Writing Skills: Copywriting: Introduction (1 day)

Course Overview

To provide the essential techniques required for understanding what makes brilliant through-the-line, media-neutral copy.

Audience

Professionals who are new to copywriting.

Skills Gained

Your in-house writers will become more effective by injecting new creativity into tired marketing communications (marcoms) campaigns and develop a noticeable brand communications style for the organisation. Organisations will gain from external creative resources when implementing briefs and save money on ineffective marcoms.

You will be able to write with confidence by highlighting benefits, rather than just features. You will learn how to adapt your writing style and layout to produce 'management approved' copy for a variety of audiences.

Course Outline

• Write clear and powerful English, by enhancing your writing style
• Reduce waffle without cutting meaning
• Stop grappling with grammar
• Avoid writer's block
• Target your advertising message
• Adapt copy for above as well as below-the-line media
• Take the first steps towards proofreading
• Improve the creative briefing process

Writing Skills: Copywriting: Introduction (1 day) / COP