Copywriting Masterclass

Overview

With the rise of the web and social media, and the slow decline of printed media, no marketing discipline is changing faster than copywriting. The good news is that the written word isn't dead; it's just being used differently. The course will help you generate compelling ideas and express them in any medium through powerful copy that markets your brand effectively.

Benefits to you and your organisation

You will work in a small group with other writers developing your creativity and honing your technique. You'll come away better able to plan, conceive, write and refine copy that connects with your audience and supports changes in the way brands, products and services are being marketed.

As well as being able to produce more effective copy, the course will give you the tools to get better copy from colleagues and agencies, and to be able to persuade colleagues of the potential of good writing to transform your organisation's marketing performance.

Who this course is for

Copywriters or senior marketers who deal with copy regularly and who are looking to understand how good copy works and how to improve their existing writing skills.

What you will learn

• How developments in marketing and technology are changing the way we need to write.
• To build on existing copywriting skills.
• Find the right media and message for your audience.
• Extending your tone of voice from strap lines to campaigns and content.

Course content

• The changing role of copywriting.
• The power of copywriting.
• The brief.
• Positioning and targeting.
• Advanced copywriting techniques.
• Applying writing skills to different media.

Learning approach

A combination of lecturing, examples, group discussion and practical exercises (both individual and group work).

Your course director

Head of Copy at Story Worldwide, Martin Calladine has over ten years' experience creating brand, print and digital projects for blue chip organisations and the public sector. Using a storytelling approach to marketing, Martin helps identify brands' stories and express them through powerful creative. He has taught copywriting for over five years.