Copywriting Fundamentals: Words That Persuade

Copywriting is writing with a job to do: get someone to read on, understand an offer, and take a next step. In this class you will learn the fundamentals that apply everywhere, from a product page to an email to a social post. We will start with the reader, then work through headlines, proven structures, clear and confident style, calls to action, and editing.

The class is for beginners: small business owners writing their own website, freelancers adding a skill, marketers who want stronger drafts, and writers curious about persuasive writing. You do not need any marketing background. You only need a product, service, or cause you want to write about, real or imagined.

Lesson by lesson, you will research a reader, write and test headline options, draft persuasive copy using a clear framework, tighten it, and finish with a specific call to action. The result is a polished short landing page or sales email you can use or adapt.

Write a short landing page section or sales email (about 200 to 400 words) for a product, service, or cause of your choice.

• A one-paragraph reader profile with phrases from real customer language
• Ten headline options and your chosen winner
• Body copy built on PAS, AIDA, or Before-After-Bridge
• A clear call to action and at least one honest piece of proof
• A before-and-after showing one paragraph before and after editing