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Course Description

Whether you are sending out a press release, communicating internally with a memo or promoting your own skills on LinkedIn, strong writing skills are the key to success.  Come away with the tools and techniques you need to improve your copywriting skills and learn how to avoid the common writing mistakes that can hold you back.

Course Outline

Unit 1
Copywriting Essentials
  • How to tell the difference between bad copy and good copy
  • The art of the perfect sentence
  • Developing your message
  • Crafting your document roadmap
  • Adapting your style to the audience and messag
Unit 2
Getting to the Point
  • Clarity and brevity: Less is more
  • Active vs. Passive Voice
  • Cutting the clutter
  • Using concrete examples and avoiding unwarranted superlatives
Unit 3
Self Editing
  • Leaving yourself time for revisions
  • Avoiding common grammar mistakes and punctuation pitfalls
  • Subject, verb and object agreement
  • Fact checking
  • The benefits of having an in-house style guide
Unit 4
Creating Attention-grabbing Press Releases
  • Writing benefit-driven copy
  • Setting the right tone
  • Language to use and language to avoid
  • Writing a great headline

About your instructor:

Kathryn Will is a professional writer, editor and content curator. She specializes in social media, content creation and inbound marketing as project coordinator for a national organization. She also spent five years working for Michigan’s largest news and information source, MLive.com, where she won a number of awards for her writing and reporting. She has a Bachelor’s of Science in Journalism.

Learner Outcomes

At the end of this course, you will:
  • Take away skills that enable you to write clear, compelling copy.
  • Be able to communicate your goals, thoughts and objectives more effectively.
  • Know how to make the best word choices.
  • Have the ability to easily adapt your writing style to your target audience.
  • Know how to spot and avoid common grammatical error

Notes

Course Objectives
  • To address the overall importance of strong writing skills
  • To provide a clear understanding of correct sentence structure and proper punctuation
  • To explain the best techniques for self editing
  • To address the challenges of succinct writing
  • To provide resources for continued writing enhancement

Applies Towards the Following Digital Badges

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Section Title
Effective Copywriting
Type
Online-Self Paced
Dates
Oct 03, 2022 to Oct 28, 2022
Contact Hours
16.0
Course Fee(s)
Tuition non-credit $195.00
Section Notes

For further information on this course, please contact Darby Lanpher at dlanpher@harpercollege.edu.

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