Copywriting is an in-demand and exciting skill with a vast scope for application, from small business owner to professional content writer for broadcast media – the opportunities are limitless!
Certificate of Copywriting is an online professional development course that will show you how to write clear and engaging copy for print advertising, direct mail, email, media releases, websites and broadcast media.
In this online copywriting course, you will discover the principles of creating engaging copy, descriptive writing, creative problem solving, counterfactual thinking and techniques to enhance clarity and structure and craft headlines that grab attention.
You will also learn to edit your work, evaluate successful advertising copy, principles of plagiarism, intellectual property and ethics, research and analysis and how to assess and adjust a marketing campaign.
On completion of this course, you will have developed a range of business and marketing communication techniques to enhance your copywriting skills.
Course Structure
Unit: Copywriting
Unit 1 – Scope and Nature of Copywriting
- What is copywriting?
- Types of copy and copywriting
- difference between advertising and marketing
- elements of an advert
- buyer psychology
- Buyer profiles
- innovators, early adopters
- Early majority and late majority
- How can we bridge this chasm?
Unit 2 – Mastering conciseness
- Preparation
- Lateral thinking
- Creative problem solving (CPS)
- Counterfactual thinking
- Constraints
- Thought showers
- Avoid assumptions
- Using a dictionary
- Researching specific product information
- Improving conciseness
- Enhancing clarity
- How to get a better response rate in copywriting
Unit 3 – Creating Engaging Copy
- Creating targeted marketing materials
- Who is the market?
- What motivates a buyer?
- Narrowing the target/niche promotions
- Customer segmentation models
- Creating compelling reasons to buy
- What is customer segmentation?
- How are customers actually segmented?
- Differentiating the Message for Different Segments
- Products as solutions
- Know the competitive landscape
- Nurturing inspiration
- Power of communication
- Making use of feedback
- Connecting copy with the buyer’s emotions
- Other Powerful Words
- Make the product irresistible
- FOMO (Fear Of Missing Out)
- Descriptive writing and engagement
Unit 4 – Clarity, Structure and Headings
- Ogilvy – The father of advertising
- The Hero/Heroine
- Writing advertising materials
- Structure of copy
- How to make a statement more engaging
- Headlines
- Using subheadings
- Enhancing credibility
- Different approaches to copywriting structure
- Direct approach
- Indirect approach (AIDA)
- Techniques to enhance structure
- Bold, italics, callouts, and other emphasis
- Altering or disregarding convention
- Accessibility
Unit 5 – Writing for Print Advertising
- Points to consider
- Size matters
- The elements of print media advertising
- Components explained
- White space/ negative space
- Advertorials
Unit 6 – Writing for Direct Mail and Email
- Why is direct mail useful?
- Flyers
- Email marketing
- Case study
- Challenges for writing direct mail content
- Evaluating the impact of direct mail
Unit 7 – Writing Media Releases
- Why media releases Are important
- Structure of a media release
- Subject lines
- Heading or sub headings
- The call-to-action media release
- Writing a media release
- Selecting the right publications and journalists
- Press release structure
- Introduction
- Quotes and statistics
- Challenges with writing press releases
Unit 8 – Writing for Broadcast Media
- Writing scripted content
- Designing an ad
- Writing radio ads
- Writing online ads
- Writing verbal ads
- Writing a script
- What to be aware of in writing, publishing and photography
Unit 9 – Writing for the Internet
- Unpaid advertising
- Paid advertising
- Influencers
- Influencer content
- Using smartphone reading habits to create engaging copy
- Creating online content
- Website copy
- Social media content
- How to write
- Visuals
- Emoji’s and hashtags
Unit 10 – Reviewing, Editing and Improving Advertising Copy
- Reviewing your work
- Focus on Headlines
- Editing your work
- Evaluating the success of advertising copy
- Plagiarism and self-plagiarism
- Intellectual property and ethics
- Market Success
- Conduct your research and analysis
- Evaluation and adjustment of a marketing campaign
Study Hours
Estimated duration 50 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
Testimonials
I found the content insightful and enjoyed the practical assignments. It was easy to follow and helped develop my skills further.
A, Hall, Deakin, ACT | Certificate of Copywriting
Once I eventually got started on the assignments, I thoroughly enjoyed the course and looked forward to the professional development time I had set aside from my day-to-day work each week, to spend on the course.
The support is very good and responsive. I never waited longer than around half a day to get a response to any questions or concerns that I emailed to the support email.
I am considering taking another course through Australian Online Courses, based on my experience with the Certificate of Copywriting.
J. Miles, Adamstown, NSW | Certificate of Copywriting
Initially, I decided to do this course whilst being stuck working at home due to Covid. I wasn’t something that I knew a lot about but I enjoyed it and it gave me more knowledge in copywriting.
Hopefully, I will be able to use these new-found skills with any future employment.
J. Stedman, Shepparton, VIC | Certificate of Copywriting
Very relatable teachings at easy pace
J. Mason, Footscray, VIC | Certificate of Copywriting
About Us
Graduation
A Certificate of Attainment and Statement of Results will be issued upon successful completion of this course.
How to Enrol
Enrol Online: Enrol Now
Enrol via Live Chat (Business Hours)
Enrol via Telephone 1300 76 2221 (Business Hours)
Enrol via Purchase Order/Tax Invoice
Enrolling Multiple Staff?
To enrol multiple staff, please complete the Employer Enrolment Form. We’ll be in touch within 60 minutes during business hours!
Payment Options
Visa, Mastercard, BPAY and EFT/Direct Deposit. Please allow 1-2 Business days for processing for EFT and BPAY.
Course FAQs
Why Choose Australian Online Courses?
- Professional development that is widely recognised and respected;
- Improve your employment opportunities;
- Study online, anywhere via our elearning system;
- High-quality professional development programs written by industry experts;
- All course materials provided online – no textbooks to buy;
- Unlimited tutor support via email;
- We offer twelve (12) months’ access, with extensions available upon application (fees apply);
- Course may be tax deductible; see your tax advisor.
Are there any entry requirements or pre-requisites?
There are no course or subject pre-requisites for entry into our programs. However, our professional development programs are generally intended for people over the age of 18. In some circumstances, enrolments from younger people may be considered. Please complete the AOC Parent Guardian Consent Form prior to enrolling and submit here.
Are there any computer requirements?
To study online with Australian Online Courses you will need a computer (desktop PC/laptop) running a current/updated operating system with reliable high-speed internet access. You will need to use the Google Chrome browser to access your course.
When can I start this course?
You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!
Credit card: Within 60 mins during business hours.
BPAY: Within 1-2 working days.
Internet Banking: Within 1-2 working days.
Cheque/Money Order: Upon receipt of mailed cheque.
How is this course delivered?
This course is delivered online via our easy-to-navigate Learning Management System (LMS), where you will discover interactive online learning/written content, resources and assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our LMS and there are no work placement requirements in this course.
What support can I expect from Australian Online Courses?
Unlimited tutor support is available throughout your studies via email only during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.
I am an international student. Can I enrol into this course?
Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.
Career Pathways
Future growth
Strong
Unemployment
Low
- Copywriter
- Communications Copywriter
- Copywriter and Content Manager
- Digital Copywriter
- Freelance Copywriter
- Web Copywriter
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