Curriculum

Five Focused Modules — Everything You Need to Write, Edit, and Deliver Copy

Each module builds on the last and ends with a practice deliverable. By the end you have both a repeatable process and a real portfolio sample to show.

Copy Fundamentals & Ethical Persuasion

Build a solid foundation before you write a word.

What marketing copy is — and what it is not
The difference between informing and persuading
Ethical persuasion: how to be compelling without misleading
Tone, voice, and matching your writing to the brand
Common copy formats: web pages, emails, product descriptions

Module outcome

You understand what effective copy does and you can identify the elements that make it work.

Audience Research & Client Briefs

The best copy starts with the right questions.

Reading and interrogating a client brief
Identifying the target reader and their core motivation
Competitive and market context: what already exists
Structuring a message hierarchy before drafting
Practice brief: develop a message plan for a sample client

Module outcome

You can turn any client brief into a focused message plan that guides your entire draft.

Headlines & Body Copy

From blank page to a complete first draft.

Writing attention-holding headlines (and testing them)
Structuring a landing-page section from scratch
Drafting a short email sequence
Writing product descriptions that convert
Using AI tools to accelerate drafts — and when not to

Module outcome

You can produce a complete first draft across multiple formats: web, email, and product copy.

Editing & Fact Checking

Turning a draft into something you can hand over.

Self-editing for clarity, rhythm, and concision
Checking tone and alignment with the brief
Fact-checking and compliance considerations
Common client feedback and how to handle it
The revision process: what one round of edits should achieve

Module outcome

You can edit a draft to a hand-over standard: clear, accurate, on-brief, and professional.

Scoping, Handoff & Portfolio Practice

Prepare to offer a real, defined service.

How to define and scope a small writing engagement
Setting revision limits and managing expectations
Handoff formats: what clients expect to receive
Assembling practice samples into a simple starter portfolio
Next steps: positioning yourself to find your first client

Module outcome

You have a portfolio sample and a clear picture of how to scope and offer a writing service to small organisations.

Learn Practical Skills You Can Put to Work

By the end of the masterclass you will have learned practical copywriting skills, built portfolio-ready practice samples, and prepared to offer a scoped writing service from home.

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