Welcome to the course
Copywriting
Welcome to Copywriting and Branding. You will learn how a brand gets its name, its voice and its position in the market, and how to write clear copy for websites, products and about pages. Every lesson shows a weak version next to a strong one so you can see the difference. Write along with the worksheets and you will finish with samples you can put in a portfolio.
Start here
Meet your course
Every course opens with a short welcome, so you know what you will build, how the lessons flow and what you will take away. Each lesson ends with a printable worksheet, and the course ends with a final exam and certificate.
What this course covers
Everything you will learn
BrandingCopywriting
Course roadmap
2 short, focused modules, 11 lessons
Module 1: Branding
Branding is what stays in customers' minds after a campaign has ended. Learn how businesses use branding to build loyalty.
Lesson 1: Intro to Branding
- What makes a business unique and memorable
- How companies use branding to differentiate themselves
- Example: a brand and what makes it memorable
- Describe a brand with the brand worksheet
Lesson 2: Business Trademarks
- Why a brand must not infringe on existing trademarks
- How the trademarking process works
- Example: a name that ran into trademark trouble
- Run a basic trademark check with the checklist
Lesson 3: Naming a Brand
- How companies decide on brand names
- The steps involved in naming a product or service
- Example: how a brand name was chosen
- Generate and shortlist names with the naming worksheet
Lesson 4: Creating a Brand Voice
- Why every brand needs a unique way of speaking to its audience
- How to identify and create a brand voice
- Example: two brands with very different voices
- Define your voice with the brand voice worksheet
Lesson 5: Positioning Statements
- What a positioning statement is and how it guides marketing decisions
- How to create one
- Example: a positioning statement, line by line
- Write yours with the template
Lesson 6: Defining Brand Equity
- What brand equity measures
- How to identify companies with high brand equity
- Example: a brand with strong equity
- Assess a brand with the equity checklist
Lesson 7: Creating Buyer Personas
- Why marketers need buyer personas to communicate with an audience
- The steps to creating one
- Example: a buyer persona built from research
- Build your persona with the template
Module 2: Copywriting
Your copy can convince a stranger to buy from your store. From how you describe a product to how you create urgency, your words move customers to action.
Lesson 1: Website Copywriting
- Why copywriting is an intentional skill that has to be learned and practiced
- The principles of writing copy for a website
- Example: website copy before and after
- Edit your copy with the copy brief and headline worksheet
Lesson 2: How to Write a Homepage
- How to create a targeted homepage that works for you
- The sections a homepage needs and why
- Example: a homepage, section by section
- Draft yours with the homepage template
Lesson 3: Writing Product Copy
- What a product description is and what it should do
- How to describe features and benefits
- Example: weak and strong product descriptions
- Write one with the product copy template
Lesson 4: About Page
- Why people expect an About page
- What to include
- Example: an About page that builds trust
- Draft yours with the About page template
Final exam and certificate
The final exam has 10 multiple-choice questions. Pass with 80 percent to unlock your certificate and a LinkedIn-ready badge. You can retake it as often as you like.
How every lesson works
Four short sections, built around real examples
1
Learn the concept
A clear, focused introduction to one idea, with no filler.
2
See real examples
Strong and weak examples, plus the data behind them.
3
Study an example
A realistic scenario, or a real-world case study where noted, that shows the idea in action.
4
Apply it and download
Build your own version using a worksheet or template you keep.
Free downloadable takeaway
Copy brief and headline worksheet
A brief template and headline worksheet to plan and test your copy.
Every lesson has a printable worksheet, and the playbook gathers them all in one document. Print it or save it as a PDF, then use it in your job search, freelance projects or your own marketing.
Free template
Copy brief and headline worksheet
Certification
Pass the final exam. Earn your certificate.
- A 10-question multiple-choice final exam that covers every module
- Pass with 80 percent. Retake it as often as you like
- A certificate with a verification code, plus a LinkedIn-ready badge and an Add to LinkedIn button
A
Certificate of completion
Copywriting
Awarded to you by Acadium
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Quick answers
Course questions
Is this course really free?
Yes. Acadium courses are free to take.
How long does it take?
You learn at your own pace. Lessons are short and focused, so they fit around work or school.
How do I get my certificate?
Finish the lessons, then take the final exam. Pass with 80 percent and your certificate appears straight away, with a verification code, an Add to LinkedIn button and a downloadable badge.
Can this help me get an apprenticeship?
Yes. Finishing courses and building a portfolio helps you stand out to mentors when you apply for a remote apprenticeship.