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LinkedIn Learning

Learning to Write Marketing Copy

via LinkedIn Learning

Overview

Learn how to craft compelling marketing copy to engage with your customers.

Copy is the heart and soul of almost every marketing endeavor. Get a great foundation for all your campaigns with this course. Ian Lurie shows how to write copy that tells your story and sells your product or brand. Learn about the different types of copywriting, the benefits of drafting on paper (yes, paper!), observing general rules, writing headlines, selling the page, and rewriting existing copy to optimize it for different outlets and platforms. Ian shows how to manage a copyediting team, a brand voice, and an editorial calendar.

Syllabus

Introduction
  • Becoming a great copywriter
  • Using the exercise files
  • What you should know
1. Overview of Marketing Copywriting
  • What is copywriting?
  • Types of marketing copywriting
  • Preparing yourself to write copy
  • Overview of the course project
2. Writing Copy
  • Assembling your tools
  • Creating the plan
  • Freewriting to get ideas down
  • Writing the first draft
  • Observing general rules
  • Polishing the draft
  • Writing a headline
  • Testing your headlines
  • Selling the page
  • Rewriting existing copy
  • Using typography effectively
3. Writing for Various Media
  • Structuring for print
  • Structuring for online
  • Writing copy for a webpage
  • Writing copy for a product description
  • Writing copy for social media
Conclusion
  • Setting an editorial calendar
  • Managing brand voice
  • Taking copywriting to the next level

Taught by

Ian Lurie

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