Paul Lima - Toronto Freelance Writer, Copywriter, Media Interview Trainer, Writing Coach, Writing workshops, Onine writing workshops

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Copywriting 101: How to write effective
advertising and promotional copy

Do you need to write copy for newspaper or magazine ads, direct marketing brochures, Google ads or websites? If so, this e-course will help you write effective advertising and promotional copy.

Based on the book, Copywriting that Works, and on a 12-session continuing education course, this comprehensive e-course will guide you through the process of producing advertising and promotional copy that works – no matter your objective or target market. You will learn how to

  • use various brainstorming techniques to remove guesswork from writing
  • find your unique selling proposition
  • craft appeals that create desire in your defined target audience
  • compose headlines that command attention
  • write body copy that motivates action.
You’ll practice the craft of copywriting and receive constructive feedback on four assignments, including:
  • full page ad
  • direct response sales/marketing brochure
  • 3-line Google ads (as difficult as writing haiku!)
  • an assignment of your choice.
Not only is the final assignment one of your choice, the assignments can also be customized to meet your particular promotional writing requirements.

"The course assignments  were not only a lot of fun but also flexible enough to allow me to do work relevant to my professional goals. In fact, I was able to submit my assignments as jobs for my clients. Paul's detailed critiques of my assignments were excellent. I was really impressed by the depth of his analysis, which enabled me to significantly improve the quality of my work. The copywriting course was one of the most enjoyable and useful courses I have ever taken. I recommend it to anyone interested in learning effective copywriting." - Steve Doran B.A. B.Ed., Writing/Consulting

"I knew I was giving my clients my best. But having taken your course, I feel I can give them even more effective work." - Trudy Kelly Forsythe

"One of the best  courses I've taken! Paul is an excellent instructor! I can't believe what I learned. Fantastic!" - G. Basset

"Great instructor with good balance between lecture and exercises." - A. Jutra

"A good course for creative brainstorming process." - T. Astern


Copywriting 101
is Ideal for freelance writers, junior copywriters, marketing department staff, independent practitioners and small business owners and individuals interested in pursuing careers in advertising. Request the course outline: PDF file.

New low e-course price: $395. If you want to focus on one aspect of the course - Google ads or direct response marketing, for instance, e-mail Paul and he can customize the course and course fee. If you want to focus on writing sales and promotional letters, click here.

E-course price includes a PDF version of Copywriting that Works. (If you simply want a copy of the book, buy it here. If you have the book, let Paul know and he will give you an appropriate workshop discount.) The e-course also includes lecture notes, exercises,  assignments and detailed feedback on assignments. You can also ask questions about course material, assignments and feedback on assignments at any point during the self-paced, one-on-one e-course.

  • To sign up for this e-course: email  info@paullima.com and request the 'copywriting 101 e-course invoice' that you can pay online by credit card, or request the 'pay by check invoice'.
  • Ask about discounts for 3 or more courses or for 3 or more students enrolled in the same course.

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