About this Course

This two-day workshop introduces our participants to creative development and the skills of copywriting. The broad based workshop covers advertising and sales writing across a variety of media which includes television, print, radio and digital. Participants can expect to raise their standards of writing and be more aware of how to make a strong and effective communication.

Objectives

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

• Get an idea and how to overcome Writer's Block
  
• Construct a copy, examine writing techniques and learn about the finer points in writing
  
• Develop storyboards, write for TV Commercials and online videos
  
• Write for eDMs (Electronic Direct Mailers), Blogs, Sales Letters and Press Releases
  

Target Audience

This course would appeal to anyone in the Communications industry.

Duration

Two days

Curriculum

Module 1

• The History of Copywriting
  
• Famous Copywriters and their Works
  
• The Emergence of the Ad Agency
  
• The Attributes that makes a good Copywriter
  
• The Sectors Covered by Copywriting
  
• Part 1 On How to Get An Idea
  
• Group Exercise to Create Ideas
  

Module 2

• Part 2 On How to Get An Idea and Overcome Writer’s Block
  
• Fourteen Ways to Develop A Headline and Advertisement
  
• How long should a Headline be? What stops Headlines from being read? 
  

Module 3

• Focus on Body Text
  
• How to Construct Your Copy, Writing Techniques and the Finer Points Of Writing
  
• How The Choice Of Typeface Affects Communication
  
• Brief On Writing a Sample Ad Copy
  

Module 4

• Writing For TV Commercials and Online Videos
  
• How to develop a Storyboard or a Script
  
• How Production Limitations affect the Copywriter
  
• The pitfall in writing a Script
  

Module 5

• Campaign Taglines
  
• Group Exercises on Writing Taglines
  
• Writing For Radio
  
• Group Presentation on Writing For Radio
  
• Writing For Design
  

Module 6

• Writing For The Internet, Blogs, Email Sales Letters and eDMs
  
• What Gets Online Copies Read
  
• Using Keywords to Increase Readership
  
• Writing Press Releases
  

Methodology

• A series of lectures with visual examples and actual case studies
  
• Group participation, with class group work and individual homework
  
• Facilitator provides critiques and guidance to the participants
  
• Extensive course notes are provided
  

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