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Successful copywriting for marketers

Completed 2009

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Top secrets of powerful, creative, entertaining and response driven writing.

Course aims

To enable delegates to write dynamic and compelling copy which will inspire the reader to action and effectively communicate the key marketing message.

Who will benefit?

Junior and middle marketing managers who are required to produce marketing literature or who write copy for the web, sales promotion and sales executives, junior advertising or PR staff

Why should you attend?

  • To learn what makes your audience respond and how to 'get under the skin' of your readers
  • Understand the structure and components of great advertising literature
  • How to select an interesting angle and provide intrigue and interest for the reader

Key content

Unit 1

  • Why can't just anyone write copy? Distinguishing the good, the bad and the ugly from working samples of publicity materials
  • Using a Creative Strategy to help you
  • Understanding your target audience and how to think like a reader
  • Know your product or service, features and benefits which are meaningful
  • Derive key messages which differentiate the product/ service from the crowd
  • Establish rapport and empathy with the audience

Unit 2

  • Unlock your creative potential, some visioning and mind expanding ideas to try
  • Structure and components of publicity material
  • Tips and tools for clear, purposeful and punchy messages
  • The importance of spelling, grammar and phrasing
  • Writing for the web, email marketing, direct mail, press releases, presentations - the differences and common pitfalls