Best seller

Copywriting: Principles of Writing for Advertising

A course by Erica Igue
Creative Director and Copywriter. Madrid, Spain.
Joined October 2019
, Creative Director and Copywriter

Learn techniques to translate your ideas into words and create powerful copy in different formats

  • Best seller Portuguese with subtitles in English
  • 98% positive reviews (725)
  • 15030 students

Learn techniques to translate your ideas into words and create powerful copy in different formats

Portuguese with subtitles in English
  • 98% positive reviews (725)
  • 15030 students
  • 15 lessons (2h 33m)
  • 21 additional resources (11 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Portuguese
  • Portuguese, Spanish, English, German, Italian, French, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

The success—or failure—of an advertising campaign often boils down to how an idea is put into words. For Cannes award-winning copywriter Érica Igue, translating ideas into creative concepts is an art, and in this course, she teaches you her secrets to creating impactful and appealing messages that sell.

Learn the basic principles, creative tools, helpful techniques, and copywriting tricks for creating good copy. Discover the entire creative process of an ad campaign and develop your own, from brainstorming to creating pieces and publishing them in different formats.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Everything you need to know to make your copy
  • U3
    U3. How to write the copy of your campaign
  • U4
    U4. Creating your ad campaign
  • U5
    U5. Carrot
  • FP
    FP Final project
View details

Start by getting to know Erica Igue, who shares with you her journey as an advertising creative and what inspires her concepts and texts. Then, she goes over the course program and explains the final project to you.

Discover the principles of copywriting, the day-to-day tasks of a copywriter, and the most used tools in this field. In addition to writing titles, phrases, scripts, and posts, see how a copywriter comes up with creative concepts.

Erica shares some of her writing tips for you to use in your campaign and the common mistakes to avoid. Learn all about an advertising campaign: what it is, what it includes, and what the most common formats are.

Start brainstorming to create your campaign, reviewing ideas and references. Once your concept is defined, plan the advertising pieces for Instagram, Facebook, TikTok, and other channels in order to impact your target audience. Review the whole project, analyzing details and possible mistakes before its launch.

Finish by planning a schedule with your campaign’s posts and get some important tips for community management and PR stunts, so that your copywriting project can go viral on the internet.

What is this course's project?

Create an advertising campaign for a product or service of your choice.

Projects by course students

Who is this online course for?

Anyone who wants to use words to sell or to improve their communication skills.

Requirements and materials

To take this course, you will need a computer and your favorite writing tool: it can be a pen and paper, Microsoft Word or any word processor, or even your smartphone.


15030 Students
725 Reviews
98% Positive ratings

Erica Igue

A course by Erica Igue

Teacher Plus
Creative Director and Copywriter

Erica Igue is a Brazilian senior copywriter living in Madrid. She has worked for major advertising agencies like AKQA, R/GA, WMcCann, TracyLocke, and Aktuellmix and has received some of the most prestigious advertising awards in the industry such as Cannes Lions, El Ojo de Iberoamérica, The One Show, CCSP, and Wave Awards.

Throughout her career, she has created integrated, digital, and content campaigns for Netflix, Google, Skol, 99, Amazon Echo, Amazon Prime Video, Samsung, MasterCard, Hershey's, and more.


  • U1


    • Presentation
    • Influences
    • What will we do in the course?
  • U2

    Everything you need to know to make your copy

    • Basic principles
    • Tools
    • Concepts and references
  • U3

    How to write the copy of your campaign

    • Writing tricks
    • Top Mistakes
    • Advertising campaign
  • U4

    Creating your ad campaign

    • Brainstorm
    • Unfolding parts
    • Completion
  • U5


    • Timeline
    • Community Management
    • PR Stunt and references
  • FP

    Final project

    • Copywriting: Principles of Writing for Advertising

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus member, when you complete a course you've purchased, you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates.
Copywriting: Principles of Writing for Advertising. Marketing, Business, and Writing course by Erica Igue Best seller

Copywriting: Principles of Writing for Advertising

A course by Erica Igue
Creative Director and Copywriter. Madrid, Spain.
Joined October 2019
  • 98% positive reviews (725)
  • 15030 students