Introduction to Copywriting (ICW-02)

Copywriting Course

Course overview

How we read, create, and echo written content has undergone significant changes as demand for quality struggles to keep up with volume. This course responds to the sharpening demand for effective writing skills and language principles to establish meaningful connections between brands and their audiences.

Learning copywriting is no longer simply about buzzwords and sales tricks. It is about making content desirable by integrating consumer psychology with marketing, product design, social media, and user experience. This multi-disciplinary, practical, and relevant copywriting course will prepare copywriters and brand communicators to meet the challenges of producing clear, confident, and convincing content.

Fee and subsidy
S$980.00
S$588.30 after ASEAN subsidy
Duration
2 days
9:30am – 4:30pm
Delivery
Live-streamed interactive
Maximum 8 participants
Requirements
Conducted in English
The subsidised fee of SS$588.30 applies to residents of any of the 10 ASEAN member states and enrolling within the subsidy period between 1 March 2020 and 31 March 2021. Am I eligible for ASEAN subsidy?

You are eligible for ASEAN subsidy if you are:
1. Legally resident in any of the 10 ASEAN member states, and
2. Enrolling within the ASEAN subsidy period, between 1 March 2020 and 31 March 2021, regardless of the course’s dates.

Legally resident in any of the 10 ASEAN member states:
The subsidised fee will apply to you if you currently hold citizenship, permanent residence or settled status from:
› Brunei
› Cambodia
› Indonesia
› Lao PDR
› Malaysia
› Myanmar
› The Philippines
› Singapore
› Thailand
› Viet Nam

Enrolling within the ASEAN subsidy period:
The ASEAN subsidy period applies to the date of enrolment, and not to the course session itself, which can be outside this period. ASEAN subsidy is applied immediately at the point of enrolment.

Example 1: ASEAN subsidy will apply
Participant enrols on 23 February 2021 for a course that is starting on 10 June 2021. The date of enrolment falls between 1 March 2020 and 31 March 2021. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 23 April 2021 for a course that is starting on 10 June 2021. The date of enrolment falls outside of 1 March 2020 and 31 March 2021. ASEAN subsidy will not apply.

Course topics

1. Industry

  • What copywriting is
  • What copywriting is not
  • Understanding the writing landscape
  • Technical writing vs editorial writing
  • Situating your brand’s voice
  • Developing a copywriting plan
  • 2. Brand

  • Addressing brand and business goals
  • Brand tone, voice, and on-brand copy
  • User expectations vs industry trends
  • Brand alignment vs varied content
  • Designing a brand vocabulary
  • Creating and implementing guidelines
  • 3. Audience

  • Personality, person, persona
  • The cultural audience approach
  • Voice of authority and conviction
  • Brains, bricks and brands
  • Local sets and global cultures
  • Including sensitivity and diversity
  • 4. Context

  • Blockchain principles in copywriting
  • Copywriting the social space
  • UX writing and microcopy
  • Chat bots and copywriting
  • Copywriting with content marketing
  • Copywriting for the media
  • 5. Content

  • Tone of voice and line of sight
  • Influencing trends and thoughts
  • Mathematics of copywriting
  • Constructing ideas and ideologies
  • Video-driven vs image-driven content
  • Distinctive vs directed copywriting
  • 6. Form

  • Stories + Structures + Schemas
  • Negative space and copywriting
  • Colour theory and copywriting
  • Digital and animated environments
  • Traditional and print environments
  • Copywriting for video and audio
  • 7. Mechanics

  • Copywriting across the five senses
  • Copywriting across human bodies
  • Integrating with templates and taglines
  • Grammar: whose grammar, and why
  • Syntax, semantics, and semiotics
  • Speaking ‘Internet’
  • 8. Process

  • The creativity myth
  • The content lifecycle approach
  • Developing and using a brief
  • The journalist’s approach
  • Content + Intent + Context = Meaning
  • Future of copywriting: 2025 – 2030
  • 9. Beyond your course

    Learning continues long after a course ends, with lifelong access to all of your instructors, through CCIL Qrowd™ [+]. Regular post-course meet-ups, one-on-one refreshers, and free advanced copywriting courses means full support for copywriters and freelancers.

    Course objectives

    I will understand:

  • the triangular relationship between content, creators, and consumers
  • mindsets of diverse audiences with varying needs and expectations
  • why captive audiences care equally about sharing and creating content
  • content analysis and evaluation methods to measure effectiveness
  • the writing process and its common challenges that invalidate content
  • the copywriting industry’s evolving role in the post-digital (AI / ML) era
  • I will be able to:

  • brainstorm creative solutions with design-led copywriting perspectives
  • develop, use, and benefit from a comprehensive copywriting brief
  • inject interest and curiosity into everyday, monotonous topics
  • apply consumer and audience psychology to content assets
  • prepare experiential copy that integrates with visual elements
  • start my own copywriting initiatives with confidence and enthusiasm
  • This course does not:

  • cover in-depth content marketing or social media strategies: please see Digital & Content Marketing Course [+]
  • cover technical skills for web design: please see WordPress Course [+]
  • Course applications

    Language is mind control. This course teaches you to apply language and writing in influencing your audiences, driving sales, increasing awareness, sparking engagement, and transforming your brand. From writing websites and social posts to designing document structures and planning user journeys, copywriting encapsulates the politics, psychologies, and philosophies of rhetoric and persuasion.

    Professional copywriting applies a contractual approach to connecting with consumers and influencing user mindsets. This course supports content creators, writers, and industry experts in their initiatives to captivate audiences through corporate and marketing communications, employer branding, investor relations, and stakeholder and media partnerships.

    Course convenor

    Arjun Khara is a PhD researcher, front-end web programmer, an Adobe Certified Expert, and co-creator of Singapore’s Silent Heroes Awards. His work, speeches, and ideas have been televised and featured in newspapers and radio interviews in Singapore, Southeast Asia, and Greater China and India. Arjun is currently completing his PhD, investigating fairness for user experiences in government digital platforms. More on your convenor [+]

    2018 – 2022: PhD in Typography and Graphic Communication, University of Reading, United Kingdom

    2017 – 2018: Masters (Valedictorian Orator) in Computer Games Art and Design, Goldsmiths College, University of London, United Kingdom

    2002 – 2005: Bachelors (Golden Key Hons.) Communication, Media and Culture, University of South Australia, Australia

    Newspaper article featuring Arjun Khara as a marketing guru, giving a talk on building a profitable brand empire
    Arjun Khara conducts a workshop for government officials, public and state institutions, and representatives from tech, finance, and healthcare.

    Course schedule

    Tuesday + Wednesday

    Copywriting Course (Dec 2020)
    Copywriting Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Arjun Khara [+]

    Tuesday + Wednesday

    Copywriting Course (Jan 2021)
    Copywriting Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Arjun Khara [+]

    Tuesday + Wednesday

    Copywriting Course (Feb 2021)
    Copywriting Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Arjun Khara [+]

    Tuesday + Wednesday

    Copywriting Course (Mar 2021)
    Copywriting Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Arjun Khara [+]

    Set my own dates

    For a group of 3 or more

    A group of 3 or more participants have the added flexibility of setting their own course dates. Select ‘Set my own dates’ from the ‘Preferred date’ dropdown, in the course enrolment form. Enter up to 3 different dates of your choice; we will then confirm one with you.

    Course enrolment

    Terms and conditions

    Please read and understand the terms and conditions [+] before proceeding with this service or contact us for further clarification.

    Instant assistance

    Call us at +(65) 6573 7370 or email group@qc.sg. We will typically respond to emails within 20 minutes during business hours and in 1 day over holidays and closures. View business hours

    Monday – Saturday:
    8:00am – 8:00pm

    Sunday:
    9:00am – 3:00pm

    Holidays and closures:
    › New Year’s Day
    › Lunar New Year
    › Good Friday
    › Labour Day
    › Vesak Day
    › Hari Raya Puasa
    › Polling Day
    › Hari Raya Haji
    › National Day
    › Deepavali
    › Christmas Day
    › New Year’s Eve