ADVERTISING COPYWRITING 101 (online)

Good copy is the backbone of all effective communications—copywriters are the geniuses behind the headlines and social posts that get you to pause, read and take action.

From social media to landing pages, pitches to sales emails, learn the foundations of crafting powerful copy that can be applied to all communication platforms.
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This course will teach you how to develop and maintain an authentic brand voice that is the hallmark of good brand writing.

​Learn how to apply the mechanics of language to drive your audience to click, share and convert.

101 Basic
Self Study Course - 8 modules plus our getting started FAQ.
This is the complete course plus a compilation of our most common getting started questions.

​After registering,  email info at San Francisco School of Copywriting. We'll send you access to your course within 24 hours.

Time limit: No time limit
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Access:  Access is unlimited. Study wherever you like, whenever you like with no time limit.

Cost: $349

​Skills You Will Learn:

• The characteristics of copy in different platforms and how to write for each—digital, print, outdoor, social and email
• How to write compelling headlines, taglines and short-form copy
• Three Cs of Copywriting—Clear, Consistent, Concise
• Ten winning techniques that the best copywriters use and how/when to use them
• Grammar brush-up: using punctuation, sentence structure and word choice to your advantage
• Create essentials of a brand identity for better copy: brand persona, voice and ideal customer audience
• Collaborate with marketing and design for a successful project every time
• Leverage your copywriting skills to advance your career

Why You Need This Course:

Words are everywhere. That statement seems so obvious, but I find that writers who are looking for work can’t seem to grasp the idea that work is actually as available to them as the air we breathe.

As long as people are talking, reading and communicating, there will always be something for us to write.

After all, words are in the books and magazines we read, they are on websites, flooding social media and cover those pesky flyers we receive in the mail promoting useless services we probably don’t need.

Every product or service you can imagine needs a description, a website, a press release, a sales letter, a newsletter or something else requiring the talent of a writer. That’s great news for us! We will always have a job.

In this course you will learn the wide variety of money making avenues available to you and how to go after them. 

Why Copywriting?

• Maybe you are in a job that isn’t right for you,
• Maybe you aren’t making enough at your current job
• Maybe writing is just something that you’ve “always wanted to do.” 

​This course will teach you everything you need to know about how to be a successful writer and grow your business to a point where you can make a decent living.

​So sharpen your pencils and charge up your laptops, you’ve got a career to start!

 This Copywriting Course covers skills you need to break into one of the most rewarding – and potentially lucrative –– writing careers you’ll find.

 If you want to:

• ​​Make more money writing copy for your own business
• Make a great living writing copy for someone else’s business
• Improve your writing skills to make yourself more valuable in your current job

Then...

Our Copywriting Course is for YOU.

Do you want to be able to consistently and confidently write copy that get prospects to make decisions and take action?

Copy that taps into the emotions of your prospective customers and convert them to solid buyers? Great copywriters know how to clearly state problems, and challenges and then offer solutions that are irresistible. 

Great copywriters move prospects to take action and drive the engine of commerce.
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These skills, techniques and yes – secrets – will take your writing from hitting the mark on occasion into the class of great. 

It will put you in-demand.  They’re secrets because the great copywriters are busy writing great copy using the tricks of the trade that keep them in steady demand and earning killer fees.

But there is more work than they can handle and you'll learn how you can join the ranks of in demand copywriters.
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Course Outline:

MODULE 1:
Copywriting 101

• What is Copywriting, Anyway?
  
• Subheads & Subject Lines & Taglines, Oh My!
  
• The Real Estate of Copy

MODULE 2:
Know Thy Audience

• The Basics of Branding
• Finding Your Brand Voice
• Winning Over Customers

MODULE 3:
The Art of Copywriting

• Clear, Consistent & Clean – The 3 C’s of Copy
• Hyphens, Hyperbole & The Power of Words
• Crafting Catchy Copy

MODULE 4:
Headlines & Ads

• Headline History
  
• Why Headlines Matter
  
• How Headlines Inspire
  
• Headlines in Ads, Web Pages, Sales Letters and More
  
• Creating Urgency and Specificity
  
• How to Get Great Ideas

MODULE 5:
Copywriting Fundamentals - 'Rules of the Copy Road'

• Creating Big Ideas and Big Promises
• Understanding Features and Benefits and Learning How to Use them Effectively
• Game Changing Copy Technique

MODULE 6:
Introduction to Sales Letters

• Creating Leads and Big Ideas
• The Writing Process, How it Works and Finding Your Groove
• Types of Intros and When and How to Use Them
• Bringing Your Reader (Hungrily) Through Your Piece

MODULE 7:
Writing Copy for Lead Generation

• Creating Powerful Calls to Action
• Writing Response Devices (this one technique will set you head and shoulders above most copywriters)

MODULE 8:
Finding Your Niche

• Different Types of Copy and Copywriting Opportunities
  
• Direct Response Copywriting is a Sought after Skill that Makes You Invaluable

​Your Copywriting Coach and Teacher:

Copywriting 101 was created by Amanda Caswell. Amanda is a former Nickelodeon scriptwriter and has written print & digital advertisements and commercials for some of the biggest brands in the industry.

​Amanda has written for: Comedy Central, Bravo TV, Johnson & Johnson, Campbell’s Soup, Coca-Cola, Honest Tea, Heinz, L’Oreal, Yellow Tail, Seagram’s, Five Below, Walgreen’s, Disney, and many more Fortune 500 companies and small start-ups.

She has over ten years of experience writing and editing for online and print media and has written for several national and international publications.

As an award-winning copywriter she is among Ad Age’s Top Rated freelancers and currently makes her living as a copywriter and publicist.

​She has written two books currently on Amazon about how to make a living as a freelance writer.

When she isn’t working she enjoys spending time with her husband and two toddlers, traveling, cooking, and spending as much time as possible outdoors. 

​Course Details:

You get eight lessons video and answers to our most asked questions. Each lesson has suggested exercises to help you get a handle on the basics.

Later course modules give you practice with typical copywriting assignments including: headlines, print ads, landing pages and more.

You'll have access to course materials as long as the course is offered.

After you complete the course, if you need further help in developing your portfolio, we'll be happy to help you find a graphic designer to sharpen your portfolio samples.

You can check out sample portfolios created by Carolyn and Caitlin here:

Copywriting 101 Alumni Mini Portfolios:

• Caitlin's Portfolio
• Carolyn's Portfolio

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Class Reviews:

​"Completing the Advertising Copywriting 101 course with Amanda was one of the best decisions I’ve made, both for my personal writing career and for my company. This course helped me get into the mindset of the reader and sparked my inspiration repeatedly. 

My colleagues have already noticed an improvement in the messaging we are sending out, even though it’s only been a few weeks since completing the course. 

Whether you are a professional writer looking to hone your skills, or you’re just starting to try out copywriting, I think you’ll walk away with some valuable skills if you participate in this course."
Caitlin | Caitlin's Mini-Portfolio

"If you want to get your foot in the door with copywriting, definitely give Advertising Copywriting 101 with Amanda Caswell a shot. After being recommended to the school by a friend, I took the course with Amanda and was very happy with what I got. 

One month from signing up for the course, I was happy to land an internship that I had really wanted! Thank you for everything, SFSC!"
Carolyn Tran-Math - San Francisco | Carolyn's Mini-Portfolio

"Taking the class has helped prepare me for every project I've had to take on whether it be working on marketing copy for a web page to writing large and complicated technical documents on behalf of my clients."
Jose San Mateo

"Excellent class for those with interest in the subject of copywriting and looking to get started.  The class gave me an overview of the profession as well as the first steps and expectations of what it's like to work in this space."  
Kyle - San Francisco

"I learned how to apply many of the skills learned from past experiences as a writer into advertising. This class really challenged me to think about writing differently and that it could be applied to selling things to people. 

Writing had been something I loved to do and now it is something that can make me some good money."
J.S.M. - San Francisco

​Course Options:

To Get Started
Choose your course option below. After registering,  email info at San Francisco School of Copywriting. We'll send you access to your course within 24 hours.

101 Basic
Self Study Course - 8 modules plus our getting started FAQ.
This is the complete course plus a compilation of our most common getting started questions.
​
Time limit: No time limit
​
Access:  Access is unlimited. Study wherever you like, whenever you like with no time limit.

Cost: $349

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Premium:

​Premium:
​Self Study Course +Feedback on each assignment provided by a professional working copywriter.

After you complete each assignment, you submit the work to us and we have it reviewed with suggestions for improvement  by one of our carefully chosen copywriting coaches. You may resubmit each assignment one time for further suggestions/feedback.

Time limit: You have one year to complete and submit assignments.

Access: Unlimited Access to course materials

Cost: $949

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Premium + Mini Portfolio: 

​Premium + Mini Portfolio: 
​Self Study Course +Feedback on each assignment provided by a professional working copywriter.

After you complete each assignment, you submit the work to us and we have it reviewed with suggestions for improvement  by one of our carefully chosen copywriting coaches. You may resubmit the work up three times for further suggestions and feedback.

​After you finalize your work, we work with a professional designer to have your mini portfolio designed. When you finish the class, you will have your own portfolio to help get you started.

See Sample Portfolios here:

• Caitlin's Portfolio
• Carolyn's Portfolio

Cost: $1497

Time limit: You have one year to complete and submit assignments.

Access: Unlimited Access to course materials

Premium + Mini Portfolio Special Bonus:
Plus you'll get access to our Copywriting 201 Self Study course as an added bonus. 

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Course Policies:

If you wish to upgrade to the premium course or premium + course, please contact us here for details.
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Refund Policy:
Class sales final. No refunds given. 

"I saw this class advertised for several months (must have been the great copywriting) and finally decided to do it. I'm so glad I did! I learned a lot about the career, my strengths as a copywriter, and the type of work that I enjoy most.

The weekly course videos are organized and offer excellent tips that I'll continue to reference. The assignments are well thought out and helpful for building  a portfolio. 

Before taking this class, I couldn't call myself a copywriter. Now I have my portfolio done, my website launched, and the confidence to do it. Copywriting 101 is worth the investment!"
AJ - San Francisco (Copywriter)

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