About this courseGood 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.
This course will teach you how to develop and maintain an authentic brand voice that is the hallmark of good brand writing. 
Copywriting 101 Alumni Mini Portfolios
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Class lecture :
Released weekly on Sundays (midnight PST) Live class coaching + Question and Answer conference : Tuesdays 11:30am to 12:30pm PT Live Q and A sessions: September Class SEPT- 24 | OCT - 1, 8, 15, 22,29 | NOV - 5, 12 Previous Class JULY - 23, 30 | AUG - 6, 13, 20, 27 | SEP - 3, 10 APR - 23, 30 | MAY - 7, 14, 21, 28 | JUN - 4, 11 *note Q and A will be recorded for those unable to attend |
Course Highlights
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Week 1
Copywriting 101 - What is Copywriting, Anyway? - Subheads & Subject Lines & Taglines - The Real Estate of Copy |
Week 2
Know Thy Audience - The Basics of Branding - Finding Your Brand Voice - Winning Over Customers |
Week 3
The Art of Copywriting - Clear, Consistent & Clean – The 3 C’s - Hyphens, Hyperbole & The Power of Words - Crafting Catchy Copy |
Week 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 |
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Week 5
Copywriting Fundamentals - Rules of the Copy Road - Creating Big Ideas and Big Promises - Understanding Features and Benefits - Learning How to Use them Effectively - Game Changing Copy Technique |
Week 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 |
Week 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) |
Week 8
Finding Your Niche - Different Types of Copy and Copywriting Opportunities - Direct Response Copywriting is a Sought after Skill that Makes You Invaluable |
Skills you will learn ?1. The characteristics of copy in different platforms and how to write for each—digital, print, outdoor, social and email 2. How to write compelling headlines, taglines and short-form copy 3. Three Cs of Copywriting—Clear, Consistent, Concise 4. Ten winning techniques that the best copywriters use and how/when to use them 5. Grammar brush-up: using punctuation, sentence structure and word choice to your advantage 6. Create essentials of a brand identity for better copy: brand persona, voice and ideal customer audience 7. Collaborate with marketing and design for a successful project every time 8. Leverage your copywriting skills to advance your career |
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Your teacher for this course
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Amanda Caswell
Amanda Caswell is a former Nickelodeon scriptwriter and has written print & digital advertisements and commercials for some of the biggest brands in the industry including: 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. Amanda has written the book on building a freelance career. |
Our GuaranteeRefund Policy:
Course fees will be refunded up to 24 hours before class begins. No refunds given after class starts (1st class lecture released). There isn't a time limit. You may take as long as need to complete the course material. Refund deadline for this session: Midnight September 20th |
Days & TimingsClass lecture :
Released weekly on Sundays (midnight PST) Live class coaching + question and answer conference : Tuesdays 11:30am to 12:30pm PT Live Q and A sessions: September Class SEPT- 24 | OCT - 1, 8, 15, 22,29 | NOV - 5, 12 Previous Class JULY - 23, 30 | AUG - 6, 13, 20, 27 | SEP - 3, 10 APR - 23, 30 | MAY - 7, 14, 21, 28 | JUN - 4, 11 *note Q and A will be recorded for those unable to attend |
Hear what students have to say about SFSC classes.
"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 - the course materials were thoughtfully selected, the assignments provided great practice, and the teacher was knowledgeable and super responsive to my questions. 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
"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
"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.
My instructor, Amanda, was very responsive and put much of her time into answering questions from me and the rest of my group. Best of all she assigned homework and provided feedback on my progress as a copywriter.
I would recommend it for anyone else in a similar position."
Kyle - San Francisco
"My manager had been looking at various courses on the subject and he thought this one sounded the best, so he asked if I wanted to sign up. It sounds like an amazing learning experience and I am very excited. I’ve just submitted a friend request through Facebook. Thank you for adding me into the class!"
C.Z.
"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. I enjoyed working with Amanda. Her 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. Amanda took the time to give constructive feedback and illustrate ways that we can improve our work. Before taking this 8 week 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)
"Not long after finishing up the Amanda's class an opportunity came my way to take on the role of Communications Director for a tech startup that consults companies about the implementation of Artificial Intelligence.
Its a job I wouldn't have gotten without the experience gained from taking Copywriting 101.
What I found out both interviewing for the job and doing the work is that everything talked about came up and applied to the projects that I worked on. Its been essential to understand the different copy writing roles because I've had to often fill those roles myself. Learning what those were from Amanda made it easier to take on the work because I knew what the responsibilities were.
Same thing with doing Technical Writing in this role and Brand Journalism. The other thing that directly applied is being able to understand how to talk to other professionals in their language. Knowing what a proper call to action is and looks like for example and the value of researching your competitors are all essential skills that have directly applied to work that I've had to do.
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
"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.
What I liked best:
First: the Question and answer sessions with Amanda. Second: Regular and timely feedback we received. Third: The informative lectures.
I recommend this course because there was a lot of interactivity. Amanda went out of her way to make sure she was available to answer questions and make us feel connected to the material."
J.S.M.
“SFSC’s Boot Camp course delivers everything their ad promises and the price is right. This is a five star intense six week course-in a relaxed on-line atmosphere. The instructor’s teaching method and the private group interactions is a plus. Be prepared for homework that will instantly sharpen your skills. You’ll also get honest feedback. If you want to write better copy, learn more about marketing strategy, add fire to your business skills or just look for new freelance opportunities, this is positively the class for you. I will definitely consider another course with SFSC.”
Pamela Dyson Pierre – Oakland, CA (Author/ Writer)
Carolyn Tran-Math - San Francisco | Carolyn's Mini-Portfolio
"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
"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.
My instructor, Amanda, was very responsive and put much of her time into answering questions from me and the rest of my group. Best of all she assigned homework and provided feedback on my progress as a copywriter.
I would recommend it for anyone else in a similar position."
Kyle - San Francisco
"My manager had been looking at various courses on the subject and he thought this one sounded the best, so he asked if I wanted to sign up. It sounds like an amazing learning experience and I am very excited. I’ve just submitted a friend request through Facebook. Thank you for adding me into the class!"
C.Z.
"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. I enjoyed working with Amanda. Her 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. Amanda took the time to give constructive feedback and illustrate ways that we can improve our work. Before taking this 8 week 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)
"Not long after finishing up the Amanda's class an opportunity came my way to take on the role of Communications Director for a tech startup that consults companies about the implementation of Artificial Intelligence.
Its a job I wouldn't have gotten without the experience gained from taking Copywriting 101.
What I found out both interviewing for the job and doing the work is that everything talked about came up and applied to the projects that I worked on. Its been essential to understand the different copy writing roles because I've had to often fill those roles myself. Learning what those were from Amanda made it easier to take on the work because I knew what the responsibilities were.
Same thing with doing Technical Writing in this role and Brand Journalism. The other thing that directly applied is being able to understand how to talk to other professionals in their language. Knowing what a proper call to action is and looks like for example and the value of researching your competitors are all essential skills that have directly applied to work that I've had to do.
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
"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.
What I liked best:
First: the Question and answer sessions with Amanda. Second: Regular and timely feedback we received. Third: The informative lectures.
I recommend this course because there was a lot of interactivity. Amanda went out of her way to make sure she was available to answer questions and make us feel connected to the material."
J.S.M.
“SFSC’s Boot Camp course delivers everything their ad promises and the price is right. This is a five star intense six week course-in a relaxed on-line atmosphere. The instructor’s teaching method and the private group interactions is a plus. Be prepared for homework that will instantly sharpen your skills. You’ll also get honest feedback. If you want to write better copy, learn more about marketing strategy, add fire to your business skills or just look for new freelance opportunities, this is positively the class for you. I will definitely consider another course with SFSC.”
Pamela Dyson Pierre – Oakland, CA (Author/ Writer)
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