Equinet Academy
Write Persuasive, High-Converting Copy with the Help of AI Tools
Course Description
What is This Course About?
This interactive and hands-on Copywriting Course will enable participants to master the art of effective copywriting that engages, persuades, and converts the target audience. It covers key topics such as creating compelling headlines, developing unique value propositions, writing clear and concise content, and using storytelling to connect with readers.
Trainees will learn how to create engaging and persuasive copy for various forms of digital media (website, email, social media, blogs) to get their target audience to perform desired actions.
This course is designed to enhance creativity, critical thinking, and writing skills to produce engaging content that drives brand value while also showing trainees how to leverage A.I. tools to supplement their skills.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
Marketing Practitioners, Content Marketing Specialists, Social Media Managers, Bloggers, Vloggers, Copywriters, Entrepreneurs, Business Owners, and anyone who wants to be equipped with writing skills that are not only essential in marketing and communications, but in every aspect of business and life.
Prerequisites
What You’ll Need to Get Started
You are required to have basic computer skills, including opening and closing files, dragging and dropping items, and copying and pasting content. You should also be comfortable with web browsing and able to write and converse in English.
Course Highlights
What You’ll Learn
In this 2-day Content & Copywriting course, you will:
- Learn how to communicate effectively in all your content marketing and advertising campaigns by writing in a clear and concise manner.
- Know the difference and similarity between writing content and writing ad copy, and how you can be more engaging and persuasive in your writing.
- Learn the 5 Key Approaches to Writing and how to use them for the different types of content marketing and advertising campaigns.
- Learn what keywords and topic clusters are, and how to tailor your writing for your website, social media, and other digital channels.
- Understand psychological principles and how to leverage them, as well as learn how AI tools can assist in your writing.
- Learn to write with your organisation’s objectives in mind, how to analyse the results, and implement techniques to boost your creativity and writing ability.
Course Objectives
What You’ll Takeaway
By the end of the course, trainees will:
- Apply storytelling principles in written content to market a business effectively.
- Compose engaging and persuasive content and advertisements that meet consumer preferences.
- Apply key approaches to writing and incorporate content strategies via digital storyboards.
- Utilise keywords and set content parameters for websites, social media, and other channels.
- Develop guidelines to leverage psychological principles and AI writing tools.
- Evaluate content outcomes and implement processes to boost content delivery.
Skills Gained:
Storytelling for Marketing
Apply storytelling structures to create compelling narratives that strengthen brand messaging and audience connection.
Persuasive Copywriting Techniques
Write clear, engaging, and conversion-focused copy tailored to various digital channels.
Content Strategy Application
Use structured writing approaches to plan, organise, and execute content that supports marketing goals.
Multi-Channel Writing Skills
Adapt writing style, tone, and structure for websites, social media, email, and blog content.
Keyword & Topic Integration
Incorporate keywords, topic clusters, and SEO-aligned writing techniques for digital visibility.
Psychological Writing Principles
Use behavioural insights and psychological triggers to influence reader decisions ethically.
AI-Assisted Writing Tools
Leverage AI platforms to enhance ideation, content development, and writing productivity.
Value Proposition Development
Craft strong positioning, taglines, and messaging that communicate brand relevance and differentiation.
Content Evaluation & Optimisation
Analyse content performance and apply improvements to strengthen clarity, engagement, and conversions.
Creative Writing Enhancement
Build techniques to boost creativity, originality, and problem-solving in content creation.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Content Marketing Specialist (CCMS) Programme.
Module 1: Digital Content Creation & Content Marketing Strategy
Module 2: Digital Copywriting and Content Writing
Module 3: Digital Content Creation For Content Creators
A SkillsFuture WSQ Statement of Attainment (SOA) – Content Development and Strategy under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Copywriting And Content Writing Course assessment and achieved at least 75% attendance.
Course Code: TGS-2021010426 | TGS-2022015220
Course Support Period: 03 Jan 2022 – 02 Jan 2028 | 19 Aug 2022 18 Aug 2026
Course Code: TGS-2022015220
Course Support Period: 19 Aug 2022 18 Aug 2026
Course Outline
Inside the course
This WSQ Digital Copywriting & Content Writing course covers persuasive copywriting, content strategy, storytelling, SEO writing, and psychology-based techniques. Learn to write high-converting copy for websites, ads, email, and social media, using keywords, data insights, and AI-assisted writing tools.
'About Us' Is Not About You
- Digital storytelling and the power of words
- Writing foundation
- Being clear about you: proposition and positioning
- Brand name rationale
- Positioning: taglines and slogans
- Marketing mix strategy: the 5 Cs – company, consumer, communication, channel, conversion
- It’s not about you, it’s about them
Writing Content, Writing Copy
- Content marketing
- Content marketing vs advertising
- Copywriting and content writing
- Words – rarely in isolation
- Content elements and types (articles, infographics, eBooks, white papers, podcasts, webinars, live reporting and memes), popular content, created vs curated
- Effective blog and advertisement copy
- Effective landing page copy
Key Approaches To Writing
- 5 writing approaches (journalistic, storytelling, problem-solution, benefits over features, content component)
- Copywriting tips (fear of missing out, testimonials)
- Headline tips
- Writing the hook
- Writing body copy and sub-headings
- Writing the call-to-action
- Addressing objections
Writing For Various Media
- Keywords and SEO/SEM
- Keyword research: what tools to use
- Pillar pages and topic clusters for structuring blogs
- Writing for the website
- Writing for website blog vs social media post
- Writing for mobile vs desktop
- Writing for social media
- Hashtags to get your content found
- Including hyperlinks to other sites
- Engage beyond your post
- Writing for and around YouTube videos
- Writing for email newsletters and instant messaging
Psychology And Writing
- Persuasive writing
- The science of persuasion
- The science of pre-suasion
- The ethics of persuasion
- Power words
- Engage emotions
- Engage with humour
- Writing the way we speak: conversational writing
- Paraphrasing and editing: how to implement
- Free resources and A.I. tools including how to use ChatGPT
The End In Mind And Beyond
- Analysing and measuring writing outcomes
- Repurposing existing content
- Where to look for new ideas to write about and overcome writer’s block
- Word play – creative writing techniques
Assessment Component
- Written Assessment
- Individual Project Presentation
Trainers
Meet Your Educators
Trainer Bio
Chris Minjoot
Chris is a senior marketing professional with over 31 years of experience as both an in-house practitioner and a consultant with clients from various industries, including education (MindChamps), entertainment (Tower Records), recruitment (ScienTec Consulting), events (Sentosa), retail (Takashimaya), and medical (Atlas Eye). He specialises in branding, copywriting, and content creation. He was part of the team responsible for branding MindChamps. He contributed to the brand’s rapid growth by conducting numerous ad campaigns and generated, on average, $500,000 of publicity per year between 2006 and 2014. Today, MindChamps has expanded regionally and is listed on SGX.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$292.50 after SSG Subsidies
Full Course Fee (without funding)
S$975.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 25, 26 May 2026 (Mon, Tue) | 9.00am - 6.00pm | |
| In-Person | 21, 22 Jul 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 24, 25 Sep 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 26, 27 Nov 2026 (Thu, Fri) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Trainees should be proficient in web surfing and be able to write and converse in English.
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.
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.
Testimonials
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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