Dates:
26-27 June/17-18 November 2008 (a two-day course)
Price:
£689+VAT (a number of discounts are available)
Venue:
The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels)
Book course online or phone +44 (0)20 8874 2718 for availability
"I feel instantly more confident about writing copy."
Learning Resources delegate
Copywriting is a vital skill for publishers. Words play a key part in your market’s decision to buy, so whether you are writing a new book proposal or a jacket blurb, what you say is crucial. This course will release your creativity, and help you see the point of view of your market.
You will also learn:
- how to create a relationship with the market
- why people buy
- which gambit to select from several selling points.
Too often, publishers’ promotional writing regurgitates the same static vocabulary of words and phrases. So if you’re fed up of writing (or reading) ‘useful and timely book’ or ‘accessible and lucid text’, this is the course for you!
You will gain an understanding of the basic dos and don’ts, tips on what makes readers respond, and lots of encouragement from the tutors.
Before attending, you’ll be able to submit samples of your own copywriting for the tutors to evaluate, and you'll have the chance to discuss their ideas. The course itself contains plenty of exercises, covering everything from advertising to point of sale, so you can practise what you learn.
Programme
Day one
- What is copywriting? Why do we need copywriters?
- Useful tools that will last you a lifetime
- Understanding the market and the product
- How to anticipate the needs and desires of the market
- Spelling, grammar and the full stop
- Getting to the point – writing, rewriting and editing
Day two
- The stages of copywriting
- Mind mapping and word system
- How to make a sketch and start writing
- The headline
- Pack copy: copy for the book jacket or product packaging
- Newsmedia copy
- Direct marketing copy
- Effective web site and email marketing copy
- Copy for spoken delivery
Who will benefit from this course?
This course is an industry standard, which has been attended by most marketers in publishing, as well as many editorial and production staff, plus people in other leisure and information industries.
Your tutors
Your tutors are Alison Baverstock with either Cathy Douglas or Hugh Bulford. Alison began her career in publishing before setting up a marketing consultancy. Today she offers consultancy on all aspects of marketing and communications, and has wide experience as a trainer in these areas. She has written widely on marketing and communications, including ten books and three distance learning courses. Former Publicity Director of Ebury, Cathy works for both publishing and non-publishing clients, offering editorial and marketing expertise. After a ten-year career in trade book marketing, Hugh went freelance in 1983. He now works principally in the financial services and corporate sectors.
We also offer Effective Copywriting by Distance Learning.
Note that most of our open courses can also be run as in company events.
Send details of this course to a colleague.
Dates: 26-27 June/17-18 November 2008
Price: £689+VAT (a number of discounts are available).
Venue: The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels).
Make a provisional booking on Copywriting Workshop
Please complete this form to make a provisional booking. You will then receive an acknowledgement by email.
Shortly afterwards, we will send you a registration form with which you can confirm your booking.