Creative Copywriting | School of Marketing | ANA

Creative Copywriting

Words are critical to the success of your campaigns. Whether you’re writing an email, direct mail letter, blog post, or a Tweet, you need to create efficient marketing copy that gets read and acted on. In this course, you’ll learn how to write copy that jumps off the page. You’ll explore successful campaigns to gain a better understanding of how to write and evaluate great copy. You’ll discover how to write smarter, write better, and pull it all together.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in creative copywriting.

Course Outline

Lesson 1: Write Smart / Before You Write

    • What am I marketing?
    • Who am I marketing to?
    • Why am I marketing this now?
    • What do I want my customers to do?
    • Why does my customer care?
    • What are your features and benefits?
    • Bringing those questions together to create a Unique Value Proposition

Lesson 2: Get Your Ideas Down / Ready. Set. WRITE!

    • Beginning to Write
    • Getting "Out of the Box"
    • Leveraging Your Writing Across Channels

Lesson 3: Rewriting Your Messages

    • Rewrite!
    • Writing Long Messages
    • Writing Short Messages

Lesson 4: Keep Rewriting!

    • The Call to Action
    • 35 Character Magic – Subject, Head, Tagline, & Teaser
    • Writing & Editing Tips

Estimated Length of Completion

Approximately 90 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Christine Fleming McIsaac

President, Smart Solutions Group, Inc.
After over a decade of working on the “inside” for Pearson Education and Scholastic, Christine started her own business and uses her experience in marketing, editorial, and sales to help all publishers reach their customers. Her company, Smart Solutions Group, Inc., specializes in everything marketing — from market research and strategic planning to campaign execution and product implementation.
In her spare time, Christine loves to write things other than marketing collateral. She’s the author of two children’s books: The Star-Spangled Banner and Art as Science.
Christine has a B.A. in Communications from Marymount University, and an M.B.A. in Marketing from Fairleigh Dickinson University.