Copywriting & the persuasion principles
This course is principles and practice in one. Using the CentreBrain persuasion principles, it identifies the bedrock of persuasive copy. Also covered is writing style, the role of brand, proofing and editing, the role of intuition and instinct in great copy, and three tests for all copy: the news test; the fog test and the Orwell test. And explains the all-important difference between copywriting and journalism.