Copywriting

 

Objectives

Programme

Client comments

Open course

In-house course

Learning objectives

By the end of this course you will be able to:

• apply a range of techniques to writing print and online copy
• find fresh, interesting ways to communicate
• understand the key role of benefits and USPs
• distinguish between benefits and features
• structure your copy for maximum impact
• write in a clear, creative and engaging way
• craft powerful headlines
• revise and improve your copy.

Morning session

Introduction

• The copywriter's craft
• The five principles of effective copywriting

Knowing your business

• Do you know what you are really promoting or 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 USPs

Structuring your copy

• 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

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 and emails

• The seven rules for successful letters and emails

Writing effective catalogue copy

• Five tips for powerful catalogues

Writing effective web copy

• Key differences between print and electronic copy
• Understanding what works on screen
• The importance of including keywords in your web copy
• Using hyperlinks, summaries and attachments

Getting the response

• Reassuring the reader
• Writing the call to action

Improving your copy

• Three questions to ask before you finish

Further development

• Reference sources
• Post-course support

More information

The Copywriting course is available both as an open course and as an in-house course, which we would run at your premises.

For further details about open Copywriting courses, including pricing and a list of venues and dates of upcoming courses, click here. For more information about the in-house Copywriting course, click here.

Top of page...

“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

“Stephen Lloyd Training provided an in-house copywriting course specifically designed to meet our needs. The workshop was very successful, with all the delegates keen to put their learning into practice. I'm looking forward to working with Stephen Lloyd Training again.”

Pam Renfrew
Marketing Manager
Groupama Insurance

Summary

• 1 day
• 9.30am to 4.30pm
• Small groups
• Certificates
• A year of free support
• £395.00 + VAT
• 20% discount for registered charities

Venues and dates

Please call for course dates

The Copywriting course calendar

To book a course on-line simply click the date that interests you.

January 2018	February 2018	March 2018	April 2018
M T W T F S S	M T W T F S S	M T W T F S S	M T W T F S S
May 2018	June 2018	July 2018	August 2018
M T W T F S S	M T W T F S S	M T W T F S S	M T W T F S S

	Course will be held in London		Course will be held in Manchester		Course is fully booked
	Course will be held in Bristol		Course will be held in Exeter

Running the Copywriting course in-house

The Copywriting course can be run as in-house training anywhere in the world. If you have a group of staff who need the same skills, this option is convenient and cost-effective. It is powerful too, because we can provide a course that is specifically designed to achieve your objectives.

Tailored to your needs

The standard programme is available as in-house training, but you may prefer us to tailor it to match the needs of your staff and your organisation. Tailoring can include:

• adjusting the length of the programme
• adding or removing topics
• using your copy as examples and exercises
• incorporating your templates
• taking account of your style guide and tone of voice.

Flexibility

An in-house course is fully flexible. Tell us what you want to achieve and we will work with you to design a course to match. Tell us when you would like to run the course and we will find a date that suits you.

Free support

Every course we run comes with a year of free support for each participant. We recognise that people do not think of every question on the day of the training. Our support service gives them the opportunity to ask their tutor an unlimited number of questions in the year following the course. In this way they continue to build their skills and confidence.

Ask us for a quotation

The cost of an in-house course depends on a number of things, including its length, its location and how much preparation we need to do. We can readily give you a quotation, so please contact us to discuss your needs.