Lynda - Writing Marketing Copy | 675MB

Duration: 1h 51m | Video: AVC (.mp4) 1280x720 30fps | Audio: AAC 44.1KHz 2ch

Genre: eLearning | Level: Appropriate for all | Language: English

Copy is the heart and soul of almost every marketing endeavor. Get a great foundation for all your campaigns with this course. Ian Lurie shows how to write copy that tells your story and sells your product or brand. Learn about the different types of copywriting, the benefits of drafting on paper (yes, paper!), observing general rules, writing headlines, selling the page, and rewriting existing copy to optimize it for different outlets and platforms. Ian shows how to manage a copyediting team, a brand voice, and an editorial calendar.

Topics include:

* What is copywriting?

* Writing the first draft

* Writing and testing headlines

* Structuring copy for print vs. online delivery

* Using typography effectively

* Rewriting copy

* Managing a team of copywriters