Copywriting
Sponsored links
Learn to write clear and compelling sales and marketing material.
The dictionary defines a copywriter as a person who writes the text of sales 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. Its 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.
You will get a useful manual, packed with tips and techniques, and a year of free support, to help you build your skills. 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
| Delivery: |
|
| Regions: |
|
| Category: |
Further Details
The course programme:
Introduction
The copywriters 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
Creating powerful headlines
How to get the readers 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
Keywords and search engine optimisation
The importance of incorporating keywords into your web content
Keyword density and keyword proximity
Cross-linking
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
You are welcome to bring examples of your own copy to discuss with your tutor.
This Training Course is taught in classrooms in the following locations:
Manchester
Bristol
Exeter
London WC
Information provided is for information purposes only and no guarantees are made with regards to accuracy. It is advised that all details are checked prior to making a booking. Contents © 1999 - 2012. All rights reserved.
