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Duration: 1 day(s)
Course Code: COPYWRIT
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Copywriting

This programme will introduce you to a range of techniques for broadening your thinking, and other tips used by copywriters. You should come with a short copywriting project in mind, preferably a real one that you are going to be working on anyway. By the end of the course you will have gone a long way towards getting it written!

This programme is for you if

you need to produce corporate promotional material, direct mail, case studies, newsletters, brochures or press releases.

On completion of this course you will be able to:

  • Learn audience targeting techniques that copywriters use
  • Experience ways to become more creative
  • Try out new thinking techniques
  • Develop a process for getting the job done on time
  • Know how to pick up the errors before it goes to print

Programme Focus

Introduction
  • Group and personal objectives
  • Course outline


How People Read

  • Rules of headlines
  • Use of layout
  • Sentence structures that people
    understand quickly
  • How the web is different

 

Practical Exercise

  • Reading several short pieces and
    observing what you understand
    - after eight seconds

 

Readers

  • Why you need to understand readers
  • How to analyse your readership

 

The Brief

  • Background
  • Readership
  • Message
  • Medium

Understanding the importance of a clear
and detailed brief

 

Types of Documents

  • Brochures
  • Websites
  • Insights
  • Newsletters

Discussion about the different approaches
for each type of document

 

Personal Project Planning

  • Delegates work on their own briefs and
    check them with each other for clarity
    and completeness

 

Features and Benefits

  • The difference
  • Why it matters

 

Practical Exercise

  • The “So What?” Test

 

Thinking Techniques

  • Several ways to broaden and organise
    your thinking including:
  • Tony Buzan and Mind Maps
  • Lateral and reverse thinking

 

Practical Exercise

  • (In groups) Planning a document from
    a brief provided

 

Personal Project Planning

  • Delegates use techniques and ideas
    discussed to create an “angle” for their
    project and to decide on the content

 

Structures

  • AIDA
  • Journalists’ triangle
  • Particular – general – particular

 

Using Language to your Advantage

  • Weak and powerful words
  • Balanced and varied sentences
  • Pictures in writing – using your reader’s
    imagination and experience
  • Concrete and abstract language

 

The Importance of Absolute Accuracy

  • Reviewing and Proofreading
  • Why they need to be kept separate

Click to expand...

Perfect Partners

Other courses which naturally complement this course include: