Course curriculum

  • 1

    Section 1: Introduction to persuasive copywriting

    • 1.1 Welcome to this unit

    • 1.2 Introducing persuasive copywriting

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Understanding persuasive copywriting

    • 2.1 Welcome to section 2

    • 2.2 Appealing to emotions

    • 2.3 Addressing the reader

    • 2.4 Using calls to action

    • 2.5 Writing Calls to Action

    • 2.6 Providing social proof

    • 2.7 Supporting arguments with facts, data and information

    • 2.8 Using storytelling

    • 2.9 Addressing objections

    • 2.10 Section 2 Quiz
  • 3

    Section 3: Interpreting creative briefs

    • 3.1 Welcome to section 3

    • 3.2 Introduction to creative briefs

    • 3.3 Understanding communication purpose and objectives

    • 3.4 Understanding a customer profile

    • 3.5 Understanding key messages and supporting information

    • 3.6 Understanding positioning

    • 3.7 Understanding communication channels and platforms

    • 3.8 Understanding budgets and timeframes

    • 3.9 Understanding design, image and other requirements

    • 3.10 Discussing a creative brief

    • 3.11 Creative brief review template

    • 3.12 Section 3 Quiz
  • 4

    Section 4: Drafting copy

    • 4.1 Welcome to section 4

    • 4.2 Creating and optimising persuasive copy

    • 4.3 Writing copy for landing pages

    • 4.4 Landing page examples

    • 4.5 Writing copy for podcasts and audio formats

    • 4.6 Writing persuasive video scripts

    • 4.7 Video script template

    • 4.8 Writing persuasive email copy

    • 4.9 Writing persuasive advertising copy

    • 4.10 Writing headlines

    • 4.11 Creating a messy first draft

    • 4.12 Using online tools to improve your draft content

    • 4.13 Following organisational policies and procedures

    • 4.14 Understanding legislation, standards and codes of practice

    • 4.15 Section 4 Quiz
  • 5

    Section 5: Finalising copy

    • 5.1 Welcome to section 5

    • 5.2 Seeking feedback on your draft copy

    • 5.3 Using feedback to improve your copy

    • 5.4 Feedback review template

    • 5.5 Finalising copy

    • 5.6 Seeking approval on your final copy

    • 5.7 Creating final content

    • 5.8 Section 5 Quiz
  • 6

    Section 6: Persuasive copywriting summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of copywriting

    • 6.4 How to keep your knowledge up to date

    • 6.5 Continually improving your copywriting skills

    • 6.6 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 The Ultimate Guide to Persuasive Business Writing

    • 7.3 What Does a Copywriter Do?

    • 7.4 Essential Business Grammar Guide

    • 7.5 100 Marketing Subject Lines We Actually Clicked

    • 7.6 The Wheel of Copy

    • 7.7 How to Optimise Landing Pages for Lead Generation

    • 7.8 25 Testimonial Page Examples

    • 7.9 Content Marketing Writing Secrets

    • 7.10 Your Ultimate Copy Briefing Checklist

    • 7.11 35 Examples of Brands That Are Winning at Content

    • 7.12 Glossary of Digital Marketing Terms