Achieving real cut-through with B2B copy can often seem daunting, which is why inspiration and practice is so important. In this interactive two-day programme, run by a highly experienced copywriter and former creative director, you will be challenged to work collaboratively with others and respond to a creative brief.  

Specifically, you will be tasked to develop a B2B copy strategy for a cutting-edge technological solution. Generating initial concepts, you’ll sell them to the wider group and then work to create a range of deliverables for different stages of the purchase process 

The course will provide an opportunity for you to write short-form copy for ads and social media posts, as well as longer pieces of copy including thought leadership pieces, blogs and sales collateral. You’ll then benefit from discussion and constructive commentary, helping you to perfect the work you do and equipping you with a range of new skills you can take back into your business environment. 

Who should attend?

  • Practising copywriters with a focus on B2B 
  • Marketing and communication professionals with experience of writing copy, who want more exposure to creative challenge and the chance to move to another level 
  • Marketers who have already taken one or more of our intermediate copywriting courses 

Learning outcomes

  • Enhance your ability to analyse and interpret a B2B creative brief 
  • Recognise insights that can inform your copywriting 
  • Work collaboratively to produce concepts which meet the brief 
  • Find out how to create an effective B2B campaign tagline 
  • Practise different techniques to stimulate creativity 
  • Gain confidence in translating ideas for a range of channels 
  • Distinguish between concepts/executions that are weaker/stronger 
  • Explore how to present your creative ideas effectively
  • ...And how to respond to constructive commentary 
  • Practise writing to a deadline 
  • Develop your craft to ensure your copy is as effective as it can possibly be

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Phil Woodford

Phil is a highly experienced copywriter and former creative director, who works for a range of B2B clients in the UK and continental Europe. He started his career in a business-to-business setting, marketing conferences for an engineering institute. After working in-house for a direct marketing business, he spent ten years in advertising agencies before becoming self-employed and combining his writing with training and lecturing. Phil is an Associate Lecturer at University of the Arts London and also teaches at INSEEC U, the largest private university network in France. Each week, he co-hosts a weekly news review show on Colourful Radio, broadcast from London’s Africa Centre.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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