Author
Updated
11/25/2020Released
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
Views
- 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. We're going to do a single project throughout the course, from initial brainstorming to completed result. I'm going to show you some basic typography so you can learn to work with a designer or do it yourself for online and make your copy really work visually. I'll discuss the little twists and turns involved when you write copy in two different media. And finally, I'll discuss how to write copy that helps you win customers or voters or whatever else your organization needs. Copy is the heart and soul of any marketing strategy. You can become a great marketing copywriter. It's not an innate talent. It's something that comes with long practice. So let's get started with Writing Marketing Copy.
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Introduction
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What you should know1m 48s
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1. Overview of Marketing Copywriting
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What is copywriting?4m 5s
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2. Writing Copy
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Assembling your tools3m 40s
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Creating the plan2m 23s
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Writing the first draft1m 51s
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Observing general rules3m 42s
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Polishing the draft4m 41s
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Writing a headline5m 7s
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Testing your headlines1m 47s
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Selling the page2m 38s
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Rewriting existing copy4m 6s
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Using typography effectively3m 42s
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3. Writing for Various Media
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Structuring for print3m 17s
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Structuring for online3m 27s
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Writing copy for a webpage4m 21s
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Conclusion
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Managing brand voice4m 41s
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Video: Becoming a great copywriter