with CEU Certificate*
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:
Oh, we're so glad you asked…
This 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'!
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Lesson 1: An Overview Of Marketing, Advertising, and Sales WritingPress releases. Business Cards. Newletters. Brochures. Websites. Promotional kits. Speeches. Video scripts. So many formats are crucial to the survival and growth of any business. All of them depend on the written word.
Lesson 2 : Marketing: What NOT to WriteBefore we examine what you can write to promote yourself or your business, let's examine what you can't (or shouldn't) write, if your business is to survive.
Lesson 3: Marketing Writing: The Most Important Thing to WriteThe most important thing to write from a marketing standpoint is a plan.
Lesson 4: Marketing Writing: Low-Cost StrategiesFor independent business owners -- especially those just starting out -- it'll probably be imperative to market or promote your product or service as inexpensively as possible.
Lesson 5: Marketing Writing: Internet StrategiesIt has already been mentioned that every marketing document you create should be saved as a Microsoft Word or PDF File, to be included with your Internet Marketing.
Lesson 6: Advertising: Print MediaThe writing involved in advertisements is called "Copy" -- a short, convenient business term. Not everyone agrees on what it is, but everyone agrees on what it must do: Sell.
Lesson 7: Advertising Writing: Radio"Radio is on its way out," doomsayers have proclaimed for years now, even as far back as the beginning of television advertising. Indeed, new formats and technologies are changing the face of radio, yet here it still is.
Lesson 8: Advertising Writing: TelevisionIf you're writing for a company that requires copy for television ads, or if your own company is ready to put an ad on television, pat yourself on the back for getting this far. You're in the big leagues now.
Lesson 9: Advertising Writing: Miscellaneous MediumsThus far, we have discussed the most common forms of marketing and advertising writing: print, Internet, radio, and television.
Lesson 10: Sales Writing: Materials For Sales ProfessionalsWhile many people feel that salesmen are perfect self-starters that can fearlessly sell ham to rabbis and refrigerators to Eskimos, it's simply not true.
Lesson 11: Sales Writing: Speeches & DemonstrationsVirtually no one has ever made a speech without the overall goal of selling something from it; not necessarily a product, but perhaps a candidacy, or a point of view.
Lesson 12: Sales Writing: The GuaranteeYou've no doubt seen this, or variations thereof, on most every product you've purchased. There are two primary reasons for the guarantee.
Lesson 13: Overview II: What You've Learned & Where to Learn MoreThe amount of additional information available on Marketing, Advertising, and Sales is already enough to fill a bookstore, and the subjects continue to grow, expand, and evolve.
- Document Your Lifelong Learning Achievements
- Earn an Official Certificate Documenting Course Hours and CEUs
- Verify Your Certificate with a Unique Serial Number Online
- View and Share Your Certificate Online or Download/Print as PDF
- Display Your Certificate on Your Resume and Promote Your Achievements Using Social Media
Learning OutcomesBy 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.
|Lesson 1 Assignment: Determining the Importance of this Type of Writing||Assignment||20|
|Lesson 1 : An Overview Of Marketing, Advertising and Sales Writing||Exam||10|
|Lesson 2 Assignment: Detecting Infringement and Deception||Assignment||20|
|Lesson 2 : Marketing: What NOT to write||Exam||10|
|Lesson 3 Assignment: The Importance of a Marketing Plan||Assignment||20|
|Lesson 3 : Marketing Writing: The Most Important Thing To Write||Exam||10|
|Lesson 4 Assignment: Using the Reverse Pyramid Style||Assignment||20|
|Lesson 4 : Marketing Writing: Low Cost Strategies||Exam||10|
|Lesson 5 Assignment: Importance of Having Website||Assignment||20|
|Lesson 5 : Marketing Writing: Internet Strategies||Exam||10|
|Lesson 6 Assignment: Practicing Writing Copy for Print||Assignment||20|
|Lesson 6 : Advertising: Print Media||Exam||10|
|Lesson 7 Assignment: Writing Radio Scripts||Assignment||20|
|Lesson 7 : Advertising Writing: Radio||Exam||10|
|Lesson 8 Assignment: Studying Television Advertisements||Assignment||20|
|Lesson 8 : Advertising Writing: Television||Exam||10|
|Lesson 9 Assignment: Additional Advertising Avenues||Assignment||20|
|Lesson 9: Advertising Writing: Miscellaneous Mediums||Exam||10|
|Lesson 10 Assignment: Identifying Sales Classified Ads||Assignment||20|
|Lesson 10: Sales Writing: Materials For Sales Professionals||Exam||9|
|Lesson 11 Assignment: Writing for the Audience||Assignment||20|
|Lesson 11: Sales Writing: Speeches & Demonstrations||Exam||10|
|Lesson 12 Assignment: Researching Guarantees||Assignment||20|
|Lesson 12: Sales Writing: The Guarantee||Exam||10|
|Lesson 13 Assignment: Putting it all Together||Assignment||20|
|Lesson 13: Overview II: What you’ve learned & Where to learn more||Exam||10|
|The Final Exam||Exam||62|
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