Copywriting Essentials

Date Location Register
November 3 – December 8, 2015
Every Tuesday, 1:00 pm – 2:30 pm EST
February 9 – March 15, 2016
Every Tuesday, 1:00 pm – 2:30 pm EST
April 26 – May 31, 2016
Every Tuesday, 1:00 pm – 2:30 pm EST

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Write Bold, Relevant, and Unexpected Copy.



You’ve got your creative; you’ve got great content, now it’s time to make it shine with words. But the words you use and how you use them are of vital importance. This live online course will help participants integrate fundamental strategies and tools using well-written copy to build and sustain customer relationships. This course will address the fundamentals from traditional media like direct mail as well as emphasize writing for new digital media including email, social media, web, and publicity. You’ll learn to draw rules from the traditional and apply them to digital.

The goal of every marketer is to integrate across all channels and build new relationships as well as strengthen your existing ones. Here, we will touch on how to create an integrated marketing plan across channels effectively. You’ll discover ways that leveraging your work in one area can be coordinated and supportive in others.


  • How to write great copy for today's markets
  • Learn how to create an effective marketing strategy
  • Write for all channels: teasers, taglines, value propositions, offers, and calls to action
  • Discover ways to write for traditional DM & print channels
  • Explore writing across digital channels
  • Delve into writing for emerging channels

Key Takeaways

  • Master the must-use skills of writing powerful, profitable copy
  • Discover how to write persuasive emails, build successful landing pages, and emphasize key selling spots in layout hot spots
  • Learn to stand out among the 150,000 words your target audience reads every day

6 weeks

Session 1: Writing Great Copy for Today’s Markets

  • Introduction
    • Who we are and how we cross over all of marketing and all titles and levels
    • Who you are and what is your scope of work
  • How the class will work
  • Getting started with writing techniques
  • Editing - The rules and mechanics of good copy
    • Examples - The good, the bad, the ugly
    • Style
    • Organization
    • Layout
  • Interactive review of real copy examples

Session 2: Crafting "The Story"

  • Assignment Review
  • Circles of Marketing
  • Integrating your marketing strategies: DM, publicity, digital, advertising
  • Being relevant, unexpected, unique - Looking at things from a new angle
  • When you write why are you writing? Ask these four questions:
    • What am I selling?
    • Who am I selling to? And who else is selling to them?
    • Why am I selling this now? What do I want my customer to do?
  • Marketing Copy Essentials
    • Features and Benefits
    • Unique Value Proposition
  • Testing and Resources
  • Session 3: Expanding “The Story” Across Channels in Short Messages

    • Assignment review
    • Writing the Short Message—Subject Line, Tagline, Teaser
      • Ones that work & Open Rates
      • Ones that work. Let’s figure out why
      • Strategies for writing good short messages
      • Interactive Review of Real Copy Examples
    • The Call to Action

    Session 4: Expanding “The Story” Across Channels in Medium Messages/Digital Channels

    • Inbound Marketing
    • Assignment review
    • Writing the Medium Message—Digital Channels
    • Why Use Digital Channels?
    • Mobile Digital Marketing
    • Social Media Marketing
    • What’s Your Digital Strategy
    • Writing for Digital Marketing
    • Case Study: Integrating Your Digital Efforts

    Session 5: Expanding “The Story” Across Channels in Long Messages

    • Assignment review
    • Writing the Long Message—Direct Mail Pieces, Email, Blogs
    • The Message – Email Marketing
    • The Letter – Direct Mail Marketing
    • The Body – Blogs
    • Examples for each
    • What Works

    Session 6: Putting It All Together

    • Assignment review
    • Keep Pushing Outside the Box
    • Landing Pages
    • Integrated Marketing Case Studies (short, medium, long messages)
    • Key Takeaways
    Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


          • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


          • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


        • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


    Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

    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.

    Clare Harrison
    Clare Harrison
    President, Full Circle Consulting Inc.
    Clare thinks creatively, plans strategically, and executes effectively. And those are the goals of her company, Full Circle Consulting Inc. Clare’s 19 years of experience working across professional and educational publishing and leading customer-centered marketing efforts that leverage print and digital channels translates into consulting services to help clients set marketing strategy, execute effective campaigns, and successfully implement research and product planning. As a publishing consultant, Clare works extensively with leading publishers and professional developers to craft and strengthen their brand, positioning, and marketing.

    Before founding Full Circle Consulting, Inc. Clare worked across marketing and product development at Henry Holt & Company, Thomson Publishing, Pearson, and Scholastic and holds a B.A. from Providence College.

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