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Indian : Rs.6000
International : $100

How to write powerful and effective marketing copy.
A self-paced course aimed at writers working in business. This course will help you understand the importance of good writing in all business communications, from advertising, web content and brochure copy to marketing emails.
During the course you will study what makes business writing effective, and learn how good writing can increase profits and make your business work better.

This course runs over three months, and includes 12 sessions which last for a week each. The learning materials include videos, podcasts, reading suggestions, practical writing exercises, and examples of good and bad practice. However, we give access for the three months. All the learning materials are available 24 hours a day, and sessions you have completed remain available throughout the course for you to review.

You have the option of sharing your practical exercises and discussing and critiquing your work with other students.


This course allows you to:

  • Understand why and how effective marketing writing can benefit business.
  • Learn how to write memorable and effective copy that communicates the core objectives of your business.
  • Apply the principles of the course to your day-to-day business.

On completing this course you should be able to demonstrate:

  • Greater awareness of the factors that impact upon and shape marketing writing and your own practice of the craft.
  • Increasing knowledge of how marketing writers use techniques to give their message maximum impact.
  • Growing awareness of the expectations of your audiences.
  • Better judgement in the selection, development and realisation of ideas in your marketing writing.
  • Greater technical proficiency (grammar, spelling, syntax, punctuation) in your writing.
  • A willingness to experiment and explore different techniques and writing prompts.
  • An expanded writing repertoire.
  • The ability to self-direct your writing practice.
  • More professionalism in working with others.

High quality writing skills are essential in all forms of business – to increase awareness of an organisation, campaign, product or service. The skills and practical techniques taught on this course will be useful for PR and publicity staff and also anyone in a business that has to communicate with clients, customers, partners or other departments within an organisation.
People who have completed our writing courses are working as copywriters, content producers, book authors, editors, publishing executives, proofreaders, book reviewers, film reviewers, screenwriters, TV researchers, web writers, bloggers, self-published authors, sales, marketing and PR executives, journalists.


Session 1: What is marketing writing?
What is the purpose of writing in business?
An introduction to the key concepts and how marketing writing affects audiences.

Session 2: Different types of marketing writing
Analysing various styles and what makes each one tick.

Session 3: Creative briefs – basics
Why briefs are at the heart of successful marketing writing. Essential components of a brief.

Session 4: Creative briefs – writing your own
Thinking about your audience and making a brief work for different needs.

Session 5: What makes writing effective?
Good and bad style basics, including opaque words and phrases plus ways of declogging your text, cutting and focusing.

Session 6: Writing as you speak
Outlining your proposition, key message or core description.

Session 7: How marketing writing works
What makes people buy, and how to reflect that in writing.

Session 8: Structuring a piece of marketing writing
Features vs benefits; the relative value of headlines, main text, boxouts, quotes and fact boxes.

Session 9: The importance of the call to action
Analysing and assembling the core components of a campaign.

Session 10: Getting your key message noticed
What are you really trying to say, and what’s the best container for your message?

Session 11: What makes a headline work
The critical role of the headline and first sentence; experimenting with different types.

Session 12: Write your own marketing portfolio
Now work on longer pieces of writing to build a portfolio of work (up to 2,000 words) using all the techniques you have learned during the course. Option to critique your fellow writers.


Willingness to widen your reading improve your writing and critical skills, and produce original work. Ability to develop the professional skills a writer requires (discipline, attention to detail, working to deadlines, editing and proofreading). A good understanding of written English.  See also technical requirements under FAQs, below.


A better understanding of the conventions of marketing writing and how they can be applied creatively to your business practice.  Improved writing skills and English. Greater technical proficiency in the use of grammar, spelling, punctuation and syntax. An expanded writing repertoire and range of techniques and a portfolio of business writing developed during the course.

Frequently Asked Questions
How does a PWA Online course work?

If you’re new to online study or have only attended face-to-face courses before, you may find your online course a bit of a surprise. Online learning is seen by some as a second best option to face-to-face interaction – for people hampered by lifestyle or financial constraints. And we agree that many online courses do not offer quality learning, instead basing study on reading lists and exercises with non-specific aims using tutors inexperienced in teaching online. We can confidently say that this course is not like that. We understand writing and teaching, and we’re also experts in online learning; indeed, we’re brought in to teach university tutors how to teach online. 

We have extensive experience in teaching writing online, having set up the world’s first fully online postgraduate writing course. We’ve tried out, tested and tweaked our methods in recreational and academic situations; we know what you need to do in order develop an independent writing practice suited to the rapidly changing world of the writing industries - and that’s what we deliver through our courses. 

We are passionate about the importance of developing close-knit communities of supportive writers. We are confident this approach works, particularly for people new to writing. But because the role of the online tutor and the online learning journey may be different to what you expect, we’ve written these notes to help answer some of the questions our students often ask.
Professional Writing Academy

What are the technical requirements for doing the course?

You will need a computer - either PC or Mac - no more than four years old. You’ll also need a reliable broadband internet connection. 

You will also be able to follow the course and complete some assignments on tablets and smartphones. Tablets are recommended over smartphones due to the nature and volume of content. 

To create and edit Word documents, you will need a copy of Microsoft Office or similar software (the latter is available free at  

To open and download course notes you will require Adobe Reader (available free here - we recommend version 7 or higher. 

You will need to have Quicktime Player installed (download free here for PC or Mac 

We recommend the following browsers for accessing the virtual classroom: 
Google Chrome 
Mozilla Firefox 
Mac users can also use Safari 

We do not recommend that you use a version of Internet Explorer below version 8.  


For PCs 
  • Pentium 4 processor or higher; at least 500MHz; at least 512MB RAM 
  • Sound card and speakers 
  • Windows XP SP3 or higher 
  • Adobe Flash Player 10 or higher 
  • Up to date Antivirus software 

For Macs 
  • Intel Processor; at least 512MB RAM 
  • Real Player 10 or higher and Adobe Flash Player 10 or higher 
 For PCs and Macs, please enable cookies and pop-ups.

Who are the tutors?

We’re all published and practising writers. We understand the demands of the world of the writing industries because we work in those worlds week-in, week-out; and we know what you need to do as new writers in order to develop your own writing practice because we were once new writers too. 

We are also experienced online teachers, working in universities in the UK, US and Middle East as well as with recreational writers. We recognise the need for accessible and enjoyable learning for writers not looking for a formal academic qualification, so we developed these courses to match the level of learning with your needs, at a pace that fits in around your day-to-day life.

How is online learning different from face-to-face learning?

An online course is a distinct experience and is not designed to replicate face-to-face learning. We know from our experience of teaching writing that online courses offer many advantages and often a faster progression than face-to-face study. 

Our online courses are tightly structured, yet flexible enough to fit around your day-to-day life. The course materials are available 24 hours and past sessions remain open throughout the course, so that you can re-visit podcasts, videos and tutor notes whenever you need. And, of course, you can study wherever you are in the world.

Are online writing courses as effective as face-to-face writing courses?
We find many of our best writers emerge from our online teaching, rather than face-to-face teaching. This is because online learning encourages you to develop a regular writing practice, which in turn improves your judgement and self-confidence. Our experience has shown us that this approach works, particularly for people new to writing.

Why do I have to work through the sessions in sequence? 

Each course is designed as a slow-burn process because we find that writers progress best when they work to incremental goals. So, we suggest you work through the sessions one-by-one. 

Many people are tempted to rush ahead and just start writing a novel or short story, but the best writers lay good foundations first – and the individual session goals are there to make sure you do just this. In order to develop as a writer it’s important to identify your strengths and weaknesses, and hone your judgment of your ideas and prose skills. This happens more effectively if you follow the course sequentially and allow yourself gradually to build upon the skills you develop in each session. 

What does my tutor do?

Your tutor devised your entire course. He or she created the structure, planned the progression of the topics (the pace of the course), and researched and wrote the materials needed to guide you from an initial idea to a well-developed final longer piece of writing. Our tutors’ ability to do this is based on their own extensive practice as writers as well as their experience of university teaching online and face-to-face.  

I don’t feel fully comfortable with the writing exercises
You shouldn’t! We don’t want you to be working in your comfort zone because that makes for dull writing and lifeless stories. You should feel challenged - maybe even a little confused - by the expectations, and at times out of your depth, embarrassed or awkward. 

We want you to respond to the exercises naturally, in a way that feels right for you. Feeling off kilter and unsure of how to respond are good signs that you are developing your judgment and thinking like a writer. Good writing is about being exposed; letting go and making yourself feel vulnerable. Aim to control your sentences, not the emotions in your writing and storytelling.

Why do you suggest we critique fellow students’ work at the end of the course?
It’s almost impossible to edit your own work when you’re starting your writing career, but by critiquing others, you become able – over time – to turn a sharp lens on your own work and become a much better editor of your own writing. Critiquing others creates self-sufficient writers who can switch between their ‘creative’ and ‘editorial’ brains, a vital skill. Put simply, it helps you develop a keen eye for what works, and what does not.

Peer critiquing is a pedagogically sound method. We know that when writing students actively engage in critiquing they learn about their own skills as a writer more quickly and soundly because they're actively putting those skills into practice. 

What if no one critiques me?

Many people have busy work and home lives and may not be able to post ahead of a deadline. Wait until the deadline for critiquing is up and, if you still haven’t received feedback, then do approach someone  whose work you find interesting and offer to exchange critiques. This is also a good way to build the group dynamic: the more people talk to each other, the merrier the class. 

It is also extremely valuable to read feedback for fellow participants. The points raised will inevitably be relevant to your own writing: if not now, then in the future. And since all feedback is available to everyone and is archived on the site, it’s easy to look back whenever you need to find tips that you can apply to your own work.

What will I get after the completion of the programme?

As it is training oriented program, after completion you will find yourself with more confidence with increased knowledge related of this course along with Rapid Skillz Certificate.

What is the minimum eligibility required to get myself enrolled for the programme?

Anybody can apply.

What is the duration of the programme?

The duration of this program is 3 months.

What is the difference between classroom teaching and online course?

Classroom teaching requires physical presence of classroom and teacher, whereas distance learning courses can be studied anytime, anywhere as per your time schedule and convenience.

What kind of career avenues will open for me after taking this course?

The career avenues after taking this course extend over multiple industries and multiple functions because you would get more knowledge and you would be more efficient in your skills.

What kind of study material is provided?

You will get online access to study using Rapid Skillz LMS where you will find material supporting the course.

Can Foreign Nationals apply for the course?

Yes, anybody can apply from any part of the globe.For details of Fee Structure please contact us at or call at +91-9958934646

In case I am unable to take the exam will my fees be refunded?

As a policy under no circumstances will the fees be refunded to the candidate after registration.

Can I take two or more certification exams at one time?

Yes you can take as many numbers of courses at a time.

Does the exam is available only in India?

No, Exam is available all over the globe.

If I fail, what is the procedure to be followed for reappearing in the exam?

If you fail due to some reasons, you have to pay re-appear fee which is 50 % of the course fee and give your exam again.

How many attempts can I give for a certification exam?

There is no limit on re-appearance. You can re-appear by paying re-appear fee as many times you want.

When is the exam conducted?

Duration of the course is 3 months, whenever you are prepared for exams within duration of the course you can appear for exams.

What is the passing percentage?

Passing percentage is 50%.

Do you have any refund policy for this course?

We do not refund any payment. However we assure you of complete satisfaction. If you have any service related issue please contact us or mail us at

What are the various options of making payment?

You can pay using Debit Card/Credit Card/Net Banking and cash cards.

Who is the certifying body for the courses?

After successful completion of the course, students will get certificate from Rapid Skillz and PWA(Professional Writing Academy) jointly signed by Professor of the course.


Piers Alder

The Professional Writing Academy is a UK-based company formed by university professors and published writers. PWA develops high quality online courses and support for writers at all professional levels and who are writing in all forms and genres.
The course director, Piers Alder, is an experienced journalist and business writer with experience of working with banks, fashion brands, start-ups and international businesses. He also an editor and university lecturer.

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