Copywriting for Advertisements, Launches and Customer Service

Learn how to make an effective pitch from start to finish thanks to the 100% online Postgraduate diploma”

The Internet has generated new forms of communication, languages and alternatives to capture the attention of users and customers. A transformation, where copywriting has been able to combine persuasive writing with sales-oriented psychology.

In this space, digital businesses proliferate and the struggle for differentiation becomes even more evident. This is where the skills and abilities of copywriters  come into play when it comes to creating ads on different channels, launching products or serving customers. To promote them, this Postgraduate diploma was created to provide students with the persuasion techniques and content creation tools necessary to progress in a growing sector.

It is a program with a theoretical-practical perspective that will lead graduates to know the numerous formulas to write with Copywriting, the development of storytelling, the most effective structures to communicate with a client or the strategies to make a launch. All of this is complemented by video summaries of each topic, videos in detail, specialized readings or the success stories of large companies such as Amazon, Apple, Zara or British Airways.

A magnificent opportunity to become a specialist in the hands of real experts in this field, whose extensive professional experience is a guarantee for students who take this university program.

Therefore, TECH opens a range of job growth opportunities for communicators who wish to orient their career towards Copywriting in the best advertising agencies or in freelance mode. Additionally, through a flexible academic option that they can access comfortably, as and when they want, from a cell phone, tablet or computer with Internet connection.

You will be able to use emotional language with maximum excellence to persuade and increase sales”

This Postgraduate diploma in Copywriting for Advertisements, Launches and Customer Service contains the most complete and updated educational program on the market. Its most notable features are:

• The development of case studies presented by experts in Communication, Marketing  and Copywriting
• The graphic, schematic and practical contents of the book provide technical and practical information on those disciplines that are essential for professional practice
• Practical exercises where the self-assessment process can be carried out to improve learning
• Its special emphasis on innovative methodologies
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection

Learn about the success stories of online ads and the formulas that the editors used to achieve it. Enroll now”

The program includes in its teaching staff professionals from the sector who bring to this program the experience of their work, as well as recognized specialists from leading societies and prestigious universities.

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide immersive education programmed to learn in real situations.

This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise throughout the program. For this purpose, students will be assisted by an innovative interactive video system created by renowned and experienced experts.

You have at your disposal all the tools you need to create impactful headlines and captivate the future buyer"

In just 6 months you will be a specialist in creating Ads and launching through the most effective copywriting techniques"

The effectiveness of the Relearningsystem, based on the continuous reiteration of key concepts, will undoubtedly lead students to obtain real learning. In this way, they will be able to learn about the principles of persuasion, the formulas for writing with Copywriting, how to build sales authority or the tools to manage a launch. An extensive syllabus focused on providing knowledge of great practical utility that will boost the graduate's professional career. 

No attendance and no classes with fixed schedules. You have the freedom to self-manage your study time and have access to a quality syllabus whenever you want”

Module 1. Sales, Customer Service and Copywriting

1.1. Persuasion in Copywriting to Increase Sales

1.1.1. Why is it Important to Use Persuasion in Copywriting?
1.1.2. Basic Principles of Persuasion and How it is Applied in Copywriting
1.1.3. Difference Between Persuading, Influencing and Manipulating
1.1.4. Analysis of a Reference Author

1.2. The Customer's Needs and Desires in Persuasion

1.2.1. Persuasion Techniques, Emotional Language and the Language of Profit
1.2.2. Their Applications
1.2.3. Why it is Important to Use the Customer's Needs and Desires in Copywriting
1.2.4. Identifying Customer Desires

1.3. The Role of the Language of Profit in Copywriting in Persuasion

1.3.1. Why it is Important to Use the Language of Benefit in Copywriting
1.3.2. Identifying the Benefits of the Product or Service
1.3.3. Using the Language of Benefit in Copywriting and Increasing Sales
1.3.4. How to Use Customer Testimonials to Increase Trust

1.4. The Role of Emotional Language in Copywriting

1.4.1. Why is Emotional Language Important in Copywriting?
1.4.2. Identifying the Customer's Emotions
1.4.3. How to Use Emotional Language to Persuade and Increase Sales
1.4.4. The Emotions That are Most Used in Copywriting for Sales

1.5. Copywriting to Increase Sales: Authority and Confidence

1.5.1. How to Use Copywriting to Build Your Sales Authority
1.5.2. Building Authority in Copywriting, With Demonstration and Experience
1.5.3. Building Trust in Copywriting, Through Transparency and Honesty
1.5.4. Reasons Why Trust is Important in Copywriting

1.6. How to Improve Your Customer Service with Copywriting

1.6.1. How and Why to Welcome the Customer Using Copywriting
1.6.2. Communicating Incidents that Affect the Customer
1.6.3. Handling Payment Claims and Other Administrative Issues
1.6.4. Structure of Communications with the Customer Using Copywriting

1.7. Basic Structures to Respond Quickly to Complicated Situations

1.7.1. When we Have to Say NO to a Customer
1.7.2. When we Have to Apologize
1.7.3. When we Have to Give Bad News
1.7.4. A Real Case

1.8.  Copy in Internal Communication

1.8.1. The Importance of Internal Communication: Attention to Internal Audiences
1.8.2. Email Communications
1.8.3. Communications on a Visual Board
1.8.4. Formal Communications: Signature of Contract or End of Contract

1.9. B2B Company or Investor Presentations

1.9.1. What is the Elevator Pitch
1.9.2. How to Prepare It
1.9.3. Preparing a Company Presentation
1.9.4. Creating a Corporate or Company Presentation Video

1.10. CRM and Well-Implemented Success Stories

1.10.1. What is CRM
1.10.2. The Apple Case
1.10.3. The Case of Amazon
1.10.4. The Case of Zara
1.10.5. The Case of British Airways

Module 2. Copywriting for launches

2.1. Understand What a Launch Is and What it is Used For

2.1.1. What is a Launch
2.1.2. The Elements of a Launch
2.1.3. Differentiation
2.1.4. Supply
2.1.5. Levels of Consciousness
2.1.6. A Relationship of Enthusiasm

2.2. Types of Launches

2.2.1. Which One to Choose and Why
2.2.2. Seed Launch
2.2.3. R2X Launch
2.2.4. Meteoric Launch
2.2.5. Product Launch Formula (PLF)
2.2.6. Webinars, Workshops or Masterclasses
2.2.7. Challenges
2.2.8. Thematic Launches
2.2.9. High Ticket

2.3. The Phases of a Launch

2.3.1. The Pre-Launch
2.3.2. The Pre-Sale
2.3.3. Recruitment
2.3.4. Seduction or Indoctrination
2.3.5. Selling
2.3.6. Closing
2.3.7. Post-Launch

2.4. How to Apply Copywriting  in Each Phase of the Launching Process

2.4.1. How to apply copy in the Launch Phase 
2.4.2. Techniques in the Seduction Phase
2.4.3. Techniques in Pre-Sales and Sales
2.4.4. Examples of Success Stories

2.5. The Creative Idea as the Cornerstone of the Launch

2.5.1. What is the Creative Concept?
2.5.2. Formulas to Create the Creative Concept
2.5.3. The Method to Break Into the Market with the Creative Idea
2.5.4. Examples of Creative Ideas That Have Worked

2.6. How to Orchestrate a Launch

2.6.1. The Key Elements of a Successful Launch Orchestration
2.6.2. Having a Scorecard
2.6.3. Internal Communication
2.6.4. Follow-Up of the Launching and of the Scorecard

2.7. The Marketing Elements Involved in a Launch and Their Function

2.7.1.  Copy Pieces in the Acquisition Phase
2.7.2.  Copy Pieces in the Pre-Launch Phase
2.7.3.  Copy Pieces in the Launch Phase
2.7.4.  Copy Pieces in the Sales Phase

2.8. Measuring a Launch in Real Time

2.8.1. Metrics and KPIs
2.8.2. Measurement Tools
2.8.3. Performance Monitoring
2.8.4. Post-Launch Analysis

2.9. The Post-Launch Stage

2.9.1. Analyzing and Acting After the Sale
2.9.2. Strategies to Keep the Customer Happy After the Sale
2.9.3. Strategies to Increase the Average Ticket Price
2.9.4. Strategies to Build Customer Loyalty

2.10. Tools to Effectively Manage a Launch

2.10.1. Internal Communication
2.10.2. Project Management and Organization
2.10.3. Productivity Optimization
2.10.4. For Host Digital Products
2.10.5. To Optimize SEO
2.10.6. For Live Broadcasts
2.10.7. For Content Channels
2.10.8. Others

Module 3. Copywriting For Advertisements

3.1. Classic and New Advertising

3.1.1. A Little History of Advertising
3.1.2. The New Advertising
3.1.3. The Technologies of the Moment and the Opportunity for Advertising
3.1.4. Current Trends in Online Advertising

3.2. The Copywriter  in Advertising and the Social Media Plan

3.2.1. The Functions of a Copywriter in an Agency
3.2.2. Types of Copywriters 
3.2.3. The Social Media Strategy
3.2.4. Great Examples of Social Media Campaigns

3.3. The Research Phase Before Writing

3.3.1. The Ideal Customer or Buyer  Persona
3.3.2. Why They Buy
3.3.3. Researching the Competition
3.3.4. How to Offer What the Customer is Looking for

3.4. Psychological Techniques for Writing

3.4.1. How to Launch the Message
3.4.2. How to Communicate the Price
3.4.3. Using R. Cialdini's Persuasion Principles
3.4.4. Other Techniques that Work in Advertising
3.4.5. Various Tips for Writing Advertisements

3.5. Youtube Ads

3.5.1. Why Advertise on Youtube
3.5.2. Characteristics of Advertising on Youtube
3.5.3. Formats and Types of Ads
3.5.4. Script for Creating Ads on Youtube

3.6. Instagram Ads and Tik Tok Ads

3.6.1. Generating Conversion with the Copy  in Instagram Ads
3.6.2. Real Examples of Instagram Campaigns
3.6.3. Generating Conversion with the Copy  in Tik Tok Ads
3.6.4. Real Examples of Tik Tok Campaigns

3.7. LinkedIn Ads and Twitter Ads

3.7.1. Get more Effective Ads on LinkedIn Ads
3.7.2. Examples to Learn From
3.7.3. Get More Effective Ads on Twitter Ads
3.7.4. Examples to Learn From

3.8. Facebook Ads

3.8.1. How to Create a Facebook Ad
3.8.2. Tips for the Particularities of this Social Network
3.8.3. How the Copy  Helps in Facebook Ads
3.8.4. Real Examples of Campaigns

3.9. Google Ads and Advertising in Stories

3.9.1. Considerations for Creating Google Ads
3.9.2. Examples of Ads with Copy  that Sells on Google
3.9.3. Considerations for Creating Ads in Stories
3.9.4. Examples of Stories with Copy  That Sells

3.10. Amazon Ads

3.10.1. Why Advertise on Amazon
3.10.2. Types of Amazon Ads
3.10.3. How to Optimize Amazon Ads with Copy
3.10.4. Real Examples of Amazon Ads

Learn about the latest trends in online advertising with this university program and put them into practice”