Fundamentals of Copywriting

Curriculum

9 Sections
49 Lessons
8 Weeks

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Introduction
Recommended Reading
1
- 1.0
  Introduction
Module 1
The fundamentals of copywriting
6
Module 2
What is copywriting?
6
Module 3
The Foundations
6
Module 4
Basic Ad Structure
6
Module 5
Copywriting Fundamentals
6
Module 6
Writing for Various Mediums and Channels. - Part 1
6
Module 7
Writing for Various Mediums and Channels. - Part 2
6
Module 8
Campaign Fundamentals
6

LESSON 2: Summary

Writeshop Copywriting 101 Course

Summary

A backgrounder is a one-page document used to collect information about the client company and its products and services. The information is used to help develop the strategy. It can also include artifact attachments with samples of the client’s current advertising, as well as that of its competitors.

A strategy is a one-paragraph statement that identifies the basis upon which we expect consumers to purchase our product in preference to the competition. It includes an objective statement, a support statement, and a tone statement.

A creative brief is a one-page document that outlines the creative approach and deliverables for a new project. It provides a blueprint for writers and designers to work from to ensure their ads are on strategy.

LESSON 2: Ad Backgrounders, Strategies & Creative Briefs

Fundamentals of Copywriting

Curriculum

LESSON 2: Summary

Summary

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