Digital Copywriting Essentials

Digital copy is part of the mainstream but traditional copy structures and approaches simply do not work for new mediums. Learn how to write copy for web, search, social media and how to get emails opened and read.



Category Technology
Date Melbourne 13 October 2015 Brisbane 27 October 2015 Perth 18 November 2015
Level Essential
Type Short Course In Class
Cost Type ADMA members Non-members Digital Copywriting $665 $898

About the course

Writing copy for online. Writing copy for search. How to get emails opened and read. How to approach social media. Packed with practical exercises, you’ll walk away understanding how to address the challenges of the digital environment.

Who should attend?

  • Traditional marketers expanding into the digital environment
  • Mainstream copywriters moving into the digital world
  • Those briefing or reviewing copy for digital mediums
  • Marketers wanting a better understanding of digital mediums
  • Those working in digital agencies who want to expand their skill set
  • Marketers who have attended Copywriting Essentials and want more advanced digital copy skills.

Learning outcomes

  • The foundations for good copy
  • How those rules change in the digital space
  • Effective website copy: structure and rules
  • How to structure and write landing pages
  • Tips for successful emails
  • The secrets to an effective banner ad
  • Writing for search
  • ‘Shiny New Thing Syndrome’: social media
  • Which social media channel to use and why
  • Writing blogs
  • The role and implications of mobile.

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Course outline

This thoroughly practical digital copywriting course will teach you:

  • The basic copy approach
  • The Socratic vs. Inverted Pyramid styles of writing
  • The active vs passive choice of the Web
  • Web structure: thinking in 3D
  • Spelling and proofreading
  • The role and structure of landing pages
  • Email timing and ‘From’
  • Tips and techniques for email subject lines
  • Writing for SEO
  • Social Media: tips and pitfalls
  • Mobile and blogs
  • Resources for further learning
1 day
9:00am - 5:30pm


  • Sydney

    Date: 16 September 2015
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Melbourne

    Date: 13 October 2015
    Venue: Karstens: 123 Queen St, Melbourne

  • Brisbane

    Date: 27 October 2015
    Venue: Karstens: 24/2015 Adelaide Street, Brisbane

  • Perth

    Date: 18 November 2015
    Venue: Saxons: Level 1, 140 St Georges Terrace, Perth

  • 123c70a

    Jon Maxim
    Copywriter & Creative Director

    Jon has been a copywriter for 25 years, and has run workshops for the last 15 of those.He is passionate both about the craft of copy, and with sharing tips and techniques. A member of the US Echo Academy, Jon has won many awards as well as judged many award shows. He is a freelancer, having worked for himself for 16 out of the last 19 years, bringing a remarkably wide range of practical experience to the course. He began writing for online in 1997, and continues to embrace new channels as and when they arrive.


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For more information
Phone: 02 9277 5406

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Companies that train with ADMA

  • Raw Ideas
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  • Telstra
  • Melbourne Storm RLC
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  • AGL
  • Optus
  • Australia Post
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  • Cancer Council