PROFICIENCY CERTIFICATE IN COPYWRITING

Course Duration: 8 to 12 weeks (2 to 3 months)
Course Fee: 15,000 Kenyan Shillings
Weekly Commitment: Minimum of 2 hours per day
Course Overview:

This course is designed to equip students with the essential skills needed for professional copywriting. It covers various writing styles, techniques, and best practices for creating compelling content for different platforms, including digital and print media.

Week 1-2: Introduction to Copywriting

• Understanding Copywriting
  • Definition and Importance of Copywriting
  • Different Types of Copywriting (Advertising, SEO, Social Media)
• Copywriting Fundamentals
  • The AIDA Model (Attention, Interest, Desire, Action)
  • Crafting Effective Headlines and Hooks
• Practical Exercises: Writing compelling headlines and introductory paragraphs for different mediums

Week 3-4: Writing for Digital Media

• SEO Copywriting
  • Understanding SEO Basics
  • Incorporating Keywords Naturally
  • Writing Meta Descriptions and Alt Text
• Social Media Copywriting
  • Creating Engaging Content for Various Social Media Platforms
  • Understanding the Audience and Platform-Specific Tone
• Practical Exercises: Writing SEO-friendly content and social media posts

Week 5-6: Persuasive Writing Techniques

• Persuasion and Psychology in Copywriting
  • Understanding Consumer Behavior
  • Using Emotional Appeals and Storytelling
• Calls to Action (CTAs)
  • Crafting Effective CTAs for Different Objectives
  • Testing and Refining CTAs
• Practical Exercises: Writing persuasive copy and CTAs for ads, landing pages, and emails

Week 7-8: Editing and Proofreading

• Copy Editing Techniques
  • Grammar, Punctuation, and Style Consistency
  • Clarity, Conciseness, and Readability
• Proofreading Strategies
  • Common Copywriting Errors and How to Avoid Them
  • Tools and Techniques for Effective Proofreading
• Practical Exercises: Editing and refining copy for clarity and impact

Week 9-10: Advanced Copywriting Techniques

• Long-Form Copywriting
  • Writing Blog Posts, Articles, and White Papers
  • Structuring Content for Maximum Engagement
• Brand Voice and Tone
  • Developing and Maintaining a Consistent Brand Voice
  • Adapting Tone for Different Audiences and Platforms
• Practical Exercises: Creating long-form content and ensuring consistency in brand voice

Week 11-12: Capstone Project and Professional Development

• Capstone Project
  • Developing a Comprehensive Copywriting Project (e.g., Ad Campaign, Website Copy)
  • Incorporating Techniques Learned Throughout the Course
  • Presenting and Reviewing the Final Copy
• Career Development
  • Building a Professional Copywriting Portfolio
  • Networking and Finding Copywriting Opportunities
  • Exploring Further Learning and Certification Opportunities
• Practical Exercises: Completing and presenting the capstone project

Final Week: Course Review and Assessment

• Comprehensive Review
  • Review of Key Concepts and Techniques
• Final Assessment
  • Written and Practical Evaluation Based on the Capstone Project and Course Content

Certification
Upon successful completion of the course, students will receive a "Proficiency Certificate in Copywriting," recognizing their ability to create effective, persuasive, and engaging content across various platforms.