Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Integrating an off and online direct marketing campaign calls for new levels of creative innovation. This course shows how to write powerful through-the-line copy that really works.

The purpose of this course:

You have probably attended Principles of Great Copywriting and are now ready to concentrate on integrated marketing copywriting. This highly practical event explains the science and craft behind effective writing in the direct marketing environment.

Who this course is for:

Anyone responsible for planning and writing effective direct marketing campaigns.

Benefits for your organisation:

Whether it is direct mail or innovative email - direct marketing allows you to test your copy to such an extent that it ‘hits’ your target market with precision and panache.

This event highlights some of the latest thinking on DM writing, giving you a hands-on opportunity to turn theory into successful results.

Benefits for you as an individual:

This highly effective one day event will inspire you to write compelling direct marketing copy that wins business and builds success.

You will learn how to:

• Measure and evaluate DM creative platforms
• Critically appraise copy from in-house ‘creatives’ or agencies
• Use proven techniques and approaches to generate positive response
• Write compelling headlines and informative body copy
• Understand tone of voice and how to vary your writing style
• Explore the potential of the whole direct mail pack, from envelopes and letters through to brochures and ‘uplift’ fliers.
• Integrate your above the line direct marketing copy with online copy
• Write and plan creative email campaigns

Course content:

• Writing a direct marketing brief
• Getting a response
• Making DM relevant for today’s marketer
• Exploring the DM pack -piece by piece
• Writing powerful letters
• Writing powerful emails
• Integrated off and online DM creative communications
• Assessing creative work
• Writing exercise

Pre and post learning support:

Ideally you’ll send an example of a DM (or email) piece at least four weeks prior to the course.

To take away from the course:

Course handouts and Gabay’s Copywriters’ Compendium

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework