Purpose-Driven Copywriting

CPD Accredited Short Course

Original price was: £97.00.Current price is: £48.50.

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.

FULL COURSE

curriculum

  • What is Copywriting? – Discover the true essence of copywriting and why it’s more than just clever wordplay.
  • Copywriting Principles – Learn the foundational rules of copy that sells without selling out.
  • Customer Language Swipe File – Get your hands on a treasure trove of real customer language you can use to craft authentic messaging.
  • Tone of Voice Guide & Deck – Build your brand’s unique voice with step-by-step guidance, plus a deck to keep everything on-brand.

  • Ethical and Inclusive Considerations – Write copy that’s both kind and impactful, staying true to your brand’s mission.
  • Empathy-Driven Copywriting – Learn how to put empathy at the heart of your messaging for campaigns that connect on a human level.
  • Customer Empathy Map Walkthrough – Build a deeper understanding of your audience by mapping their feelings, struggles, and dreams.
  • Customer Journey Map – Track how customers move through your marketing funnel and spot opportunities to engage them meaningfully.
  • Purpose-Driven Copywriting Best Practices – Master the techniques that align your copy with your business values for maximum impact.

  • Editing and Proofreading – Polish your copy like a pro with tips on how to spot (and fix) common mistakes.
  • How to Ask and Give Feedback as Copywriters – Take the awkwardness out of feedback sessions and turn them into opportunities for growth.
  • Measuring the Effectiveness of Your Copy – Use tools like the Copy Performance Tracker to monitor your campaigns and see what’s working.

get accredited with a certificate of completion

Complete our course to get an official certificate of completion. As this course is now fully certified by CPD, our training rivals traditional organisations in quality and professionalism. With us, you get respected, top-tier education with a dash of AMS flair—credible, impactful, and loads of fun.

This 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.

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.

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.

The AMS way

Because making learning fun is kinda our thing.

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 [email protected]

“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. 

never stop learning

What is your marketing style? Unlock your superpowers 🖤

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