Learn the art and craft of persuasive writing, a skill that evolved from classic print, TV and radio advertising. Explore the approaches and techniques used to write copy that motivates people to take an action. Gain key skills in writing for ads, promotional materials, web homepages and landing pages, email and social media.
Start with understanding why people buy and consumer behaviour. Look at ways to define and segment your audience, and turn product features into customer benefits. Work on your storytelling skills, and understand how to develop a brand voice and tone.
Practise writing effective headlines and ads by tapping into peoples' needs. The last part of the course focuses on writing for different media, including websites, social media and email.
Come away from the course with a portfolio of writing samples and resources.
Week 1: Introduction and Product Research
Week 2: Consumer Behaviour and Market Segmentation
Week 3: Strategic Approaches and Developing a Creative Brief
Week 4: Telling Stories and Combining Words and Images
Week 5: Voice and Tone
Week 6: Writing Headlines
Week 7: Writing for the Web
Week 8: Writing for Social Media and Email Marketing
Felton, George. Advertising: Concept and Copy, 3rd Edition
Assessment and Grading
Although there are no formal grades for this course, you’re given assignments with due dates. Your instructor provides individualized feedback for every assignment you hand in, and you’ll have an opportunity to discuss feedback one-on-one with your instructor.
You should allow two to three hours per week to complete readings, discussion posts and your assignment. As the adage goes, you get out what you put in!
This course is 100% online and instructor supported. Every week, your instructor releases a new lesson, which includes materials such as class notes, articles, readings and resources, as well as your assignment for the week. You can log in on your own time, and participate in online discussions with your instructor and classmates.
Materials will be available for three weeks after the course ends, after which time you will no longer be able to access the course.