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Training Week By Week
Foundations (Week 1)
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​Prewriting Processes & Strategies
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Digital Content
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Learning objective: Understand how your audience read and interact with digital content.
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How do readers 'see' digital content?
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The 'skim' factor - skimmers and scanners vs. longer readers
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Web usability research and what it means for effective writing
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Mobile - where your customers and audience are today most likely read your copy
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How marketing messages can be more effective with the right digital copy.
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Getting into a digital mind-frame
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Understanding the importance of keywords and phrases used in copy
Defining Your Voice (Week 2)
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Discovering your verbal crutches and tendencies
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Considerations when writing copy for key platforms and how to think strategically.
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Reviewing what you want to achieve
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Recapping the potential benefits
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Identifying where your audience are, what they are doing and what they expect
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Ways to measure success
Platforms (Week 3)
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How to make the most of each medium - websites, emails, ads, social media
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Reviewing what will work and where
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Creating a checklist for effective web copywriting
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Search Engine Optimization
The Business of Copywriting (Weeks 4 - 5)
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Interviewing: Preparation, Techniques & Ethics
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Crafting Pitches
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How to sell digital copy
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Agreements, revisions, and building your portfolio of work
Writing to land the sale
(Weeks 6-7)
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Content types and format
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Content tools
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Content creation and curation
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Content creation best practice
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Brand components
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Content personalization
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Audience and niche (who you want to serve)
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How, when, where (platform niche)
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Marketing Your Business: Online groups to join and engage in
Website and Community Building through your copy
(Weeks 8-9)
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Creating copy that makes people “lean in”
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How to craft the perfect testimonial every time
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Telling the about story
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Creating both speaking, written, and online bios
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Building engagement and community with your copy
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Understanding the subconscious trigger of words and how that moves people
SEO and The Metaverse
(Weeks 10-11)
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Writing effectively for both your audience and search engines.
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How SEO copywriting affects digital content - where else will your headlines appear?
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Which words are the most important on a web page? And why?
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Understanding 'call to actions' the digital way
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Why current copy is the basis of our digital future
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AI or authentic writing
Other Online Marketing Platforms (Email marketing, blogs, articles, press releases, etc)
(Weeks 12-13)
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Making emails and email marketing campaigns work harder.
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Identifying why your audience would read - or ignore - your email
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Getting the subject line right
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How to avoid getting sent straight to spam
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What are the golden rules and cardinal sins?
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What to test and why
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Crafting the perfect online article that edutains
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The process of Press Releases
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How to create a blog and take the conversation further.
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Understand what a blog is - dialogue, not a conversation
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Identifying the top 5 content rules for a great blog as well as the top 5 cardinal sins for a great blog
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Where to find and promote blogs, and reviewing existing blog examples
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Identifying opportunities through links/blog-rolls/tag clouds etc.
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How to stimulate and deal with comments
Copywriting For Social Media
(Weeks 14-15)
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Writing effectively for both your audience and search engines.
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How SEO copywriting affects digital content - where else will your headlines appear?
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Which words are the most important on a web page? And why?
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Understanding 'call to actions' the digital way
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Why current copy is the basis of our digital future
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AI or authentic writing
Exceeding expectations (Weeks 16-18)
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How to write book proposals
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Creating a welcome kit copy
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Building out client retention system copy
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Crating sales funnel copy
