By the end of this course, you will be able to:

• Outline the implications of lousy proofreading
• Describe how you can trick the brain into catching mistakes
• Discuss the use of proofreading tools, including those embedded in Microsoft Word
• Summarize the five proofreading methods
• Explain the correct way and the incorrect way to use “search and replace” on a document
• State the six elements that pose special pitfalls for inattentive proofreaders
• Discuss the dangers posed by last-minute changes and the use of repeated documents such as templates

By the end of this course, you will be able to:

• Summarize how to create a fact-checking routine that catches errors and inconsistencies
• Outline the difference between opinions that don't warrant a fact-check and statements that do
• Explain the pitfalls in getting names and numbers correct
• Discuss the importance of recognizing and discounting biased or outdated sources of information
• Explain the kinds of mistakes that run the greatest risk of landing you in legal trouble and how to avoid them
• Outline the best way to handle the consequences if an error does nevertheless slip by you
• Describe where and how to check various kinds of facts - including a helpful taxpayer-funded free research resource
• Summarize how not to fall for and pass along hoaxes, rumors and myths that have already gone around the internet

By the end of this course, you will be able to:

• Explain through hands-on practice how to turn words into money
• Summarise how to write the most common types of copywriting projects skillfully
• Analyse any ‘persuasion challenge’ and identify the factors that will move readers to action
• Identify all the necessary elements for both the simple, shortest marketing piece and the more complicated ones
• Compare and differentiate an offering from the competition
• Describe how to capture a reader’s attention, explain what’s on offer and clinch the deal
• Discuss how to gain confidence from a start-to-finish overview of effective copywriting

By the end of this course, you will be able 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