Course Syllabus: Advertising, Marketing and Sales Writing


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Course Description

There you are, cold-calling yet another sales prospect. Your verbal pitch is pure gold; your prospect is attentive--interested--and seems ready to buy. But just as you're about to close the deal, you hear that eternal refrain:

  "Send me something in writing!"  And the line goes dead. 
 
What do you do now?

  Oh, we're so glad you asked…

 The SALES, MARKETING & ADVERTISING WRITING course will demonstrate that virtually every sale depends on the written word…ranging from a three-word caption in a movie poster, to a multi-page booklet that covers every conceivable aspect of a product. It will also demonstrate that when used properly, the written word can be your least expensive yet hardest-working employee, willing to work in any number of formats to bring in millions in revenue. When used improperly…or not used at all…the written word can cost you millions. The ability to write all three subjects effectively is crucial to success in any business…and, in fact, life itself…for what is a resume if not an ‘advertisement' for oneself? While Sales, Marketing, and Advertising are often considered separate entities within the business world, they do in fact influence each other, and are dependent on each other.    Without properly written Marketing materials, crucial time and resources are lost as a product or service is presented to the wrong consumers….or the right consumers in the wrong manner.

Without effective Advertising copy, consumers are oblivious to the product or service's existence…or, worse, notice it in a negative light.  A savvy sales professional may be able to initiate a sale through mere spoken words, but without well-written sales materials to back them up, such sales will be few, and the company ‘dies on the vine' for lack of income.

Proper business writing can, and should, combine these three elements. But since these three crucial business elements tend to flow sequentially--a product or service is marketed, then advertised, then sold--the course will duplicate this ‘flow', with examples of marketing writing, advertising copy, and sales materials. We will define each element and its influence and dependence on the others, then demonstrate its place in the business cycle. We will show you the words to use, and as many formats as possible. 

Mastery of these three elements of business writing will ensure you're a creative employee that your company can't afford to lose, or will ensure that your own business soars to the top. It can also enhance your life in other ways--the properly written ‘personal ad' might just catch the attention of ‘Mr. Or Ms. Right'!

Course Requirements

This course will not require you to have previous experience in any particular area but you should have a high school reading level. No books will be required.

Course Topics

Lesson 1: An Overview Of Marketing, Advertising and Sales Writing

Lesson 2 : Marketing: What NOT to write

Lesson 3: Marketing Writing: The Most Important Thing To Write

Lesson 4: Marketing Writing: Low Cost Strategies

Lesson 5: Marketing Writing: Internet Strategies

Lesson 6: Advertising: Print Media

Lesson 7: Advertising Writing: Radio

Lesson 8: Advertising Writing: Television

Lesson 9: Advertising Writing: Miscellaneous Mediums

Lesson 10: Sales Writing: Materials For Sales Professionals

Lesson 11: Sales Writing: Speeches & Demonstrations

Lesson 12: Sales Writing: The Guarantee

Lesson 13: Overview II: What you've learned & Where to learn more

Course Materials

All course materials is provided in this class. There is no need to buy additional resources.

Grading Policy

Each lesson will include a written and practice assignment that will directly apply what you have learned.

A brief 25 pt. quiz will follow each lesson. Students will successfully complete this course by mastering all learning outcomes with 70% or higher overall grade.

Learning Outcomes

By successfully completing this course, students will be able to:
  • Identify the differences between marketing, advertising and sales writing.
  • Identify what not to write when creating marketing materials.
  • Identify the most important elements to write when creating marketing materials.
  • Write effectively for different mediums: print media, television, radio, and Internet, and
  • Demonstrate mastery of lesson content at levels of 70% or higher.
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Assessment Guide

An Introduction1
Lesson 1 : An Overview Of Marketing, Advertising and Sales Writing10
Lesson 2 Assignment: Detecting Infringement and Deception20
Lesson 2 : Marketing: What NOT to write10
Lesson 3 Assignment: The Importance of a Marketing Plan20
Lesson 3 : Marketing Writing: The Most Important Thing To Write10
Lesson 4 Assignment: Using the Reverse Pyramid Style20
Lesson 4 : Marketing Writing: Low Cost Strategies10
Lesson 5 Assignment: Importance of Having Website20
Lesson 5 : Marketing Writing: Internet Strategies10
Lesson 6 Assignment: Practicing Writing Copy for Print20
Lesson 6 : Advertising: Print Media10
Lesson 7 Assignment: Writing Radio Scripts20
Lesson 7 : Advertising Writing: Radio10
Lesson 8 Assignment: Studying Television Advertisements20
Lesson 8 : Advertising Writing: Television10
Lesson 9 Assignment: Additional Advertising Avenues20
Lesson 9: Advertising Writing: Miscellaneous Mediums10
Lesson 10 Assignment: Identifying Sales Classified Ads20
Lesson 10: Sales Writing: Materials For Sales Professionals9
Lesson 11 Assignment: Writing for the Audience20
Lesson 11: Sales Writing: Speeches & Demonstrations10
Lesson 12 Assignment: Researching Guarantees20
Lesson 12: Sales Writing: The Guarantee10
Lesson 13 Assignment: Putting it all Together20
Lesson 13: Overview II: What you’ve learned & Where to learn more10
The Final Exam62
Total Points:432
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