Advanced Copywriting Skills

Overview

This course is a great follow-up to Principles of Great Copywriting, although it's open to anyone with experience who wants to go beyond the basics. You will be encouraged to think more conceptually about your marketing communications – exploring brainstorming techniques and approaches favoured by ad agencies. Take part in exercises designed to make your writing more ambitious and compelling.

Benefits to you and your organisation

If you're already familiar with the basic principles of copywriting, this course will challenge you to think more conceptually and adventurously. Sometimes rules are there to be broken and you will come away with a greater sense of confidence that you can challenge convention and create real impact.

Very often, businesses and other organisations can find themselves stuck in a rut with their marketing communications. This course will provide an impetus to look afresh at your copy, tackling future briefs from a new perspective. If you're prepared to push boundaries, it's possible to reap real rewards.

Who this course is for

You may already have attended our foundation course, Principles of Great Copywriting. Alternatively, you will have some writing experience behind you and be looking to take your skills to a higher level.

What you will learn

• How to get the most out of a creative brief.
• Approaches to brainstorming marcoms and advertising concepts.
• Advanced headline writing techniques.
• The relationship between art direction and copy.
• The creation of an integrated message across different media.

Course content

• The essentials of a creative brief.
• Thinking conceptually about marcoms propositions.
• What we can learn from advertising copy.
• Shifting tone of voice across different markets.
• Writing for different environments – including blogs, microblogging platforms and social networking sites.

Learning approach

The morning will be spent in whole-group discussion and a series of short copywriting exercises in pairs and smaller groups. In the afternoon, delegates will be set a small project to explore an integrated marcoms brief. The course director will provide constructive commentary and critique.