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42Courses

Copywriting

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Three things you can trust.

A CPD-accredited Mini MBA.

Genuine credit for genuine progress. Signed, dated, and easy to verify.

Marked by humans, not bots.

A real person actually reviews your work and replies, usually within 24 hours.

Personalised to your role.

Our AI reshapes each lesson around what you do at work, so you can put it into practice right away.

About this course

Copywriting is one of those skills that genuinely changes what you're capable of. And honestly, most people don't get stuck because they lack talent, they get stuck because they never properly move past their own doubts.

To help you unlock your copywriting potential, we partnered with advertising heavyweights like Steve Harrison, Vikki Ross, Kate Toon, Derek Walker, and plenty more to build the ultimate online copywriting course.

So whether you write for an agency and want fresh ideas, you're a solo operator trying to win new clients, you're part of an established business that wants more out of content, or you simply want to get better at persuading people, this course is built to help you write stronger copy.

It starts with the thinking that happens before you ever touch the keyboard. Then it guides you step-by-step, from crafting a headline to making sure your reader responds the way you want.

Along the way, you'll pick up the key moves behind copy that earns attention. That includes choosing the right words, setting up a clear problem/solution structure, and editing in a way that actually improves results.

You'll learn with world-class examples at every stage, plus explanations grounded in recent scientific research. This will help you make your writing far more persuasive, no matter what you're working on: websites or press ads, e-books or direct mail, brochures or blogs, posters or landing pages, emails, white papers, and even your bio.

After you finish, you'll receive a CPD-accredited certificate you can proudly add to your CV or LinkedIn profile.

Join thousands of learners who are already putting the skills to work. Your copywriting journey starts today.

Learning with 42courses

We created this short course with experienced copywriters from across the advertising industry. The goal is simple: to spell out the importance of copywriting and show why it sits at the centre of nearly every successful brand.

With videos from key contributors and examples of Lion-winning work, we've structured the course to cover the basics of great copywriting and to share practical techniques you can use immediately.

How you'll learn is designed for creative thinking in a digital-first world. The course is broken into small, manageable lessons you can fit around your schedule, and each one ends with a quick quiz to check your understanding. As you go, you'll also earn points and badges, so you can see how you're doing compared to other learners.

What level of learning is this?

Every course on 42courses is built to get you confident with the fundamentals, so you finish with a clear understanding of the subject and the key methods, models, and best practices.
Real tutors review your progress throughout the course, and if you get stuck, they'll point you in the right direction.

How long does it take to complete a course?

You're looking at around 7-9 hours in total. There are no strict time limits, and each course is split into short, bite-sized lessons.
It's on-demand, so you can begin and finish whenever you like. No waiting around for someone to check your coursework.

What you'll learn:

How to edit your copy so it lands better
Turn your ideas into polished writing faster
How to do proper research before you start writing
How to build a clear problem/solution flow
How to choose a tone of voice that fits

Who's it for

Designed with you in mind.

It's especially for:

Anyone who wants to level up at copywriting
Business owners who want to increase sales for their products or services
Experienced copywriters who want to sharpen and refresh their skills

A quick look behind the scenes.

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Inside a lesson

Short, story-focused lessons that never feel like they drag. About 15 minutes each. You'll watch video content, read writing built around a strong story, and answer a question to make sure the idea really sticks.

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AI personalisation

Built around your role and what you're trying to achieve. Tell us what you do and what you're aiming to change. Our AI adapts every lesson with practical takeaways that match your day-to-day. The core frameworks and data stay the same, but the examples become relevant to you.

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Real feedback

Support from a real person. Some of the questions are reviewed manually by our team. If you want a steer, you'll get one. If you're stuck, we're also happy to talk it through on a call.

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The certificate

A Mini MBA certificate you can actually show off. CPD-accredited, signed, dated, and trackable. And yes, learners finish it. Our completion rate is over 80%, compared to an industry average closer to 10%.

42courses vs typical online courses.

Feature	42courses	Typical platform
Marking & feedback by real people	Within 24 hours	Auto-quiz only
Personalised by role & sector	AI rewrites every lesson	Same content for everyone
Taught by working practitioners	The people who wrote the book	Often academics or actors
Average completion rate	Over 80%	5 to 15% (industry average)
CPD-accredited Mini MBA certificate	Every course	Sometimes
30-day money back, no questions	If you aren't happy, we aren't	Usually a 7-day refund window

Questions you might be thinking about.

Roughly eight hours of content overall, split into bite-sized lessons that are about 15 minutes each. Most learners get it done in around a couple of weeks. The good news is there's no deadline, and you can pause whenever work or life takes over.

No, you don't need to have studied this before. We start with the basics and then build up from there. The course gives you a fresh perspective, drawing on practical insights from some of the best voices in the field. Whether you're just getting started or you've been doing this for years, you'll find something useful.

Each lesson ends with a short question to check you've understood what you just learned. A few of the questions across the course are checked by us, in a manual way. If you need a bit of guidance, someone on our team responds with notes to help you get to the right answer. And if you get stuck or just want to talk something through, you can always book a call.

You get 30 days after enrolling to request a full refund, no hassle. No tricky process, no exit interview, no awkward back-and-forth. We respond within 24 hours, often sooner. If it's not for you, we'll sort it out quickly. Simple.

The books give you the theory and the science. This course gives you the application, tailored to your role and goals, so you finish with practical takeaways you can use in every lesson, not just in theory.

Yes. Learners have used it across tech, healthcare, retail, banking, government, charities, and education. Our AI personalises the lessons to your role and goals, so the examples and exercises match your world.

Yes, in most cases. Many learning and development budgets cover it without any drama. If you need an invoice that works for VAT, just request one and we'll help. Drop us a note at groundcontrol@42courses.com. For groups of 10 or more, take a look at Team plans.

You'll earn a CPD-accredited certificate that's recognised throughout the UK and internationally for continuing professional development. It's personalised with your name, includes a signature and date, and is trackable. Pop it on LinkedIn, add it to your CV, use it in your performance review, or keep it somewhere you'll see it often.

Tools You'll Explore

Steve Harrison

Steve Harrison is a European Creative Director (Ogilvy One) and Global Creative Director (Wunderman) on either side of launching his own agency, HTW. At HTW, he helped win more Cannes Lions in his discipline than any other creative director worldwide. His discipline was direct marketing, so the copy wasn't judged by cleverness. It was judged by results, meaning how many things it sold.

Vikki Ross

Vikki Ross has been writing copy for major global brands for more than 24 years. She focuses on branding and tone of voice, and she travels around the world helping businesses learn how to sound like themselves. She joined Sky as their Head of Copy to shape the brand's personality and delivery. You can find her on Twitter as @VikkiRossWrites, where she also launched #copywritersunite and @copynights to connect copywriters.

Derek Walker

Derek Walker founded Brown and Browner Advertising and is widely known for speaking up on diversity, inclusion, and race in advertising. To Derek, advertising is storytelling with a purpose. He leads a talented group of storytellers who are confident about what they do, and they do it exceptionally well.

Dave Trott

Dave Trott is a British advertising legend. He's written three books, and he also keeps up a blog that's both lively and thought-provoking. He speaks to industry groups around the world and has picked up just about every major advertising award there is. Dave is also Nicole's mentor. Website: davetrott.co.uk Twitter: @davetrott

Kate Toon

Kate Toon is an award-winning misfit entrepreneur. She works with both small businesses and big brands to improve their online presence using the right blend of SEO, engaging content, and smart digital marketing. Her StayTooned companies include Digital Masterchefs, The Recipe for SEO Success, and The Clever Copywriting School. Through all of it, Kate has helped over 10,000 businesses cut through the noise around digital marketing, wrestle with the Google Beast, and grow with more confidence.

Anna Arnell

Anna Arnell has spent the last 10 years working in advertising as a copywriter and Executive Creative Director. She was named one of Campaign's faces to watch in 2012, and today she's a Creative Director at Wieden + Kennedy.

Jane Evans

Jane Evans is the founder and Creative Director of Invizibles, a branded content company based in London. With 30 years in advertising across both Australia and London, Jane helped shape major wins, including work that supported Sydney's Olympic success. She also created beer for James Squire and made Tam Tams biscuits feel like the kind of thing a genie would hand you on a good day.

Kate van der Borgh

Kate is a multi-award-winning copywriter who helps businesses explain what they do and why it matters. When she's not writing, she's still a little creatively restless. She enjoys opera, trash TV, ghost stories, and also the habit of worrying about everything.

Will Awdry

Will Awdry has serious advertising pedigree, with experience across well-respected names like BBH and Leagas Delaney, as well as Ogilvy and others. He's won almost every award a person can win. And beyond writing brilliant copy, he works as a strategic advisor, coach, teacher, mentor, and facilitator.

Rishi Dastidar

Rishi is often described as the 'poet of adland'. He writes impressive copy for some of the biggest brands around, and his poetry has also been published by the Financial Times, New Scientist, the BBC, and more.

What we'll cover, in order.

The challenges of writing good copy

An explanation of how effective copywriting can get your readers to notice and engage with your message, and most importantly, get your readers to do what you want them to do.

Getting readers to notice your copy

Getting readers to engage

Getting readers to do what you want them to do

Getting people to change their mind

The thinking before the writing

Thinking before writing is essential to ensure that your customers find the messages you're conveying in your copy both interesting and appealing.

Know your customer

Know your product

Make sure the reader finds it interesting

Appeal to their self-interest

Using the right tone

Understanding the Problem/Solution dynamic

Identifying and understanding the problem/solution dynamic will enable you to get and keep your reader's attention.

What is your Problem/Solution?

Problem/Solution examples

Choosing the right Problem/Solution

Avoid this mistake with any Problem/Solution

Why Charities and Social Marketing are different

Three Act Structure

Three Act Structure & A.I.D.C.A.

How to write a headline

Whether you're writing a web page or an email, a brochure or a press ad, a headline is the most essential part of you copy. This is because it determines whether or not your reader is going to read your copy.

Why your headline is important

Using relevant abruption

Relevant abruption in action

Relevant abruption in action: The Economist

Relevant abruption in action: M&G Investments

What to do when you’re stuck

How to write your body copy

Good body copy grabs your reader's attention, is organised and gets to the point quickly. However, it takes skill, dedication and practice to get right.

Write as you speak

Start where the reader is

Win their confidence with empathy

Convince them with facts

Have a clear call to action

Revising your first draft

Your first draft provides you with a chance to meld your thoughts together and develop your ideas further. Think of it this way: your first draft is the raw young wine which, with due care and sufficient time, will become your bottle of Chateau Lafite-Rothschild.

Have you used the right words?

The power of words

Use the most powerful short word of all

Have you used short sentences, and short paragraphs?

Words to make your copy flow

The power of rhyming

Subject, Verb, Object. In that order.

Revising your second draft

Revising your second draft allows you to tap into your inner editor. You'll learn to challenge your ideas allowing you to deepen and strengthen your writing.

Have you cut out the jargon?

Avoid cliches

Editing the superfluous words, phrases and sentences

Take these two final tests