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    Overview


    Perhaps you’ve taken on a marketing role where you’re expected to write persuasively? Maybe you’ve already been giving it a go, but are looking for some formal guidance and direction? This popular course will take you through the fundamentals of good copywriting and alert you to some of the common pitfalls. As well as coming away with a checklist of best-practice tips, you will get to analyse the devices and strategies that writers use and see at first-hand how they adapt their copy for different audiences.

    You will also have an opportunity to practise writing headlines, before your course director guides you through some of the key issues that arise when you’re creating copy for different media or channels.

    Who should attend?

    This is a course for anybody who wants a solid foundation in the copywriting craft. No previous knowledge or experience is required. It’s likely that you’re working in a marketing, communications or design environment and recognise the importance of words in shaping people’s perceptions of brands, products and services.

    Learning outcomes

    • Essential rules that good copywriters follow
    • Common mistakes to avoid
    • Approaches to the writing process
    • Techniques to make copy more relevant and persuasive 
    • Writing for specific audiences
    • Tips for constructing effective headlines
    • Ways of adapting copy to different media
    • Confidence in analysing and critiquing copy

    Testimonials

    “The course was really useful for a beginner level, which I am. Phil was a very engaging and knowledgeable trainer and made the entire day inclusive and interesting!”

     

    Kat Ing Events Manager Science Museum Group

    "I thought the course was really informative and engaging! I would definitely recommend the course to my copywriting friends and colleagues."

    Kirsty Harrison Content and Copywriter Risc IT Solutions

    "A well-structured day that provided excellent information on the principals of copywriting. Great use of practical and theory-based sessions."

    Talisa Vallance Marketing Manager Martek Marine Ltd

    "Really good! I've not been this engaged in a training session before. Really engaging and interactive."

    Emine Hassan

    Course Dates

    Start Date Duration Location
    12 Jun 2024 1d Virtual
     
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    16 Jul 2024 1d London
     
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    31 Jul 2024 1d Virtual
     
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    12 Aug 2024 1d Virtual
     
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    03 Sep 2024 1d Virtual
     
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    19 Sep 2024 1d London
     
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    01 Oct 2024 1d Virtual
     
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    05 Nov 2024 1d Virtual
     
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    26 Nov 2024 1d London
     
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    04 Dec 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.

    Delivery

    Our virtual and in-person delivery formats are designed to deliver engaging and interactive experiences using short bursts of content delivery, group breakouts, case studies and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.

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