Creating Compelling and Comprehensive Copywriting for Audience

Every brand needs copywriting to persuade the target audience, so they can be interested in the products and services offered. Therefore, brand practitioners such as sales, marketing, CRM, and creatives need to know how to implement good copywriting in various communication channels. 

Even more, audiences prefer storytelling content over ads. At this point, knowing the right copywriting strategy is the key to successful brand communication between the company and the audience.

After completion of this program, participants will be better able to:
*  Understand the basic and details concept of copywriting in various media platforms
*  Implement strategic and creative copy formula that suits with brand and target audience
*  Conduct comprehensive copywriting and copyediting in daily operational
*  Set up an appropriate action plan for creative copy improvement
*  Able to develop the skills and mindset needed in creative copywriting

Certificate of completion (supplied by PasarTrainer)

Training Material

1. Understanding the basic principles of copywriting
2. The difference between copywriting and content writing
3. The role and benefits of copywriting in increasing sales
4. Tips and tricks for writing captivating headlines
5. Tips and tricks for writing informative body copy
6. Tips and tricks for writing persuasive call-to-action/call-to-value
7. Various forms of creative social media content to try, including educational content, inspirational content, interactive content, promotional content, and connecting contents
8. The characteristics of copywriting that are suitable for each form of content
9. Examples of various power words according to the emotional copywriting needs that want to be built, including casual/fun, fear, security & comfort, anger, and similar ones



* Introduction to Professional Copywriting
* Copywriting Anatomy & Structure
* Types of Content Creative & The Copy Characteristics
* Power words/Sensory words Reference



Modul 1. The Fundamentals of Professional Copywriting & Creative Content

* The participants are challenged to write a WhatsApp Blast Copywriting based on the available brief
* Participants will have the opportunity to present their work and receive direct feedback from the tutor

Group Participants presentation & Feedback from tutor

Mini Task: WhatsApp Copywriting

 Interactive session where the tutor and participants can discuss the materials and share creative content experiences

Interactive Discussion 1

1. Copywriting hardsell, with example & writing characteristics
2. Copywriting softsell, with example & writing characteristics
3. Formula PAS, with examples
4. Formula FAB, with examples
5. Formula BAB, with examples
6. Right audience, with study cases
7. Right format, with study cases
8. Right time, with study cases
9. Right context, with study cases

* Types of copywriting
* Copywriting strategies and formulas
* Important principles to consider in copywriting practice

Modul 2. Implement The Copywriting Techniques & Strategy

The participants are challenged to write digital ads content with soft-selling and hard-selling styles (2 alternatives)
Participants will have the opportunity to present their work and receive direct feedback from the tutor

Mini Task: Digital Ads Copywriting

Interactive Discussion 2

1. Understanding the psychology of copywriting
2. The important reasons for incorporating psychological elements in the copywriting
3. Examples of the application of psychology in professional copywriting
4. Reciprocity, with examples
5. Commitment, with examples
6. Social Proof, with examples
7. Authority, with examples
8. Liking, with examples
9. Scarcity Bias, with examples
10. Endorsement, copywriting characteristic
11. Comparative, copywriting characterictic
12. Body Language, copywriting characteristic
13. Beauty Appeal, copywriting characteristic
14. Direct Gaze, copywriting charateristic

* The Role of Psychology in Copywriting
* Psychology in Copywriting by Robert Cialdini 1
* Psychology in Copywriting by Robert Cialdini 2
* Various Content in Visual Advertising

 Modul 3. Psychology in Copywriting & Visual Advertising

* The groups will be challenged to practice email copywriting (subject, body copy, CTA button) with pyschology copywriting principal
* Participants will have the opportunity to present their work and receive direct feedback from the tutor

Group participants presentation & feedback from tutor

Mini Task: Email Copywriting

The groups will be challenged to practice push notification copywriting with 2 alternatives (promo approach & benefit approach)
Participants will have the opportunity to present their work and receive direct feedback from the tutor

Mini Task: Push Notification Copywriting for Testing

Interactive Discussion 3

1. How to create EAT-able content
2. Copywriting in Meta Title and Meta Description
3. Principles of Copywriting for Google Ads, with examples
4. Understanding the basics of technical copywriting
5. Characteristics of technical copywriting, along with examples
6. Mini challenge to write simple copy for a web error page
7. A/B Testing (Split Testing),  with examples
8. Usability Test, with examples
9.  Heatmaps, with examples

* SEO Copywriting Strategies
* Basic Guide to Technical Copywriting + Challenges
* Market Testing in Copywriting

Modul 4. Pro Tips to Understand SEO/Technical Copywriting & Market Testing

* The groups will be challenged to practice push notification copywriting with 2 alternatives (promo approach & benefit approach)
* Participants will have the opportunity to present their work and receive direct feedback from the tutor