Principles of Great Copywriting

All you ever wanted to know about copywriting in a day

The purpose of this course

An introduction to the techniques and approaches used in effective marketing copy.

Who this course is for

This course is perfect for anyone looking to successfully write outstanding copy. Whatever your professional level, you’ll come away ready to turn your brilliant marketing concepts into outstanding brand-building copy. 

Benefits for your organisation

It’s time to ensure that your copywriting team connects directly with your target audience. Outstanding, planned copy strengthens relationships and drives sales. Led by one of the country’s most respected independent copywriters, this course both improves your team's writing style as well as boosts creative confidence.

Benefits for you as an individual

There’s more to the craft of copywriting than just ‘cutting and pasting’ standard text. This highly enjoyable event reveals some of the best-kept secrets of copywriting. In just one day you’ll gain an excellent overview of how to write everything from a press ad to website copy.

You will learn how to

• Write clear and powerful English
• Reduce waffle
• Eliminate basic grammatical errors
• Target your creative message to specific audiences
• Employ the greatest tricks and techniques used by professional writers
• Adapt copy for different media
• Improve your creative briefing process
• Get to grips with grammar and proofreading
• Tackle writer’s block
• Plan an effective press release

Course content

• The writing basics
• Understanding how to devise a creative brief
• Understanding your audience: shifting your tone of voice and demonstrating empathy
• Structuring and ‘power-word’ techniques
• Punctuation tips
• Overview of direct marketing copy
• Planning a press release
• Overview of writing for the web

To take away from the course

Course handouts.

Professional Standards

CIM’s Professional Marketing Standards have been developed through extensive research with employers and leading academics. All of our marketing qualifications and training courses are based on this framework ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance.