Advanced Copywriting Skills

Advanced Copywriting Skills is for people who want to think in a truly conceptual way about their writing. You’ll learn how to produce more creative responses to a marcoms brief and think about combining words and images in effective and striking ways. During the course, you’ll get involved in the kind of brainstorming sessions more normally associated with ad agencies and gain confidence in dramatising propositions more effectively.

Many marketers are challenged to be more innovative and creative in their communications, but often lack the support or training to make it happen. Others find they’re asked to judge or critique the work of agencies and want the reference points to give credible feedback. In this one day workshop, you’ll explore the elements that make advertising and marketing communications work effectively and gain confidence in your ability to distinguish good solutions from mediocre ones.

This course is designed for people with significant marcoms experience, who work closely with agencies on creative campaigns or produce their own ideas in-house. It is also suitable for those who have previously attended our foundation course – Principles of Great Copywriting – and who want to add another layer to their knowledge. Please note that we offer separate, specialist courses on different genres of writing, including press releases and newsletters, brochures and leaflets and copy for the web.

• The essentials of a creative brief.
• Thinking conceptually about marcoms propositions.
• Dramatising propositions through words and imagery.
• Adapting tone of voice for different audiences.

The morning will be spent in whole-group discussion and a series of short copywriting exercises in pairs and smaller groups. In the afternoon, delegates will be set a small project to explore an integrated marcoms brief. The course director will provide constructive commentary and critique.