How to write commercial copy that's engaging, effective and - whisper it - sells more stuff
We can't legally offer courses in bribery and blackmail, but we can teach you the next best way to get your point across. This one-day masterclass in copywriting isn't a course in the hard sell, but simply in knowing how to make your message clear, concise, memorable, and even entertaining. Through a range of practical exercises, you'll learn how to spot relatable stories in a mass of dry facts, how to target a message to a specific audience, how to craft clickable headlines and most importantly and how to make yourself understood.
Course description
This course is for anyone interested in learning how to improve their commercial writing, whether it's for websites, advertising, press releases, newsletters or posters about a lost cat. It mixes seminars with practical exercises to help attendees produce copy which suits their own needs. The course will cover:
- Making engaging stories out of the driest facts, or finding hooks for your copy in the news
- Boiling your story down to the essentials
- Different structures and styles for web copy, product descriptions, ad copy, social media etc
- The essential components: headlines, standfirsts, subheads, captions, furniture
- The importance of first and last sentences
- How to read your audience, and tailor your content to them
- Tone and language: how to establish a readable, memorable style
- When (and when not) to use humour
- The best policy: maintaining the trust of your audience
One-to-one feedback
Want to make the most of this course? Add on 30 minutes of thorough and constructive individual feedback on your work with tutor Eddy Lawrence. You can arrange your session to suit you, either in person, via telephone or via email.
Tutor profile
Eddy Lawrence is a copywriter at the Guardian with over 20 years of writing and editing experience. He has written for and edited publications including The Face, Select, Melody Maker and Jack, and even some which are still going, such as Q, NME, Shortlist and the Guardian. He has also worked on the Glastonbury festival daily paper, and taught journalism as part of the Time Out Trashed outreach project during his six years as Music Editor for Time Out.
Book now
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Details
Date: Sunday 17 November 2013
Times: 10am-5pm. Check-in begins 30 minutes before the start time.
Location: The Guardian, Kings Place, 90 York Way, London N1 9GU
Prices:
£199 (includes VAT, booking fee, lunch and refreshments)
£229 (for one day masterclass plus feedback session)
Event capacity: 16
Dress code: There is no dress code for Masterclasses. Please dress however you feel comfortable.
To contact us, click here. Terms and conditions can be found here.
Returns policy
Tickets may be refunded if you contact us at least 7 days before the course start date. Please see our terms and conditions for more information on our refund policy.