WSQ Copywriting and Content Writing Training Course

• Why words have the power to make or break your brand
• What does bad grammar and misspelling say about your brand?
• When do you not need to follow the rules of grammar?
• How to be clear and concise in your writing
• What is a Value Proposition, U.S.P. & Positioning Statement?
• What’s in a name – how are brand names developed
• What’s a brand tagline and how to write an effective one
• Examples of About Us descriptions – how do they stack up?
• What is the 5 Cs (Company-Consumer-Communication-Channel-
  Conversion) and how to use it to plan your writing
• Why “what’s in it for me?” is the most important consideration

• Understanding your potential customers
• What is Content Marketing and what is Advertising?
• What is the key difference between Content Writing and Copywriting and why there is ultimately no difference between them
• What are Advertorials, Advertising Features and Sponsored Content?
• How writing can be supplemented or reinforced with visuals and audio
• What are the different types of content and why they need to be informational, educational, entertaining and inspiring
• What is the difference between Created and Curated Content and why you still need to write comments on the latter
• Examples of blog, ad and landing page copy that are engaging, persuasive, and that convert

Instructor-Led | Lecture, demonstration, modelling and individual project assessment

• What are the 5 Key Approaches to writing?

  1. The Storytelling Approach
  2. The Problem-Solution Approach
  3. The Journalistic Approach
  4. The Benefits Over Features Approach
  5. The Content Component Approach

• How to write a killer title or headline for your content or ad with the help of an A.I. headline writing tool
• Why are sub-headings important in the body copy?
• What to include in the Call-To-Action?
• How to identify and address objections in your writing
• Assessment 1: Individual Project Assessment

• What are keywords, how to find them, and how to use them
• What is SEO and how does it impact your writing?
• How to organise your content around Pillar Pages and Topic Clusters
• What are the key sections that you have to write for your website
• Writing for mobile website vs desktop website
• What information to include for social media
• What are the character limits for social media posts and ads
• How to use hashtags and links effectively in social media posts?
• Why asking questions at the end of social media posts generate
  engagement
• Why videos need subtitles and YouTube posts need transcriptions
• How to write for email newsletters
• How to write for instant messaging apps

Instructor-Led | Lecture, demonstration, modelling and individual project presentation

• What are the principles of Persuasion and Pre-suasion?
• How to bring up customer pain points, surface their fears, etc.
  without being unethical?
• What are power words and how to use them?
• How to use humour and emotional cues in your writing
• Does writing the way we speak work?
• Why we should avoid using clichés, abbreviations and acronyms
• What is house-style and why it is important
• How simplifying, paraphrasing, summarising, and editing can
  help improve your writing
• Free resources and an introduction to A.I. tools such as ChatGPT

Instructor-Led | Lecture, demonstration, modelling and individual written assessment

• How to ensure your writing is contributing to your organisation’s goals
• What are the metrics used to evaluate your posts/ads
• How to analyse data from the website and social media
• How to repurpose existing content
• Where to look for new ideas to write about
• How to overcome writer’s block
• How to think (and write) out of the box
• Assessment 2: Written Assessment

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.

Self-Sponsored Singapore Citizens and Singapore PRs – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds. 

Enhanced Training Support for SMEs (ETSS) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SSG Non-SME Grant – 50% funding:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.