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Salford Business School

Copywriting online

Copywriting: Learn how to incentivise your audience to take some form of action

Copywriting is the process of translating technical product and service descriptions into accessible text, which can be understood by non-technical audiences. In this video you will learn copywriting tips which can help to improve your online content.                        

Please complete this short course entrance survey if you have not done so already.                        

Please watch this video to the end before attempting the activities. When you are watching the video for the second time and reach an activity (see below a list of these with recommended links) pause the video, complete the activity and then press play again, proceeding to the next activity:

This video features the following industry speaker:                      

Martin Williams –

Can you see how the four elements of AIDA have been used here?                  

For example:                  

Attention: starting the post with a question                  

Information: several headings of the page are dedicated to the details of the main points being highlighted                  

Desire: highlighting the qualities of the research and its unique insights                  

Action: the reader is prompted to read the full article and download it from an open repository.                  

Activity 2 - Draft a blog post about your Search and Social Media Marketing for International Business course. Start with the following four headings:                  





Consider how you can complete these four headings with your message. Once you have drafted your message you can delete these four headings.                  

Publish your blog post and share a link to it using #SSMMUoS on Twitter. Read what others have said and comment on their blog posts.                  


Feel free to make use of our hash tag #passion4digital on Twitter to communicate with your peers and share your own learning experiences!