Effective Copywriting - full programme
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Introduction
- What is copywriting?
- The copywriter's task
- The role of the copywriter
- Drawbacks and advantages
- What the copywriter needs
- Can you be taught to write?
- Checklist of key principles for copywriters
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Unit 1 - Researching before you write
- The need for a lateral approach
- Market research
- Setting up an information gathering system
- Adapting market research into motivating copy
- Beginning to write
- Feedback
- Motivating the market
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Unit 2 - Writing basic information
- First steps
- Advance notices
- Catalogues
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Unit 3 - Design, layout and production
- Learning to recognise effective design
- Implementing design
- Working with designers
- Managing without a designer
- Printing
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Unit 4 - Writing for the trade
- Writing for sellers
- Checklist of key factors to bear in mind when writing to stockists
- How easy is the company to work with?
- Trade advertising
- Basic trade mailings
- Checklist for preparing sales packs and presenters
- Supporting promotional materials
- Varying your formats
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Unit 5 - Writing advertisements
- Space advertisements
- Point of sale materials
- Outdoor advertising
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Unit 6 - Book blurbs and product pack copy
- The purposes of the copy
- The basics
- Fiction blurbs
- Non-fiction blurbs
- The shoutline
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Unit 7 - Writing for the media
- Press releases
- Feature articles and advertorials
- Promotional interviews on radio and television
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Unit 8 - Writing direct marketing material
- What is direct marketing?
- Direct mail versus junk mail
- Planning a direct mail campaign
- A direct response package
- Other direct marketing formats
- Checklist for direct marketing
- Using the Internet for direct selling
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Unit 9 - Writing for spoken delivery
- Telemarketing
- Closing the sale
- Radio advertisements
- Television/video advertisements
- Preparing for presentations
- Conclusion - Where do you go from here?