How to make sure that what you have written gets seen, engaged with and acted upon.
Whether you’re a one (wo)man band drumming up work from your prospects, an established business trying to get more from that mysterious thing called “content”, or you simply need to persuade your colleagues to adopt your point of view, the secret of writing effective copy lies in the work you do before you confront the blank screen.
Yet most writers rarely have a clear idea of what they want to say or what they want the reader to do. So you’ll begin this session by learning the seven key questions that’ll enable you to brief yourself properly.
Then you’ll discover the answer to the eternal question: “how long should my copy be?”
Whether it’s short or long, you have to ensure that what you have written gets noticed, engaged with and acted upon – and here you’ll learn a simple technique that’s used by the biggest brands and the smartest writers.
After that, you’ll get a crash course in writing a headline, the best words, sentences and paragraphs to use; plus the type of words and the style of writing you must avoid.
Then there’ll be techniques you can use to keep your reader reading, and tips on lay outs and typefaces that maximise readership.
After that, you’ll get chance to learn lessons from the greatest copywriters of all – with specific reference to the work of Howard Gossage, David Abbott and Bill Jayme.
If you’re eager to use your new skills, you can do Steve Harrison’s favourite Copy Test. Alternatively you can keep on learning with the final session which explains how to turn even the dullest subjects into compelling reading. Here you’ll see a case study of a multi-award winning campaign featuring press, posters, PR, direct/email, customer magazines and radio.
You’ll also see practical examples of effective copy throughout the day and have chance to ask questions about how to apply what you have learned to your own problems in the wrap up session at the end.