Introduction to Copywriting

Course Details

Whether it's web copy, press releases, brochures, newsletters, direct response mailings, writing sales, advertising, or marketing copy, you need to sell with each and every word and transform even seemingly boring products and services into offerings of Earth-shattering, essential interest.

In this seminar, experienced copywriter John Scott Lewinski will brief on you on the basics of writing compelling sales copy for multiple media. You'll learn the proper way to approach any potential client's project, and how to construct the content and tone of your work to promote sales.

In this seminar, you can expect to learn:

• What different kinds of material look and sound like in the copywriting game
• What attitude to take toward your client to fulfill his or her needs-and to promote yourself for future work
• How to write material that always keeps in mind the need to sell your client's goods or services
• The principles of promotion and emotional appeal in your work
• How to avoid sounding like your selling something-even when you're selling something
• How much is too much in any piece of sales material

Instructor Bio

John Scott Lewinski's Courses

John Scott Lewinski writes interactive games, screenplays, books, sketch comedy, and magazine articles. His interactive writing includes contributions to the multi-million selling games LucasArts' Star Wars: Demolition, Broderbund's Riven, The Sequel to Myst, Command & Conquer II - Tiberian Sun, Command & Conquer - Red Alert, and The Journeyman Project 3, Legacy of Time. His articles on game writing and interactive industry trends appear in Amazing Stories Magazine, Animation Arena magazine, and Game Developer magazine.

John Scott is senior staff writer and a columnist for Scr(i)pt Magazine. His book Developers Guide to Computer Game Design is available from Wordware Publishing.

Testimonials

The seminar was very informative and Mr. Lewinski had a solid understanding of the material. As a self-taught copywriting freelancer, it was nice to finally have some formal training. -- John Burke, copywriter/graphic designer

"I found John's presentation quite informative and interesting. As someone experienced with the trade, John was encouraging and told us that breaking into freelance copywriting is very doable. He explained the different kinds of copywriting contexts and the approaches needed for each (and the in-class brainstorming and exercises provided good lessons for these). He also discussed ethical issues that we needed to consider as copywriters. Lastly, he provided a list of websites that lists freelance opportunities, which I found helpful." -- Dennis Moran, copy editor and page designer, Santa Barbara News-Pres