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The Copywriter
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.
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.
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.
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.
The details
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 Summary
1 day
9.30 am–5.00 pm
Small groups Certificates A year of free support £395.00 + VAT
A 20% discount is available to charities and local authorities
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"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."
Ruth Bowie
Topman Marketing Coordinator
Arcadia
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Locations and dates
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Course programme
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Morning session
Introduction
The copywriter's craft
The five principles of effective copywriting
Knowing your business
Do you know what you are really selling?
Who are you selling it to?
Why should they buy it from you?
The importance of benefits and USPs
The difference between benefits and features
Why benefits are everything
Identifying the direct benefits
Getting personal
Adding the features
Determining your USP
Structuring your text
The ingredients of a good structure
Some tried-and-tested structures
Style matters
Friendly, conversational, formal…?
Matching your style to your message
Word magic
The richness of English
Psycholinguistics - cold words and warm words
Wordplay
Creative techniques
Similes and metaphors
Exercises and feedback
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Afternoon session
Creating powerful headlines
How to get the reader's attention
What makes a good headline?
Tried-and-tested headline types
Crafting a winner
Writing effective sales letters
The seven rules for successful letters
Writing effective brochure copy
Five tips for powerful brochures
Writing effective web copy
Key differences between print and electronic copy
Understanding what works on screen
Getting the response
Reassuring the reader
Asking for the order
Improving your copy
Three questions to ask before you finish
Further development
Reference books
Post-course support
Exercises and feedback
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