COPYWRITING WORKSHOP
Copywriting is a vital skill for publishers. Words play a key part in your market's decision to buy, so whether you are writing a new book proposal or a jacket blurb, what you say is crucial. This course will release your creativity, and help you see the point of view of your market.
Too often, publishers' promotional writing regurgitates the same static vocabulary of words and phrases. So if you're fed up of writing (or reading) 'useful and timely book' or 'accessible and lucid text', this is the course for you!
You will gain an understanding of the basic dos and don'ts, tips on what makes readers respond, and lots of encouragement from the tutors.
Before attending, you'll be able to submit samples of your own copywriting for the tutors to evaluate, and you'll have the chance to discuss their ideas. The course itself contains plenty of exercises, covering everything from advertising to point of sale, so you can practise what you learn.
Programme
Day one
What is copywriting? Why do we need copywriters?
Useful tools that will last you a lifetime
Understanding the market and the product
How to anticipate the needs and desires of the market
Spelling, grammar and the full stop
Getting to the point - writing, rewriting and editing
Day two
The stages of copywriting
Mind mapping and word system
How to make a sketch and start writing
The headline
Pack copy: copy for the book jacket or product packaging
Newsmedia copy
Direct marketing copy
Effective web site and email marketing copy
Copy for spoken delivery
Who will benefit from this course?
This course is an industry standard, which has been attended by most marketers in publishing, as well as many editorial and production staff, plus people in other leisure and information industries.
Your tutors
Your tutors are Alison Baverstock with either Cathy Douglas or Hugh Bulford. Alison began her career in publishing before setting up a marketing consultancy. Today she offers consultancy on all aspects of marketing and communications, and has wide experience as a trainer in these areas. She has written widely on marketing and communications, including ten books and three distance learning courses. Former Publicity Director of Ebury, Cathy works for both publishing and non-publishing clients, offering editorial and marketing expertise. After a ten-year career in trade book marketing, Hugh went freelance in 1983. He now works principally in the financial services and corporate sectors.
We also offer Effective Copywriting by Distance Learning.
Note that most of our open courses can also be run as in company events.
