Principles of Great Copywriting

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. Whether you’re originating copy from scratch or using AI to support you, you’ll come away with a checklist of best-practice tips. You’ll also 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
• Effective and appropriate use of AI
• 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