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With such a crowded online environment and the extraordinary pressure on our attention spans, it can sometimes seem harder than ever for marketers to cut through. Good copywriting is critical to engaging readers and encouraging clicks, but what techniques make the difference between advertising copy that catches the eye and copy which is ignored?

In this interactive one-day course, you’ll learn about effective headline writing and discover how your words interact most effectively with imagery, video and animation. You’ll also explore the psychology of engagement and the reasons why some communications fail while others succeed. As part of the course, you’ll have the opportunity to explore and analyse successful digital advertising campaigns and work on practical, collaborative exercises to generate copy during the session.

Who should attend?

You may be a marketer who takes responsibility for writing digital advertising copy or someone who reviews the work of agencies. Equally, you may be starting out in your career as an in-house or agency copywriter, looking for tips and guidance on your craft.

Learning outcomes

  • Write headlines that attract attention and encourage people to act
  • Develop copy strategies for both PPC and display advertising
  • Appreciate the impact of SEO on the advertising environment
  • Ensure your words are combining effectively with visual content
  • Understand the psychology of effective interruptive communications
  • Evaluate the likely success of different copywriting strategies
  • Create digital advertising campaigns with a coherent theme

Course Dates

Start Date Duration Location
14 Dec 2023 1d Virtual
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27 Feb 2024 1d Virtual
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29 Apr 2024 1d Virtual
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05 Jun 2024 1d Virtual
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Course Director

Phil Woodford

Phil Woodford is a former advertising creative director. For a number of years, he has worked as a freelance copywriter, trainer and lecturer, helping organisations to improve their communications and enhance their creativity. Phil holds a Master’s degree in Occupational and Business Psychology and takes a particular interest in the way the values of organisations are communicated through words. He lectures at University of the Arts London and the private French university network OMNES Education. Each week, Phil co-hosts a weekly news review show on Colourful Radio, broadcast from the Africa Centre in London.


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