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COPYWRITING: TONE AND TECHNIQUES


Learn Essential Copywriting Techniques

In this course you will learn how to solve communication problems with smart, compelling copy. You’ll also learn how to develop essential copy strategies, work through a variety of creative exercises, and express a brand's human truth via the written word. 

The purpose of this course is to begin to develop conceptual copywriting samples to place in your portfolio. This course is taught online with a weekly video conference and regular instructor feedback. 


Work 1:1 With a Working Pro

When you learn at Portfolio Studio, you can rely on a team of working industry experts for guidance and support. Meet some of our brand copywriting instructors:

Jeff Horn has written for notable clients such as The Mirage, GE, Sony, Qualcomm, Pieology, Siemens and more. Jeff's patient, approachable teaching style promises to make your learning experience unique and help your copywriting portfolio stand out. See Jeff's Portfolio.  

 

Eric Mayse

Eric Mayse is a Senior Copywriter at BBDO in San Francisco. He has guided Portfolio Studio students to award winning work including Addy National Gold and Archive awards. Check out Eric's Portfolio

 


What You'll Learn

Week 1: Making Headlines - In this first session we'll discuss the creation process, using headlines to bring ideas to life & keeping it simple.

Week 2: Not Bulky - More Toned - If 'what' you say is the popsicle, then 'how' you say it is the flavor. This week we dive into tone of voice, why it matters, and how we define and employ tone for brands.

Week 3: Giving Words Legs - This week we're talking campaigns. What makes a campaign vs. a one-off, and how can we use copy to establish a common thread?

Week 4: Visual Vocabulary - We learn why doodling rules, how to make toast, and how to paint pictures with our words.

Week 5: Selling In and Selling Out - You work hard for your ideas. This week, we'll learn how to present and defend them.

Week 6: Mediums Small and Large - Not every copy assignment is print, so how do strategic writers adapt to other forms of media? This week, we'll scratch the surface of social, OOH & other creative vehicles.

Week 7: Copy v Content - They say content is king, but where does that leave copy? And for that matter, what the hell is the difference? All this and more this week.

Week 8: Long Live Copywriters - What does a copywriter look like today? What keeps her sharp? What hats does he wear? This week, we wrap up with a discussion of a copywriter's role in the modern agency.


This course is taught ONLINE with weekly video conferences and instructor feedback.

Copywriting Tone and Technique

8 weeks of instruction: $850

Package pricing and financing are available.

More information on our online courses.  


Need More Info? 

Contact us to learn more about the course, instructor, financing or the copy program. We'd be glad to answer questions you might have! 

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