Copywriting for Beginners

Introduction to Copywriting

Copywriting exists everywhere.

Once you understand how copywriting works and what the common frameworks look like, you're never going to read an advert, website or email in the same way again.

In this opening session, you'll get to explore what copywriting is, where it lives and why it matters, leaving the session with a clear foundation to build everything else on.

Copy as a Mirror

Before you write a single word of copy, you need to know who you're writing for and what expectations they might harbour.

In this session, you'll learn how different audiences respond to different messages, what readers really care about and how to get inside the mind of the person reading your copy.

Headlines and Hooks

A headline is often the first thing a reader sees, but more importantly it's often the only thing they see.

Think about it this way, how often do you delete an email without reading it because the headline didn't capture your attention?

In the modern world, our attention is easily swayed. As a copywriter, you have a brief opportunity in which to capture someone's attention with your words. To do that, you'll have to learn how to write headlines that stop the scroll, hooks that pull readers in and opening lines that make people feel like it really was worth going beyond the headline.

Classic Copywriting Frameworks

All good copy follows a structure.

In this session, you'll evaluate examples of good and bad copy, exploring tried and tested copywriting frameworks that professional copywriters use every day and the best times to bring them out of your toolkit.

Writing Persuasive Copy

This is where all of your work starts to come together.

In this session, you'll put your skills into practice, writing real pieces of copy across different formats, from web pages to social posts to emails, and leave with a portfolio of work that you can use to step into industry settings.

Editing Your Creations

It's rare that any of us will ever write flawless copy on the first go.

In the final session, you'll learn how to look at your copy with fresh eyes, cut what doesn't need to be there, sharpen what does, and make sure that every word present is a word that should be on the page.

Frequently Asked Questions