Creative Copywriting Masterclass

Benefits to you and your employer

Benefits to your employer:

Your writing from now on will be based on a clear marketing blueprint that directs you towards selling your products and services with the sole aim of generating enhanced revenue and profits.

By the end of this one-day training course you will have worked on and improved your:

• Headline development
• Sub-head development
• Advertisement copy
• Direct mail letters
• Leaflet copy
• Web pages
• Fundamentals of brand identity
• Selling lines

Benefits to you:

Successfully selling your products and services is about engaging your target audience by winning their hearts and minds – and that requires truly imaginative, fluent and fluid copy based on arresting ideas and concepts that engage, intrigue and involve.

This is an excellent opportunity to build on your existing copywriting skills by accessing your imagination and ability to paint pictures in words.

And you’re invited to bring your own work along for analysis, examination – and even re-working!

Who should attend:

The Creative Copywriting Masterclass course is designed for you if you are required to write effective, focused copy to communicate, inform and sell products or services.

This will include:

• Marketing executives
• Marketing managers
• Copywriters

Previous delegates include:

• Marketing Manager (Gladstone)
• Direct Marketing Executive (Concern Worldwide)
• Copywriter (Ice Blue Marketing and Design)
• Marketing Assistant (Pitney Bowes International)

Programme outline

The Creative Copywriting Masterclass course is a one-day worshop helping you to develop skills through practical exercises. Attendance is limited to 12 delegates.

You will working solo or in creative teams depending on the nature of each brief presented to delegates during the course of the day.

Here is the programme outline for this course:

Is your creative idea strategically sound?

• Testing the validity of your concept
• Measuring it against the brief, brand values and target audience
• Assessing strengths and weaknesses of competitor advertising

Translating your concept into copy

• Creating great headlines
• Ensuring your opening paragraph has impact
• Organising the body copy

Being constructively critical of your own work

• Testing the strength of your copy
• Does it address the target audience?
• Is it too short, too long – or just right?

Techniques for better writing

• Teaming up with a fellow creative
• Referring back to the IDEA advertising principle
• Dare to be different!

Workshop sessions

• Group work to exercise your abilities
• Working in different media
• Presenting your work to convince others
• Your opportunity to discuss issues and bring along copy for review

Workshop tutor

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.

Delegate testimonials

"The trainer was brilliant - very witty and knowledgeable! He put a humorous spin on everything and made for a thoroughly enjoyable day."

Rachel Fisher, Exhibition Sales Executive, Royal College of Nursing

"A most useful, interactive and constructive day. Both inspirational and enjoyable."

Kate Witherall, Publishing Executive, Oxfordshire Press

"Lots of real life examples and good range of challenging subject matter to work on."

Sarah Bennett, World Society for the Protection of Animals

"I no longer fear the blank white paper. I have tools to help me write copy to meet my requirements!"

Hannah Cowan, Donor Development Manager, Against Breast Cancer