Level 5 exam — Copywriting & Web Writing

Exam — fresh questions

12 fresh questions to validate level 5: brand tone, strategy, portfolio, freelance and ethics.
Answer everything, then click Check: your score and explanations will appear.

5.1 · Recall

1. What is brand tone?

A color and a logo The brand's recognizable written personality, consistent across all channels A single advertising slogan The price shown on the sales page

It is the recognizable way of expressing itself, consistent across all channels — not a visual element or a price.

5.1 · Application

2. Mehdi writes familiar on his site, formal in his emails, aggressive on his posts. He has formalized nothing. What should he do first?

Publish even more, on more channels Pick a common font for all channels Write his mini-guide (brand-as-a-person, 3 illustrated adjectives, vocabulary) and stick to it everywhere Change tone on every channel to vary the pleasures

A voice "in the head" never formalized means guaranteed inconsistency. The written guide makes the same voice shareable and sustainable.

5.2 · Application

3. Mehdi has published 3 free-tips posts a week for 6 months: nice audience, zero clients. What is the diagnosis?

Unbalanced funnel: only "attract", nothing to engage or convert Content strategy is useless for a freelancer He should publish even more tips The tone of his posts is necessarily at fault

Too much discovery and nothing to convert means an audience that never buys. Classify each piece by stage and plug the gaps.

5.2 · Judgment

4. Mehdi aims for a daily post + a weekly newsletter, but gives up everything after 3 weeks. What is the right trade-off?

Drop to a sustainable rhythm (e.g. one weekly post) produced in batching: regularity beats frequency Publish at random when inspiration comes, with no calendar Force the daily rhythm at all costs, frequency comes first Stop everything: regularity is impossible solo

An over-ambitious calendar is quickly abandoned. Better regular and sustainable: one consistent weekly post beats an abandoned sprint.

5.3 · Recall

5. What is a swipe file?

A standard copywriting assignment contract A synonym for portfolio Billing software for freelancers A collection of good-copywriting examples for learning by observation

Good texts are archived there to draw on structures and principles — never to copy the words.

5.3 · Application

6. With no clients, Mehdi still wants to prove his value. What should his portfolio show first?

Twelve nice texts lined up with no context Texts copied from great copywriters An argued rewrite and his own results, presented as a case study (goal, audience, result) His CV and diplomas

No clients means training projects and self-initiated proof. "+30% conversions" proves value; "nice text" alone does not.

5.4 · Application

7. Mehdi presents himself as "I write all kinds of texts for all businesses". Which positioning would you advise?

Become the cheapest on the market Specialize (sector or deliverable): "sales pages for coaches" — memorable, referred, better paid Stay anonymous, word of mouth will do the rest Stay generalist to miss nothing

The specialist beats the interchangeable generalist: "the copywriter for coaches" gets referred and paid more.

5.4 · Application

8. A client asks Mehdi to write a page without telling him about the offer or the audience. What should Mehdi require before writing?

A high-definition logo to illustrate the page Nothing: write fast without asking questions Advance payment, the only useful framing A filled brief: offer, audience, goals, expectations, constraints — the basis of good work

No good text without knowing offer, audience and goals. The brief avoids back-and-forth and frames the assignment.

5.4 · Judgment

9. For a high-stakes sales page, the client offers to pay Mehdi by the hour. What is the right call?

Work for free to land the client Accept: time spent is the only honest measure Charge per word, it is easier to justify Price by value: the page will earn thousands, far more than "X hours" — cost the value before the quote

Value-based pricing reflects the result delivered, not time spent: the most mature and profitable approach.

5.5 · Application

10. Mehdi must create a sense of urgency for a course. Which version is ethical?

"Only 2 spots left!" with a counter that resets on every visit "100% guaranteed results or triple refund" with no proof "Registration closes Friday (the session starts Monday)" — a real deadline Pre-checked boxes for the priciest option

Real urgency informs; manufactured urgency deceives. False promises and dark patterns are banned.

5.5 · Judgment

11. A well-paying prospect asks Mehdi for unrealistic "guaranteed results" and a fake scarcity counter. What should he do?

Accept but in small print to cover himself Politely refuse and offer the honest alternative: real proof, real deadline, transparency — trust is the most profitable asset Copy what competitors do without asking questions Accept: as long as it is not illegal, anything goes

Even legal, a lying promise stays manipulation. Ethics (deontology, not law) is also the most profitable long-term strategy.

5.5 · Judgment

12. Mehdi hesitates: should he flag a post as sponsored and show his prices clearly?

Yes: transparency (price, terms, sponsored content) strengthens credibility instead of weakening it Only if a competitor already does so Only for large amounts No: hiding price and sponsorship sells better

Telling the truth, including about the offer's limits, strengthens credibility. Transparency is the rule — with mandatory disclosures for your country.

What's next?

Score ≥ 80%: move to Level 6 “In Practice” — V3 (cross-cutting cases and hands-on situations, NO exam).
Score < 80%: re-read the explanations above — each re-explains the concept — then redo the 48h challenges of the 5 sections.