Copywriting for Freelance Journalists

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About this course
Defining copywriting
Writing v copywriting (part 1)
Writing v copywriting (part 2)

Marketing funnel
Referral schemes
Marketing jargon
AIDA sample
AID-C-A

Activity: Count the dots
Activity: Writing headlines 1
Activity: Writing headlines 2
B2C and B2B copywriting
AI and copywriting
AI and research

Top-down v bottom-up copywriting
Turn it upside-down
Summary: Maintaining interest

FAB grid
FAB grid: completed
Selling to B2B customers

Calls to action
Eye tracking

USP: A story
Activity: USP
USP: Example
Writing slogans

Assessing print marketing
Activity: Landscaper leaflet
Landscaper leaflet: Commentary

Setting objectives
Screen v print

Writing a homepage
Activity: IFA homepage
IFA homepage: Commentary

Beginner's guide to SEO (part 1)
Beginner's guide to SEO (part 2)
Description tags
H1 tags
Alt tags
Backlinks
Beginner's guide to SEO (part 3)
SEO summary

Working process
Discovery process
Project management process

Finding clients
Finding JV partners

Packaging yourself
Tips for startups
Providing samples
Gathering testimonials
Your website
8 marketing ideas

How much to charge
Covering your expenses
Pricing tips
Cross-selling and up-selling

Next steps