Copywriting: A two-day boot camp

We don’t normally condone the hard sell – but we can teach you how to

make your readers an offer they can’t refuse. No matter who you’re writing

for, this two-day master class in copywriting will help you make your

message clear, concise, memorable, and even entertaining.

This versatile course shows you how to write persuasive copy for all

purposes. Through a range of practical exercises, you’ll learn how to target

specific audiences in language they’ll relate to, and how to make a

compelling story out of seemingly dry data.

As well as covering all the elements that make good copy for all purposes,

this comprehensive weekend features specialised modules in how to make

your copy searchable and findable; how to craft clickable headlines, and

how to write content that your audience will want to share.

This course is for you if...

You want to improve the quality of campaigning or marketing

materials, or press releases

Your company sometimes struggles to make its voice heard, or

translate the real impact of its data

You work for a charity or NGO and want to tell more compelling

stories to potential supporters

You run a website and want to give your content a more professional

edge

You’d like to know about best practice for writing for a variety of

audiences

Course description

This course I learnt how to improve my commercial writing, for websites,

advertising, press releases, newsletters and posters. It was mixed with

seminars and practical exercises to me to produce copy to suit my role as a

Marketing Executive who was writing technical content around Data.

The course covered:

Making engaging stories out of the driest facts, or finding hooks for

your copy in the news

Boiling your story down to the essentials

Different structures and writing styles for web copy, product

descriptions, ad copy, social media and more

The essential components: headlines, standfirsts, subheads, captions,

furniture

The importance of first and last sentences

How to read your audience, and tailor your content to them

Improving your readability

Tone and language: how to establish a readable, memorable style

When (and when not) to use humour

The best policy: maintaining the trust of your audience

Tutor profile

Eddy Lawrence is a copywriter at the Guardian with over 20 years of

writing and editing experience. He has written for and edited publications

including The Face, Select, Melody Maker and Jack, and even some which

are still going, such as Q, NME, Shortlist and the Guardian. Eddy has also

worked on the Glastonbury festival daily paper, and taught journalism as

part of the Time Out Trashed outreach project during his six years as Music

Editor for Time Out.