The Chartered Institute of Marketing

Principles of Great Copywriting

Available dates

Nov 29, 2019
Manchester, United Kingdom
GBP 595 ≈USD 768
GBP 595 per day
Jan 6, 2020
London, United Kingdom
GBP 595 ≈USD 768
GBP 595 per day
Jan 27, 2020
London, United Kingdom
GBP 595 ≈USD 768
GBP 595 per day
+9 more options

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About the course

Whether you’re producing traditional ads, brochures and direct mail or creating e-shots or content for digital media, this course will give you a great foundation in the fundamentals of the writing craft. You’ll practise writing headlines and examine the way copywriters change content and style for different readers. As the day progresses, you’ll also discuss approaches to different media.

We'll cover topics from writing effective headlines and adapting content and style for your reader to writers' golden rules, and the challenges and opportunities presented by different media.

Learning outcomes

  • Essential principles of good copywriting and advice on style.
  • Tips and techniques for headline writing.
  • Best practice for combining words and images.
  • Tailoring copy for specific target audiences.
  • The challenges and opportunities presented by different media.

Who should attend

  • Marketing and communications practitioners who are expected to write or review copy as part of their role.
  • Graphic designers and art directors who want a better appreciation of copy.
  • Junior and aspiring copywriters.

Trust the experts

Phil Woodford

Phil Woodford is a former advertising creative director and practising copywriter, who has a wealth of experience of working with clients across a range of sectors. He lectures at University of the Arts London and Sup de Pub – the advertising and marketing faculty of French business school Groupe...

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