Principles of Great Copywriting

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Principles of Great Copywriting

The Chartered Institute of Marketing
Logo The Chartered Institute of Marketing

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Description

Principles of Great Copywriting will build your confidence and give you solid, practical skills that you can apply in your working environment. Not only does this popular workshop provide you with a strong grasp of the fundamentals of copywriting for marketing communications, it also challenges you to think more deeply about the aspirations and interests of your audience.

You will come away with a better understanding of the techniques used by professional copywriters to inform and persuade their readers. Through a number of practical exercises, you will develop skills that can easily be applied back at the office.

Effective copy can play an important role in shaping perceptions about produc…

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Principles of Great Copywriting will build your confidence and give you solid, practical skills that you can apply in your working environment. Not only does this popular workshop provide you with a strong grasp of the fundamentals of copywriting for marketing communications, it also challenges you to think more deeply about the aspirations and interests of your audience.

You will come away with a better understanding of the techniques used by professional copywriters to inform and persuade their readers. Through a number of practical exercises, you will develop skills that can easily be applied back at the office.

Effective copy can play an important role in shaping perceptions about products, services and brands. Your organisation will be able to create more effective marketing communications across different media and critically appraise work produced by agencies.

This course is ideal for marketers and communications professionals at all levels who are expected to write as part of their role. It may also be valuable if you are working with agencies and asked to evaluate creative work. The workshop is focused on marketing communications and is not designed for people writing formal reports, tenders or technical documentation.

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  • Fundamentals of good copy.
  • Structure and logical flow.
  • Use of plain English.
  • Changing tone of voice to accommodate reader.
  • Writing effective headlines.
  • Combining words and images.
  • Adapting copy to different environments.
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  • Practical exercises in pairs and small groups, with constructive critique and commentary.
  • Whole-group discussion and formal tuition.
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There are no frequently asked questions yet. If you have any more questions or need help, contact our customer service.