Copywriting: An Introduction

Benefits to you and your company

Benefits to your employer:

By the end of this one-day course you will have:

• Learnt the essentials of writing and reviewing copy
• Learnt from others’ successes and failures
• Practical checklists to help you improve and amend copy written by others

Benefits to you:

When you complete this course you will have a good grasp of the essentials for copywriting to generate more response.

A series of fun, practical exercises and recent case studies will help you put your new-found knowledge to the test on the day.

Who should attend:

The Copywriting: An Introduction course delivers invaluable and essential copywriting knowledge at an introductory level.

It is designed for anyone writing or handling copy and those working with copywriters.

This will include:

• Junior copywriters
• Clients
• Agency account management
• Agency account executives

Previous delegates include:

• e-Marketing Manager (Kimberly-Clark Professional)
• Marketing Executive (Barclays)
• Communications Assistant (Michael Page International)
• Marketing Coordinator (Suzuki GB Plc)

Programme outline

Copywriting: An Introduction is a lively one-day course from one of the UK’s most respected copywriters.

It gives you a unique opportunity to learn the essentials of writing and reviewing copy that will pull more response.

A mix of copywriting theory and practical exercises will help you make the most out of your copywriting, commissioning and copy handling.

Here is the programme outline for this course:

• The three elements you have to employ
• The essential principles of responsive copywriting
• Topics that will engage your audience and those that won’t
• How to be lively and engaging, not dull and dreary
• Turning negatives into positives and words to avoid
• More effective ways to call for action
• How to write more effective emails
• Subject lines to improve open rates
• Link writing to improve click throughs
• A checklist for reviewing copy
• How to get work changed without tantrums!

Training course tutor

Chris Barraclough Hon F IDM is recognised as one of the UK’s leading copywriters with UK and international winning awards for Volkswagen, BT, Alliance & Leicester and British Airways. In 2003 he set up a new creative agency, BEC London, where his clients include Air France KLM, Arthritis Research UK, Motability, Nectar and UIA.

Delegate testimonials

"Really enjoyed the course. Chris was great - enthusiastic, knowledgeable and approachable - he made the course relevant to me and my role - Thank you!"

Hesther Dolley, Communications Assistant, Michael Page International

"Chris was really articulate and engaging. Very easy to follow and understand and supplied us with really relevant useful information. Will certainly take away some good tips for copywriting that I've learnt today."

Willow Williams

"I was very pleased with the high level of teaching on the introduction to copywriting course - I have come away a lot more confident and able to write marketing copy."

Sophia Evans, Marketing Coordinator, Suzuki GB

"A very good introduction to Copywriting - a good level of tuition without too much information."

Chris Dolman, Marketing Manager, ATS Euromaster Limited