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Training Course Summary:

This programme is designed for people who have responsibility for writing copy for brochures, leaflets, reports, proposals, mailing materials and other collateral. Such copy may be informative or persuasive but to write it effectively it must be focused on the reader and judged from the reader’s perspective. On this programme you can learn how to write copy that stands out from the ordinary and achieves results. Throughout the course the content will be practically applied to your own copywriting situation.
You are invited to bring samples of your copy to this event, for discussion.

Who Should Attend:

People who are required to write and edit marketing copy for their organisation. Also for promotions agency staff who need to understand the principles and practice of effective copywriting. It is particularly relevant to those with a current copywriting project as it offers an opportunity to apply the content to their specific task.

Training Course Overview/Content:

Introduction & Objectives

Stage 1
• Why marketing copy fails
• Different copy for different situations
• Defining the prospective reader
• Profiling the reader
• Seeing copy from the reader’s perspective
• Writing copy objectives

Stage 2
• How marketing copy works
• Essential elements in copy
• Words that motivate the reader
• Understanding benefits and relevance to the reader
• How to generate innovative copy ideas
• Developing the hooks that attract readers
• Identifying features and benefits
• How to write benefit-driven copy

Stage 3
• How to boost credibility with the reader
• How to prompt the reader to take action
• How to prioritise the elements of the message
• How to develop different messages to suit different readers
• Developing a process for copywriting
• How to write fluently
• Common errors in marketing copy
• How to deal with jargon, clichés and other communication barriers

Stage 4
• Getting the grammar right
• Developing style and tone
• Turning passive copy into active copy
• Ensuring consistency
• Avoiding ambiguity in copy
• Using punctuation to communicate
• Thirty golden rules for writing better copy