Creative Copywriting

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Creative Copywriting On-Demand     Register    


Words are critical to the success of your campaigns.  Whether you’re writing an email, direct mail letter, blog post, or a Tweet, you need to create efficient marketing copy that gets read and acted on.  In this module, you’ll learn how to write copy that jumps off the page.  You’ll explore successful campaigns to gain a better understanding of how to write and evaluate great copy. You’ll discover how to write smarter, write better, and pull it all together.


  • A quick look at missteps to avoid
  • Four questions to ask and answer before you start
  • Developing successful message strategies
  • Creating direct marketing copy
  • Design
  • Marketing to special-interest groups
  • Maintaining effectiveness, whether mail, print, or online

Approximately 90 minutes - self paced

Section 1: Write Smart/Before You Write

  • What am I marketing?
  • Who am I marketing to?
  • Why am I marketing this now?
  • What do I want my customers to do?
  • Why does my customer care?
  • What are your features and benefits?
  • Bringing those questions together to create a Unique Value Proposition?

Section 2: Get Your Ideas Down/Ready. Set. WRITE!

  • Beginning to Write
  • Getting "Out of the Box"
  • Leveraging Your Writing Across Channels

Section 3: Rewriting Your Messages

  • Rewrite
  • Writing Long Messages
    • Email
    • Direct Mail
    • Postcard Mailers
    • Blogs
  • Writing Short Messages

Section 4: Keep Rewriting!

  • The Call to Action
  • 35 Character Magic - Subject, Head, Tagline & Teaser
  • Writing & Editing Tips
    • Ordinary Words
    • Punctuation
    • Speaking More Directly
    • Personal Pronouns
    • Contractions
Instructor Bio
Christine Fleming McIsaac

Christine Fleming McIsaac
President, Smart Solutions Group, Inc.
After over a decade of working on the “inside” for Pearson Education and Scholastic, Christine started her own business and uses her experience in marketing, editorial, and sales to help all publishers reach their customers. Her company, Smart Solutions Group, Inc., specializes in everything marketing—from market research and strategic planning to campaign execution and product implementation.

In her spare time, Christine loves to write things other than marketing collateral. She’s the author of two children’s books: The Star-Spangled Banner and Art as Science.

Christine has a B.A. in Communications from Marymount University, and an M.B.A. in Marketing from Fairleigh Dickinson University.

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