Words That Sell: Compelling Copywriting
- Level(s) of Study: Short course
- Course Fee:
£290
- Start Date(s): 29 September 2025, 19 January 2026
- Duration: Mondays 6 - 8.30 pm, six weeks
- Study Mode(s): Part-time
- Campus: City Campus
- Entry Requirements: More information
Introduction:
Course dates:
29 September - 3 November 2025, Mondays 6 - 8.30 pm
19 January - 23 February 2026, Mondays 6 - 8.30 pm
How do you engage, inform, and inspire an audience with your writing?
Get equipped with the skills and knowledge to create compelling and persuasive copy that engages your reader on this course.
Whether you're looking to build your writing skills for business and marketing or are interested in starting a career as a copy or content writer, this course will provide you with a toolkit of practical tips and tricks to make your writing more effective.
The course will cover various topics such as understanding the different types of copywriting, developing a tone of voice, creating a content strategy, and writing for different mediums such as social media, websites, and email marketing.
You’ll also look at the importance of headlines, hooks, and call-to-actions in copywriting, and how to use them effectively to capture the reader's attention and drive engagement.
In addition, you’ll have dedicated time to research and analyse your target audience, consider how to write for Search Engine Optimisation (SEO), and how to measure the success of your copy and content.
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You’ll be part of a creative writing and marketing community; one that promotes discussion and collaboration, and encourages experimentation and the constant swapping of ideas. -
With a limited class size, you'll have the one-to-one attention you need to ensure you leave with the skills to continue developing your writing at home or work. -
Benefit from learning with an experienced tutor who has established links to the profession and significant experience working in the industry. -
On successful completion of the course, you will receive a digital certificate of attendance and a digital badge.
What you’ll study
Are you ready to unleash the power of words and become a master of persuasive communication?
As you explore various writing styles tailored to different audiences and platforms, you’ll unleash your creativity, sharpen your writing skills, and create impactful copywriting that allows your words to become the catalyst for successful engagement with your audience.
During this course you will:
- master the art of effective content creation that captivates and persuades your audience
- gain an understanding of when to apply short form or long form writing in different contexts
- identify the perfect tone of voice and house style that reflects your company's brand values
- adapt your writing style to suit various audiences, ensuring maximum engagement
- learn the secrets to make your key messages stand out from the competition
- explore the nuances of writing for both online and offline media
- discover the art of writing optimised copy to boost search engine rankings.
Here’s a breakdown of what you’ll be studying during the course:
- Sessions 1 and 2: Introduction to copywriting, content writing and writing for the web
- Sessions 3 and 4: Writing for SEO and writing email marketing copy
- Sessions 5 and 6: Advertising, advertorials, tone of voice and house style
You’ll start with an introduction and overview of what copywriting and content writing is, what’s the difference, and writing for the web. You will explore:
Online versus offline writing
How to structure your writing
Introduction to the inverted pyramid format
Website content
Blogs and online articles
Thought leadership articles and White Papers
E-books
Social media copy.
You’ll create an outline for a press release working to a brief, looking at the headline, sub-heads, key messages, call to action, and ideas for accompanying images.
You’ll also develop social media posts, complete with ideas for accompanying visuals.
How search engines work
Keyword research
Writing semantically and contextual linking for optimising content
Meta data
Types of marketing emails
Writing great subject lines
Writing body copy and call-to-actions
Structuring your writing to maximise responses.
You’ll spend time researching and coming up with suitable keywords and phrases to a brief.
Looking at the best practices when writing marketing emails, you’ll also write your own marketing email, including ideas for links and images, again working to a brief.
Pay per click (PPC) ads and landing pages
Display advertising and remarketing copy
Press adverts
Advertorials
Radio and TV advert scriptwriting
Other types of advertising, for example a billboard
What is tone of voice and house style? Why do they matter?
How to define the right tone of voice for a brand
Tone of voice, house style guidelines and how to create them.
Working to a brief, you’ll write options for a PCC ad, write a short radio advertising script and come up with ideas for subject lines and key messages for a brand.
You’ll develop a brand dictionary (words and phrases and that do and don’t describe a brand).
You’ll create guidelines for your tone of voice and house style for your business or a fictional client.
How you’re taught
The sessions will be delivered through lectures, group discussions and activities plus manageable homework assignments.
You’ll have the opportunity to share personal projects and assignments, as well as receive feedback and group critiques.
This course will be delivered in person on Nottingham Trent University city campus.
Contact hours
You will receive 15 contact hours of quality tuition with an experienced tutor.
Careers and employability
If you’re considering becoming a freelancer, or working client-side or agency-side as a writer or content creator, you’ll leave the course with a better understanding of whether this is the right career move for you and, if so, have the skills and knowledge to get started.
Certificate of attendance and digital badge
Upon successful completion of the course, you will receive a digital certificate of attendance and a digital badge powered by Accredible.
Your digital credential is more than just a certificate – it’s secure, verifiable, and protected against fraud through encryption and blockchain technology.
They also come with detailed metadata, including an overview of the skills you have achieved on the course, evidence of completion, and assessment criteria if appropriate.
Share your achievements seamlessly with friends, customers, and potential employers online, and proudly add your badge or certificate to social media platforms such as LinkedIn, so all the right people can see it.
Campus and facilities
You will study copy and content writing in a UNESCO City of Literature, and be based in the Centre for Broadcasting and Journalism, as part of the School of Social Sciences on the City Campus.
You will find modern teaching spaces and group study environments to develop your ideas and skills as a copywriter.
You will receive an email one week before the course starts with joining instructions on where to go for the first day.
You’ll also have access to our library to use outside of your short course; whilst you can’t reserve or take away books, you are welcome to use them as a resource for research and referencing.
Entry requirements
Level: Beginner / Intermediate
Entry Requirement: No previous writing experience is required.
You must be over the age of 18 in order to attend this course.
Fees and funding
The fee for this course is £290.
Payment is due at the time of booking - ask us if you'd prefer an invoice sent to your company.
Your course fees cover the cost of studies and include great benefits such as the use of our modern library and free use of the IT equipment and software on the campus during your course.
Please bring with you to the first session:
- a notepad and pen
- any examples of writing you have previously done that you'd like feedback on (if you have any).
You can read the terms and conditions of booking here.
How to apply
You can book onto this course for the following dates via the NTU online store:
29 September - 3 November 2025, Mondays 6 - 8.30 pm
19 January - 23 February 2026, Mondays 6 - 8.30 pm
Browse all our short courses in journalism, marketing and PR.
Any questions?
Contact the short course team:
Email: creativeshortcourses@ntu.ac.uk
Telephone: +44 (0)115 848 2813