Just to make sure this copywriting course is right for you, I am giving you a full-length view into lesson 6 - all about the way we treat Needs and Wants when writing copy. Enjoy!

Do spare just a couple of minutes finding out how to get the most out of this video based copywriting course. How to find you Handouts, so you can print them off and keep them for reference. How to contact me, how to get your certificate of Completion. How to contact 'Support' at Udemy if you have any technical problems.

Everyone knows that sales copy for things like fashion items relies on emotion. But what about complex sales, like building a new factory. I show you the role emotion plays in copywriting, even when the audience is hard boiled accountants or engineers.

Needs vs Wants in copywriting. You may have already seen this lecture as a 'free taster'. Now you can watch it in context - and download your print-friendly handout.

We visit another real-life example of a successful 'switch' of focus

Successful marketers - and that's what copywriters are - build a 'model' of their audience - to make sure they always keep their eye on the key messages for that audience.

How to write headlines. "On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar" - David Ogilvey

Incredible - so much time devoted to copywriting, so little time devoted to getting the reader to DO something.

A useful, downloadable glossary of copywriting and marketing terms.

You think you know the difference between 'features' and 'benefits'. Think again. And while you are at it, when do we talk about 'advantages'?

We examine a real-life example of AIDA in a B2C on-page advert.

In this session we look at another real-life example of AIDA in copywriting. This time, a B2B mailing.

An opportunity for you to try your hand at using AIDA in a real copywriting exercise.

A possible solution to the exercise, using AIDA in an e-shot.

AIDA is so important, we dress her up in the recap session.

Everything you need to know to create your own professional release - the structure.

Not all Press Releases are intended for publication. They can be a powerful lead-generation tool.

Keyword Planner's a great tool, but it's not easy to get into the application without it appearing that you must create an ad campaign first. In this mini-lesson, we show you how to access the free version.

Look over my shoulder and learn how Keyword Planner can help you find the most powerful key phrases. There is also a hard-copy download of the demonstration.

Find out about Newswires and how to use them to get coverage in print and on the web.

There's an easy way to find out what features a trade magazine is planning over the next 12 months. Time to get your own copy together and accepted for publication.

Make you own website as impressive as the big boys. Punch above your weight for low cost and minimal time commitment.

How to snuggle up to editors, bloggers and key journalists.

There's more than one 'look' to a case study. Try an editorial style and see what that can achieve.

Copywriters really need to understand the structure of an effective case study. In fact, it's easy.

Writing a case study isn't the hard part - it's getting it off the ground. I show you how.

Video clips are a fantastic way to enhance your website - and they can be incredibly low cost. We begin, in this session, understanding what makes a mini video script.

How to write your script.

I show you where you can get a FREE Autocue (Teleprompter) and how to use it with confidence.

White Papers are marketing's best kept secret. I lift the kimono.

Some sample real-life White Papers for you to examine for yourself.