Great copywriting starts with an understanding of your audience, your aims and your preferred media – but how do you begin unpacking those necessities while remaining faithful to your goals?
In this impactful two-day bootcamp with professional copywriter Barnaby Benson, you will discover the thinking process behind persuasive copy and focus on how to create and adhere to a brief.
Encouraging you to think about your copy strategically, Barnaby will show you the difference in tone and content for various media, including websites, emails, blogs and newsletters.
Mixing theory and practice, you will work on your own copywriting project you have brought along to the class, with opportunities for feedback and advice from Barnaby and your fellow attendees.
Course content
Why having a brief matters
How to write for different media, including emails, newsletters, websites, advertisements and marketing materials
How to profile your audience
Establishing your goals
Refining the message
Tone of voice and your brand
Ten persuasive writing techniques
Top five copywriting mistakes and how to avoid them
How to brief copywriters and review their work
How to make a living as a copywriter
Practical exercise: attendees work on a copywriting project they plan to write or commission, with opportunities to share their work with the group and receive feedback
Q&A and group discussion
This course is for you if…
You’re a journalist or creative writer who wants to learn how to apply your skills to copywriting
You’re a marketing professional who wants to improve the quality of your written communication materials
You work in business and want to learn how to commission copywriters and review their work
You work for a charity or non-profit organisation and want to learn how to write or commission written materials
Course preparation
Ahead of the course, attendees should have in mind a piece of copy they want to write or commission from a copywriter, e.g. a sales email, a blog post or a job application. They should also have an understanding of the audience they want to engage with through their copy.
You will be sent a link to the webinar 1hr before the start time of 10am (GMT).
Tutor profile
Barnaby Benson has been a professional copywriter for over 20 years. He owns and manages one of London’s leading copywriting agencies whose clients include Next, Novartis, HSBC, O2 and many others. Barnaby is trusted by many global brand consultancies to write copy for their clients including Superunion and Landor (both WPP Group) and Imagination. Before writing, he was an account director in advertising. Barnaby and his colleagues run a blog on copywriting. You can find out more at www.barnabybenson.co.uk/blog.
You will be sent a link to the webinar 1hr before the start time of 10am (GMT).
Details
Dates: Wednesday 20 – Thursday 21 January 2021
Times: 10am-1pm (GMT)
Price: £199 (plus £6.83 booking fee)
Event capacity: 20
Information on Guardian Masterclasses
To contact us, click here. Terms and conditions can be found here.
All Guardian Masterclasses are fully accessible - but please contact us if you have any queries or concerns.
Returns policy
Once a purchase is complete we will not be able to refund you where you do not attend or if you cancel your event booking. Please see our terms and conditions for more information on our refund policy.
