Fundamentals of Copywriting

“I have a dream….”
(Martin Luther King)

 

“Ask not what your country can do for you, ask what you can do for your country.”
(John F. Kennedy)

 

“Ladies & Gentlemen Serving Ladies & Gentlemen”
(Ritz-Carlton)

 

“Just Do It”
(Nike)

 

Words wield power in their ability to move hearts and minds. And the sales needle.

Whether it’s a speech, a brand anthem or an advertising slogan, words — also known as copy — elicit strong emotions that can influence people to love or hate, create or destroy, and endorse or oppose.

The power of words is used in advertising to help build brand awareness of and preference for products and services. Knowing how to use words in this context is called advertising copywriting. It’s both art and craft that, once mastered, can help your written communications truly connect with others.

In this Copy 101 course, you’ll learn the fundamentals of copywriting and simple formulas to write clear, compelling copy. You’ll also discover the tricks of the trade for writing for specific mediums and channels. Bottom line: You’ll walk away with the tools and resources you need to write copy that will educate, motivate and inspire your intended audience.

Sharpen your pencil and let’s go!

Instructor:

Writeshop instructor, D.D. Kullman, is an ad industry veteran with more than 20 years of experience working as a senior writer, creative director and marketing director in both ad agencies and corporate environments. In 2011, she was awarded “Advertising Person of the Year” by the American Advertising Federation — Phoenix Chapter. D.D. has taught copywriting and scriptwriting courses at the Art Institute of Phoenix and Grand Canyon University. Her personal philosophy is you can’t bore anybody into reading anything! When she’s not writing, she’s watching Sci-Fi, playing tennis or drinking martinis with her friends.

Email: ddkullman@writeshop.net