About this Course

While there is today much emphasis placed on digital platforms, the vast majority of sales communication is via print and paper formats. This runs across sales literature, packaging, brochures, and flyers, point of sale material, catalogues, press advertising and posters. Print remains the most trusted and persuasive of all platforms and media.

Objectives

Upon completion of this workshop, participants will be able to;

• To teach an understanding of the elements required in a sales message
  
• How to write headlines that are more effective
  
• Writing copy that persuades
  
• Appreciating of the relationship between copy and design
  
• How to make stronger use of photographs and illustration
  
• Understanding audiences
  

Target Audience

Anyone involved in the Production or Approval of printed Literature. Sales and Marketing Staff, Junior Designers, Corporate Communications Staff, PR Executives.

Duration

Two days

Curriculum

The Strengths and Weaknesses of Print as a Platform

• Examples of Effective Print Design
  
• How to Choose the Most Effective Size/Format
  
• Typical Errors Made in Print Design
  

Getting to the Core of the Communications Message

• How to Get Ideas
  
• Write Powerful Headlines
  
• Understanding the Audience
  

Writing Copy that Persuades

• Three-Part Copy Construction
  
• Clichés and Words to Avoid
  
• Essentials For Good Copy
  

Using Tools to Improve Your Productions

• Practical Class Exercises (Homework)
  
• Building Critical Faculties
  
• The Grid System
  

Organising Information

• Copy Flow
  
• Setting Priorities
  
• Page Allocation
  

Writing Text for Brochures                                                        

• Editing Copy and Proofreading
  
• Review Participants Overnight Project
  

Working with Photographs and Illustration                          

• Cropping Photographs, Briefing Illustrators or Photographers
  
• How to Adapt or Manipulate  Photography for Dramatic Effect
  

Creating Outstanding Layouts                                                  

• How to Add Drama to a Page
  
• How Design Enhances Copy
  
• Class Exercise in Design
  
• Review of Work
  

Methodologies

Mix of lectures and practical exercises with critiques.

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