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Honing Your Copywriting Skills

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Places available:
Points Awarded: 
Course Type: 
Classroom based

Gone are the days when PR executives only wrote press releases, articles and case studies. Today’s professionals are also expected to write copy for the web, social media, blogs, newsletters, emailers and even sales and advertising materials.

Run by a professional copywriter, this interactive one day workshop uses discussions, examples, exercises, feedback and tricks of the trade to show you how to write engaging and effective copy for almost anything.
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Course Objectives: 

You’ll feel more confident in your abilities and be able to produce a wide range of PR and marketing materials in less time. People will respond more quickly to your writing – and in the way you hoped. You’ll be able to adapt your natural writing style to suit different mediums and messages. And you’ll be able to edit your own and other people’s copy more easily and more effectively.

Learning Objectives: 

How to write copy that makes your target audience think, feel or do exactly what you want them to think, feel or do
The difference between copywriting and normal business writing
How to tailor your writing for online audiences
The essential ingredients of great (as opposed to just good) writing
How to write and use briefs effectively
The seven steps to successful copywriting
How to find the right message and then stay focussed
Why nouns and verbs are more effective than adjectives and adverbs
How to banish clichés and create original, effective copy
How to engage your reader from start to finish
How to adapt your natural writing style to suit different subject, audiences, messages, mediums and objectives
The different templates for structuring blog posts, emailers, web copy and social media
How to edit your own and other people’s work
How to write attention grabbing headlines
Why you need ORMA, AIDA and WIIFM
10 ways to beat writer’s block
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Full course notes will be provided. A notebook and pen will also be provided. If you prefer to work on a laptop, you are more than welcome to bring it along with you to use throughout the day.