Copywriting: Writing for Profit
Course: Home Study – Chapter Outline
Your ‘Copywriting Bible’.
When you enrol in the Home Study course, you’ll receive a 750-page manual that will become your Copywriting Bible for many years to come.
It’s filled with templates, formulas, step by step guides, cheat sheets, tips, assignments, answer sheets, samples of some the world’s best advertisements, and easy to follow chapters on everything you need to know about becoming a professional copywriter.
Here’s a summary of all the chapters in the manual.
Click on the link to get a more detailed outline for that chapter.
Chapter 1: Copywriting: An Introduction
Chapter 2: The Ad Pack
Chapter 3: Great Advertising – What Is It And How Is It Created?
Chapter 4: How To Set Up Your Freelance Copywriting Business
Chapter 5: How To Find Work As A Freelance Copywriter
Chapter 6: How To Find Work In An Advertising Agency
Chapter 7: The Creative Brief
Chapter 8: How To Write Headlines That Sell
Chapter 9: How To Create Compelling Offers
Chapter 10: How To Write Direct Mail
Chapter 11: How To Write Brochures
Chapter 12: How To Come Up With Great Ideas
Chapter 13: How To Write Words That Sell
Chapter 14: How To Write Press And Print Advertisements
Chapter 15: How To Write For TV And Radio
Chapter 16: How To Write A Newsletter
Chapter 17: Writing For The Web
Chapter 18: How To Write And Use PR
Chapter 19: Invoicing The Client: How To Make Money From Copywriting
Chapter 20: Presenting Work To The Client
Chapter 21: Putting It All Together
Here’s an overview of what’s included in each chapter.
Chapter 1: Copywriting: An Introduction
- What copywriters do
- What art directors/graphic designers do
- The difference between products and services
- The different types of copywriting
- What great advertising is and how to identify it
Chapter 2: The Ad Pack
- A 120-page compilation of award-winning advertisements from every medium
Chapter 3: Great Advertising – What Is It And How Is It Created?
- How to create the 9 building blocks of great advertisements:
- An attention grabbing headline
- A visually arresting image
- A sub headline that expands on the headline
- Succinct body copy that's fluid and informative
- A relevant and targeted offer
- A clear Call To Action
- Evidence/Proof Of Claim
- Easy identification of the product and client name
- A memorable tag line
Chapter 4: How To Set Up Your Freelance Copywriting Business
- How to establish your own personal goals for your business
- How to position yourself as a copywriter
- The tools you need to set up your business
- Choosing a name for your business
- How to apply for an ABN and GST
- Personal qualities needed to be a successful copywriter
- How to get 100 business cards for free
Chapter 5: How To Find Work As A Freelance Copywriter
- Strategies for finding new clients
- How to create your client database
- How to use your existing career experience to get work
- How to build confidence as a new copywriter
- How to use your existing network as a source of new clients
- How to use PR to find new clients
- How to create ‘speculative’ ads to find new clients
- How to create your personal ‘infomercial’
- The power of referrals
Chapter 6: How To Find Work In An Advertising Agency
- Strategies for finding work in an advertising agency
- How to use lateral thinking to get your ‘foot in the door’
- How to create ‘speculative’ ads for your portfolio
- How to apply for industry-based training programmes
- How to cold-call and make appointments with Creative Directors
- How and where to network with ad agency executives
- How to create your portfolio
Chapter 7: The Creative Brief
- What a Creative Brief is and why it’s used
- The components of the brief
- How to complete a brief
- The importance of Contact Reports
- Versions of the brief: Long and Short
- Samples of Creative Briefs
- Cheat Sheets
- Templates of briefs for your files
Chapter 8: How To Write Headlines That Sell
- The importance of headlines
- The role of headlines
- The 3 basic guidelines for all headlines
- The Top 19 formulas for creating successful headlines
Chapter 9: How To Create Compelling Offers
- Why offers and incentives are vital to getting a response
- How they work
- How to motivate a consumer to ‘take action’
- Different types of offers:
a) Unconditional: 5 version of unconditional offers you can use
b) Conditional: 12 versions of conditional offers you can use
Chapter 10: How To Write Direct Mail
- When to use direct mail
- How to write direct mail letters
- How to open with a dramatic statement
- Selling the benefits, not the features
- Getting the consumer to take action
- Using a ‘PS’
- Increasing response rates
- Avoiding common mistakes
- Contact reports
Chapter 11: How To Write Brochures
- How to identify what the reader needs to know
- What format your brochure should have
- What to include on the cover and contents page
- How to distinguish between features and benefits
- How to write brochures for service companies
- A step-by-step guide to writing brochures from scratch
Chapter 12: How To Come Up With Great Ideas
- How to avoid procrastination and get started
- How to develop your own creative process
- How to be creative: a 7-step process to instant creativity
- 6 innovative ways to come up with an idea
- Copywriters on Creativity: how award-winning writers create ideas
- 9 ways to avoid writer’s block
- Breaking the boundaries of advertising – BMW Case Study
Chapter 13: How To Write Words That Sell
- How to use persuasive words that sell
- Choosing the right word for maximum effect
- Choosing the right benefits
- How to write body copy
- How to improve the clarity of your writing
Chapter 14: How To Write Press And Print Advertisements
- The difference between print and press advertisements
- How to write concepts
- The 3 elements of any print ad
- How to write body copy
- How to write strap lines (or tags)
- 13 ways to improve your ad
- How to advertise a service
- How to write Yellow Pages ads
- How to write small space ads
- Questions you should ask your client
Chapter 15: How To Write For TV And Radio
- The difference between TV and radio advertisements
- Strengths and weaknesses of TV and radio
- How to write effective radio commercials
- Mistakes to avoid in radio
- How to write effective TV commercials (TVCs)
- How to layout a TVC
- Jargon of TVCs
- Tips on making a good TVC
Chapter 16: How To Write A Newsletter
- The reasons for producing a newsletter and ezines
- How to identify your target markets
- How to work out what size and format you need
- How to collate information and choose stories for each issue
- How to choose names for the newsletter
- How to write articles and source content quickly and easily
Chapter 17: Writing For The Web
- The 11 fundamental principles for successful web writing
- How to create a great website
- Pages you need to include on the website
- How to write copy for the web
- Ten guidelines for website design
- How to use email to market a product or service
- How to write email marketing messages that sell
- How to write electronic newsletters (ezines)
- How to optimise your site
- Web etiquette
Chapter 18: How To Write And Use PR
- The Master Formula for PR
- How to create PR for your own copywriting business
- How to create PR for your clients
- How to build a database of people with whom you’d like to do business
- How to regularly communicate with every person on your database
- How to get your name in the news
- How to write media releases
- How to present media releases
- Case Study: The Mosman Mini-Mosmarathon
Chapter 19: Invoicing The Client: How To Make Money From Copywriting
- How much to charge for your work
- How to invoice clients for copywriting work
- How to book media space for clients
- How to collect money from clients
- How to work with graphic designers
Chapter 20: Presenting Work To The Client
- How to present work to a client
- 13 phrases to avoid when presenting your work to the client
- How to write a Creative Rationale
- How to format a:
a) Brochure
b) Direct Marketing Letter
c) TV Commercial
d) Radio Script
Chapter 21: Putting It All Together
- How to find a ‘Guest Client’ - you’ll receive scripts, sample letters, templates and personal, one-on-one guidance to assist you in finding your first client
- Sample letters to send to new prospects
- Telephone scripts to source new business
- A step-by-step guide to working with your first client
- How to build your database
- How to build your business networks
- Other courses to help you build your business
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