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Principles of Great Copywriting

The Chartered Institute of Marketing (CIM)

Summary

Price
£575 inc VAT
Study method
Classroom
Duration
1 day · Full-time
Qualification
No formal qualification

Location & dates

Location

Address
B4 6TB
United Kingdom
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Address
NW1 1AD
United Kingdom
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Overview

Principles of Great Copywriting will build your confidence and give you solid, practical skills that you can apply in your working environment. Not only does this popular workshop provide you with a strong grasp of the fundamentals of copywriting for marketing communications, it also challenges you to think more deeply about the aspirations and interests of your audience.

Benefits to you and your company
You will come away with a better understanding of the techniques used by professional copywriters to inform and persuade their readers. Through a number of practical exercises, you will develop skills that can easily be applied back at the office.

Effective copy can play an important role in shaping perceptions about products, services and brands. Your organisation will be able to create more effective marketing communications across different media and critically appraise work produced by agencies.

Learning outcomes
• Essential principles of good copywriting and advice on style.
• Tips and techniques for headline writing.
• Best practice for combining words and images.
• How to tailor your copy for specific target audiences.
• The challenges and opportunities presented by different media.
 
Delivery style
• Practical exercises in pairs and small groups, with constructive critique and commentary.
• Whole-group discussion and formal tuition.

Description

• Fundamentals of good copy.
• Structure and logical flow.
• Use of plain English.
• Changing tone of voice to accommodate reader.
• Writing effective headlines.
• Combining words and images.
• Adapting copy to different environments.

Who is this course for?

This course is ideal for marketers and communications professionals at all levels who are expected to write as part of their role. It may also be valuable if you are working with agencies and asked to evaluate creative work. The workshop is focused on marketing communications and is not designed for people writing formal reports, tenders or technical documentation.

Questions and answers

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Legal information

This course is advertised on reed.co.uk by the Course Provider, whose terms and conditions apply. Purchases are made directly from the Course Provider, and as such, content and materials are supplied by the Course Provider directly. Reed is acting as agent and not reseller in relation to this course. Reed's only responsibility is to facilitate your payment for the course. It is your responsibility to review and agree to the Course Provider's terms and conditions and satisfy yourself as to the suitability of the course you intend to purchase. Reed will not have any responsibility for the content of the course and/or associated materials.

FAQs

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body's logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.
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