Create Impactful Messaging
Great marketing writers know that using the right messaging tailored to their customers’ needs through a specific platform can make all the difference in growing a business.
This small-group online training will help you build your writing skills by exploring the latest techniques and best practices in copywriting for the web — specifically social media, blogs and email.
You’ll learn how to drive action by using powerful, emotive copy and how to explain complicated or technical details of your products in accessible ways. We’ll look at how today’s leading companies use words to shape their brand, convey their purpose and motivate people to become customers. Plus, you’ll leave ready to write the perfect headline and produce content people actually want to read.
Want to join as a group or team? Get 10% off pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.
Can’t make these dates? We are also running this cohort in April 2025
What to Expect
This cohort-style Bootcamp is the perfect mix of live instruction and self-paced learning. The six-week program lets you focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you’ll have equally motivated peers alongside the whole way to help share new ideas and push through challenges.
Weekly Assignments
Each Thursday, you’ll be given online assignments to complete and discuss with fellow learners. These assignments will prepare you for the live sessions so you can make the most of your time with the instructor and peer collaboration.
4 Live Classes
Your instructor leads the live sessions where you will discuss the online assignments, ask questions and learn about trending topics. The live sessions will occur on January 15, January 29, February 12, and February 26.
Who Should Attend?
This intermediate-level training is tailored for learners with some copywriting experience. If you want to go deeper into copywriting principles to sharpen your skills and write more effectively, this training is for you!
Key Takeaways
- Understand the content marketing funnel and the role customer awareness plays in copywriting.
- Identify how to create and analyze a customer persona related to understanding their pain points, desires and needs.
- Create a brand voice and personality.
- Write effective website copy for home pages, products and services and micro-copy.
- Develop impactful email copy considering subject lines, body copy and using A/B testing.
- Write effective long-form copy in the form of articles or blogs.
- Create social media copy for newsfeeds, video and stories that drive people to action.
- Understand the implications of accessibility in copywriting.
Prove your new skills! When you finish this program, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
Are you an AMA Professional Certified Marketer®️? This training is worth 12 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
PRE-WORK
Review the Platform & Introduce Yourself
Before the course begins, spend some time reviewing the course platform. You should know: where to access the weekly lessons, activities, and complete the pre-work discussion prompt.
Provide a short introduction about yourself and get to know your peers in this six week course. Tell us about your background, interests, and any other things that you would like to share with us. What do you believe your copywriting strengths and weaknesses are, and what do you hope to gain from this course?
January 15, 2025 - Live Session #1
During this live session, join your instructor and peers to discuss the content and activities covered in the first two weeks. Come prepared with questions and to discuss your progress on the first two assignments.
Please note that all Live Session classes are listed in Central Time Zone.
Week 1
Audience
Writing compelling copy relies heavily on understanding who your audience is so you can write to their pain points and needs. Learn how to create an audience persona and identify their pain points, desires and needs.
Week 2
Voice
The language you use can evoke different emotions, and as a company, it is essential to understand your brand voice and how you want to portray yourself. Learn how to create your brand voice and utilize content pillars in your strategy.
January 29, 2025 - LIVE SESSION #2
Virtually engage with your instructor and peers to discuss the content and activities covered in the first two weeks.
Please note that all Live Session classes are listed in Central Time Zone.
Week 3
Website Copy
The copy on your website directly impacts the action your audience chooses to make. Learn how to write for the home and about pages, product and service copy, and microcopy throughout your website.
Week 4
Email Copy
Email can be a great marketing tool, but with the number of emails sent daily, you must stand out to ensure yours gets opened and read. Learn how to write effective subject lines, body copy and utilize A/B testing.
February 12, 2025 - LIVE SESSION #3
Virtually engage with your instructor and peers to dive into a unique trending topic that impacts copywriting.
Please note that all Live Session classes are listed in Central Time Zone.
Week 5
Long-Form Copy
Articles and blogs can go more in-depth than other forms of marketing, but they still require focus and structure to share the information you need. Learn about the writing process, headlines, and the building blocks of writing articles and blogs.
Week 6
Social Media Copy
When you’re limited in characters and attention span, the words you use are even more critical. Learn how to write copy for feed posts, stories, and video copy, and consider the use of hashtags and emojis in accessibility.
February 26, 2025 - LIVE SESSION #4
It’s time to wrap up the six-week program! Virtually engage with your instructor and peers to discuss the content, assignments and most significant takeaways.
Please note that all Live Session classes are listed in Central Time Zone.
Will Francis
Will is on a mission to help marketers raise their game. He spent most of his career helping the world’s most loved brands and talent grow through social and digital media. A former member of the MySpace team during its 2000s heyday, he later worked in major ad agencies before founding his digital agency Harkable in London. Since 2016 he has turned his focus to sharing years of experience through media and live appearances while delivering marketing lectures for the AMA (US), Digital Marketing Institute (Global), UCD (Ireland) and CIM (UK).
He hosts ‘Ahead of the Game’, the Digital Marketing Institute’s marketing podcast, and is a published author of books about popular culture with Prestel (Penguin Random House). He lives in the Peak District in England with his co-author wife and two young sons.
Who Should Attend?
This intermediate-level training is tailored for learners with some copywriting experience. If you want to go deeper into copywriting principles to sharpen your skills and write more effectively, this training is for you!
Will the live sessions be recorded?
Yes, the live sessions will be recorded and available for six months. However, we strongly encourage you to attend live to maximize your opportunity for peer collaboration.