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Effective Copywriting Skills – Copywriting Training Course Outline
All organisations need to write to their staff, stakeholders, customers or the public, and there are many ways to do so – newsletters, blogs, Twitter, press releases etc
Writing these can be a delicate job – the voice has to represent your company, and needs to be pitched at the right level for the specific document and the intended audience. For some, you need to present a business-like and professional image, for others a more relaxed, chatty conversational tone is needed.
For promotional items, language that seems too “hard-sell” will put off potential customers who are sent hundreds of these and may have no real desire to read them.
Staff won’t read internal newsletters that are just there to be the voice of management.
For these reasons, copywriting can't be seen as just another writing task.
Effective copywriting training can also make a difference in responding to bad press or a crisis, essential as social media escalates bad news faster than many companies can respond.
Who should go on this effective copywriting course
This course is for anybody who needs to write their company or organisation’s marketing and corporate communications.
What you will learn on this copywriting course
By the end of this copywriting training course, you will know how to:
- Write in a style appropriate to the kind of organisation you are, and the sort of reader you are addressing
- Create effective, engaging newsletters both for your staff and your stakeholders
- Write different types of documents such as articles, press releases and annual reports
- Adapt your copywriting style to online media such as blogs
How we deliver the Effective Copywriting Skills course
It is available as a one or two-day tutor-led Virtual Classroom.
- A two-day training session. You will cover all the course contents in the two-day version. In addition you will have the opportunity to do more exercises and have more time to work on documents you bring to the session, with the trainer’s help.
- A one-day course. We cover Modules 1, 2, 3 and 4, plus three or four of the remaining modules, so you can choose the ones most relevant to your organisation’s requirements.
Copywriting Course Contents
1. Who are you?
- Do you have a corporate and marketing communication strategy?
- What is your organisation’s voice? Why does it matter?
- The things that contribute to voice – usage, tone and style
- If there’s no obvious wrong or right voice – why consistency is more important than personal preference
- Things to standardise: dates, numbers, spelling, capitalisation, bold, italics, etc
- Creating a style sheet
When you book we send you a questionnaire which we ask you to return to us before you attend the course. This enables our Trainers to assess your needs in advance.
2. Who do you need to talk to?
- Corporate and marketing documents talk to different people
- Your internal audience – thinking about your staff
- Your external audience – stakeholders, customers, the press or the public
- Profiling your readers helps you to give them what they want to read
- How do they see you? How do you want them to see you?
3. What is the right voice?
- Eight principles of good copywriting to ensure maximum readability
- Adapting text for different audiences – what you need to change to give the right impression
4. Doing your research
- Interviewing – who can you approach and how?
- Making the most of your interview time – knowing how to prepare
- Rapport, interaction and follow-up with your interviewee
- Things to remember when writing it up
- What’s current in your industry – specialist publications
- Using the Internet
5. Copywriting for the web or social media
- What works and what doesn’t
- Understand how people read online
- Eight general guidelines for communicating with social media
- Write effective, compelling social news headlines
- Write a blog you would like to read
- Twitter using the ‘tweet’ method
- Ten essential Twitter writing tips
- Three tips for writing an effective Linked-In® profile
6. Copywriting newsletters
- The purpose of different sorts of newsletter
- What does the company want the newsletter to do?
- The right balance between information and entertainment
- Ideas for content that will engage your readers
- Five questions to help you get the focus right
- Ten tips to get your newsletter read
- What is the right frequency?
7. Articles, editorials, case studies and speeches
- Effective, compelling headlines – five things that get attention
- Articles – why should an editor take your article? Why should a reader read it?
- How to write an editorial
- We like stories – are you telling a good one?
- Case studies – setting up a problem and showing the resolution
- Different ways to write up interviews
- Writing effective speeches
8. How to win with press releases
- What are the business benefits?
- Seven deadly sins
- Setting objectives and finding content to meet them
- Ten top tips for copywriting press releases
9. Annual reports
- Typical contents of an annual report
- Who is going to read it?
- How will they read it? Glossy print? On a mobile device?
- What does it need to say about you?
- What sort of graphics are best?
10. Responding to bad press or a crisis
- What do we mean by a crisis?
- Writing a crisis communication plan – what to include
- What kind of crises might affect you? Anticipate possible problems
- Copywriting initial response documents for each
- What are the key messages you have to convey?
- Staying on top of social media
- Dealing with the press – why trained staff are essential
11. Proofreading is essential
- Professional techniques for proofreading your copywriting
- MS Word™ tools – what are they and what are their advantages and shortcomings
- Common spelling errors and words with more than one valid spelling
- Recognising ambiguous or unclear wording in your copywriting even if the grammar is correct
- Avoiding the most common punctuation errors