Who Should Attend?

This course assumes that you have already attended - or are very familiar with the material covered by our intermediate online copywriting course.

Both copywriters and their managers/clients would get great value from attending this course.

Tone of voice - develop a distinctive and consistent tone for your organisation's online copy

• Efficiency - produce better quality online copy much more quickly and cheaply
• Clarity - explain complicated ideas in a way that's easy-to-understand
• Concision - make content more concise, much more easily!

Sharpen you online copywriting skills through our 1-day mix of best practice, and thorough group-based exercises. Some of the topics we'll cover include:

Tone of voice…

• Developing a distinct tone of voice
• Communicating your tone (internally)
• Ensuring consistency in your organisation's copywriting

Concision…

We'll present best practice and use in-depth rewrite exercises to encourage discussion and learning. We'll also tell you all about the 3 main approaches to making copy more concise:

• The nervous pruner
• The slash-and-burner
• The groundsman

Writer's block…

• 10 characteristics of compelling copywriting
• 15 plug-and-play formats
• How to get at least 5 pieces of copy from a single idea!

Structuring content…

Exercises to demonstrate the different ways that you can structure copy so that it delivers the most value to your organisation and its audience. Some examples include structures based on :

• Audience
• Goal
• Need
• Behaviour

Types of pages…

We'll present best practice guidelines (and also do rewrite exercises based on) the following types of pages:

• B2C products & services
• B2B products & services
• About Us
• FAQs
• Instructions