Introduction to Copywriting (ICW-02)

Copywriting Course Singapore

Copywriting Course

This course responds to the demand for increasingly sophisticated writing skills that make meaningful connections between brands and audiences. We will learn to sharpen our copy with consumer psychology, marketing, design-thinking, brand articulation, and purchase experiences. This cross-disciplinary approach prepares copywriters, brand communicators, and content producers to meet the myriad challenges of producing clear, purposeful, and convincing content for print and digital channels. This course is covered by the ASEAN subsidy for eligible participants.

Check my eligibility 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 any time from 1 January 2024 to 31 December 2024, regardless of the actual course dates.

Legally resident in any of the 10 ASEAN member states:
The subsidy will apply to you if you are currently holding 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 20 October 2024 for a course that is starting on 23 February 2025. The date of enrolment falls between 1 January 2024 and 31 December 2024. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 10 January 2025 for a course that is starting on 23 February 2025. The date of enrolment falls outside of 1 January 2024 and 31 December 2024. ASEAN subsidy will not apply.

You can apply the ASEAN subsidy to your enrolment directly from your course enrolment form below. For further queries please call +(65) 6573 7370 or contact us →

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 mean full support for copywriters and freelancers.

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 →

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 and editing websites and social posts, to designing document structures and planning user journeys, professional 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 local and regional content creators, writers, and industry practitioners in their initiatives to captivate audiences through corporate and marketing communications, employer branding, investor relations, and stakeholder and media partnerships.

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

Arjun Khara conducts a workshop for government officials, public and state institutions, and representatives from tech, finance, and healthcare.

20 + 21 February 2024

Tuesday + Wednesday

Copywriting Course (Feb 2024)

Copywriting Course Singapore