Learning to Write Marketing Copy

Copy is the heart and soul of almost every marketing endeavor. Get a great foundation for all your campaigns with this course. Ian Lurie shows how to write copy that tells your story and sells your product or brand. Learn about the different types of copywriting, the benefits of drafting on paper (yes, paper!), observing general rules, writing headlines, selling the page, and rewriting existing copy to optimize it for different outlets and platforms. Ian shows how to manage a copyediting team, a brand voice, and an editorial calendar.

Topics include:

• What is copywriting?
• Writing the first draft
• Writing and testing headlines
• Structuring copy for print vs. online delivery
• Using typography effectively
• Rewriting copy
• Managing a team of copywriters

About the Author

Ian Lurie is founder and CEO of Portent, a digital marketing agency he started in 1995. Portent practices search, social media, content, and analytics for clients like Les Schwab Tire Centers, Princess Lodges, Adidas, and TUMI. Ian trains and leads the Portent team, and contributes to an industry that’s his passion. He’s spoken around the world at venues including MozCon, Learn Inbound, Resonate, and the Seattle Interactive Conference. Ian’s random educational background includes a degree in history from UCSD, a JD from UCLA School of Law, and a meandering career path that includes marketing copywriting, technical writing, roof consulting, bike messenger-ing, and office temp worker.

Video Details

• Full Video Tutorials
• Video File Format: MP4
• Skill Level: Intermediate
• Video Duration: 1h 27m
• Instructor: Ian Lurie