Got a way with words? We’ll turn it into a weapon. AdSchool Copywriting teaches you how to write punchy, persuasive copy that sells—whether it’s on a billboard, in a radio script, or sliding into your audience’s feed.

Anyone who writes, edits or thinks about words that represent a brand, business or product. Past participants include account coordinators and execs wanting to better understand the craft, marketers looking to sharpen their messaging, creatives building their chops—and even clever small biz owners who know that great copy means better results.

Over eight weeks, you’ll pick up real-world tips, tricks and techniques for creative ideation—and master the art of writing for both the eye (think press, websites, brochures) and the ear (radio, voiceovers and audiovisual content). In the final week, you’ll put everything you’ve learned into practice, presenting a final assignment that showcases your skills.

Designed to be interactive, practical and thought-provoking, this course combines two key elements: a pre-recorded lecture you can watch in your own time, and a live working tutorial led by an experienced industry facilitator where you’ll apply the theory to real briefs.

Small-scale homework and assessments to help cement your learning—and walk away with an industry-certified achievement.

Please note: if you’re enrolled in an online course, all live tutorial sessions are delivered via Zoom or Teams.

Weekly facilitators (live session)

Josh Edge

Executive Creative Director, Anthologie

LinkedIn

Video lecturers (pre-recorded)

Mandie van der Merwe

Chief Creative Officer, Saatchi & Saatchi Australia

LinkedIn

Avish Gordhan

Chief Creative Officer, Saatchi & Saatchi Australia

Linkedin

Lucy Kough

Creative Director, BMF Australia

Linkedin

Lea Egan

Group Creative Director, Special Group Australia

Linkedin

Richard Morgan

Executive Creative Director, M&C Saatchi Group AUNZ

Linkedin

Jenny Mak

Creative Partner, DDB Group Australia

Linkedin

Joe Hawkins

Freelance Creative Director | Senior Writer, Special Australia

LinkedIn

John Linton

Managing Partner, Berlin

LinkedIn

Lachy Banton

Creative Copywriter, The Brand Agency

Linkedin

Course Introduction
Lecturer: Chris Taylor

• A literal introduction to Copywriting
• Course overview
• The fundamentals
• Tools at your Disposal

Week 1: Introduction to Copywriting
Lecturers: Mandie van der Merwe & Avish Gordhan

• Copywriting versus writing.
• Before and after examples of copywriting done well
• How to distil a thought/idea
• Breaking down a Creative Brief
• Writing Tools and Idea Generation techniques

Week 2: Business Writing
Lecturers: Lachy Banton & John Linton

• Manifesto writing and its many uses
• Writing a compelling vision and value statement
• Taglines & positioning statements

Week 3: How to write Great Headlines
Lecturer: Richard Morgan

• The Importance of a great headline
• How to write one?
• Headlines & The 8 Word Rule
• Different types of Headlines

Week 4: How to write Copy that Works!
Lecturer: Jenny Mak

• Identifying your own tone of voice and learning to play with it
• Long vs Short vs No Copy
• Type of Copy and when you’d use them
• Tips to write damn good copy

Week 5: Writing for the ear (audio)
Lecturer: Joe Hawkins

• How writing for the ear is different to writing for the eye
• Terminology and techniques
• Establishing characters, stories and mood
• Actors vs voice-overs
• Tips for creating compelling audio

Week 6: Writing for the eye (moving Media)
Lecturer: Lea Egan

• Terminology & formats
• Writing for on screen copy,
• Writing for dialogue
• Writing for VO
• Writing a narrative
• How to structure commercials, storyboards and scripts
• Tips for creating compelling Ads

Week 7: Writing for Online & Social Media
Lecturer: Lucy Kough

Tips for writing for:

• Websites
• Banner Ads
• Facebook & Instagram Posts
• EDM’s
• Content pieces and Blogs

Week 8: Conclude and Review the Progress – Working Session Only

Wrapping up the course with the final review and summary of what we’ve covered