Copywriting
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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.
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Further Details
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
This Training Course is taught in classrooms in the following locations:
Slough
London EC
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.
