Copywriting: an introduction
Time: 10:30 - 12:30
This course will be delivered online. See the ‘What is the course about?’ section in course details for more information.
Course Code: HCS66
Duration: 6 sessions (over 6 weeks)
What is the course about?
We will explore and practice the skills needed to write good copy and content. How to grab attention with engaging headlines, how to keep them reading with well-structured body copy and how to get them to take action with powerful CTAs. Plus, how to adapt writing style to different audiences, brands and media.
This is a live online course. You will need:
- Internet connection. The classes work best with Chrome.
- A computer with microphone and camera is best (e.g. a PC/laptop/iMac/MacBook), or a tablet/iPad/smart phone/iPhone if you don't have a computer.
We will contact you with joining instructions before your course starts.
What will we cover?
• How to turn product features into emotional benefits
• Understanding your audience
• Tone of voice
• Engaging headlines
• Flowing, well-structured body copy
• Techniques for driving action
• Writing for print and digital media.
What will I achieve?
By the end of this course you should be able to...
Have a working knowledge of the basic principles of copywriting and be able to apply these to print and digital media. Know the importance of a good headline and how to set about writing one. Know how to structure body copy to make it easy to read. Understand the importance of tone of voice and how to adapt your writing to different audiences. And know the difference between copy and content.
What level is the course and do I need any particular skills?
You should have a good standard of English grammar and spelling. You don’t need to have had any copywriting experience. Please note: while the tutor will share her own experiences and offer general advice where appropriate this course does not offer specific information on how to get into the business.
How will I be taught, and will there be any work outside the class?
Powerpoint slides will be used to demonstrate the basic principles of good copy and to illustrate examples of good and bad practice. Each session will include information, writing exercises and class discussion with feedback after each section. There will be additional information online.
City Lit Writing endeavours to create a safe and welcoming space for all and we strongly support the use of content notes in our classes. This means that learners are encouraged to make their tutor and classmates aware in advance if any writing they wish to share contains material that may be deemed sensitive. If you are unsure about what might constitute sensitive content, please ask your tutor for further clarification and read our expectations for participating in writing courses at City Lit.
Are there any other costs? Is there anything I need to bring?
You won’t need any special equipment. You can work on laptops and tablets if you prefer, but for some exercises you may need paper or notebook and pencils or pens.
When I've finished, what course can I do next?
City Lit offers a range of business-related writing courses. Search 'business writing' on our website to find the perfect course to support your career.
Kim Curran a multi-award-winning creative director and copywriter with over 20 years’ experience. She’s crafted copy for some of the world’s most famous brands and created campaigns for some of the world’s most important causes, including one that freed people from slavery. She’s also the author of chart-topping novels for teens, including Slay and Slay On Tour (Usborne). When she’s not doing all of that, she runs writing workshops in schools, delivers lectures on embracing failure in creativity and acts as a mentor to writers and tech start-ups.
Please note: We reserve the right to change our tutors from those advertised. This happens rarely, but if it does, we are unable to refund fees due to this. Our tutors may have different teaching styles; however we guarantee a consistent quality of teaching in all our courses.