Course · Copywriting
Texts that are read
0.1 / What it's about
Text is a design element.
Copywriting shows how to create text that gets read, understood and remembered: from clear phrasing to headlines, tone of voice and calls to action. The course is designed for creatives looking to enhance their design with their own copy.
Rheinrad, the bike repair shop in Kleinbasel from the marketing basics course, serves once again as our running example. Now, its new service subscription needs the right copy.
Key questions of the course:
QUESTION 1
How do I write so that people understand me?
QUESTION 2
How do I find that one headline that sticks?
QUESTION 3
What does a brand sound like, and how do I maintain the right tone?
QUESTION 4
How does text inspire people to take action?
Course framework:
TARGET AUDIENCE
Creators
Students in graphic design and media, freelancers, and anyone who writes copy for design projects.
SCOPE
6 × 90 mins
Plus final project; each module can also be used individually.
FORMAT
Hands-on
Brief input, tools and practice on your own texts.
REFERENCE
Cross-references
Connections to marketing fundamentals, brand strategy, and editorial design.
0.2 / Learning objectives
After the course, you'll be writing copy that works.
After the course, you will be able to:
0.3 / Course content
All modules and sections at a glance.
Six modules, each with a core question and a tool. Click on a module or directly on a section.
MODULE 01
What makes a text effective?
MODULE 02
How does a headline make people read on?
MODULE 03
What does the brand sound like?
MODULE 04
In what order does a text convince?
MODULE 05
How does the channel change the text?
MODULE 06
How does a text inspire action?
0.4 / Procedure per module
Every module follows the same structure.
Each module is structured in the same way, so you can quickly find your way around:
01
Introduction (10 mins)
A question or problem from day-to-day project work.
02
Input (20 mins)
Fundamentals and best practices.
03
Tool (15 mins)
Explore the topic in the interactive tool.
04
Exercise (35 mins)
Application to a project of your own.
05
Reflection (10 mins)
What will you incorporate into your workflow?
In each section you will find a key takeaway in bold with a lightning bolt icon, an exercise behind the blue button, a read-aloud function, and examples behind the light bulb on many cards.
0.5 / Record of achievement
The end result is a fully copywritten campaign.
Final project: copywriting for a small campaign, including a poster, social media post, landing page and newsletter, for a real or fictional offering.
01
Briefing
Target audience, messaging and evidence in a copywriting brief.
02
Headline
At least 20 variants and a reasoned selection.
03
Sound
Tone of voice guide with five rules.
04
Channels
Versions for poster, mail, landing page and subject line.
05
Submission
Edited, abridged, and reviewed with feedback.
Evaluation criteria: clear message, strong headline, consistent tone of voice, tailored versions per channel, effective calls to action, and thoroughly edited copy.
0.6 / Literature and Sources
Good texts have role models.
• Schneider, W. (1984): German for Professionals
• Reiners, L. (1951): Stilfibel
• Ogilvy, D. (1983): Ogilvy on Advertising
• Sugarman, J. (2006): The Adweek Copywriting Handbook
• Handley, A. (2014): Everybody Writes
• Nielsen Norman Group: The Four Dimensions of Tone of Voice (nngroup.com)
• Swiss Federal Chancellery: Guidelines on gender-inclusive language
Please note: The years indicate the first edition; many titles are available in newer editions and in German.