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The Course Contents
Module 1 (Setting up as a copywriter)
- What copywriters do
- Where you will work as a copywriter
- The tools you will need
- Your business name
- Your writing style
- Useful reading
- Assessing your strengths and weaknesses
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Module 2 (Writing for business)
- How to get started
- How much you should write
- A selection of language devices that you should use, and those that you should avoid
- Helpful linking and introductory words
- Using good punctuation
Module 3 (Perfect press releases)
- 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
- What an advertorial is
Module 4 (Writing direct mail)
- Advice on how to 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
Module 5 (Punchy press ads)
- Getting a creative brief
- Producing concepts
- He three elements of the ad
- How to advertise a service
- How to advertise Business-to-Business
- Writing small ads
Module 6 (Writing brochure copy)
- What format do you need?
- Technical literature
- 15 ways to make your brochure more interesting
- Special types of leaflets
- Mistakes to avoid
Module 7 (Newsworthy newsletters)
- Why does the firm want to produce 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 be its title?
- Contents
- How to write the articles
- The different types of article
Module 8 (Broadcasting your talent: writing TV and radio commercials)
- 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
Module 9 (Marketing yourself)
- Sources of work
- Advertisers and advertising agencies
- Designers and printers
- How to look for work
- 7 ways to look for clients
- Getting experience
- Your first meeting
- Understanding your client’s needs
Module 10 (Writing for the web)
- Getting started
- Using the internet as a communication tool
- Your web site - consider the objectives
- Designing your website
- Keeping it up to date
- How to write web pages
- Writing email newsletters
- Writing to sell
Module 11 (The advanced copywriter)
- More on finding clients
- How to improve your own sales letter
- How to keep clients happy
- Using job bags
- Deciding how much to charge
- Getting paid – chasing your money
- Indemnity insurance
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