The Secrets of Powerful Copywriting

Course Code:	2031
Dates:	On a date of your choice
Venue:	TBA
Course Fees:	Available on application
CPD Credits:	6 hrs

Also available to be run in-house, to discuss your requirements contact us on 01327 858292
or e-mail info@ctp.uk.com

The Secrets of Powerful Copywriting Course Outline

Powerful copywriting turns everyday marketing material into powerful pieces of communication. This course is designed to help you write promotional material and direct mail that gets results and enhances your company’s image. It will take you step-by-step through the fundamental aspect of copywriting. You will learn to distinguish between benefits and features and how to shape your message to your specific audience.

The course focuses on sales letters, press ads, press releases, websites and brochures, and will help you to break free of the self-interest trap that causes readers to lose interest. It explains the sequence of persuasion and guides you in identifying key messages that will be relevant to your readers.

Who should attend?

This workshop is aimed at you if you're a middle-level executive wishing to write more effectively, or if you write promotional material for your company. It will be of benefit if you're responsible for new business development, sales promotion and PR, or marketing if you write your own brochures, ads and sales letters. You’ll come away with the essential career boosting skills you need to write with confidence and panache.

How delegates will benefit

By the end of this workshop you will be able to:
Use classic copywriting models
Target your audience
Think more creatively
Adapt and establish a corporate copy-writing style
Focus on benefits and not features of your products/services
Write powerful sales letters, better press releases and brochures with impact
Understand the principles of writing for the web

Throughout the course you will have the opportunity to have your writing assessed by a professional copywriter.

Training Approach

This immensely enjoyable, totally inter-active workshop will give you a lot of personal attention. Numbers are strictly limited for maximum one-to-one engagement. You will learn by doing, through group exercises and practice.

Your Tutor

See the Profiles of our Management Development Tutors

Programme Outline

Session	Content
Copywriting	Defining the copywriter’s role What makes good copy
Copywriting rules and methods	Writing as you speak Different styles for different needs Action copy vs. information Add structure throughout your copy
Persuasive copy	Emotion vs. reason Process of persuasion Words that work Structure
Pinpointing a message	Writing for an audience Features and benefits Plain English The hook
Application – Sales copy	Prospecting letters Sales letters The opening paragraph The all-important P.S. Long copy vs. short copy Call to action
Application - Promotional material	Layout & typography Headline matters Making it relevant Features, attributes, benefits
Corporate image	What is your company’s image? Adapt and establish a corporate copy-style
Application – Press releases	Finding the angle Structure Quotes Getting your press release published
Application - Writing for the web	Adapting the principles of copywriting for the web

Money Back Guarantee
Corporate Training Partnerships offer a unique money back guarantee on all training courses.

• We guarantee our training workshops or your money back. If you are attending a CTP event and are not satisfied by lunchtime of the first day, simply turn in your training materials and you will receive a full refund.
• Attend one of our courses; then implement and use the strategies that you will learn and if you do not see measurable, tangible results in your performance then we do not deserve to keep your money - we will give you a full refund

Also available to be run in-house. To book or discuss your requirements contact us now on 01327 858292
or e-mail info@ctp.uk.com

Corporate Training Partnerships - Practical Support: Dynamic Delivery

Booking

If you are interested in booking this course, or if you have any questions, please call call us on 01327 858307.

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- Liz Cameron, Head of Direct Sales Compliance, Scottish Widows
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Corporate Training Partnerships Ltd, London Office: 60 Lombard Street, London, EC3V 9EA. Tel: 0203 1705779
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