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  
06/12/19 London (W1W 8SS) £510.00 £599.00 22

NB: Prices above subject to VAT

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

I really enjoyed this course, it was very informative and has increased my confidence and skills in copywriting. The tutor is amazing and kept us engaged throughout. A great tutor and course.

Charlotte Duhaney,
LHC

The day from beginning to end was impeccably organised and very informative. The course was eye opening and the tutor had heaps of knowledge that he shared opening and guided us all through the day.

Danielle Phillips,
Direct Line Group

It was a very interesting course and quite thought provoking too – rarely does that side of my brain get exercised these days.
It was intriguing to be amongst a group who all had different entry points into the subject too – each of us seemed to have a slightly different expectation or ambition from being on the course. John was an engaging and enthusiastic course leader – there were no moments of ennui or drift and I thoroughly enjoyed his approach to learning.

John Lloyd,
First Move Direct Marketing

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

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