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Copywriting Basics
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2h 41m

Learn the basic concepts of copywriting, how to get started writing an effective promotional piece, and how to finish it with all the elements it needs.

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Course Skill Level
Time Estimate
2h 41m


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About This Course

Who this course is for:

  • Anyone seeking a practical (and potentially lucrative) new writing skill
  • Employees told to write a website, sales letter or ad who aren’t sure how
  • Aspiring freelancers wanting a solid foundation for success
  • Managers or business owners who need to know how to assess the work of copywriters they hire

What you’ll learn:

  • Through hands-on practice, know how to turn words into money
  • Analyze any persuasion challenge so as to identify the factors that will move readers to action
  • Include all the necessary elements in either the simplest, shortest marketing piece and more complicated ones
  • Differentiate an offering from the competition
  • Capture a reader’s attention, explain what’s on offer and clinch the deal
  • Gain confidence from a start-to-finish overview of effective copywriting


  • No prior knowledge is required to take this course

Network security consists of the policies, processes and practices adopted to prevent, detect and monitor unauthorized access, misuse, modification, or denial of a computer network and network-accessible resources.

Get a jump start in marketing writing by mastering its fundamental concepts.

Copywriting is a distinct skill with time-tested principles that enable you to get decent results knowing just the basics.

Whether you enjoy working with words or see marketing as an unavoidable part of survival for your business or your job, the basic concepts of copywriting show how to get started writing an effective promotional piece and how to finish it with all the elements it needs.

Through this concise, practical course, you master copywriting’s fundamental concepts, including features versus benefits, headlines and leads, dramatization of differences, credibility builders, social proof, offers and tone.

Unlike other online courses, this one gives you three real-life writing assignments and the opportunity to compare what you wrote with others’ efforts. Commentary afterwards points out the must-do’s on these assignments and many fine points to keep in mind.

Your instructor is veteran copywriter Marcia Yudkin, author of three books and four ebooks on copywriting, who has mentored dozens of aspiring freelancers and business owners in marketing writing.

In just hours, you’ll have a basic knowledge of the topic and valuable practice in applying its basic principles.

Our Promise to You

By the end of this course, you will have learned basic knowledge of copywriting.

10 Day Money Back Guarantee. If you are unsatisfied for any reason, simply contact us and we’ll give you a full refund. No questions asked.

Get started today and learn more about copywriting by mastering its fundamental concepts.

Course Curriculum

Section 1 - Introduction
Introduction 00:00:00
Section 2 - Part I. The What And The So What
Lesson 1: The Importance Of “What” 00:00:00
Lesson 2: 6 Ways To Clarify The “What” 00:00:00
Lesson 3: Benefits – The “So What” 00:00:00
Section 3 - Part II. Capture Attention
Lesson 4: The Top 8 Types Of Headlines 00:00:00
Lesson 5: 8 Leads That Set The Hook 00:00:00
Section 4 - Part III. Differentiate And Dramatize
Lesson 6: Differentiate From The Competition 00:00:00
Lesson 7: 10 Ways To Dramatize Differences 00:00:00
Lesson 8: Now You Try #1 00:00:00
Section 5 - Part IV. Credibility And Proof
Lesson 9: Credibility Builders 00:00:00
Lesson 10: The Top 5 Types Of Social Proof 00:00:00
Lesson 11: Credibility Killers 00:00:00
Section 6 - Part V. Offers
Lesson 12: What Is An Offer? 00:00:00
Lesson 13: Elements Of Offers 00:00:00
Lesson 14: Now You Try #2 00:00:00
Section 7 - Part VI. Putting It All Together
Lesson 15: Tone 00:00:00
Lesson 16: Formatting Copy 00:00:00
Lesson 17: Now You Try #3 00:00:00
Section 8 - Conclusion
Conclusion 00:00:00
Copywriting Checklist 00:00:00