: Using the exercise files