Introduction to Copywriting for Digital

R950.00

Writing adverts or marketing content can be daunting. However, with a few basic skills and some tips from the experts, even absolute beginners can create successful, engaging copy. Firstly, as once said by David Ogilvy, “consumers do not buy products. They buy benefits”. So, for example to sell a bed, you would focus on a good night’s sleep in your copy, not on the mattress.

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Writing adverts or marketing content can be daunting. However, with a few basic skills and some tips from the experts, even absolute beginners can create successful, engaging copy. Firstly, as once said by David Ogilvy, “consumers do not buy products. They buy benefits”. So, for example to sell a bed, you would focus on a good night’s sleep in your copy, not on the mattress.

When writing copy, it’s important to first frame the solution for your customer, then paint the picture of how the customer will use the product. It is also a good idea to include some sort of plausible guarantee. This module will take you through some of the basics of copywriting for email, landing pages, social media and blogging. Here’s what’s included:

Email
You will learn the principles of writing three essential emails that every business should have – the welcome email, the abandon check-out email and the thank-you email. You will also learn to write emails that include offers and competitions for multi-touch campaigns such as promotions, lead nurturing, onboarding, cross-selling and loyalty.

Landing Pages
For landing pages, you will learn ways you can make your landing page trustworthy for users so that your reader is comfortable in taking a specific action. That could be making a purchase, subscribing to your email list, signing up for your content library or calling you for more information.

Social Media
When writing for social media, there are many considerations such as character and word limits for each social channel. You will learn about all of these for Twitter, Facebook, Instagram and LinkedIn. You will be taught to start thinking about your posts strategically so that you can write copy that works. Also important for social media is why and when to use hashtags.

Blogging
Blogging is good for SEO because it helps with a number of things that are important ranking factors. When you have a blog that’s updated regularly with blog posts that are well written on topics relevant to your audience, it can make a huge difference to how your overall website performs in the search engines.