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Hi, my name’s Paul Adler, and welcome to my class. This course is on copywriting in the age of digital media, and how to utilize the consumer’s perspective in crafting content. After taking it, you’ll be able to write copy that engages with consumers on a more effective and deeper level than most content out there these days. Since we live amongst a sea of media and digital communications, a lot of content can become lost in the shuffle--especially on a consumer level. In order to engage with customers more effectively, a copywriter must be able to differentiate his or her content.

Looking at things from a customer’s perspective is one of, if not the most, important things you can do as a copywriter. This class will be able to teach you how to do this by analyzing--and showing how to use--a skill known as cognitive empathy on a content writing level, as well as factoring in the the concept known as market segmentation. I’ll also teach you how to utilize the combination of “utility, inspiration, and empathy,” as well as aspects of human psychology. Being a huge film fan, I’ll also show you certain movie clips that reiterate and clarify these concepts, as well as real-world examples of copy and ad campaigns that show how these assorted skills are utilized. Finally, I’ll ask you to craft an assignment where you write up copywriting samples for specific customers and demographics. Welcome to my class. I hope it aids you on your copywriting journey. Now let's get to it!

(All video clips/links related to each lesson are posted and linked to below. Please make sure that you view these for each lesson before watching, as they will be discussed.)

"The Modern Copywriting Environment" Movie Clip: "First Reformed" (2017) - Listen, Guide, Encourage (explicit language)

"What is Content?" Copy: Pepsi "Empowering Women" Article

"What is Content?" Copy: Ireland Travel Agency "Game of Thrones" Tweet

"What is Content?" Article: Visuals and Headline Information

"Cognitive Empathy" Movie Clip: "Boiler Room" (2000) - Sales Call

"Cognitive Empathy" Article: Real Good Writing - "Problem with Empathy"

"Market Segmentation" Movie Clip: "Chicago" (2002) - All I Care About

"Market Segmentation" Research Article: University of Texas Study - "Customized Online Experience"

"Psychology in Copywriting" Research Article: Cognitive-Experiential Self-Theory Analysis

"Psychology in Copywriting" Ad Clip: Nike - Find Your Greatness, 2012

"Neuromarketing and Stimuli" Ad Clip: Purple Mattress - Tim and Eric Ad, 2018

"Neuromarketing and Stimuli" Ad Clip: Purple Mattress - Direct Ad, 2019

Text sources: Ann Handley, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, 2014

Will Leach, Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing, 2018

Adam Yang

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