Copywriting essentials: how to persuade and engage with great copy
Good copy can make or break any marketing or communications strategy, no matter how brilliant your business or product might be. This one-day Masterclass is a practical course covering the core principles of clear, persuasive and compelling content. Louise Robinson, copywriting master, will take you through the essentials of good writing, then explore how to match style, tone and messages to your audience.
You’ll learn how to ask the right questions to generate excellent on-brand stories and land on key benefits. We’ll also cover how to spark interest and engage your audience through taglines, key messages and engaging narrative, and how to tailor your copywriting approach for key channels across online and print.
This course is for you if...
You’re an aspiring writer and/or copywriter
You’re an advertising or communications executive or marketing managerwho manages copy and content
You’re a business leader looking to develop skills in copywriting and contentcreation
You’re a small business owner wishing to write about your business
Course description
This is a practical and structured course covering the core principles of clear and compelling content. We’ll cover the basics of good copy and also explore how to approach key channels and mediums. There’ll also be opportunity to bring along a copywriting or content challenge to workshop.
Topics on the day include:
Where to start: defining your copywriting challenge (audience, message and call to action)
It’s all about the brief: How to ask the right questions and conduct research togenerate excellent content and land on key benefits
Generating ideas for your message and audience
The core principles of clear and compelling content
Matching style, tone and messages to your audience
Benefits, calls to action and other key components of good copy
Creative content – how to spark interest and engage your audience throughtaglines, key messages and brand stories
Matching your message with your medium – how to tailor your copywritingapproach for key channels across online and print
You will leave this Masterclass with the building blocks of creating engaging copy across multiple platforms.
Tutor profile
Louise Robinson is an experienced writer and communications consultant, and has helped some of Australia’s leading businesses to engage more people through creative and compelling copy. Louise has written for some of Australia’s biggest brands such as Pacific Magazines, AMP, NAB, MLC, Suncorp, The Westpac Group and the NSW Business Chamber. Louise has a Bachelor of Arts in Communications and English, a Bachelor of Creative Arts in Writing and Editing and several professional writing qualifications. An experienced teacher, Louise has taught various journaling and writing classes and has won prizes for her creative writing.
Read more about Louise at louiserobinson.com.au
Book now
Details
Sydney
Dates: Friday 25 November 2016
Times: 10am-5pm
Location: Foster St, Surry Hills
Price: $299
Event capacity: 20
Dress code: There is no dress code for Masterclasses. Please wear whatever you feel comfortable in.