Social copywriting that gets likes

Client

DOMESTIKA

Industry

Education

Services

Copywriting Social media Training

www.domestika.org/en/courses/1620-copywriting-for-social-media

Domestika is a fast-growing creative community where creative experts share their knowledge and skills via online courses. The site began as an online forum but is now a platform for millions of people from around the world keen to learn new creative skills. They turned to Craft Words’ founder Paul Anglin when they wanted an English speaker who could teach social copywriting that gets likes. This was their first English language course.

Paul was chosen thanks to his background in teaching at IE University, creating training and support for brands such as the International Committee of the Red Cross, Apple and Jabra. Plus his social media expertise, demonstrated in Craft’s work for Expleo and Nike.

Creating content to help content creators

The first task for Paul was to agree what kind of course to create. What did people want to learn? What would be most helpful? What structure should the course take? Both DOMESTIKA and Paul decided on a course for writing better on social media. Working with the DOMESTIKA team, Paul developed the course, which culminates in students creating a tone of voice guide for their own brand.The next step for Paul was to think about how to bring the course content to life.

Pictures as well as words

As well as agonising over the right things to teach about social media copywriting, and the right way to communicate his expertise, Paul considered the visual elements of the course. Together with DOMESTIKA’s team he put together some eye candy, including previous work, posters, books and desk toys (the rocket in the photo is a personal favourite). Paul then went to DOMESTIKA’s studio to shoot the course content over five days.

A bestseller

Almost straight away the Copywriting for Social Media course became a bestseller. And has clocked up more than 60,000 students and 98% positive reviews. It’s been great to have reached so many eager students. And it’s also been good for business here at Craft. Via the course we’ve already gained two new clients, Manuvo and nKoda, who were impressed enough to hand us projects.

Success and a sequel

In fact the course has been such a runaway success that Paul was asked to create a second voice, teaching the skills of Tone of Voice in Copywriting for Brands. He’s loved creating both the courses and has been absolutely blown away by the positive reception they’ve had. Working with DOMESTIKA has been a great experience, and it’s lovely to get so much positive feedback.

Tell us your training or writing needs

We can help your people write, or we write for you. Just tell us what you need.

Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.

Anna Murphy

Content Manager, PepsiCo

It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.

Seisho Manabe

Director, Frog Design

Really friendly, talented and experienced copywriters. We’ve worked together on several projects for Nike EMEA and Global - extremely easy to collaborate with.

Jorge Cumbre

Unseen

Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’

Anita Stubenrauch

Author of Apple's Credo

Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.

Anita Stubenrauch

Senior Content Manager, Apple

Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go.

Liam Morgan

Cogs

Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting.

Arielle Diamond

Senior Communications Manager, Digital Impact Alliance (DIAL)

Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.

Andrew Penfold

Digital & Content Marketing Manager, Security & Safety Things

Reliably supported our product teams with great copy, but also essential in setting up foundations for voice & tone and other content guidelines.

Hertje Brodersen

Head of Design ∙ Experience Strategist, Zalando

Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.

Ben Oliver

Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen

We recommend Craft Words to anyone who wants to find their voice and put personality to a brand.

Simon Croft

Founder and CD, Orangery

Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly.

David Clarke

Executive Creative Director, Huge

Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended.

Raul Balreira

Digital Project Manager, Tribal Worldwide London

Craft Words patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.

Alex Olmedo

Co-Founder, Fast-Track