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Copywriting #Advertising

Copywriting 2.0

Course Name

Copywriting 2.0

Training Goal

Be a copywriter 2.0. That is the ultimate goal. Copywriting has evolved into newer forms and styles that fit the digital world. But does the speed and nature of digital mean falling short in writing with wit, grace, and the beautiful art of persuasion? Merlee Jayme has seen how this job has transformed the business of selling through the years. With her help, this course will equip you with skills to write insightful, relevant copy for the new and advanced audience of today. The goal is to be a copywriter for all channels and media without losing the magic of engaging and entertaining.

Course Information

Instructor
Merlee Cruz Jayme
Number of Sessions
8Sessions
Student Enrollment Quotas
50 Person(s)
Conditions for Completion
Attendance : 7 Session/ Exam : 0 Point / Task : 0 Point
* A certificate of completion is issued upon completion of the survey.
Application period
2022-10-31 ~ 2022-12-05
Course period
2022-11-15 ~ 2022-12-08
Courses Available
For 150 days from the start date
Price
$ 1
* A certificate of completion is issued upon completion of the survey.


Syllabus

About instructor

Merlee Cruz Jayme

    Merlee Cruz Jayme is the world’s one and only Chairmom- a title she holds dear to her heart. For her, it’s a testament to doing almost the impossible of raising children on one hand while the other is reaching out to the biggest creative dreams. It’s her personal way of handling her family at home and at work, to succeed in this very competitive world.

    The 2019 Drum Global Ranking announced the top 100 Chief Creative Officers globally, and only eight women were on the list. One of them is Merlee Jayme. 

    She was recognized with the Hall of Fame Award by the 4As Creative Guild, The New York Festivals Creative Achievement Award, and the CEO of the year by the International Association of Business Communicators. She was the first to be awarded the Creative of the Year by Campaign Asia in 2013. This 2022, Campaign Asia’s Women Leading Change awarded her as a Women’s Advancement Champion for her creative work for Diversity, Equity, and Inclusion.
      
    Merlee led Dentsu International Asia and Pacific as Chief Creative Officer to greater heights by winning the Adfest Network of the year 2020 and 2022, Spikes Network of the Year 2021, Cannes Lions Regional Network of the Year 2021, and AD STARS Network of the Year 2021.

    Her work pushes Insights and innovation and inspires creative collaboration.
    As Dentsu Jayme Syfu and Dentsu One Manila’s Chairmom, she won major awards, including a Cannes Lion, Grand Prix for Mobile, Gold and Silver Lions for outdoor, and Grand CLIO, LIAA, The One Show, and yellow D&AD pencils. 

Learning content

Sessions
Topic
Content
Type
Time
View
Lecture 1
What is copywriting?
Understanding Copywriting: The power of persuasion, put into precious words
Video
20 Minute
Lecture 2
Who are we writing to?
Connecting with your audience: The importance of understanding your target market and connecting with them effectively
Video
20 Minute
Lecture 3
Which comes first: The visuals or the words?
Discover the power of integrating visuals and words. After all, generating ideas is inspired by both.
Video
19 Minute
Lecture 4
Writing to engage
Write to engage: How to grab attention and encourage interaction. Time to learn how to write without boring the market.
Video
23 Minute
Lecture 5
The Long and short of copy
Unlock the secret of being succinct. Most writers tend to be ‘wordy’. Learn how to edit, edit, edit.
Video
20 Minute
Lecture 6
Let’s start writing
Start writing copy: from attention-grabbing headlines to stories to scripts. Learn the disciplines of writing for these formats and media.
Video
26 Minute
Lecture 7
Copywriting for the digital world
Copywriting vs. Social & Content writing. Why it takes a different set of skills to write for social assets and the digital world.
Offline
0 Minute
Lecture 8
Copywriting from the experts
The secrets to great copywriting from global masters and my years of experience.
Offline
0 Minute
Copywriting 2.0  
LENGTH OF COURSE : 8 Sessions
   
Course Overview
For people who are not from our creative industry, the word “copy” is quite confusing. They have no way of knowing that “copy” is writing that sells products and services. It builds brands and even promotes visions and goals. Copy convinces and influences minds and hearts through words. Copywriting today has evolved as communicating and interacting with our audience have drastically changed in the last few years. Merlee Jayme, a copywriter, the founder of her agency, and a global and APAC leader learned precious lessons through her thirty-three years in the creative industry.  She will teach us how to effectively write powerful copy on the job we have today- to prepare us for the future. 
   
Course Goals
Be a copywriter 2.0. That is the ultimate goal. Copywriting has evolved into newer forms and styles that fit the digital world. But does the speed and nature of digital mean falling short in writing with wit, grace, and the beautiful art of persuasion?
Merlee Jayme has seen how this job has transformed the business of selling through the years. With her help, this course will equip you with skills to write insightful, relevant copy for the new and advanced audience of today. The goal is to be a copywriter for all channels and media without losing the magic of engaging and entertaining.
   
Curriculums  
   
Session 1 What is copywriting? 
COMPETENCIES: 
Understanding Copywriting: The power of persuasion, put into precious words
DESCRIPTION: 
This is the session where you’ll understand how copywriting came about. It’s always helpful to know the history of how and why it started. Here, you’ll understand what copy really is. You will learn how it all starts with an idea and appreciate the importance of writing precious words in the business of selling. Let’s study the power of copy from the best ad masters and review some of the best award-winning copy-led advertising. 
Unit Topics: 
The history of copywriting
The power of copy
EXAMPLE ASSESSMENT: 
N/A
   
Session 2 Who are we writing to?
COMPETENCIES: 
Connecting with your audience: The importance of understanding your target market and connecting with them effectively
DESCRIPTION: 
This is the session where you’ll have to reach out and address your audience most effectively through words. Let’s tackle the anatomy of copy in an ad: from print to film to a social media post. Learn how to study the psyche of your target market and connect with them deeply using their very own language. 
Unit Topics: 
The art of connecting through words
Understanding your audience
EXAMPLE ASSESSMENT: 
N/A
   
Session 3 Which comes first: The visuals or the words?
COMPETENCIES: 
Discover the power of integrating visuals and words. After all, generating ideas is inspired by both.
DESCRIPTION: 
This is the session where you will be awed by the beauty of words and the beauty of visuals.
There is a reason why age-old agencies have paired the art director and the copywriter for years. This is to unearth the power of integrating visuals and words. Learn when to brilliantly use visuals alone and vise-versa. Discerning this makes or breaks the effectiveness and the beauty of the work.
Unit Topics: 
The beauty of integrating words and visuals
Understanding the art director & copywriter team up
EXAMPLE ASSESSMENT: 
N/A
   
Session 4 Writing to engage
COMPETENCIES: 
Write to engage: How to grab attention and encourage interaction. Time to learn how to write without boring the market.
DESCRIPTION: 
This is the session where you will develop the skill to write in different styles, using varied moods and tones of voice. This will help you approach a brief and discern whether to touch hearts or persuade with reasoning. This is mastering hard-sell and heart-sell. Knowing that humor is no joke, how hard is it really to write funny ads? 
Unit Topics: 
The different styles of writing
Hard-sell vs. Heart-sell
EXAMPLE ASSESSMENT: 
N/A
   
Session 5 The Long and short of copy
COMPETENCIES: 
Unlock the secret of being succinct. Most writers tend to be ‘wordy’. Learn how to edit, edit, edit.
DESCRIPTION: 
This is the session where copywriters will master writing in a short and concise manner. Given all that’s needed to be written, how does one determine what to edit out and what to keep, the important vs. the unnecessary? We will study some winning long-copy ads and some winning edited pieces.
Unit Topics: 
The secret to editing copy
Evaluating copy length
EXAMPLE ASSESSMENT: 
N/A
   
Session 6 Let’s start writing
COMPETENCIES: 
Start writing copy: from attention-grabbing headlines to stories to scripts. Learn the disciplines of writing for these formats and media.
DESCRIPTION: 
This is the session where we will give pointers in writing for different forms of media and formats.
How to write campaign ideas, a story for a film, a radio script, print, and billboards. When a product is about to be launched, write to romance its features and benefits, and dig for insights that will make it distinctive from the competition. Today, writing award-worthy case studies is also an added challenge to most copywriters.
Unit Topics: 
Start writing for every medium
Writing competitive copy
EXAMPLE ASSESSMENT: 
N/A
   
Session 7 Copywriting for the digital world
COMPETENCIES: 
Copywriting vs. Social & Content writing. Why it takes a different set of skills to write for social assets and the digital world. 
DESCRIPTION: 
This session is where we tackle social posts and content on different social platforms, APPs, websites, metaverse, and even games. Study the language, the audience, and the composition of the copy, for these formats. Unlike copy for conventional media, digital copy has a specific purpose, is data-driven, and needs technical knowledge. 
Unit Topics: 
Writing for digital media
Understanding the digital social media audience
EXAMPLE ASSESSMENT: 
N/A
   
Session 8 Copywriting from the experts
COMPETENCIES: 
The secrets to great copywriting from global masters and my years of experience.
DESCRIPTION: 
This last session is where different secrets from global creatives and Merlee’s years of experience writing for all kinds of brands will be shared. Let’s address frequently asked questions from young writers like the ff:
-Snapping out of the writer’s block
-When to “lose the words”
-Why font choices are important
-What is the future of copywriters?
-How has copywriting evolved today?
Unit Topics: 
Expert advice from the masters
FAQs and answers
EXAMPLE ASSESSMENT: 
N/A

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