Learning Outcomes

In this free course, you will learn how to:

• State the primary purpose of words in marketing
• Discuss how ‘surprise’ makes ideas more memorable and persuasive
• Identify the criteria for using unexpected words
• Distinguish between a pun and puffery
• Explain the benefits of details in copywriting
• Define a ‘metaphor’ in terms of copywriting
• Recall various creative techniques to boost content structure and sound
• Discuss the functions of questions in copywriting
• Explain some forbidden approaches in copywriting
• Discuss the drawback of excessive creativity in marketing writing
• State the concepts to be considered when rewriting
• List and distinguish between the various forms of sentences in copywriting