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Training: Copywriting: An Introduction - London

Training: Copywriting: An Introduction - London

Get the theory, gain the hands-on practice and leave with the skills and the blueprint to confidently write or brief online and offline copy that persuades and sells.

You will learn to:

  • Understand the principles of responsive copywriting
  • Apply the same principles to write more creative, engaging, effective copy
  • Clearly define your target audience for each piece of writing
  • Use valuable techniques for generating new creative approaches to copy
  • Apply your learning to all key marketing media 

John Wallace, Advertising Copywriter

John Wallace began his professional life as a lawyer before changing to advertising, becoming a copywriter for a major London-based international advertising agency. After working for the agency in the USA and Europe, John returned to his northern roots, becoming Creative Director of several Manchester advertising agencies before freelancing in Singapore and Malaysia. Now based in the North-West, John provides copywriting, marketing and training services to a diverse range of clients throughout the UK.

Programme: (1 day course)

Getting started

  • Recognising what makes good copy – and why
  • Appealing to head and heart: the basic principles of copywriting
  • Introducing the failsafe copy formula for all writing: The I.D.E.A principle

Analysing copy in the public domain

  • Looking at current ad copy – figuring out why it works (or doesn’t)
  • Discussions and ideas for copy improvements

Using The I.D.E.A principle - get writing!

Team writing exercises that emphasise:

  • The essential principles of responsive copywriting
  • Choosing topics that will engage your audience – and avoiding those that won’t
  • Ensuring you’re always interesting and engaging, always original and arresting
  • Turning positives into Unique Selling Propositions; turning negatives into positives
  • Creating effective calls for action that generate optimum response

Applying The I.D.E.A principle to your work

Bring work samples with you for analysis by your tutor (you can choose to discuss your work privately with your tutor during break-times - or in the classroom with fellow delegates).Then:

  • Learn how to write more effective communications – more quickly and with less effort
  • Radically improve the effectiveness of the copy you’ll be writing from now on
  • Ensure all your marketing material takes every opportunity to sell effectively

Your take-home set of copy tools

  • Quickly check the effectiveness of your copy
  • Use your learning to check others’ copy
  • Learn how to put together copy briefs
  • Brief writers to change their work - without inducing tantrums!

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