Welcome to the Copywriting Course at NZ Writers' College.

There are lots of opportunities for copywriters to find work, whether it involves working for an advertising agency, working in-house directly for a client or freelancing on a variety of different projects. It is the aim of this course to provide a platform of basic skills and understanding which can be applied by anyone who is involved in creating advertising communication for any marketing purpose.

This 8-module course will help you:

• Develop techniques for generating focused ideas
• Develop your writing skills to become an effective communicator
• Understand your target audience more carefully
• Focus your sales message
• Write in a way that connects with customers
• Develop advertising communication that makes a direct impact on sales or business opportunities
• Understand how to write for different media
• Understand the context of your message in the marketplace
• Think visually and laterally

 

The Copywriting course is for anyone:

• who is interested in becoming involved in the advertising industry,
• who would like to find out more about the skills required to become a successful copywriter,
• who is involved in the writing or development of advertising communication for a particular product or service,
• who is involved in the process of generating communication ideas,
• who would like to focus their writing skills to create more effective advertising material.

 

Course Details:

• Modules: 8 Modules
• Duration: Course can be completed at own pace: within nine months
• Start date: At any time; applications all year round via our website

Student must complete:

• 8 assignments for assessment and feedback ranging from Print ads, copy and campaigns.

Admission Requirements:

• Basic writing skills are essential
• Computer skills, e-mail and Internet access required
• No previous tertiary qualification required

There is a skype session option available for this course from module 3. More...

  Tutor for this course : Mandy Speechly

 

Course Curriculum

Module 1 - Introduction to copywriting and a brief history

What is copywriting? How does copywriting differ from other writing? Role of the copywriter in the advertising industry Role of the copywriter in general business A brief history of advertising and copywriting Exercise 1: Analyse a piece of existing advertising.

Module 2 - Before the writing begins

WHERE will the advertising appear? Understanding different media applications. WHY is the advertising being done? The Advertising Objective – The opportunity or problem which needs a solution. WHAT should the advertising be communicating? The Strategy or selling message WHO is the advertising talking to? The target market – understanding consumer insights and human truths Exercise 2: Write a creative brief that applies the thinking that needs to take place before the writing can begin.

Module 3 - The importance of Big Ideas and how to get them

What is a Big Idea - and why does all good advertising need one? General techniques for developing ideas Some ideas on how to get good advertising ideas The use of metaphors in advertising Exercise 3: Develop single-minded propositions and create a print ad which communicates one of these promises.

Module 4 - Print Advertising - Writing effective headlines

The principles of print advertising How to get started Tips on creating a print ad Headlines and visuals Exercise 4: Create a print ad which features a headline and visual working together in synergy.

Module 5 - Print Advertising - Writing body copy

How writing copy is (and isn't) like other kinds of writing The role of body copy in a print ad The structure of good body copy The voice of your copy Avoiding clichés and other practical tips on writing copy Payoff lines and slogans Exercise 5: Create a print ad which features a headline and body copy.

Module 6- Writing for Radio

Understanding the medium of radio Tips on developing ideas for radio Techniques on writing radio scripts The role of music and sound effects in creating radio commercials. The role of the voice artist Basic introduction to radio production Exercise 6: Write a script for a radio commercial.

Module 7- Introduction to Integrated Advertising

Current trends in how people interact with media The growth of alternative advertising tactics Introducing ambient media Tips on developing alternative media ideas Exercise 7: Create an ambient media idea

Module 8- Integrated Advertising

The principles of an integrated advertising campaign The importance of creating integrated communication Techniques for transferring an idea to different media Examples of integrated ideas How to evaluate your own ideas Summary of the course Exercise 8: Create a mini advertising campaign featuring three different media executions.

 

How does the course work?

Detailed class notes covering the content of each module are e-mailed to students. At the end of each module, students will be required to complete an assignment.

Once the writing assignment has been completed and e-mailed to the tutor, an assessment and feedback will be sent to the student, and the module will be considered complete. The next module will then be e-mailed to the student.

 

Conditions of Certification:

Students will receive an NZ Writers' College Certificate upon successful completion of the course, provided they meet the following conditions:

• Students must have completed all 8 assignments (7 individual media projects and one mini-campaign involving a minimum of three different media)
• The course must have been completed within nine months of registration.
• Students are expected to attain a minimum average of 50% for the course

Minimum Estimated Time Commitment:

Reading time: 12 hours
Writing time: 20 hours
Researching time: 1 hour per project, depending on the topic involved.

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Feedback on this course from past students

“I really enjoyed this course, I felt like each module taught me valuable skills. There was no space wasted on filler content, so it really felt like a worthwhile course. I enjoyed working with Mandy, I felt that I could ask any questions, even if I felt they might be silly, and that she would take them seriously. She helped me to understand each module, and provided useful feedback. She even went the further mile and let me further edit projects that had already been marked, so that I could learn from any mistakes. The Writers' College seems very professional in the way it runs courses, as well as in the quality of course it provides.” Samantha Dawe, Copywriting Course

“Mandy was always approachable and willing to offer friendly and professional advice. Her feedback on all assignments was clear, constructive and insightful.” Daryl Brown, Copywriting Course

“Overall, the course was a pleasurable and insightful experience. The notes really drew you in; you were never unsure where the module was going or what was needed from you. The worksheets got you thinking and allowed for creative thinking. Mandy was extremely encouraging, she is obviously a talented individual. She had excellent feedback on how to improve and better your ideas. I was very impressed at every level; from admin to notes to my tutor and to the understanding of the course coordinators.” Linda Jooste, The Copywriting Course

“Overall, I enjoyed the course structure and content. I liked that I could work at my own pace. Mandy was very thorough with her feedback, as well as being friendly and helpful. She offered some good advice and encouraged me, her attitude made me feel very motivated and confident with each module. It was a positive and challenging experience that has improved my knowledge and understanding of the industry.” Louise Bartlett, Copywriting Course

“I found [the course] very useful, entertaining, interesting and rewarding. Overall a very good introductory course and knowing that the lecturer would deal with submissions, comments and general feedback promptly and personally was a great help and encouragement. Mandy was encouraging but professional, very clear in her explanations, and great to deal with. I enjoyed the feeling that she was a professional in her field and didn’t pull punches regarding good and poorer work. Enjoyed the personal touch, and she conveys a true passion for her art.” Kevin Willemse, Copywriting Course

“I felt like I was learning from someone who is genuinely passionate about her subject. I have learned so much and am inspired to pursue it further.” Candice Nel, Copywriting Course

"The quality of the course I took was beyond what I ever expected and it was extremely worthwhile. I enjoyed working with Mandy and it was a brilliant course. The evaluations were excellent and always fair and justified. I appreciate the seriousness with which the course was handled and it made the process feel professional and worthwhile. The course was evaluated in a very rigorous and professional way, which I found quite intimidating at first, as I did not expect such an in-depth assessment per module. I loved this aspect but it should be noted up front that the course is demanding and not something to breeze through and expect good results; because I think many people would expect to ‘just get by’ – however, people who are serious about writing must be told this is a serious writing course. As those who are just looking to add something to their CV will get quite a shock once the course gets rolling. I really felt I got back what I put in and that is what made this a very worthwhile course." Michael Rowlinson, Copywriting


"Thank you for the copywriting course. It was an excellent course. Getting work so quickly in the industry has been outstanding. I found Mandy to be an excellent lecturer. I especially valued her feedback and comments on my assignments" Greg Tosi, Copywriting Course