You know that thing where you open the doc, type three words, delete them, and suddenly your desktop really needs reorganising? You’re not bad at writing. You’re missing the bits nobody actually teaches: how to find the real words your customers use, how to start before you feel ready, and how to stop editing the life out of every sentence.
Purpose-Driven Copywriting is your zero-gatekeeping guide to writing copy that connects and converts while still sounding like you. And this isn’t craft for craft’s sake: everything you learn plugs straight into the marketing you’re already doing, from Tuesday’s newsletter to your next launch. You’ll finish with a toolkit you’ll reach for every week (your own Tone of Voice Guide, a Customer Language Swipe File, and a Customer Empathy Map) plus coach feedback on real work.
What copywriting actually is, the principles behind copy that sells without selling out, and your first two tools: the Customer Language Swipe File and your own Tone of Voice Guide. You’ll use both on your very next piece of marketing.
The heart of the course. Ethical and inclusive writing, empathy-driven messaging, and two mapping tools (the Customer Empathy Map and Customer Journey Map) that tell you exactly what to say, to whom, and when in your funnel.
The day-to-day professional polish. Editing and proofreading, how to give and receive feedback without the awkwardness, and how to measure your copy’s performance with the Copy Performance Tracker.
You’ll create a Customer Empathy Map and Journey Map for a real brand, campaign or client (yours, ideally, so the work is done twice over), then submit it to our coaches for personalised feedback. Not a certificate-mill quiz. Real work, real eyes on it.
Because making learning fun is kinda our thing
“This course taught me how to cut down on complexity while still optimising the message for impact. The hands-on evaluation of our work made the experience feel personal, even though it was all online.” — Clarissa, Creative & Content Strategist
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.
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
You can access the course for as long as you are part of our all-access pass. We continuously refine, add, and update our content to keep it sparkly and relevant. As long as you have an active membership, you’ll receive all future updates and enhancements!
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.