Copywriting: a taster

What is the course about?

The course will introduce the basic principles of copywriting. What it is. Why it is different from other types of writing. It will teach you what questions to ask and show you how to get started.

Please note - this course includes a 2-hour lunch break.

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.
- Earphones/headphones/speakers.
We will contact you with joining instructions before your course starts.

What will we cover?

The course will cover the basic principles and teach you the questions you should ask before you start any copywriting project. It will cover audience, tone of voice, the vital difference between features and benefits and such things as the importance of a good headline.

What will I achieve?
By the end of this course you should be able to...

Know the difference between copywriting and other forms of writing. Know what questions to ask in order to write the best possible copy. Understand the importance of a good structure. Tell the difference between a feature and a benefit and understand why the latter is so important. You will know what makes a good headline and why this matters. You will understand the need to vary the message according to the format and the medium.

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.

How will I be taught, and will there be any work outside the class?

There will be slides to illustrate various elements of the course, including examples of good and bad copy. There will be a series of written exercises, which you will do either in pairs or individually. A printed hand out will be available, which will include links to helpful websites and suggestions for further reading. This will also be online.


All writing courses at City Lit will involve an element of workshop. This means that students will produce work which will be discussed in an open and constructive environment with the tutor and other students. The college operates a policy of constructive criticism, and all feedback on another student’s work by the tutor and other students should be delivered in that spirit.

For classes longer than one day regular reading and writing exercises will be set for completion at home to set deadlines.

All writing courses at City Lit will involve an element of workshop. This means that students will produce work which will be discussed in an open and constructive environment with the tutor and other students. The college operates a policy of constructive criticism, and all feedback on another student’s work by the tutor and other students should be delivered in that spirit.

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?

All students are invited to join us at Late Lines, our regular performance night for City Lit writers. Students are also encouraged to submit their work to Between the Lines, our annual anthology of creative writing. For the latest news, courses and events, stay in touch with the Department on Facebook and Twitter.