Copy Essentials

Overview

As much a science as an art, great copy is essential to successful marketing. And writing great copy is about much more than just putting pen to paper.

This workshop explains the creative process and shows you how to get the basics right before you even start. Whether it's crafting emails, writing for websites and brochures, or just having an appreciation and understanding of what's good - and what isn't.

Attendees will leave with the confidence and know-how to produce professional, polished communications that really stand out.

A New Education Partnership

From 2011 The University of Auckland Business School (UABS) will deliver Marketing Association (MA) Short Courses as part of an exclusive education partnership.

The Marketing Association will continue to develop the highly regarded short course series and content, with the assistance of leading marketing experts, while the operational excellence of delivery will pass into the hands of the UABS, leaders in this space. Both the MA and UABS are passionately committed to providing incomparable professional development opportunities and see the merging of respective skills, through this unique partnership, as testament to this committment.

Click here for the full press release.

Topics Covered

This is a thorough preparatory workshop on how to write effective copy in any situation. It’s interactive and includes practical exercises to hone your skills.
The Creative Process

• Developing and presenting ideas
• Getting to know your audience, product, proposition and medium
• Preparation – facts, tone and manner
• Writing for DM vs Mainstream

Basic Techniques

• The all-important headline
• The copy-circle
• Copy bridges
• The money-shot – the Call to Action
• Tips for legals & mandatories

Structure

• Writing to a structure
• Getting the right flow of information
• Proving your point, gaining credibility
• Promoting action

Writing for Online

• Design and navigation
• The Eye Track
• 5 ways to improve your web copy right now
• Online advertising
• Emails (text and HTML)

The Results

• Pulling all the elements together
• The envelope, the letter, the brochure and the PS

Who should attend

Copy Essentials is designed for those who have had little writing experience. This course gives insight into to the foundations of good copy. If you are also taking your writing skills online it is strongly recommended to learn the nuances of online in Copy Essentials Digital also.