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Sealis Projects / Lessons

Learn copywriting by doing it.

Ten modules, each with examples and an exercise you can write up and get feedback on. No experience needed. Read them in order or go straight to what a project asks for.

The start of each lesson is free to read. The full lessons, exercises, projects, feedback and portfolio are part of Sealis Projects.

Module 1

Introduction to Copywriting

What the job is, where it differs from other writing, and the mistakes almost everyone makes at the start.

  1. What copywriting is2 min
  2. Copywriting versus content writing2 min
  3. Understanding persuasive communication2 min
  4. The role of a copywriter2 min
  5. Different types of copywriting1 min
  6. Common beginner mistakes2 min

Module 2

Audience Research

How to find out who you're talking to, what they want and the words they use for it.

  1. Identifying target audiences1 min
  2. Understanding customer motivations2 min
  3. Pain points and objections2 min
  4. Customer awareness levels2 min
  5. Voice-of-customer research2 min
  6. Turning research into messaging2 min

Module 3

Brand Voice and Positioning

How to work out what a brand sounds like, and how to write in voices that aren't your own.

  1. Understanding brand identity1 min
  2. Tone of voice2 min
  3. Vocabulary and language patterns2 min
  4. Brand differentiation2 min
  5. Writing consistently across different brands2 min

Module 4

Headlines and Hooks

How to write the line that decides whether anything else gets read.

  1. Writing compelling headlines1 min
  2. Understanding attention and relevance2 min
  3. Different headline approaches1 min
  4. Curiosity versus clarity2 min
  5. Practical headline exercises2 min

Module 5

Persuasive Writing

Benefits, value propositions, objections and calls to action, and how to persuade people honestly.

  1. Benefits versus features2 min
  2. Value propositions2 min
  3. Emotional and rational persuasion2 min
  4. Objection handling2 min
  5. Calls to action2 min
  6. Ethical persuasion2 min

Module 6

Landing Page Copywriting

How to build a page with one job, from the first line to the final button.

  1. Landing page structure1 min
  2. Hero sections1 min
  3. Product descriptions2 min
  4. Benefits and features sections2 min
  5. Social proof2 min
  6. Calls to action on a landing page2 min

Module 7

Email Copywriting

Welcome emails, promotions, subject lines and sequences that people actually want to open.

  1. Welcome emails2 min
  2. Promotional emails2 min
  3. Subject lines and preview text2 min
  4. Email sequences2 min
  5. Retention and customer engagement2 min

Module 8

Advertising Copy

Writing for people who weren't looking for you, in very little space.

  1. Meta advertising copy2 min
  2. Short-form advertisements2 min
  3. Creative angles2 min
  4. Hooks2 min
  5. Calls to action in ads1 min

Module 9

AI-Assisted Copywriting

Using AI to do better work, without giving up your judgement or sounding like everybody else.

  1. Using AI as a writing assistant2 min
  2. Writing useful prompts2 min
  3. Providing sufficient brand context2 min
  4. Avoiding generic AI-generated copy2 min
  5. Reviewing and editing AI outputs2 min
  6. Preserving originality and brand voice2 min
  7. Understanding AI limitations2 min

Module 10

Building a Copywriting Portfolio

How to choose, present and honestly describe your work, even before you've had a paying client.

  1. Selecting portfolio projects1 min
  2. Presenting concept work2 min
  3. Explaining creative decisions1 min
  4. Demonstrating writing ability2 min
  5. Presenting work professionally2 min
  6. Simulated work versus paid client work2 min