The Copywriter

The Copywriter

Morning session  

Introduction:  
The copywriter's craft  
The five principles of effective copywriting    
Knowing your business:  
Do you know what you are really selling?  
Who are you selling it to?  
Why should they buy it from you?    
The importance of benefits and USPs:  
The difference between benefits and features  
Why benefits are everything  
Identifying the direct benefits  
Getting personal  
Adding the features  
Determining your USP    
Structuring your text:  
The ingredients of a good structure  
Some tried-and-tested structures    
Style matters:  
Friendly, conversational, formal…?  
Matching your style to your message    
Word magic:  
The richness of English  
Psycholinguistics - cold words and warm words  
Wordplay 
Creative techniques  
Similes and metaphors    
Exercises and feedback      

Afternoon session  

Creating powerful headlines:  
How to get the reader's attention  
What makes a good headline?  
Tried-and-tested headline types  
Crafting a winner    
Writing effective sales letters:  
The seven rules for successful letters    
Writing effective brochure copy:  
Five tips for powerful brochures    
Writing effective web copy:  
Key differences between print and electronic copy  
Understanding what works on screen    
Getting the response:  
Reassuring the reader  
Asking for the order    
Improving your copy:  
Three questions to ask before you finish    
Further development:  
Reference books  
Post-course support    
Exercises and feedback