Whether you are sending out a press release, communicating internally with a memo or promoting your own skills on LinkedIn, strong writing skills are the key to success.  Come away with the tools and techniques you need to improve your copywriting skills and learn how to avoid the common writing mistakes that can hold you back.
 
One month course, Kathryn Will, instructor
 
Agenda
 
Unit 1
Copywriting Essentials
  • How to tell the difference between bad copy and good copy
  • The art of the perfect sentence
  • Developing your message
  • Crafting your document roadmap
  • Adapting your style to the audience and message
 
Unit 2
Getting to the Point
  • Clarity and brevity: Less is more
  • Active vs. Passive Voice
  • Cutting the clutter
  • Using concrete examples and avoiding unwarranted superlatives
 
Unit 3
Self Editing
  • Leaving yourself time for revisions
  • Avoiding common grammar mistakes and punctuation pitfalls
  • Subject, verb and object agreement
  • Fact checking
  • The benefits of having an in-house style guide
 
Unit 4
Creating Attention-grabbing Press Releases
  • Writing benefit-driven copy
  • Setting the right tone
  • Language to use and language to avoid
  • Writing a great headline
Question MarkAbout online learning

 

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends.  It’s easy. It’s fun. 

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom.  You will have a password and use your email address and password to gain access.

Once inside the online classroom, here’s what you can expect.

CalendarParticipate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week.
There are no live real-time requirements or meetings. You decide when you participate.
For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

For each Unit, you will:

  • Read the print readings (about 20 pages a week)
  • Have the option of accessing the online readings
  • Listen to the audio presentation for the Unit and view the slides
  • Have the option of taking a self-quiz to see how much you have learned
  • Engage in written online discussion with your instructor and other participants

For best learning, you should make one or more comments at 2-3 different times each week.
The content (readings, audio lectures, slides) and self quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.

DiscussionDiscussion

The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.

Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.

We encourage you to make 2-3 comments each week to maximize your learning and enjoyment of the course.


It’s easy. It’s fun.

Next offering(s):

Business Writing
September 5 - 29

Effective Copywriting
July 3 - 28
October 2 - 27

Writing News and Press Releases
August 7 - September 1
November 6 - December 1

Add Certificate To Cart
$495.00 USD
$195 USD
 
Ave. hours 16; 1.6 CEUs/ILUs
 

 
About your instructor
 
 
Kathryn Will is a professional writer, editor and content curator. She specializes in social media, content creation and inbound marketing as project coordinator for a national organization.  She also spent five years working for Michigan’s largest news and information source, MLive.com, where she won a number of awards for her writing and reporting. She has a Bachelor’s of Science in Journalism.
 
Directional ArrowsCourse Objectives
  • To address the overall importance of strong writing skills 
  • To provide a clear understanding of correct sentence structure and proper punctuation 
  • To explain the best techniques for self editing 
  • To address the challenges of succinct writing 
  • To provide resources for continued writing enhancement 

Puzzle PiecesCourse Outcomes

At the end of this course, you will:
  • Take away skills that enable you to write clear, compelling copy.
  • Be able to communicate your goals, thoughts and objectives more effectively.
  • Know how to make the best word choices.
  • Have the ability to easily adapt your writing style to your target audience.
  • Know how to spot and avoid common grammatical errors.
Completion Requirements