Tel: 01784 258672

Essential Copywriting Skills

Is this course for me?

This programme will introduce you to a whole range of techniques for broadening your thinking, and other tips used by copywriters. You should come with a short copywriting project in mind, and bring any data you need with you. You will take away with you a piece for your organisation that you have written with the benefit of feedback from the course tutor and other participants.

Computers will not be needed on this course which develops writing skills, and does not cover desktop publishing, design or use of typefaces. Layout and use of illustrations will be discussed, but are not central to the course.

What will I learn?

Following this course, you will be able to:

Learn tips that copywriters use
Experience ways to become more creative
Try out new thinking techniques
Receive personal feedback on your writing style
Take away effective sales copy for your organisation

Topics covered

Introduction	How People Read Copy
Group objectives Course outline	Rules of headlines Sentence structures that people understand quickly Beginnings and endings
Structures	Using Language To Your Advantage
AIDA Journalists' triangle Particular - general - particular	Weak and powerful words Balanced and varied sentences Pictures in writing - using your reader's imagination and experience Concrete and abstract language
Getting the Message across by Repetition	Use of Metaphor
Why repetition matters Frequency for advertising, mail shots etc Making it the same but different	What it means Examples for comment
The Importance, of Absolute Accuracy	Assumptions
Reviewing and Proofreading Why they need to be kept separate	Should we make them - can we avoid it? How we can use them
Advertisement Workshop
Media for ads Purposes of ads in delegates businesses

Prerequisites

None.

Dates

Further information

Contact us if you would like to know more about how we can help you. If you can, please state the issues you are interested in fixing. We'll respond by email or phone.