- An understanding of the copywriter’s various roles as interpreter, salesperson, and psychologist.
- Key inputs a writer needs to create better outputs—the role of the marketing communications brief.
- Best-practice principles for writing in plain English, structuring copy effectively, focusing on your audience and conveying a clear central message.
- The principles of persuasion that help convince readers to act.
- Techniques for short-form copywriting in advertising and social media, including ways of approaching headlines designed to interrupt and engage.
- The relationship between words and images and how both can play a part in creating an effective communication.
Copywriting Masterclass, Module 2: Audience and tone of voice.
Special Pricing: regularly
$1,200 now 45% off—$660. Enroll here.
Copy is usually stronger when it is written for a specific audience—making use of segmented data and effective targeting. In this module, you’ll look at the use of personas in marketing communication and the way in which writers adapt their copy to different readers, reflecting their aspirations and motivations.
There will also be an opportunity to examine tone of voice in shaping perception of brand and to observe some of the devices writers use to establish a rapport with an audience. Your instructor will encourage you to explore website content during the session, drawing conclusions about the strategies of the writer and their understanding of reader.
- An awareness of different models of tone of voice – brand-focused, audience-focused and situational.
- The use writers can make of demographic and psychographic profiles in a marketing communications brief.
- Comparisons between different writing styles and tone of voice in both B2C and B2B environments.
- Appreciation of the use of personas by copywriters and the role they can play in targeting copy effectively.
- The importance of omission in copywriting—making informed decisions about what to include and exclude in a communication.
- Tips on experimenting with tone of voice—practical exercises beyond the course.
Copywriting Masterclass, Module 3: Writing for different media and channels.
Special Pricing: regularly
$1,200 now 45% off—$660. Enroll here.
In this final session, you’ll have the chance to explore some of the rules that surround web writing in the 2020s—whether it’s the pressure to impress search engines, the science of usability and user experience or the need to engage people instantly in a world of diminishing attention. You’ll also look at some of the techniques that create more successful emails and different approaches to video content, including strategies for short-form video on social platforms.
You’ll be shown the way in which story-telling principles can be applied by copywriters, particularly in longer pieces of online content such as articles, blogs, case studies and thought-leadership .
- Rules for writing online—taking into account the input of usability experts on scanning, chunking and page layout.
- The best approaches for delivering impactful headings and subheads on web pages.
- The relationship between copywriting and Search Engine Optimization (SEO) and general principles to follow.
- How to use key words in copy while retaining naturalism and aiming for ‘elegant variation’ in your writing style.
- Story-telling principles, including the application of the Freytag pyramid to the world of business writing.
- Structuring and sustaining longer pieces of copy and strategies for creating powerful ‘kicker’ and intro paragraphs.
- Tips for effective scripting and the role of the writer in shaping the narrative and effectiveness of online video.
- Principles for more compelling emails—including subject line tactics to enhance open rates and options for A/B split testing.
How to Convince Your Boss Why You Should Take this Class:
Greater confidence: You’ll come out of the course with a more detailed understanding of the copywriter’s role and craft skills, allowing you to work more efficiently and effectively.
Greater competence: You’ll learn rules for copywriting best practice and be more aware of some of the potential pitfalls to avoid, leading to fewer errors.
Greater understanding: You’ll explore the way copy works across different media and platforms, helping you to craft words that are more appropriate and engaging. You’ll create more effective, social posts, emails, web pages and video scripts.
Greater cut-through: You’ll experiment with headline-writing techniques and examine the close interrelationship between words and images, leading to more impact with ads and social posts.
Greater adventurousness: You’ll be happier to experiment and try new approaches to copy, which may open up opportunities for more effective and impactful communication.
- The workshops are hands-on and practical.
- The workshops are live so that you can ask your questions.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Included are lots of illustrations and examples.
- Video of the presentation with slides and audio.
- PDF of the complete presentation.
Who is the course for?
Marketing professionals at a range of levels and those working in communications, design and related fields.
Here Comes the Cavalry, Ltd.
Phil Woodford is a highly experienced copywriter, trainer and lecturer. He started his career marketing international conferences, before joining a direct marketing business as an in-house writer. From there, he moved into advertising agencies, eventually working as a creative director, responsible for overseeing the work of copywriters, art directors and web developers.
Today, Phil divides his time between freelance writing, professional training and teaching at universities. He is a Course Director for the UK’s Chartered Institute of Marketing, an Associate Lecturer at University of the Arts London and Professeur Référent at OMNES Education—a Paris-based network of private universities and business schools.
Phil holds an honors degree in sociology from the London School of Economics and a master’s degree in occupational and business psychology from Kingston University London. He takes a particular interest in the way values of organizations are communicated through words. Each week, he co-hosts a news review show on Colourful Radio, broadcast from London and also streamed online.