You will learn to:

  • Understand the principles of responsive copywriting
  • Apply the same principles to write more creative, engaging, effective copy
  • Clearly define your target audience for each piece of writing
  • Use valuable techniques for generating new creative approaches to copy
  • Apply your learning to all key marketing media

Details

Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
28/06/19 London (W1W 8SS) £510.00 £599.00 14
13/09/19 London (W1W 8SS) £510.00 £599.00 14
06/12/19 London (W1W 8SS) £510.00 £599.00 14

Course Information

Programme

Getting started

  • Recognising what makes good copy – and why
  • Appealing to head and heart: the basic principles of copywriting
  • Introducing the failsafe copy formula for all writing: The I.D.E.A principle

Analysing copy in the public domain

  • Looking at current ad copy – figuring out why it works (or doesn’t)
  • Discussions and ideas for copy improvements

Using The I.D.E.A principle - get writing!

Team writing exercises that emphasise:

  • The essential principles of responsive copywriting
  • Choosing topics that will engage your audience – and avoiding those that won’t
  • Ensuring you’re always interesting and engaging, always original and arresting
  • Turning positives into Unique Selling Propositions; turning negatives into positives
  • Creating effective calls for action that generate optimum response

Applying The I.D.E.A principle to your work

Bring work samples with you for analysis by your tutor (you can choose to discuss your work privately with your tutor during break-times - or in the classroom with fellow delegates). Then:

  • Learn how to write more effective communications – more quickly and with less effort
  • Radically improve the effectiveness of the copy you’ll be writing from now on
  • Ensure all your marketing material takes every opportunity to sell effectively

Your take-home set of copy tools

  • Quickly check the effectiveness of your copy
  • Use your learning to check others’ copy
  • Learn how to put together copy briefs
  • Brief writers to change their work - without inducing tantrums!

Who Should Attend

This course delivers invaluable and essential copywriting knowledge at an introductory level. It is designed for anyone who is starting on their copywriting careers – and if you want to know where and how to begin your commercial writing career effectively, this course is ideal for you.

Previous delega​tes include:

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

Enrol onto 'Copywriting: an Introduction’ course and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Tutor

John Wallace, Advertising Copywriter

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.

Venue

London (W1W 8SS)

Testimonials

A bright and lively session with loads of great takeaways

James Nethercott
Office Depot

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
Suzuki GB

A very good introduction to copywriting - a good level of tuition without too much information

Chris Dolman
ATS Euromaster Limited

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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