A rigorous, project-driven curriculum for writing words that sell. By Week 6, you will understand the psychology behind persuasion, command every major copywriting format, and have a portfolio of real sales copy — emails, landing pages, ads, and campaigns — that proves you can move people from attention to action.
Highlights
Project 1 — Customer Avatar & Swipe File
Choose a real product or service in any category — a Nigerian fintech app, a fitness programme, a B2B SaaS tool, a fashion brand. Build a detailed customer avatar: demographics, psychographics, daily frustrations, deepest desires, the language they use when they talk about their problem, and the objections they raise before buying. Then build a swipe file of 10 pieces of copy that speak to this exact audience — ads, emails, landing page headlines — and annotate each one explaining which persuasion principle it uses and why it works. Delivered as a Notion page or Google Doc.
Project 2 — Headline & Hook Collection
For the product from your Week 1 avatar, write 25 different headlines — covering emotional, rational, curiosity, urgency, social proof, and question-based angles. Select your best five and write a short justification for each. Write 10 email subject lines across five different angles: curiosity, benefit, urgency, personalisation, and pattern interrupt. Write five social media ad hooks — the first line of an ad or the first three seconds of a video script. Delivered as a structured document a client or creative director could review and approve.
Project 3 — Email Sequence
Write a complete five-email welcome sequence for the product from your customer avatar. Email 1: welcome and brand story. Email 2: the problem and why most solutions fail. Email 3: your product as the solution with social proof. Email 4: objections addressed with a case study or testimonial. Email 5: a direct offer with a clear CTA and urgency. Each email must have a subject line, preview text, and a single focused call to action. Write one additional promotional email announcing a sale or launch. Delivered as a formatted Google Doc or Notion page ready for upload into any email platform.
Project 4 — Landing Page + Sales Page
Write two pieces of long-form copy for the product from your customer avatar. First, a short-form landing page (400–600 words): hero headline and subheadline, three benefit bullets, one testimonial, and a single CTA. Second, a long-form sales page (1,200–2,000 words) using the full twelve-section structure: headline, lead, problem, agitation, solution, proof, offer, bonuses, guarantee, objections, CTA, and urgency close. Delivered as a Google Doc formatted as it would appear on an actual page, with notes explaining the strategic choice behind each section.
Project 5 — Advertising Copy Campaign
Write a complete ad campaign for the product from your customer avatar across three awareness levels. Cold audience: three Facebook/Instagram ad variations targeting people who do not know the product — one story-driven, one problem-led, one curiosity-based. Warm audience: two retargeting ads for people who visited the page but did not buy — one urgency-focused, one testimonial-led. One Google search ad with three headline variations and two description variations. One UGC-style video ad script (60–90 seconds). Delivered as a structured campaign document with copy ready for upload into an ads platform.
Write a complete, multi-channel copywriting campaign for one product or service — real or fictional. Every piece must work together as a unified campaign with a consistent voice, one core message, and one conversion goal.
A published portfolio page with all capstone assets is required to complete the course.
Required:
| Week | Project | Output |
|---|---|---|
| Week 1 | Customer Avatar & Swipe File | Research Document · Annotated Swipe File |
| Week 2 | Headline & Hook Collection | 25 Headlines · 10 Subject Lines · 5 Hooks |
| Week 3 | Email Sequence | 5-Email Welcome Sequence · Promo Email |
| Week 4 | Landing Page + Sales Page | Short-Form + Long-Form Copy |
| Week 5 | Advertising Copy Campaign | Multi-Channel Ad Campaign |
| Week 6 | Full Copywriting Campaign (Capstone) | Complete Campaign · Portfolio Page |
You finish the course with six documented, client-ready copy projects across every major format — email, landing pages, sales pages, and ads — and a portfolio page that demonstrates you can write for the full funnel.
Week 1 is entirely psychology — no formulas, no templates. Understanding why people buy, how awareness levels affect what to say, and how to research the customer's own language before writing is what separates copy that converts from copy that sounds good. Frameworks without psychology produce polished copy that does not sell.
Email, long-form pages, and ads each get a full week rather than being compressed into a single session. Each format has its own logic, its own structure, and its own failure modes. Compressing them teaches students to follow templates — dedicated weeks teach them to think.
Project 1 is not a writing exercise. It is a research and analysis exercise. Students who understand their customer deeply before writing produce copy that feels personal even at scale. This is the habit every professional copywriter builds on every project, and it is the first thing this course teaches.
The Week 6 campaign spans awareness ads, a welcome sequence, a landing page, a sales page, and retargeting copy — the complete journey a buyer takes from first encounter to purchase decision. Students graduate knowing how to write not just individual pieces but entire systems that work together.