Copywriting course - Stephen Lloyd Training

<body topmargin="0" leftmargin="0" link="#2942BD" vlink="#clrvlink"> <table width="100%" height="100%" cellspacing="0" cellpadding="0" border="0" bgcolor="#clrpageback"> <tr> <td valign="top" align="left" width="200" height="100%" bgcolor="#ECECEC" rowspan="2" nowrap> <table bgcolor="#ECECEC" cellspacing="0" cellpadding="0" border="0" width="100%" height="100%"> <tr> <td valign="top" align="left" width="100%" bgcolor="#ECECEC" nowrap><img border="0" src="http://www.stephenlloydtraining.co.uk/images/title.gif" width="230" height="165" alt="Stephen Lloyd Training"> <p class="SideBarLink" style="margin-top : 0"><img style="margin-left: 16" src="http://www.stephenlloydtraining.co.uk/images/whiteblob.gif">  <a class="SideBarLink" onmouseover="window.status = 'Go to the Stephen Lloyd Training home page'; return true;" onmouseout="window.status = ''; return true;" title="Go to the Stephen Lloyd Training home page" hidefocus="" target="_top" href="index.htm">Home</a></p> <p class="SideBarLink"><img style="margin-left: 16" src="http://www.stephenlloydtraining.co.uk/images/whiteblob.gif">  <a class="SideBarLink" onmouseover="window.status = 'A list of some of our recent clients'; 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return true;" onmouseout="window.status = ''; return true;" title="Information on how to book courses with Stephen Lloyd Training" hidefocus="" target="_top" href="booking.htm">Booking</a></p> <p class="SideBarLink"><img style="margin-left: 16" src="http://www.stephenlloydtraining.co.uk/images/whiteblob.gif">  <a class="SideBarLink" onmouseover="window.status = 'Contact us by e-mail, phone or post'; return true;" onmouseout="window.status = ''; return true;" title="Contact us by e-mail, phone or post" hidefocus="" target="_top" href="contact.htm">Contact us</a></p> </td> </tr> <tr> <td valign="bottom"> <p class="Contact">Tel: 01364 652845</p> <p class="Contact">Fax: 01364 653578</p> <p class="Contact" style="margin-bottom:20"><a class="ContactLink" onmouseover="window.status = 'Send us an e-mail'; return true;" onmouseout="window.status = ''; return true;" href="mailto:enquiries@stephenlloydtraining.co.uk">enquiries@stephenlloydtraining.co.uk</a></p> </td> </tr> </table> </td> <td valign="top" align="left" width="99%" height="28" bgcolor="#FFFFFF" nowrap style="background-image: url('http://www.stephenlloydtraining.co.uk/images/top.gif'); background-repeat: repeat-x; background-position: top"><img border="0" src="http://www.stephenlloydtraining.co.uk/images/curve.gif" width="12" height="28"></td> </tr> <tr> <td valign="top" align="left" width="99%" height="100%" bgcolor="#clrpageback" nowrap> <table width="100%" height="100%" cellspacing="0" cellpadding="0" border="0" bgcolor="#clrpageback"> <tr> <td colspan="3" height="1%" width="100%" bgcolor="#FFFFFF"> <p class="callus">Tel: 01364 652845</p> </td> </tr> <tr> <td rowspan="2" height="100%" width="5%" bgcolor="#FFFFFF"> </td> <td valign="top" align="left" height="100%" width="70%" bgcolor="#FFFFFF"> <p class="Title">The Copywriter</p> <p class="Body">The dictionary defines a copywriter as a person who writes the text of advertising or marketing material. This is true enough, but it gives no sense of the craft and creativity that goes into writing effective copy.</p> <p class="BodyWideSpace">In our daily lives we are surrounded by copy. It's on television and the radio, in newspapers, on the Internet and in junk mail. Most of it we ignore, but some of it we respond to. Why do we react to those few messages in a million? The answer is that they combine the five principles of effective copywriting. On this course you will learn how to apply these principles to make your own copy clear and compelling.</p> <p class="BodyWideSpace">Along the way you will discover why a Brigadier's campaign slogan lost him the Brazilian election, and why journalists on local radio imagine a listener called Edna.</p> <p class="BodyWideSpace">You will get a useful manual too, packed with tips and techniques, and a full year of free support, to help you build your skills. But most importantly, you will learn how to hook a reader, keep them and secure their order. In short, you will learn to write great copy.</p> <p class="Heading">The details</p> <hr color="#ECECEC" noshade style="height:1; border-style:none"> <table width="100%" cellspacing="0" cellpadding="0"> <tr> <td width="1%" valign="top" align="left"><img style="margin-right: 16; margin-top: 8" border="0" src="http://www.stephenlloydtraining.co.uk/images/pencilandpaper.jpg" width="72" height="73" alt="Course details"></td> <td width="70%"> <p class="SubTitle" style="margin-top:6"><img src="http://www.stephenlloydtraining.co.uk/images/subtitle.gif"> Summary</p> <ul class="Body" style="color: #FF3300; margin-top: 0; margin-bottom: 2" type="square"> <li> <p class="Body">1 day</p> </li> <li> <p class="Body">9.30 am–5.00 pm</p> </li> <li> <p class="Body">Small groups</p> </li> <li> <p class="Body">Certificates</p> </li> <li> <p class="Body">A year of free support</p> </li> <li> <p class="Body">£395.00 + VAT</p> </li> <li> <p class="Body">A 20% discount is available to charities and local authorities</p> </li> </ul> </td> <td width="29%" valign="top"> <p class="LinkButton"><a class="LinkButton" onmouseover="window.status = 'Book an open course on-line'; return true;" onmouseout="window.status = ''; return true;" title="Book an open course on-line" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/bookonline.htm?0"><img src="http://www.stephenlloydtraining.co.uk/images/bookbutton.gif" width="128" height="17" alt="Book on-line" style="margin-left: 16; margin-right: 8; margin-top: 10; margin-bottom: 8" border="0"></a></p> <p class="LinkButton"><a class="LinkButton" onmouseover="window.status = 'Details of our open course venues'; return true;" onmouseout="window.status = ''; return true;" title="Details of our open course venues" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/venues.htm"><img src="http://www.stephenlloydtraining.co.uk/images/wherebutton.gif" width="128" height="17" alt="Course venues" style="margin-left: 16; margin-right: 8; margin-top: 0; margin-bottom: 8" border="0"></a></p> <p class="LinkButton"><a class="LinkButton" onmouseover="window.status = 'Dates of forthcoming open courses'; return true;" onmouseout="window.status = ''; return true;" title="Dates of forthcoming open courses" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/dates.htm"><img src="http://www.stephenlloydtraining.co.uk/images/datesbutton.gif" width="128" height="17" alt="View all course dates" style="margin-left: 16; margin-right: 8; margin-top: 0; margin-bottom: 8" border="0"></a></p> <p class="SmallQuote">"I got a lot out of this course. It was great to have the opportunity to discuss copywriting techniques, practise them and get expert advice."</p> <p class="SmallQuoteAttribute">Ruth Bowie<br> Topman Marketing Coordinator<br> Arcadia</p> </td> </tr> <tr> <td> </td> <td valign="top" align="left"> <p class="SubTitle"><img src="http://www.stephenlloydtraining.co.uk/images/subtitle.gif"> Locations and dates</p> <div style="margin-left: 2em" class="Body" style="text-align:left; color: #FF3300; margin-top: 0; margin-bottom: 2" type="square"> <script type="text/javascript" language="javascript"> WriteCourseInfo ("<a class=\"BodyLink\" onmouseover=\"window.status = 'Details of this venue'; return true;\" onmouseout=\"window.status = ''; return true;\" title=\"Details of this open course venue\" hidefocus=\"\" target=\"_top\" href=\"./lc.htm\">London, Lion Court<\/a>", "17 May 2010", 17, 5, 2010, 0, ""); </script> <noscript> <ul style="margin-left: -2em"> <li> <p class="Body"><a class="BodyLink" onmouseover="window.status = 'Details of this open course venue, including a map and hotel list'; return true;" onmouseout="window.status = ''; return true;" title="Details of this open course venue, including a map and hotel list" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/lc.htm">London, Lion Court</a> : 17 May 2010</p> </li> <li style="list-style: none"> <script type="text/javascript" language="javascript"> WriteCourseInfo ("<a class=\"BodyLink\" onmouseover=\"window.status = 'Details of this venue'; return true;\" onmouseout=\"window.status = ''; return true;\" title=\"Details of this open course venue\" hidefocus=\"\" target=\"_top\" href=\"./rm.htm\">Manchester<\/a>", "17 June 2010", 17, 6, 2010, 0, ""); </script> <noscript>WriteCourseInfo ("<a class="BodyLink" onmouseover="window.status = 'Details of this open course venue, including a map and hotel list'; return true;" onmouseout="window.status = ''; return true;" title="Details of this open course venue, including a map and hotel list" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/rm.htm">Manchester</a> ", "17 June 2010", 17, 6, 2010, 0);</noscript> <script type="text/javascript" language="javascript"> WriteCourseInfo ("<a class=\"BodyLink\" onmouseover=\"window.status = 'Details of this venue'; return true;\" onmouseout=\"window.status = ''; return true;\" title=\"Details of this open course venue\" hidefocus=\"\" target=\"_top\" href=\"./lc.htm\">London, Lion Court<\/a>", "29 July 2010", 29, 7, 2010, 1, ""); </script> <noscript> <ul style="margin-left: -2em"> <li> <p class="Body"><a class="BodyLink" onmouseover="window.status = 'Details of this open course venue, including a map and hotel list'; return true;" onmouseout="window.status = ''; return true;" title="Details of this open course venue, including a map and hotel list" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/lc.htm">London, Lion Court</a> : 29 July 2010</p> </li> <li style="list-style: none"> <script type="text/javascript" language="javascript"> WriteCourseInfo ("<a class=\"BodyLink\" onmouseover=\"window.status = 'Details of this venue'; return true;\" onmouseout=\"window.status = ''; return true;\" title=\"Details of this open course venue\" hidefocus=\"\" target=\"_top\" href=\"./rm.htm\">Manchester<\/a>", "8 September 2010", 8, 9, 2010, 0, ""); </script> <noscript>WriteCourseInfo ("<a class="BodyLink" onmouseover="window.status = 'Details of this open course venue, including a map and hotel list'; return true;" onmouseout="window.status = ''; return true;" title="Details of this open course venue, including a map and hotel list" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/rm.htm">Manchester</a> ", "8 September 2010", 8, 9, 2010, 0);</noscript> <script type="text/javascript" language="javascript"> WriteCourseInfo ("<a class=\"BodyLink\" onmouseover=\"window.status = 'Details of this venue'; return true;\" onmouseout=\"window.status = ''; return true;\" title=\"Details of this open course venue\" hidefocus=\"\" target=\"_top\" href=\"./lc.htm\">London, Lion Court<\/a>", "6 October 2010", 6, 10, 2010, 0, ""); </script> <noscript> <ul style="margin-left: -2em"> <li> <p class="Body"><a class="BodyLink" onmouseover="window.status = 'Details of this open course venue, including a map and hotel list'; return true;" onmouseout="window.status = ''; return true;" title="Details of this open course venue, including a map and hotel list" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/lc.htm">London, Lion Court</a> : 6 October 2010</p> </li> <li style="list-style: none"> <script type="text/javascript" language="javascript"> WriteCourseInfo ("<a class=\"BodyLink\" onmouseover=\"window.status = 'Details of this venue'; return true;\" onmouseout=\"window.status = ''; return true;\" title=\"Details of this open course venue\" hidefocus=\"\" target=\"_top\" href=\"./rm.htm\">Manchester<\/a>", "7 December 2010", 7, 12, 2010, 0, ""); </script> <noscript>WriteCourseInfo ("<a class="BodyLink" onmouseover="window.status = 'Details of this open course venue, including a map and hotel list'; return true;" onmouseout="window.status = ''; return true;" title="Details of this open course venue, including a map and hotel list" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/rm.htm">Manchester</a> ", "7 December 2010", 7, 12, 2010, 0);</noscript> <script type="text/javascript" language="javascript"> WriteCourseInfo ("<a class=\"BodyLink\" onmouseover=\"window.status = 'Details of this venue'; return true;\" onmouseout=\"window.status = ''; return true;\" title=\"Details of this open course venue\" hidefocus=\"\" target=\"_top\" href=\"./lc.htm\">London, Lion Court<\/a>", "14 December 2010", 14, 12, 2010, 0, ""); </script> <noscript> <ul style="margin-left: -2em"> <li> <p class="Body"><a class="BodyLink" onmouseover="window.status = 'Details of this open course venue, including a map and hotel list'; return true;" onmouseout="window.status = ''; return true;" title="Details of this open course venue, including a map and hotel list" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/lc.htm">London, Lion Court</a> : 14 December 2010</p> </li> </ul> </noscript></li> </ul> </noscript></li> </ul> </noscript></li> </ul> </noscript></div> </td> </tr> </table> <p class="Heading">Course programme</p> <hr color="#ECECEC" noshade style="height:1; border-style:none"> <table width="100%" cellspacing="0" cellpadding="0"> <tr> <td width="1%" valign="top" align="left" rowspan="4"><img style="margin-right: 16; margin-top: 8" border="0" src="http://www.stephenlloydtraining.co.uk/images/clock.jpg" width="72" height="73" alt="Course programme"></td> <td width="70%"> <p class="SubTitle" style="margin-top:6"><img src="http://www.stephenlloydtraining.co.uk/images/subtitle.gif"> Morning session</p> <ul class="ProgBody" style="color: #FF7300; margin-top: 10" type="square"> <li style="margin-top: 10"> <p class="ProgBody" style="margin-top: 10"><b>Introduction</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">The copywriter's craft</p> </li> <li class="ProgBody"> <p class="ProgBody">The five principles of effective copywriting</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Knowing your business</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">Do you know what you are really selling?</p> </li> <li class="ProgBody"> <p class="ProgBody">Who are you selling it to?</p> </li> <li class="ProgBody"> <p class="ProgBody">Why should they buy it from you?</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>The importance of benefits and USPs</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">The difference between benefits and features</p> </li> <li class="ProgBody"> <p class="ProgBody">Why benefits are everything</p> </li> <li class="ProgBody"> <p class="ProgBody">Identifying the direct benefits</p> </li> <li class="ProgBody"> <p class="ProgBody">Getting personal</p> </li> <li class="ProgBody"> <p class="ProgBody">Adding the features</p> </li> <li class="ProgBody"> <p class="ProgBody">Determining your USP</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Structuring your text</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">The ingredients of a good structure</p> </li> <li class="ProgBody"> <p class="ProgBody">Some tried-and-tested structures</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Style matters</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">Friendly, conversational, formal…?</p> </li> <li class="ProgBody"> <p class="ProgBody">Matching your style to your message</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Word magic</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">The richness of English</p> </li> <li class="ProgBody"> <p class="ProgBody">Psycholinguistics - cold words and warm words</p> </li> <li class="ProgBody"> <p class="ProgBody">Wordplay</p> </li> <li class="ProgBody"> <p class="ProgBody">Creative techniques</p> </li> <li class="ProgBody"> <p class="ProgBody">Similes and metaphors</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Exercises and feedback</b></p> </li> </ul> </td> </tr> <tr> <td width="70%"><br>  <br> <p class="SubTitle" style="margin-top:6"><img src="http://www.stephenlloydtraining.co.uk/images/subtitle.gif"> Afternoon session</p> <ul class="ProgBody" style="color: #FF7300; margin-top: 10" type="square"> <li style="margin-top: 10"> <p class="ProgBody" style="margin-top: 10"><b>Creating powerful headlines</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">How to get the reader's attention</p> </li> <li class="ProgBody"> <p class="ProgBody">What makes a good headline?</p> </li> <li class="ProgBody"> <p class="ProgBody">Tried-and-tested headline types</p> </li> <li class="ProgBody"> <p class="ProgBody">Crafting a winner</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Writing effective sales letters</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">The seven rules for successful letters</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Writing effective brochure copy</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">Five tips for powerful brochures</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Writing effective web copy</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">Key differences between print and electronic copy</p> </li> <li class="ProgBody"> <p class="ProgBody">Understanding what works on screen</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Getting the response</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">Reassuring the reader</p> </li> <li class="ProgBody"> <p class="ProgBody">Asking for the order</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Improving your copy</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">Three questions to ask before you finish</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Further development</b></p> <ul class="ProgBody" style="color: #000000; list-style-type: disc; margin-top: 4; margin-left: 20px "> <li class="ProgBody"> <p class="ProgBody">Reference books</p> </li> <li class="ProgBody"> <p class="ProgBody">Post-course support</p> </li> </ul> </li> <li style="margin-top: 20"> <p class="ProgBody" style="margin-top: 20"><b>Exercises and feedback</b></p> </li> </ul> </td> </tr> <tr> <td colspan="2" valign="top" align="right"><a class="BodyLink" onmouseover="window.status = 'Information on how to book courses with Stephen Lloyd Training'; return true;" onmouseout="window.status = ''; return true;" title="Information on how to book courses with Stephen Lloyd Training" hidefocus="" target="_top" href="http://www.stephenlloydtraining.co.uk/booking.htm"><img src="http://www.stephenlloydtraining.co.uk/images/howtobookbutton.gif" width="101" height="17" alt="How to book" style="margin-left: 16; 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