Learn to Write Strategy-Led Copy That Clients Pay for (In About Six Weeks)

The course begins with the foundation of every professional copywriting role: strong writing. You’ll learn how to turn features into benefits, structure persuasive pages, write effective headlines, adapt your tone and address buying objections.

You’ll then learn how those techniques connect to the wider responsibilities associated with copywriting. These include: understanding audiences, developing propositions, organising messaging and connecting individual deliverables to broader commercial goals.

In the final lessons, everything you’ve learned comes together in the Toolkit templates, which are applied it to realistic portfolio briefs. Although the course is learn-at-your-own-pace, most students finish in about six weeks. It’s a focused timeline that gives you enough space to practice, apply feedback, and still make steady progress toward a portfolio and framework.

In 2026, I analysed 230 English-language copywriting job adverts across the UK and Europe to understand how employers currently define the role. The research found that:

📈 59.1% explicitly mentioned strategy

🤖 57.8% mentioned AI

📝41.3% explicitly mentioned storytelling

Employers regularly connected copywriting with collaboration, ownership and commercial outcomes, and many described writing as an iterative process involving review and optimisation after publication These findings reflect the approach taught throughout the course – strong writing supported by audience understanding, strategic thinking, storytelling and a structured professional process.

By the end of the course, you’ll have built your own client-ready messaging frameworks. These are structured tools you can use to clarify audiences, propositions, and proof points on any future project. They’ll give you the confidence to take a brief, organise it strategically, and know exactly how to turn it into copy that sells.

Alongside the frameworks, you’ll produce four polished portfolio pieces: an About page, a product description, a three-part email sequence, and a sales page. Each one is written from a realistic brief and linked to a messaging framework, so you can show prospective clients or employers what you wrote, who it was written for, which objective it supports and the thinking that informed it.

You’ll receive personal feedback on both your exercises and your portfolio work. The feedback will highlight your strengths, suggest areas for improvements, and explain how to refine your copy to professional standards.

A simple six-week plan (or at your own pace):

Week 1: Tactics foundations (benefits, propositions)

Week 2: Headlines, structure, CTAs

Week 3: Persuasion and proof

Week 4: Tone, emotion, visual language

Week 5: Portfolio drafting + feedback

Week 6: Develop your messaging framework + finalise portfolio

Early-stage copywriters

If you’re just starting out, this course gives you a structured way to approach copywriting professionally. You’ll learn how to analyse a brief, develop messaging strategically and produce four portfolio projects supported by the thinking behind them. By the end of the course, you’ll have a portfolio that demonstrates not only what you can write, but how you solve communication problems.

Marketers and in-house teams

If you already work in marketing, sharpening your strategic copywriting skills can have a direct impact on results. This course shows you how to refine messaging, strengthen propositions and write clear, commercially focused copy. You’ll also learn how to approach copy as part of a wider marketing process, connecting individual deliverables to audience needs and business objectives.

Founders and entrepreneurs

When you’re running a business, hiring a copywriter isn’t always possible. This course will help you write your own credible, persuasive copy until you’re ready to outsource. You’ll learn how to clarify your brand’s value, create a framework you can return to whenever you launch something new, and produce copy that feels professional and trustworthy.

✔️ 29 x video lessons grouped into 6 x topics.

✔️ 27 x lesson summaries + video transcriptions as PDFs.

✔️ 4 x portfolio assignments based on real-world briefs: About page; product page; email sequence; sales page.

✔️ 4 x copywriting templates to guide your portfolio assignments.

✔️ 8 x copywriting exercises that put theory into practice.

✔️ Personal feedback on exercises and portfolio work.

✔️ 4 x additional copywriting resources – swipe file, trigger words, tone of voice guide examples, AI copywriting guide.

✔️ Lifetime access to all course content + free access to new content as it’s added.

✔️ A course completion certificate and badges to display on your website.

✔️ PLUS: Free access to The Strategic Copywriter’s Toolkit.

✔️ PLUS: Free access to The Website Copywriting Framework.

When you buy the course, you’ll have lifetime access, so you can refer to lessons and resources time and time again. This is the first version of the course. As it grows over the coming months, so will the cost. To access the course at the current price, you’re best to buy now, because once you own it, you’ll have access to all future updates, exercises, and assignments for free.

Each lesson helps you build blocks of knowledge that you’ll later feed into a messaging framework. By the time you reach the final lessons, you’ll already have the raw materials to assemble your thinking into client-ready deliverables.

Introduction

✔️ Welcome to The Course

An overview of how the course is structured and how to get the most from it. We’ll walk through the assignments, portfolio briefs, and feedback process, so you can start with clarity and confidence.

What is Copywriting?

✔️ What Copywriters Do and The Skills They Need

Sets the foundation by explaining what copywriters actually do and how our role fits into commercial writing, marketing, and business more broadly. You’ll explore different career paths, learn what makes effective copywriting, and understand the key skills clients expect from professional writers.

✔️ The Different Types of Copywriting

Gives you a clear understanding of the main types of copywriting, what each one involves, how they’re used, and where your interests might lie. From direct response and SEO to UX and white papers, you’ll learn how different formats demand different approaches (and how they all come back to persuasion).

✔️ The Seven Cs: Recognising Good Copywriting

Introduces a practical framework I call the Seven Cs for recognising and assessing good copy. You’ll learn how clarity, conciseness, consistency and other key traits are used in real examples, and how to apply the same standards to your own work.

Benefits, Features, Propositions

✔️ The Differences Between Features and Benefits

Breaks down the difference between features (what a product does) and benefits (why it matters to the customer). You’ll learn how to balance both in your copy, and when it makes more sense to lead with one over the other.

✔️ Turning Features Into Benefits

Practical techniques for turning dry product features into compelling, customer-focused benefits. You’ll learn tools like the “so what?” method and how to shift from “we” to “you” language to make your copy more persuasive and relatable.

✔️ Selling and Value Propositions

You’ll learn the difference between a Unique Selling Proposition (USP) and a Unique Value Proposition (UVP), and why both are essential in effective sales copy. The lesson walks you through a four-step process for developing each, so you can clearly communicate what makes a product different, and why it matters to the customer.

✔️ How to Use USPs and UVPs In Your Copy

Shows you where and how to place USPs and UVPs in your copy for maximum impact. You’ll learn how to lead with standout differentiators, reinforce them throughout your messaging, and support them with clear value statements that move readers toward action.

Headlines

✔️ What Makes an Effective Headline?

Explores what makes a headline effective, from sparking curiosity and emotion to using hooks that draw readers in. You’ll learn how to avoid common traps like clickbait and closed questions, and how to write headlines that genuinely earn attention.

✔️ Headline Writing Formulas

Six proven headline formulas to help you write attention-grabbing openers with structure and intent. Whether you’re aiming for intrigue, emotional pull, or social proof, these templates will help you craft headlines that encourage people to keep reading.

Structuring Your Copy

✔️Using Structural Formulas

Introduces four tried-and-tested structural formulas – PAS, BAB, AIDA, and ACCA, that help you organise persuasive copy with purpose. You’ll learn how to adapt each one to fit your message naturally, so your writing flows with clarity, emotion, and momentum.

✔️ The Rule of Three

Explores why grouping ideas in threes makes your copy more memorable, persuasive, and easy to follow. You’ll see how the principle applies to everything from brand slogans and CTAs to structuring paragraphs and highlighting benefits.

✔️ How to Write Calls to Action

Covers how to write clear, persuasive calls to action that guide your reader toward the next step, whether it’s subscribing, buying, or getting in touch. You’ll learn how to use action verbs, reinforce benefits, and apply the Rule of One to make your CTAs more effective.

Persuading the Reader

✔️ Communicating Urgency in Your Writing

Shows you how to use urgency and scarcity to encourage quicker action from readers, without resorting to hype or pressure. You’ll learn techniques like deadlines, time-limited offers, and power words that create momentum and motivate decisions.

✔️ Writing With Authority

Teaches you how to write with clarity, confidence, and credibility, so your message feels trustworthy and persuasive. You’ll learn how to avoid hedging language, use specific details, and apply techniques that position you (or your client) as the expert.

✔️ Social Proof

Covers how to use social proof like testimonials, reviews, expert opinions, and case studies to build trust and reduce hesitation. You’ll learn which types work best in different contexts and how to apply them strategically across your copy.

✔️ Addressing Buying Objections

Helps you anticipate and answer the doubts that stop people from buying, like price, trust, or overwhelm. You’ll learn how to handle common objections directly in your copy to build confidence, remove friction, and guide readers toward a decision.

Engaging the Reader

✔️ The Power of Emotion in Writing

How emotional triggers influence buying decisions, and how to use them to make your copy more persuasive and memorable. You’ll learn to tap into core drivers like fear of loss, pride, and emotional satisfaction, using techniques like storytelling, nostalgia, and trigger words to build stronger reader connections.

✔️ Using Storytelling and Visual Language in Your Copy

Learn how narrative, vivid detail, metaphor and sensory language can make commercial messages easier to understand and remember. You’ll see how storytelling can support brand communication, explain complex ideas and create stronger emotional engagement.

✔️ Striking the Right Tone

How tone of voice shapes brand personality and builds trust through consistency. You’ll learn how to define and apply tone across word choice, sentence structure, and punctuation, so your copy feels authentic, intentional, and aligned with your client’s values.

Portfolio Assignments

🖹 About Page

You’ll write the About page for a UK-based career consultancy using a completed client brief and a suggested structure template. The focus is on creating copy that feels personal, direct, and empowering, while clearly communicating what the consultancy stands for and how it supports its clients.

🖹 Product Description

This task asks you to write a compelling product description for a tattoo concealer, using the client brief and structural template provided. The focus is on highlighting benefits over features, using sensory language and clear formatting to help customers visualise the product’s effect and feel confident in their purchase.

🖹 Email Nurture Sequence

In this assignment, you’ll create a 3-part email nurture sequence for a fitness brand offering home workout videos. Using the client brief and templates provided, your goal is to build a relationship with new subscribers, delivering value, addressing common pain points, and guiding them toward trying the brand’s paid offering.

🖹 Sales Page

Asks you to write a sales page for an accountancy software brand, using the provided brief and structure template. Your focus will be on clear, benefit-led copy that builds trust through social proof, avoids jargon, and guides the reader toward a confident buying decision.

The Strategic Copywriter’s Toolkit

✔️ Why Strategy Needs to Come First

Explains why offering strategy is the most valuable way to position yourself in today’s AI-influenced marketplace. You’ll learn how strategic thinking helps uncover the inputs behind good copy (like audience, offer, and funnel stage), and why that groundwork is what separates effective copywriters from those who simply ‘make things sound good’.

✔️ The BNC Method

Walks you through the BNC Method – a five-step process for writing commercially effective copy by thinking strategically before you write. You’ll learn how to brief the business case, frame the funnel, structure the story, manage the messaging, and craft the copy in a way that aligns with real business goals and audience needs.

✔️ How to Use the Toolkit

Shows you how to apply the BNC Method using the three strategy templates included in the Toolkit: the Strategy Brief Template, the Funnel Framing Template, and the Messaging Framework template. You’ll learn how to extract the right information from clients, map it to your copy structure, and build a strategic skeleton draft that reduces revisions and improves results.

✔️ PLUS: x3 Strategy Templates, x2 Portfolio Assignments + The BNC Method PDF 

The Website Copywriting Framework

✔️ Planning Website Pages With Structure and Intent

Focuses on how to plan and write complete website pages by making the right decisions before drafting begins. You’ll learn how to define the job of each page, decide what messages  matter, and avoid the common structural issues that lead to rewrites and underperforming pages.

✔️ Page-by-Page Website Frameworks

Walks you through a consistent framework for every core website page, including home pages, about pages, landing pages, sales pages, and blog or thought leadership content. Each framework shows how the page fits into the wider site, what the reader needs at that stage, and how the message should progress.

✔️ How to Apply the Framework in Real Projects

Shows you how to use the frameworks alongside client briefs, psychology cues, and strategic notes, so your approach stays repeatable rather than improvised. You’ll learn how to plan pages with clarity, maintain momentum across entire websites, and write with a clear sense of priority and flow.

✔️ PLUS: x5 page frameworks, client briefs, walkthrough videos, templates (Word + PDF) & transcripts.

Conclusion

✔️ Closing Advice and Next Steps

✔️ Request Completion Certificate & Badge

AI can save time on research and structure, but it can’t replace human strategy or nuance. That’s why the Toolkit includes a one-page guide that explains:

• When to use AI (and when not to)
• 5 copywriter-ready prompts tied to your Messaging Framework
• How to refine AI outputs so they stay brand-true and persuasive

According to the ProCopywriters Survey, the average day rate for a freelance copywriter in 2026 is £440. This course costs £349 – less than a day’s work. And it gives you a client-ready framework, portfolio pieces, and personalised feedback. If you’re not satisfied, email me at jamiethomson@brandnewcopy.com within 14 days for a full refund.

YouTube has some useful videos on copywriting (I have a few of my own on the platform) but they only really scratch the surface. Plus, if you’re new to copywriting, the sheer number of videos on the platform can be overwhelming and it can be hard to know where to begin. The Brand New Copywriting Course is highly analytical and goes beyond the basics of copywriting. It’s also structured in a way that reinforces your learning through personal feedback.

I’ve been writing professionally for over 17 years and I feel I have an approach to copywriting that new writers will benefit from. I have a background in education and enjoy guiding people towards realising their ambition. Also, as a copywriter who writes for other brands, it’s nice to have an asset to call my own.

The analyses, examples, and exercises in the course encompass a wide range of industries. For example, some lessons look at examples from the health, wellness, and beauty industries, whereas others focus on technology, food & drink, and travel. I wanted the course to be as diverse as possible in terms of the industries covered.

The course is self-paced, so you can work through it at a rate that’s convenient for you. I’m always available to answer any questions you have, and I’ll provide personal feedback on any exercises you upload in your dashboard. Likewise, I’ll provide feedback on your portfolio assignments to ensure they’re as strong as possible. Please note, there is no online community attached to the course.

The free content I produce on my blog and on YouTube is top-of-the-funnel content, i.e., it provides a top-level overview of a topic. The lessons in the course are much more in-depth and they aren’t available anywhere else online. They have been created exclusively for the course over a period of 2 years, drawing on my expertise of 17+ years’ professional writing.

The course is designed to be studied at your own pace. However, most people complete the exercises and portfolio assignments in around 6 weeks. There are currently 29 individual lessons across 6 broad topics that could be watched back-to-back in a few hours. However, to get the most value from the course, I’d recommend focusing on one topic at a time, completing the exercises in order, and reworking them based on my feedback.

This would depend on your level of written English. If you’re a fluent English writer, then yes, the course would be suitable. However, if you struggle to communicate clearly in written English, then you might find the course a struggle.

Yes. The job adverts analysed in The Modern Copywriter report frequently mentioned AI, but employers generally presented it as one tool within a broader professional workflow. To use AI effectively, you still need to understand audiences, propositions, tone, persuasion, structure and commercial objectives. Those principles help you decide what to ask for, assess the output and improve it. The course develops that foundation first.

You will. The course includes guidance on using AI for tasks such as research, ideation and structure, while maintaining control over the strategy, messaging and final copy. You’ll learn how to use a messaging framework to provide stronger inputs, evaluate outputs and refine them for the intended audience and objective.

Yes, the course comes with a completion certificate that will be personalised with your name. You’ll also receive a completion badge that you can showcase on your website and LinkedIn profile to help you build trust and credibility with clients. You can request your certificate and badge at any time.

This copywriting course is designed so that you can skip forward and back as you like. However, I would advise working through it in order. The course starts with the basics and digs deeper into more nuanced subjects as it progresses.