Purpose-Driven Copywriting

£97.00

Purpose-Driven Copywriting Course Overview

New to copywriting or looking to refresh your skills? Tired of advice that sounds like it came from a robot or a soulless corporate manual? You’re in the right place! This course is your friendly guide to creating copy that connects, resonates, and drives action – all while staying true to your values.

We flip the script on traditional copywriting techniques, showing you how to inject empathy, authenticity, and heart into your messaging. Starting with the essentials, we’ll walk you through building your own Tone of Voice Guide, provide you with a handy Customer Language Swipe File, and introduce you to the foundations of great copywriting. Then, we’ll dive into the heart of purpose-driven copy: our Empathy in Copywriting module.

Here, you’ll learn how to create campaigns that truly connect with your audience, rooted in ethical and inclusive principles.

By the end of the course, you’ll not only know how to write compelling copy, but you’ll also understand how to track its impact and impress clients or team members with your newfound skills. Plus, you’ll join a supportive community where you can share your work, get valuable feedback, and grow alongside fellow aspiring copywriters.

community access

Join our wider student community, including events for students and chances to get answers to your questions.

BONUS: case studies & interviews

Access video training from experts in the field, to learn from their journey and experience.

Exclusive resources

Campaign ideas, top tools and bonus materials? With your course you'll get ongoing access to resources in our community channels.

Submission Personalised Feedback

Complete projects and get real life feedback from our team with ideas, fresh perceptive and a full breakdown of things you can do to make your real-life work shine.

The AMS way

Because making learning fun is kinda our thing.

The course is perfect for...

  • The Newbie Copywriter – Just starting out? We’ve got your back with clear, actionable lessons that demystify copywriting principles and practices.
  • The Empathy-Led Marketer – Learn how to put empathy at the heart of your campaigns from day one, setting yourself apart in the field.
  • The Swiss-Knife Army Marketer – Wearing multiple hats in your marketing? Our course gives you fast, effective tools to create impactful copy, even if writing isn’t your primary skill.
  • The Career Switcher: Transitioning into copywriting or marketing? This course provides the foundation you need to confidently step into your new role.

 

what you'll learn

Introduction to Copywriting
  • What Is Copywriting? – Understand the fundamentals of copywriting and its role in marketing.
  • Copywriting Principles – Learn the core principles behind persuasive and effective copy. Explore a comprehensive guide to key techniques for writing high-converting copy.
  • Customer Language Swipe File – Learn how to capture and use your audience’s language to make your copy more compelling.
  • Build a Tone of Voice Guide – Develop a structured framework to define your brand’s unique voice. Access templates and examples to refine and implement your tone of voice.

  • Ethical and Inclusive Considerations – Learn how to write with authenticity, inclusivity, and integrity.
  • Empathy-Driven Copywriting – Discover how to craft messages that truly resonate with your audience.
  • Customer Empathy Map – Use an empathy map to better understand your audience’s needs and emotions.
  • Customer Journey Map – Identify key touchpoints where copy can enhance the customer experience.
  • Purpose-Driven Copywriting Best Practices – Explore how values-based messaging can make your brand more compelling.

  • Editing and Proofreading – Learn essential techniques to polish your copy and make it error-free.
  • How to Ask For and Give Feedback – Master the art of giving and receiving constructive feedback to improve your work.
  • Measuring the Effectiveness of Your Copy – Discover key metrics and strategies to assess and optimise your copywriting results.
  • Copy Performance Tracker – Use a structured system to track the performance of your copy over time.

About your teacher

Lea Tierney, crafter of brand stories to savour. Brand personality, copy and messaging strategy, and compelling stories are Lea’s happy place. Lea provides tone of voice, messaging and copywriting support to independent business owners all across the globe, from her little Copy Cottage in the Forest of Dean. Lea works with change makers (businesses who put people + purpose at the heart of what they do and magnetically attract profits) to start conversations with their ideal customers and clients through compelling messaging. Her clients are independent businesses, agencies and solo business owners. Her work involves a lot of brand positioning and personality crafting, along with helpful blogs, soulful website pages and personality filled newsletters.

Learning Outcomes

  • Copywriting Fundamentals: Master the basics of effective copywriting, including key principles and best practices.
  • The Art of Empathy in Writing: Learn how to create messaging that doesn’t just sound good—it feels good and truly connects with your audience.
  • Building Your Copywriter’s Toolkit: Get hands-on experience with essential tools like Tone of Voice Guides, Customer Empathy Maps, and Customer Journey Maps.
  • Ethical and Inclusive Copy: Understand how to write copy that’s both impactful and aligned with values of inclusivity and ethics.
  • Measuring Your Impact: Learn how to track the effectiveness of your copy, setting you apart from other beginners in the field.
  • Feedback and Improvement: Gain the confidence to share your work, ask for feedback, and continuously improve your skills.

Breakdown

Course Format

course project

Create an Empathy Map to better understand your customers’ thoughts, feelings, pains, and gains. Use this to build a detailed persona that reflects their daily experiences and challenges. Then, step into their shoes and answer prompts in the provided Customer Journey Map worksheet.

Once completed, share your empathy map with us. Whether it’s for a campaign, brand, or client, and get feedback to help you fill any gaps and highlight key insights.

Transform Your Team with AMS

Level up with AMS
Looking to supercharge your team’s marketing skills? The AMS courses are available both on-demand and live, and are perfectly tailored to your marketing stars.

Dive into our offerings by reaching out at hello@altmarketingschool.com

“Do the Work” 30-Day Money Back Guarantee

Navigating through a sea of course options might leave you with a sprinkle of skepticism and at AMS we completely understand that. At the end of the day, our job is to help you succeed. 

We want to give you EVERY opportunity to not just consume but to implement the knowledge and strategies absorbed from our training. Hence, we’re offering a full MONTH for you to dive deep into the course, align with the lessons, apply the strategies, and do the work to make your marketing more effective. 

For more full details and conditions, click here.

Frequently Asked Questions

Busy Marketer Alert! Can I pace my own learning journey?
Absolutely! This training is crafted to snugly fit into the busy schedules of marketers like you. Go ahead – pace it out and implement as you delve into the lessons. Whether you sprint through in one day or stride gracefully over one month, your unique journey through our lessons is what makes it special. Your learning, your pace.

Nope, no ticking clocks here! Once you’re in, you’re in for a lifetime of access. We continuously refine, add, and update our content to keep it sparkly and relevant. So, not only do you have forever access to the current content, but you’ll also receive all future updates and enhancements as long as the course exists!

What sets our classes apart is our commitment to hands-on, actionable learning. While many courses offer theoretical knowledge, ours are designed for real-world application. Each course is an immersive experience where the skills you acquire are applied immediately and integrated into your marketing toolkit.

Since the course lets you follow your own learning journey, time investment can vary. Dedicating approximately two hours a day to the training allows you to get through the course in about a weekend. But remember, replay, pause, and play it again whenever you need.

We aim to build training that can support marketers with all levels of knowledge. Each course also includes a breakdown of the level of knowledge required and anything else you may need to make the most of your training.