Overview
We don’t normally condone the hard sell – but we can teach you how to make your readers an offer they can’t refuse. No matter who you’re writing for, this two-day masterclass in copywriting will help you make your message clear, concise, memorable, and even entertaining.
This versatile course shows you how to write persuasive copy for all purposes. Through a range of practical exercises, you’ll learn how to target specific audiences in language they’ll relate to, and how to make a compelling story out of seemingly dry data.
As well as covering all the elements that make good copy for all purposes, this comprehensive weekend features specialised modules in how to make your copy searchable and findable; how to craft clickable headlines, and how to write content that your audience will want to share.
This course is for you if...
- You want to improve the quality of campaigning or marketing materials, or press releases
- Your company sometimes struggles to make its voice heard, or translate the real impact of its data
- You work for a charity or NGO and want to tell more compelling stories to potential supporters
- You run a website and want to give your content a more professional edge
- You’d like to know about best practice for writing for a variety of audiences
Course description
This course is for anyone interested in learning how to improve their commercial writing, whether it’s for websites, advertising, press releases, newsletters or posters about a lost cat. It mixes seminars with practical exercises to help attendees produce copy that suits their own needs. The course will cover:
- Making engaging stories out of the driest facts, or finding hooks for your copy in the news
- Boiling your story down to the essentials
- Different structures and writing styles for web copy, product descriptions, ad copy, social media and more
- The essential components: headlines, standfirsts, subheads, captions, furniture
- The importance of first and last sentences
- How to read your audience, and tailor your content to them
- Improving your readability
- Tone and language: how to establish a readable, memorable style
- When (and when not) to use humour
- The best policy: maintaining the trust of your audience
Tutor profile
Eddy Lawrence is a copywriter at the Guardian with over 20 years of writing and editing experience. He has written for and edited publications including The Face, Select, Melody Maker and Jack, and even some which are still going, such as Q, NME, Shortlist and the Guardian. Eddy has also worked on the Glastonbury festival daily paper, and taught journalism as part of the Time Out Trashed outreach project during his six years as Music Editor for Time Out.
Details
This course has now passed – but we’re updating our programme all the time. For information on our full range of masterclasses, sign up to our newsletter, follow us on Twitter, or keep an eye on our calendar.To contact us, click here. Terms and conditions can be found here.
Returns policy
Tickets may be refunded if you contact us at least 14 days before the course start date. Please see our terms and conditions for more information on our refund policy.
