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To speak to one of our Learning Advisors call us on +44 (0)1628 427360 or email training@cim.co.uk
Virtual course

Overview


This highly interactive virtual course is designed to introduce you to the fundamentals of effective copywriting. Over a six-week period, you’ll join a group of fellow participants for a weekly 1.5-hour session led by a highly experienced trainer and former advertising creative director. Each session builds on the previous one to increase your knowledge and build your confidence through practical writing exercises and group discussion. 

We will start by exploring best-practice techniques and approaches to the writing process and move on to examine the strategies used by writers to establish rapport with their readers – profiling audiences, making active choices over messaging and changing tone of voice.  

You will have an opportunity to practise writing effective headlines that engage readers, while also picking up tips for creating compelling content across a range of digital channels, including web pages, email and social media. 

The course culminates with a challenge during the final webinar, in which you’ll have an opportunity to put into practice some of the skills you’ve acquired over the preceding five weeks. 

Week 1: Fundamental approaches to copywriting 
Week 2: Building relationships with specific audiences 
Week 3: How to construct effective headlines 
Week 4: Tips for writing for web and email 
Week 5: Tips for writing for social and content 
Week 6: Writing challenge 

Who should attend?

This is a course for anyone who wants a solid foundation into the craft of digital copywriting. No previous knowledge or experience is required. 

Learning outcomes

  • A solid understanding of the digital copywriter’s craft 
  • Greater confidence in approaching copywriting tasks 
  • An appreciation of the challenges presented by different media and digital channels 
  • Awareness of techniques used by writers to establish a rapport with their audience 
  • Ability to craft effective headlines to encourage engagement 

Course Dates

Start Date Duration Location
03 Sep 2020 9hrs Virtual
 
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23 Oct 2020 9hrs Virtual
 
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02 Feb 2021 9hrs Virtual
 
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05 May 2021 9hrs Virtual
 
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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.

Virtual delivery

Week 1: Wednesday 09 September 2020 (14.00 - 15.30)
Week 2: Wednesday 16 September 2020 (14.00 - 15.30)
Week 3: Wednesday 23 September 2020 (14.00 - 15.30)
Week 4: Wednesday 29 September 2020 (14.00 - 15.30)
Week 5: Wednesday 06 October 2020 (14.00 - 15.30)
Week 6: Wednesday 13 October 2020 (14.00 - 15.30)

Week 1: Friday 23 October 2020 (14.00 - 15.30)
Week 2: Friday 30 October 2020 (14.00 - 15.30)
Week 3: Friday 06 November 2020 (14.00 - 15.30)
Week 4: Friday 13 November 2020 (14.00 - 15.30)
Week 5: Friday 20 November 2020 (14.00 - 15.30)
Week 6: Friday 27 November 2020 (14.00 - 15.30)

 

Enquire

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

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