Writing Advertorials

Overview

Writing sales and promotional copy requires a different approach to writing features or news. This course shows delegates how to produce great promotional copy that is equally appreciated internally and externally.

Who should attend

Aimed at all journalists who may be called on to write promotional copy as part of their job.

Course objectives

By the end of this practical course, you will be able to:

> Know the difference between promotional and informative copy

> Understand the sensitive relationship between client, reader and editor

> Take a brief from a 'difficult' client for an advertorial

> Write the piece up and stress those benefits!

Course content

Successful Approaches to Advertorials

> Liaising with the client and creating a successful relationship

> Establish the right rapport with clients

> Ensure copy passes smoothly through each stage from brief to final approval

Produce Great Advertorial Copy

> Different types of promotional copy

> Setting the aims of promotional copy:

- ensuring that the needs of client, reader and editor are met

> Successfully treading the thin line between information and selling

> Structuring promotional copy so that it is both client and reader-friendly

Tips and Tricks for Progressing your Style

> Developing a rich and varied writing style whatever the copy

> Always having a fresh, new word at your fingertips