Are you a writer working in the business world? Or a marketing professional responsible for obtaining great marketing copy? Maybe you're just interested in a writing or marketing career. Whatever your background, this fun, introductory course will teach you to write or identify copy that achieves business and marketing goals. Improve your work, your knowledge, your company's image, and your chances of getting hired, promoted or applauded!
Using clear explanations, real-life examples, and an animated style, the course solidifies the relationship between business, marketing principles, and written communications. You will learn how business and marketing objectives affect writing choices. You'll get practical writing instruction in grammar, clarity, structure and more. You'll understand issues unique to this discipline, such as buzzwords, working with a team, and marketing ethics. This course will help you understand the power of writing and use it to present a solid, cohesive message to your target audience.
Lisa Adams is a web development expert specializing in marketing, user experience, and e-commerce. With a wealth of experience building and maintaining websites, Lisa's expertise extends beyond the digital realm. She is also a published author, showcasing her passion for writing and sharing her knowledge through engaging nonfiction books.
Lisa's notable works include "S'mores: Gourmet Treats for Every Occasion," published by Gibbs Smith, and “Why We Read What We Read: A Delightfully Opinionated Journey Through Contemporary Bestsellers,” published by Sourcebooks.
Lisa's accomplishments as a published author, combined with her expertise in web development, make her a well-rounded professional with a distinctive perspective. Her ability to effectively communicate ideas and share knowledge through her writing adds an extra layer of creativity and insight to her work in creating attractive, user-friendly websites for her clients and students.
The instructional materials required for this course are included in enrollment and will be available online.
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Lesson 1
We'll start off our first lesson with a discussion about the purpose of marketing and the goals of writing, and then we'll talk about the unique roles, responsibilities, and challenges of business and marketing writing. You'll learn exactly what business and marketing writers do, and where we stand as we begin our exploration of this exciting field.
Lesson 2
Before you can write or recognize successful copy, you'll need to understand your corporate identity: who the company is and what the company offers. In this lesson, we'll delve into all the aspects of corporate image that writers and marketing professionals need to ponder before producing effective projects.
Lesson 3
Now that you understand image, what can you do with it? Building on Lesson 2, today we'll analyze business and marketing goals?and the needs of your audience?to figure out the appropriate writing style for any project.
Lesson 4
It's a creative field, but certain projects require certain conventions. In today's lesson, we'll discuss how a particular medium or project type can guide your writing style and approach, helping you save time and stay on target.
Lesson 5
In this lesson, we'll gather up all the information we explored in the previous four lessons and put it all together. I'll illustrate how to apply everything you've learned so far as we develop an original writing project from start to finish.
Lesson 6
Do you need to write in complete sentences? What is a complete sentence, anyway? In today's lesson, we'll go through a brief refresher on sentence construction, and we'll go over some guidelines for using fragments in business writing. You?ll also learn to recognize and fix one of the most common errors in modern writing: the comma splice.
Lesson 7
You can't write without words! In Lesson 7, you'll learn to make accurate word choices. We?ll discuss the level of vocabulary appropriate for business writing, and you'll learn how to choose words that reinforce a project?s theme. We?ll also clarify some tricky word pairs and discuss word-choice problems whose usage can undermine the professionalism of our writing.
Lesson 8
In today's lesson, we'll take a critical look on the inside. First we'll discuss how to develop "marketing" projects for audiences within a company. Then we'll explore the roles of the various specialists who contribute to a single marketing piece?bosses, clients, editors, junior writers, artists, and designers. You'll learn how to work with all of them to create smoother relationships and better projects.
Lesson 9
For even the most experienced writers, bureaucratic influences can creep in to reduce creativity and impede communication. In this lesson, we?ll take a look at buzzwords and jargon, and then explore some ways to achieve maximum power and effectiveness by keeping your writing clear, concise, and active.
Lesson 10
In Lesson 10, we'll explore the final steps. You'll learn to enhance and refine business and marketing projects during the editing and proofreading processes. You'll also learn to evaluate finished pieces and even test their effectiveness in the real world!
Lesson 11
Today, we?re back to putting it all together, but this time as editors. In Lesson 11, we?ll apply everything you?ve learned so far in the course, editing a project from beginning to end.
Lesson 12
Marketing deals with images, so it's easy to lose sight of the truth. In this, the final lesson of the course, we'll go over some important considerations that marketing professionals need to think about.
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