DMA: Data and Marketing Association
Consumer Help
Course Details

Copywriting Essentials

Learn the rules of storytelling for brand development and what makes products sell in the age of digital marketing – from some of today's most unforgettable brands.

$599 non-members $999

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

You’ve got your creative; you’ve got great content, now it’s time to make it shine with words. But the words you use and how you use them are of vital importance. This live online course will help participants integrate fundamental strategies and tools using well-written copy to build and sustain customer relationships. This course will address the fundamentals from traditional media like direct mail as well as emphasize writing for new digital media including email, social media, web, and publicity. You’ll learn to draw rules from the traditional and apply them to digital.

The goal of every marketer is to integrate across all channels and build new relationships as well as strengthen your existing ones. Here, we will touch on how to create an integrated marketing plan across channels effectively. You’ll discover ways that leveraging your work in one area can be coordinated and supportive in others.


  • How to write great copy for today's markets
  • Learn how to create an effective marketing strategy
  • Write for all channels: teasers, taglines, value propositions, offers, and calls to action
  • Discover ways to write for traditional DM & print channels
  • Explore writing across digital channels
  • Delve into writing for emerging channels


Clare Harrison
President Full Circle Consulting, Inc. Read Biography »
Christine Fleming McIsaac
President Smart Solutions Group, Inc. Read Biography »

What You'll Learn

  • checkmark Master the must-use skills of writing powerful, profitable copy
  • checkmark Discover how to write persuasive emails, build successful landing pages, and emphasize key selling spots in layout hot spots
  • checkmark Learn to stand out among the 150,000 words your target audience reads every day

Get Certified!

  • This course has a certificate add-on option. In addition to the 2-day in-person course, you will need to take an online exam. Click here to register for the certificate program.

Session 1: Writing Great Copy for Today’s Markets

  • Introduction
    • Who we are and how we cross over all of marketing and all titles and levels
    • Who you are and what is your scope of work
  • How the class will work
  • Getting started with writing techniques
  • Editing – The rules and mechanics of good copy
    • Examples – The good, the bad, the ugly
    • Style
    • Organization
    • Layout
  • Interactive review of real copy examples

Session 2: Crafting “The Story”

  • Assignment Review
  • Circles of Marketing
  • Integrating your marketing strategies: DM, publicity, digital, advertising
  • Being relevant, unexpected, unique – Looking at things from a new angle
  • When you write why are you writing? Ask these four questions:
    • What am I selling?
    • Who am I selling to? And who else is selling to them?
    • Why am I selling this now? What do I want my customer to do?
  • Marketing Copy Essentials
    • Features and Benefits
    • Unique Value Proposition
  • Testing and Resources

Session 3: Expanding “The Story” Across Channels in Short Messages

  • Assignment review
  • Writing the Short Message—Subject Line, Tagline, Teaser
    • Ones that work & Open Rates
    • Ones that work. Let’s figure out why
    • Strategies for writing good short messages
    • Interactive Review of Real Copy Examples
  • The Call to Action

Session 4: Expanding “The Story” Across Channels in Medium Messages/Digital Channels

  • Inbound Marketing
  • Assignment review
  • Writing the Medium Message—Digital Channels
  • Why Use Digital Channels?
  • Mobile Digital Marketing
  • Social Media Marketing
  • What’s Your Digital Strategy
  • Writing for Digital Marketing
  • Case Study: Integrating Your Digital Efforts

Session 5: Expanding “The Story” Across Channels in Long Messages

  • Assignment review
  • Writing the Long Message—Direct Mail Pieces, Email, Blogs
  • The Message – Email Marketing
  • The Letter – Direct Mail Marketing
  • The Body – Blogs
  • Examples for each
  • What Works

Session 6: Putting It All Together

  • Assignment review
  • Keep Pushing Outside the Box
  • Landing Pages
  • Integrated Marketing Case Studies (short, medium, long messages)
  • Key Takeaways

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

  • I benefited greatly from this course. It provided a very good foundation for how to create better copy for audience engagement. The course provided both b2c and b2b examples and instructions on how to improve in areas such as subject lines, call to actions, and social media engagement. Also, it reinforced how engaging your audience through content, and your unique identity can be very effective.
    - Dylan Graham, Digital Marketing Specialist, Edifice Group
  • Although I have been a newspaper reporter and fiction writer, I had no previous education in copywriting, so I've been very excited to take this class. I can't think of any way it could have been better. Basically, I feel like it crammed the equivalent of a whole semester college copywriting class into 6 weeks, so I feel grateful to have been part of it.
    - Chris Morgan, Proofreader, Highlights for Children
  • I thought the course was very good! A nice refresher for those of us who have been doing this kind of writing for a long time (as we often lose sight of such things). Also, I can definitely see how this course is very beneficial to those just starting out/transitioning their role into this type of writing.
    - Chad Rutan, Copywriter, Highlights for Children

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