Copywriting Course
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“Definitely do it! I love the variety of assignments and the challenges they present. The modules are incredibly informative and the feedback and advice from my tutor has been invaluable.”
Joanne, Essex, UK
It's excellent. I've learnt a huge amount and have really enjoyed the course too. Assignments are marked quickly and feedback is very helpful. It's good value too especially when compared with other courses that I've studied. I would thoroughly recommend the course.
Laura, United Kingdom
“The course will give you a good understanding of what it means to be a copywriter.”
Michelle, from Farnborough, UK
If you love playing around with words and enjoy role play and convincing people to buy or behave in a certain way, this is the course for you.
Rebecca, Dumfries & Galloway, Scotland
“My tutor has been brilliant, offering lots of helpful advice and feedback.”
Nick, United Kingdom

The 21 Copywriting Modules


  • Welcome
  • What do copywriters produce?
  • How do copywriters work?
  • Your writing style
  • What skills do you need?
  • Evaluating your strengths and weaknesses
  • Tutor Marked Assignment

Your Audience - on Screen and Paper

  • Who will read your copy?
  • Understanding people’s needs
  • Why writing for the web is special
  • Who are you trying to attract?
  • Sites from the visitor’s perspective
  • Define your tone
  • Self Assessed Assignment

How Copywriters Write

  • How to get started
  • Reading aloud
  • Avoiding writer’s block
  • How much should you write?
  • Achieving the right paragraph length
  • Write headlines that invite people to read on
  • Use the active tense
  • Don’t use long words
  • Tutor Marked Assignment

More Advanced Writing Strategies

  • Make an offer
  • Offer a guarantee
  • Add testimonials
  • How to link sentences
  • Helpful introductory words
  • Using good punctuation
  • Using contractions
  • Avoid weasel words
  • Splitting the infinitive
  • Using capitals
  • Self Assessed Assignment

Writing for Different Kinds of Web Pages

  • What content should you have?
  • Navigation
  • How to make an index or home page
  • Special pages
  • Specific products and services pages
  • Contact us page
  • About us page
  • FAQ page
  • Shopping carts and billing page
  • Buying site content
  • Tutor Marked Assignment

How to get found by Google and the other Search Engines

  • SEO copywriting: what it is and why you need it
  • Optimising web pages and related elements
  • Optimising keyword density, synonyms, and phrases
  • Internal and external linking strategies
  • Self Assessed Assignment

How to Write Great Pay-Per-Click Ads

  • About Google Adwords ads
  • How you can help your clients with AdWords, and get paid
  • The three elements of an AdWords ad
  • How to write an AdWords ad
  • Other PPC advertisement programmes
  • Non contextual ads
  • Website pop-ups
  • Tutor Marked Assignment

How to Sell to Customers Using Email Marketing

  • Email marketing
  • How to write marketing emails
  • Writing email newsletters
  • Email marketing and the law
  • Self Assessed Assignment

Writing for social media.

  • How brands should write on social media
  • Writing for Social Media: the essentials
  • Be terrific on Twitter
  • Writing for Facebook
  • Lead the way on LinkedIn
  • How to be great on Google+
  • Scripting YouTube videos
  • Creating Pinterest content
  • Writing for Tumblr
  • Writing for Reddit
  • Scripting Periscope videos
  • Self Assessed Assignment

How to Write Better Direct Mail

  • Advice on writing a letter to send with your direct mail
  • Writing a powerful opening
  • How to achieve the ideal style and format
  • Boosting your response rate
  • Mistakes to avoid in direct mail
  • Printing your direct mail
  • Tutor Marked Assignment

Punchy Press Ads

  • Getting a creative brief
  • Producing concepts
  • The three elements of the ad
  • How to advertise a service
  • How to advertise business-to-business
  • Writing successful small ads
  • Tutor Marked Assignment

Writing Leaflets and Brochures

  • What format do you need?
  • Technical literature
  • 15 ways to make your brochure more interesting
  • Special types of leaflets
  • Mistakes to avoid
  • Self-Assessed Assignment

Press Releases and Editorial: a reliable source of income

  • What is a press release?
  • Why offer press releases to your clients?
  • How to construct the perfect press release
  • The best topics for a press release
  • Whom to send the release to
  • How to manage the business of issuing press releases
  • Using press releases online
  • Writing and using ezine articles
  • What an advertorial is
  • Tutor Marked Assignment

Newsworthy Newsletters

  • The Role and Aims of the Newsletter
  • What budget will it have?
  • Who will it be aimed at?
  • What size or format will it be?
  • Where will the information come from?
  • How will it be distributed?
  • What will its title be?
  • Contents
  • How to write the articles
  • The different types of article
  • Self-Assessed Assignment

Broadcasting Your Talent

  • Writing radio commercials
  • How you should style your commercial
  • Mistakes to avoid in radio
  • Writing for TV
  • Strengths and weaknesses of TV
  • The cost of making TV commercials
  • Preparing to write
  • Understanding the jargon
  • Writing a simple commercial
  • Tips for a better commercial
  • Methods of approach
  • Tutor Marked Assignment

Outdoor, brand names and other copy

  • Developing new brand names
  • Creating sales presenters
  • Writing exhibition graphics
  • Outdoor or transient advertising
  • Self Assessed Assignment

Setting up as a Copywriter

  • A place to work
  • The tools you will need
  • Your business name
  • Useful reading
  • How to create a portfolio, even if you don't have experience.
  • Self Assessed Assignment

Finding Work Online

  • Freelance writing sites
  • How to win writing assignments on freelance sites
  • Where to look for other writing opportunities
  • Optional Assignment

Your Own Website

  • Your website - consider the objectives
  • Designing your website
  • Publicising your website
  • Keeping people coming back
  • How to write your own web pages
  • Self-Assessed Assignment

How to get Bricks and Mortar Clients

  • Sources of work
  • Advertisers and advertising agencies
  • Designers and printers
  • How to look for work
  • Getting experience
  • Your first meeting
  • Understanding your client’s needs
  • Optional Assignment

Finance and employment

  • How to keep clients happy
  • Using job bags
  • Deciding how much to charge
  • Letter of agreement
  • Getting paid - chasing your money
  • Indemnity insurance
  • Getting a permanent job as a copywriter
  • Tutor Marked Assignment

We supply all the modules at the beginning of the course. That means you can study topics whenever you choose. You don't have to wait weeks to get to a section that you need. Though we recommend you take the modules in the order shown, you can tackle them in any order you choose. To help you get the most from the course, we aim to be completely flexible.

Read more: What you'll learn on the course.