Course Description:
This advanced marketing writing class is designed for students who can already write well, but want formal training in persuasive copywriting techniques – the kind that drive people to call, buy, join, or sign-up. If you’ve ever agonized over finding just the right words to achieve your goals, this class is designed to get you there faster. It introduces some of the most effective and well-tested methods used by professional storytellers to outsell and outrun the constantly changing market. Students will learn how to use techniques based in psychological research to get measurable lift in subject line open rates, landing page conversion rates, app store downloads, and more. Using a combination of readings, case studies and practical writing assignments students will learn the art and science of creating top-performing marketing text.
University of Washington
Department of Communication