Copywriting courses

You are here: home training course copywriting skills

Copywriting Training

Course Synopsis

KSL Training's intensive copywriting training courses are aimed at those who need to write copy for the Web, Direct Mail and Email. Our one day copywriting course teaches effective copywriting skills with tips for creative writing and engaging the reader.

Learning outcomes include being able to write copy which attracts, interests and compels reader action - to buy, subscribe or enquire.

Learning Outcomes

After attending one of our copywriting courses, you will be able to:

  • Write attractive copy
  • Create effective headlines
  • Extract benefits from features
  • Plan your copy writing
  • Structure your writing
  • Deploy techniques and methods which influence and persuade

Copy Writing Training Outline

Introduction

  • Introduction
  • Understanding your business
  • Differences between copywriting for the Web, Email and Direct Mail
  • Keywords

Objectives

  • Defining different copy writing requirements for: Web, Email and Direct Mail
  • Success criteria
  • Response measurement

Customer Understanding

  • Customer definition
  • Customer visualisation
  • Needs, wants and desires

Positioning

  • Features and Benefits
  • USPs
  • Differentiators
  • Key Messages

Planning

  • Organising key points
  • Construction of argument
  • Reframing

Style and Voice

  • Active and Passive
  • Style

Structure

  • A.I.D.C.A.
  • Layout
  • Tips and techniques
  • Writer's checklist

How to Craft Effective Headings

  • Process
  • Supporting copy
  • Testing

How to get attention

  • Persuasive copywriting techniques
  • Embedded commands

Review

  • Personal action plan

Contact Us

Copywriting Course Tutor

Richard Walker

Richard Walker is a business writer, marketer and trainer. He writes for publications such as Total Telecom and New Media Age. He also undertakes copy writing for Tata Consultancy Services, Vedior, Odin Technology and PricewaterhouseCoopers (PwC).

His background includes senior marketing roles for Microsoft, Systems Designers and EDS (now HP). Richard is a member of the Chartered Institute of Marketing. He is a marketing trainer and guest blogger for Econsultancy.

Where we Work

We deliver in-house copywriting skills training in London and across the UK to companies and organisations in the following regions:

  • London and the South East
  • Cambridge
  • Norwich and East Anglia
  • Leeds and Bradford
  • Oxford and Swindon
  • Manchester and the North West
  • Southampton and Bournemouth
  • Birmingham and the Midlands
  • Nottingham
  • Bristol
  • Cardiff and South Wales
  • Exeter and the South West
In-house copywriting training course
 
Name:
Email:
Phone:
Enquiry:

KSL Training have immersed themselves into our business to produce practical, well structured training tools as part of our operational management training framework.

Dee Vassili

Director - Entertainment Company

Copyscape