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Copywriting for Publishers

Dates:

A one-day course

18 June course held at Imago in Oxfordshire

18 June 2015
08 July 2015
07 October 2015

Venue:

Imago – Thame, Oxfordshire

DV West One – Portland Place, London W1B 1PR

Courses scheduled to start at 9.30am prompt and end at approximately 5pm.

Price:

£425+VAT

A number of discounts are available

Please read our Terms & Conditions

Book course online or phone +44 (0)20 8874 2718 for availability.

‘Enjoyed it very much. Very knowledgeable instructor – great communicator!’
A-N: The Artists Information Company delegate

‘Great course: learnt great tips and thought a lot more about what copywriting involves. Helpful and enthusiastic teaching.’
Tindal Street Press delegate

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Writing and Editing for the Web

Working in publishing, you are already familiar with the power of words. This workshop shows you how to harness that power to create copy that inspires, persuades and sells. Bev Legge will provide you with a set of practical tools to complement your writing skills and further develop your expertise.

Whether you have to write advance information sheets, catalogue entries, back-cover blurbs or taglines, direct-marketing letters, newsletters or website content, this course can make a difference.

Learning outcomes

At the end of this course, you should be able to:

show that you have gained a solid grounding in copywriting
understand some of the techniques used by top professionals
apply these techniques to a range of copywriting tasks.

This course contributes to PUB 18 of the Book & Journal Publishing National Occupational Standards.

Who will benefit from this course?

Anyone working in publishing and related areas who has to convey key messages through the written word.

Programme

Developing your copywriter’s mindset
- Identifying bad copy
- Five challenges copywriters face
- Three vital tests for your copy
- Lay a solid foundation
Making the right connections
- Two ideas at the heart of all good copywriting
- Stop readers leaving
- Attention to detail
- Keep it simple
- Declutter your text
Connecting with your readers
- Know your audience
- Come straight to the point
- Breathe life into your copy
Focusing on what matters
- What to focus on
- Another useful tool for copywriters
Boosting readability
- Without changing a word
- By changing a few words
Finding the right words
- Some useful tools
- An alternative to your thesaurus
- A usage and originality checker
Human nature and other connecting points
- Things to allow for in your copy
- Powerful connecting topics
Taglines
- What makes a good tagline?
Happy talk and other disconnects
- Things to eliminate
- Dealing with abstractions
- Three useful conversions
Being creative
- Adapting what’s already out there
- Creativity techniques
- Overcoming writer’s block
- A few ‘rules’ you can break.

Your Tutor

Bev Legge is a professional copywriter who has worked in journalism, publishing and advertising for more than 25 years. In the past decade, he has run some 200 writing and editing courses for businesses and government departments in eight European countries, including the UK.

Note that most of our short courses can also be run as In-Company events.

Dates: 18 June 2015, 08 July 2015, 07 October 2015
Duration: A one-day course
Price: £425+VAT
A number of discounts are available

Provisional Booking Form

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Copywriting for Publishers

Dates:

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Learning outcomes

Who will benefit from this course?

Programme

Your Tutor

Provisional Booking Form

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