Copywriting for beginners

The ability to write well-crafted copy for news stories, articles and promotional materials rarely comes easily.

Even professional writers admit to fine-tuning many drafts before being completely happy with the finished result. This introduction to copywriting course uses a mix of examples, exercises, discussions and feedback to show those new to business writing how to write effective and engaging copy for a wide range of documents.

How will I benefit?

You’ll recognise the difference between mediocre writing and good writing, and you’ll produce the good stuff more easily.

You’ll understand how to stay on message so that your writing engages your readers from start to finish.

You’ll be more creative and imaginative in your writing, without losing sight of the all-important objective.

You’ll create copy that makes the reader think, feel or do exactly what you wanted them to think, feel or do.

And you’ll find writing a more enjoyable practice and be proud of your end results.

What will I learn?

• How to recognise the difference between good writing and great writing
• Techniques and structures you can use to write almost anything
• Why verbs and nouns are better than adjectives and adverbs
• How to find the message and stay focused
• Why certain words create hidden messages
• How to tailor your writing to your intended audience
• Why reading aloud helps you turn waffle into winners
• The different writing styles and how they affect perception
• How to banish clichés to make your writing original, sincere and effective

Who should attend?

Anyone who needs to write business, marketing or promotional copy for a range of documents including newsletters, magazines and websites.

What else do I need to know?

This is a general copywriting course. It is not focused on any particular documents (i.e. adverts, emailers, blog post, press releases, features, web and social media copy, etc.), it covers techniques you can adapt to suit different communication tools.

About the Speaker

Lorraine Forrest-Turner

Writer Fundamentally, I’m a writer. I write a lot of training courses, the odd play, some short stories and blog posts and tons of business copy for websites, internal and...