Copywriting for Effective Marketing Communications Com 57

Location; Date & Time: Course Time: Wednesdays, 6:30—9:00 pm

Instructor: Jeri Cafesin https://startupmarketingonline.com

Course Description Copywriting is the art of marketing— selling — with words. Unlike writing fiction, or industry nonfiction, copy content is always marketing, and should not only entertain, but also motivate an action on the part of the viewer. Copywriting for Effective Marketing Communications teaches the foundation, purpose, objective, and step-by-step process of writing copy content that grabs attention, builds brand awareness, and motivates the viewer to buy the offering, or into the campaign messaging.

Overview and Course Content We begin by defining the primary objective of copywriting, and the role of the copywriter. Next, we review marketing fundamentals to uncover what motivates people to act, and how to apply psychology and sociology to guide the direction and content of your advertising campaigns. We'll examine techniques, best practices and tips to write effective copy content for websites, landing pages, PPC ads, videos, blogs, and email campaigns.

You will learn to choose the right words, and incorporate arresting visual design to create advertising and marketing material with impact, and CTAs (calls to action) that motivate response— get more views, clicks, newsletter sign-ups, and even sales. Practical copywriting techniques will help you craft compelling headlines, tweets, and microposts, and employ storytelling methods to create content marketing that keeps readers engaged.

With the completion of this course, you'll know how to conceive and write advertising and marketing campaigns that get attention and communicate succinctly, with CTAs that motivate the viewer to act as your campaigns direct, for higher rates of conversion, and/or sales.

Required Texts There are no text requirements for this course. However, if you don't understand...anything— ask, or look it up! Iterative Searching will yield answers. We'll go over how to iterative search to find what you seek effectively in class.

Additional Reading and Videos: Links to additional reading and videos supplement weekly lectures, and are provided at the close of each of the 6 class sessions.

© 2019 J. Cafesin, Copywriting 1 Weekly Course Map Weekly Sessions Lecture Description WEEK 1: Welcome & Introduction: ● Introduction to the purpose, objective, practice, and real-world applications of Copywriting

Marketing 101: ● MBA to marketing novice, this segment will teach you all the [practical, real-world] marketing you'll ever need to know...; }

Copywriting for Conversion: ● Defining, and Writing Effective Copy

WEEK 2: The Copywriting Process: ● 4-Step Process to Writing effective copy ● Productization overview ● Productizing SaaS ● Target Marketing ● Competitive Analysis ● Define Differentiators (aka Unique Value Proposition). ● The CTA

WEEK 3: The Creative Brief: ● Writing the Creative Brief ● Define the Project ● Define Campaign Objective ● Generating Ideas

Copywriting Grammar: ● Choose the Right Words ● Active vs. Passive Sentence Structure ● Exposition vs. Storytelling vs. Content Marketing

WEEK 4: Copy Anatomy: ● Attention-Grabbing Headlines ● Subheads that pull reader into story ● Bodycopy that communicates succinctly ● CTAs that motivate action ● Reviews that show and sell ● Testimonials that convert

Branding Copy: ● Naming Startups ● Naming a New Product ● Writing Effective Taglines ● Corporate Brand Standards

© 2019 J. Cafesin, Copywriting 2 Weekly Course Map (Continued) WEEK 5: Online Content: ● UI vs UX ● Writing URLs ● Creating User Engagement ● Writing for Responsive UIs ● SEO/SEM Best Practices and Hazards

Visual Imagery: ● Effective Layout— graphic design basics; eye-tracking; ● Attention-Grabbing Visual Imagery

Online Marketing Content: ● Writing Websites ● Landing Page Content ● Writing Newletters; E-Zines ● Writing Blogs; Vlogs;

WEEK 6: Video Marketing: ● Screenwriting Video Commercials ● Writing and Producing Launch & How-to Videos

Email Marketing: ● Writing effective email campaigns ● Using MailChimp to launch email campaigns ● Split A/B Testing ● Analytics Review

WEEK 7: Pay-Per-Click Marketing ● PPC Best Practices ● PPC Ad Anatomy

Social Media Marketing: ● Copywriting Best Practices for Social Media Platforms ● Writing Posts, Microposts, Updates ● Writing Platform Pages ● SMM Management Tips & Tools

WEEK 8:

Print: ● Writing Print Ads, Direct Mail, Brochures, Billboards

PR: ● Writing the Press Release ● Writing the Elevator Pitch

VC: ● Creating the Pitch Deck

Resume: ● Best practices for Resume Writing

© 2019 J. Cafesin, Copywriting 3 Assignments There are seven (7) assignments in this course, one given each week (except the last, of course). If each is completed, IN ORDER, you will have the knowledge to create copy content that garners greater sales, i.e. conversion rates from your advertising campaigns and marketing efforts by the last class.

Now, truth be told, it doesn't affect me if you do the assignments or not. But it WILL EFFECT YOU. To really understand how something works, you must work the process. This course is giving you the PROCESS of writing effective copy. The choice is yours to work it...

Grading Students have three grade options for Continuing Studies courses: • No Grade Requested (NGR)– No credit shall be received; No proof of attendance can be provided. (Not suitable for those requiring proof of attendance/completion.) • Letter Grade (A, B, C, D, No Pass)– completing all seven (7) assignments is required to be awarded an A-grade in this course. • Credit/No Credit (CR/NC)– If student attends 90% of the classes, and participates in the discussions— gives feedback on others' assignments weekly, they will received credit for this course, on CR/NC grading. Please note that you can log into your Continuing Studies student account and change your grading status at any point before the final day of class. Grades are not posted in Canvas; you will find them in your Continuing Studies student account two weeks after the end of class.