Copywriting, editing and creative briefs

Skills you'll practise

• Identify weak messaging: vague claims, company-centred copy, jargon and too many messages
• Rewrite a vague headline so it names the audience's problem or outcome
• Match content pieces to the audience and decision stage they serve
• Edit copy in passes for purpose, claims, clarity, inclusive language and accuracy
• Write a creative brief with one single-minded message and the proof behind it
• Choose a visual that is relevant, accurate, accessible and cleared for use

Course outline

1. 1.Copy, editing and creative briefsVideo · 2 min
2. 2.Specific beats clever: spotting weak messagingLesson · 15 min
3. 3.Editing in passesLesson · 15 min
4. 4.Creative briefs and choosing visualsLesson · 15 min
5. 5.Copywriting, editing and creative briefs: knowledge checkKnowledge check · 17 questions
6. 6.Ad copy with unsupported claims, due todayScenario
7. 7.Final exam11 questions · passing it completes the course, so people who already know the material can test out

Sources it draws on

The lessons and questions are written from these references, so learners can go back to the original.

• US FTC: Advertising FAQs: A guide for small business (substantiation)
• UK ASA/CAP Code, section 3: Misleading advertising (rule 3.7 substantiation)
• GOV.UK: Inclusive language: words to use and avoid when writing about disability
• W3C Web Content Accessibility Guidelines (WCAG) 2.2
• W3C WAI Images Tutorial: An alt decision tree