Copywriting Courses

Every few weeks I receive an enquiry from someone considering taking a copywriting course with something called 'The Institute of Copywriters'. The enquiry will usually ask simply whether I can recommend this course.

Now 'The Institute of Copywriting' is worthy of some scrutiny, not least as an exercise in copywriting! The use of the word 'Institute' suggests that this is some kind of 'industry body', and the 'Institute's' website states that "The Institute is wholly financed by its members, from its courses and subscriptions, from lectures and published material."

Note the use of the word 'members', if you will.

An innocent reader is thus very likely to feel they are entrusting their training to an association of copywriting peers and elders.

Innocent reader, beware!

Knowing for a fact that there is no such assembly of copywriting yeomen (not in the UK, at least), I wrote to the Institute of Copywriting to verify that they are, in fact, actually just a distance learning company, whose business is selling distance learning courses. To claim to have members, rather than customers or students, is again, I'd suggest, calculated to imbue the 'Institute' with some unwarranted gravitas.

Well, I'm pleased to say that the Institute of Copywriting was 100% honest and straightforward in its reply. "Yes", its Customer Service Coordinator wrote, "You are quite right in your assumption."

So. Not an industry body, but actually a company in Somerset, called The Learning Institute, selling distance learning courses. (The same company also sells 'Diploma' courses on 'Garden Design', 'Personal Training' and being an 'Image Consultant').

So then I asked about the Diploma and Accreditation which the Institute of Copywriters awards to those completing its course.

"Is this ratified by any UK organisation authorised for the issue of academic qualifications", I enquired. "Or is this simply a qualification ‘of your own’?"

Again, with commendable clarity, the Institute confirmed that "The diploma is ours."

So. Now I am able to offer an informed view on the The Institute of Copywriting and its Copywriting Diploma course.

1) This isn't an industry body. It's a distance learning business. The Learning Institute (the company behind The Institute of Copywriting) is, however, properly accredited by the ODLQC, the UK body which monitors distance learning organisations.

2) The Diploma issued by the Institute has absolutely no academic or professional validity recognised by any UK authority licensed to regulate qualifications. Writing Dip C (Inst CW) after your name, as the Institute tells you you will be entitled to do, is about as meaningful as appending your starsign.

3) But...the 'Institute of Copywriting' course does offer what appears to be a reasonable introduction to copywriting, on a distance learning basis. There's no knowing how good the 'professional copywriters' reviewing your assignments will be, but that's pretty much the same in any educational situation. There appears to be a reasonable raft of course material (though some of it looks a bit like padding to me) but, in the end, the cost of the course seems quite modest.

Would I reccommend it to you? Well...if you have some commercial experience of your own, particularly marketing experience, and have done some copywriting already, then maybe not. I suspect that you probably know enough to be going on with, and what you really need is more real experience. Having said that, you may find the Institute's course's exercises of some use as practice. On balance, I'd probably buy 2 or 3 good books and save my money.

If, however, you have no experience, and no marketing background, and the few hundred pounds charged for the course isn't a big deal to you, then my guess is that you might find it a useful 'first taste' of copywriting, with at least some infrastructure to get you into the swing.

Just be aware, though, that you are buying books and distance learning tutoring. You are NOT buying a professional qualification, nor the learning of some august professional body of copywriters; which entity does not, as I have said, exist.

Comments

[Masters Dissertation Writing]

Whenever i see the post like your's i feel that there are helpful people who share information for the help of others, it must be helpful for other's. thanx and good job.

[Leif Kendall]

I would bet that most of what you will learn on a course like this could be absorbed by reading 2 or 3 books.

I think the Institute of Copywriting is misleading because they aren't a real institute. Shame they can't be more honest in their marketing.

[Alister]

What about the writers bureau course 'The complete copywriter' does anyone have experience of this course, good or bad? I want to become a copywriter just dont know the best course for a complete beginner, any suggestions would be great.

[Paula Charnock]

I qualified with the Inst of Copywriters three years ago. The course was well thought out and covered everything a new starter needed to know. My on-line tutor was more than helpful and the time and effort she put into my feedback most impressive. Well worth the money in giving you the necessary confidence and practical skills.

[hougenie]

Hi There,

I was thinking of taking a copy writing course so I was wondering if anyone did some research or took the copy writing course from AWAI(American writers and artists inc.)?

Would really really appreciate some more info on this
company.

cheers!

[Nigel]

Wish I had a quid for every aspiring writer who's asked me if it's worthwhile signing up for this. Really, the only qualification for any copywriter is merit. If you have a good portfolio, it'll get you work. If you do that work well, you'll get more. Period.

[Laurence]

Joe...Please take a look in teh bookstore section of the site. Everything there has its merits. do like Drayton Bird's Sales Letter's That Sell, however...not just for what it teaches about sales letters, but for what it teaches about copywriting in general.

[Joe]

Laurence,

Which "two or three good books" would you recommend as an alternative to the Institute's course?

Like Liz, I am unsure where to start too.

Thanks.

[Liz]

I'm so glad I stumbled across this blog. I've been an English teacher for the last twelve years, but before that I worked in an advertising agency. I wrote copy for all manner of clients, and got paid peanuts as I was a recent graduate. I'm taking a break from teaching, and would like to do some freelance copywriting, but I have no idea where to start.

I had looked into taking the course as a way of making contacts, at least, but having read this, I don't think I'll bother!

[Kit]

Thanks for your comments on the course.

Speaking for the Institute, yes we help people hone their copywriting skills and enter the profession. Which has got to be a good thing.

Every student gets a working copywriter as their personal tutor. And the testimonials on our website show that we often succeed.

What's more (he said, warming to his subject), the course is better than the US internet-based courses which teach only about hard-sell direct mail. By contrast, we show our students how they can earn money from writing press releases, newsletters and more more besides.

You can learn (sorry, discover!) more at http://www.inst.org/copy

PS Good to hear you get queries about the course, Lawrence. Maybe we ought to talk?