Effective Copywriting

It’s all about marketing and how your copywriting can help fulfil your objectives.

A highly practical workshop addressing all the key aspects of persuasive written communication. Participants are asked to bring examples of their own written communication with them, and prepare a "brief" for a written piece that they can work on during the practical sessions (eg this could be for an eshot, 'standard' letter, print ad, web page…)

The workshop allows critique and feedback of the participants' written work, based on the examples and brief that they have brought to the session.

Outline

Fundamentals of writing persuasively

• What, where and when are the opportunities to write?
• The particular qualities of written communication
• Vital guidelines for both reader and writer
• Formats: letters, email, web pages, proposals, press ads, online, etc…
• The implications and real value of grammar
• Preparing to write: the four key stages

Clarity in writing

• Words
• Sentences and paragraphs
• Writing styles
• Persuade or inform?

Doing it: Letter/email writing exercise

Advertising copy and mailshots

• Analysing the written output from other sources
• The reader’s viewpoint
• The IDEA format - targeted impact and creative flexibility

Doing it: Advertisement/letter/e-mailshot/webpage
Review, evaluation, and summary

Actions and follow-up

This course provides you with practical skills that you can apply immediately to your own copy writing. We send you away with a list of “To dos” to focus on after your training, so you can put into practice what you have learned; and we follow-up with you afterwards to see how you are getting on. We are always available if you have any queries at all, so you just need to let us know.