Cambridge
Academy
In London

Introduction

Great copywriting makes messages easy to understand, consistent with the brand, and persuasive without sounding forced. This practical program builds core skills in writing with clarity, shaping tone of voice, structuring persuasive messages, and editing copy using simple rules, checklists, and repeatable templates.

Course Objectives

By the end of this course, participants will be able to:

·        Write clear, concise copy for different audiences

·        Apply tone of voice consistently across channels

·        Use persuasive structure (benefits, proof, and calls-to-action)

·        Improve readability with simple editing techniques

·        Produce polished copy that meets a brief and brand standards

Target Audience

This course is designed for:

·        Copywriters and content writers

·        Marketing and communications specialists

·        Social media and digital content teams

·        Product, UX, and web content contributors

·        Anyone who writes public-facing messages

Course Outlines

Day 1: Clarity Basics (Write So People Understand)

·        Audience-first writing: who, what, why

·        Clear sentence structure and plain language

·        Cutting fluff: concise writing techniques

·        Common clarity mistakes and how to fix them

·        Activity: Rewrite unclear paragraphs into clear copy

Day 2: Tone of Voice and Brand Fit

·        What tone is (and what it isn’t)

·        Brand voice vs campaign tone

·        Choosing the right tone for channel and audience

·        Consistency rules: words to use/avoid, style basics

·        Workshop: Build a simple tone guide and apply it 

Day 3: Persuasion Foundations (Structure That Converts)

·        Core persuasion tools: benefits, proof, and emotion

·        Features vs benefits (and how to translate)

·        Simple frameworks: AIDA and PAS (overview + use)

·        Writing strong calls-to-action (CTAs)

·        Activity: Create copy using AIDA for one product/service 

Day 4: Writing for Common Formats

·        Headlines and subheads that communicate value

·        Short-form copy: ads, banners, social posts

·        Long-form copy: landing pages and brochures

·        Message hierarchy: what comes first and why

·        Case study: Improve a landing page for clarity and persuasion 

Day 5: Editing, Quality Control, and Copy Delivery

·        Editing checklist: clarity, tone, accuracy, CTA

·        Tightening copy: length limits and readability checks

·        Proofreading basics and common errors

·        Working with briefs, feedback, and revisions