Learning to Write Marketing Copy

Learning to Write Marketing Copy

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.

Topics include:

  • What is copywriting?
  • Writing the first draft
  • Writing and testing headlines
  • Structuring copy for print vs. online delivery
  • Using typography effectively
  • Rewriting copy
  • Managing a team of copywriters


  • 英文名称:Learning to Write Marketing Copy
  • 时长:1小时27分
  • 字幕:英语


  1. Becoming a great copywriter
  2. Using the exercise files
  3. What you should know
  4. What is copywriting?
  5. Types of marketing copywriting
  6. Preparing yourself to write copy
  7. Overview of the course project
  8. Assembling your tools
  9. Creating the plan
  10. Freewriting to get ideas down
  11. Writing the first draft
  12. Observing general rules
  13. Polishing the draft
  14. Writing a headline
  15. Testing your headlines
  16. Selling the page
  17. Rewriting existing copy
  18. Using typography effectively
  19. Structuring for print
  20. Structuring for online
  21. Writing copy for a webpage
  22. Writing copy for a product description
  23. Writing copy for social media
  24. Setting an editorial calendar
  25. Managing brand voice
  26. Taking copywriting to the next level