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

  • Portuguese with subtitles in English
  • 98% Positive reviews (130)
  • 3122 students
Copywriting: Principles of Writing for Advertising

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


Portuguese with subtitles in English
  • 98% Positive reviews (130)
  • 3122 students
  • Online and at your own pace
  • Audio: Portuguese
  • Level: Beginner
  • 15 Lessons (2h 33m)
  • Available from the app
  • Portuguese, Spanish, English, German, Italian, French
  • 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.

About this course

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Everything you need to know to make your copy
  • U3
    U3. How to copy 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 it for?

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

What you need

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.


Reviews

3122 Students
130 Reviews
98% Positive ratings

Erica Igue

A course by Erica Igue

TeacherPro
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.


Contents

  • U1

    Introduction

    • 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 copy your campaign

    • Writing tricks
    • Top Mistakes
    • Advertising campaign
  • U4

    Creating your ad campaign

    • Brainstorm
    • Unfolding parts
    • Completion
  • U5

    Carrot

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

    Final Project

    • Copywriting: Principles of Writing for Advertising

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Copywriting: Principles of Writing for Advertising. A Marketing, and Business course by Erica Igue

Copywriting: Principles of Writing for Advertising

A course by Erica Igue
Creative Director and Copywriter. Madrid, Spain.
Joined October 2019
  • 98% Positive reviews (130)
  • 3122 students