Copywriting Foundations
Learn to write copy that actually works — grounded in strategy, not formulas, and built around the specific audiences you are trying to reach.
Next cohort: January 12, 2027
Overview
What this program is
Copywriting is not a bag of tricks. The formulas — AIDA, PAS, the hero's journey — are useful scaffolding, but they do not tell you what to say or why anyone should care. This program starts where most copywriting courses end: with strategy.
Over eight weeks, you will learn how to research an audience, identify the specific thing they need to hear, and write copy that delivers it clearly and compellingly. You will work across the formats that matter most — website pages, email sequences, product descriptions, and social content — with real assignments and live feedback on your work.
By the end, you will have a portfolio of completed copy samples and a strategic framework you can apply to any brief.
Outcomes
What you will leave with
- —A strategic research process for understanding any audience before you write a word
- —Core copywriting frameworks applied to real briefs, not hypothetical examples
- —Completed homepage, email sequence, product description, and social copy
- —A voice and tone calibration process for adapting to different brands and audiences
- —An editing method for tightening copy without losing persuasive force
- —A portfolio of work you can show to clients or employers
Who this is for
Who this is for
- —Aspiring copywriters building their first portfolio
- —Marketers who write copy as part of a broader role and want to do it better
- —Founders and solopreneurs who write their own marketing materials
- —Content writers who want to move into more strategic, conversion-focused work
Schedule
Week by week
Strategy before copy — understanding your audience
Good copy starts with research, not writing. This week you will learn how to build an audience profile that goes beyond demographics — what your reader believes, fears, wants, and needs to hear before they will act. You will also learn how to identify the single most important thing your copy needs to say.
Frameworks — The structures that work and why
This week covers the core copywriting frameworks — AIDA, PAS, the Before/After/Bridge — not as formulas to follow but as structural principles to understand. You will learn when each framework is appropriate and how to adapt them to specific contexts.
Headlines and hooks — The first five seconds
If your headline does not work, nothing else matters. This week is entirely about the first thing your reader sees: how to write headlines that stop the scroll, subject lines that get opened, and opening sentences that make the next sentence impossible not to read.
Website copy — The homepage
The homepage is the hardest page to write because it has to do the most work. This week you will learn the structure of a high-performing homepage — hero, value proposition, social proof, features, CTA — and write a complete homepage for your chosen brand.
Email — Sequences that convert
Email is still the highest-converting channel in most categories. This week you will learn how to write email sequences — welcome series, nurture sequences, sales emails — that build trust and move readers toward action without feeling manipulative.
Product copy — Descriptions that sell
Product descriptions are where most e-commerce copy fails — they describe features when they should be selling outcomes. This week you will learn how to write product copy that connects specifications to desires, handles objections, and makes the purchase feel inevitable.
Social copy — Short form, high stakes
Social copy has to work in seconds, with no context, against infinite competition. This week you will learn the specific demands of writing for social platforms — how to write for the feed, how to adapt long-form content for short-form contexts, and how to maintain brand voice in 280 characters.
Portfolio and process — Making it repeatable
The final week is about consolidation. You will assemble your portfolio, learn how to approach a new brief systematically, and receive final feedback on your work. You will leave with a repeatable process for any copywriting project.
Instructor
Suki Tanaka
Senior Copywriter, The Prose Haus
Suki has written copy for brands in fashion, technology, food, and financial services. She joined The Prose Haus to teach the program she wished had existed when she was starting out — one that treats copywriting as a strategic discipline, not a collection of tricks.
FAQ
Common questions
Ready to do the work?
The next cohort opens January 12, 2027. Join the waitlist to be first to know.