Master the art and science of copywriting
29 May 2024, full day virtual workshop (also available ‘in-house’ for groups)
This course has been developed specifically to meet the needs of experienced copywriters and marketing writers. If you’re already writing marketing copy and have a firm foundation in the essentials of persuasive writing, this is the course that can take your writing to the next level.
During an interactive and lively day, copywriting guru Gillian Heggs will take you beyond the comfort zone of textbook copy, helping you improve the impact and originality of your writing across contexts and media. The course ranges widely, drawing on useful insights from the worlds of psychology, narrative analysis and the science of persuasion. It also explores ways of harnessing the power of AI tools to your copywriting process.
You’ll also learn a suite of thinking and creativity tools, from Gillian’s own ‘copywriting wheel’ to brand storytelling techniques. But this isn’t just a course about how to think better about copywriting, it’s also about how to apply that knowledge to make a tangible impact on your writing. So during the day there’s plenty of time allocated to trying out and experimenting with your new knowledge – with Gillian’s support.
This course is an ideal stand-alone programme for experienced copywriters and marketing writers. It’s also a follow-up to our Essential Copywriting course, enabling you to build on what you’ve already learnt.
Who is the course for?
This course is right for you if…
- You’re a good copywriter or marketing writer, but want to become great.
- You’re an experienced copywriter looking for ways to freshen up your writing.
- … or you’ve attended Gillian’s Essential Copywriting course and want to take things a step further.
If you’re not at this stage yet, you might be interested in our Essential Copywriting course.
- A refresher on key copywriting basics
- A reminder of key copywriting planning questions
- Deep insights from other areas including persuasion psychology
- How to use the art of storytelling in your copywriting
- A suite of elegant writing techniques
- Creative thinking skills to help enhance your copy
- Tips on using AI tools as part of your copywriting process
- Ways to develop an authentic voice
- A powerful tool to help keep your progress on track after the course
- Constructive, helpful feedback on your existing copywriting
1. Let’s get creative – an exercise in looking at things differently
2. What can you do to be a 360° copywriter?
3. Drawing on knowledge from other fields – including persuasion , psychology and NLP
4. The copywriting wheel – based on a coaching tool that Gillian’s adapted for this course as an aid to assessing your own copywriting needs
5. Quiz: what key planning questions would you consider?
6. Tips on using AI to fuel your creative process and aid your writing
7. 5 copywriting formulas – let’s look at some of the most common copywriting models
8. Refresher: 21 top copywriting tips
9. 5 advanced copywriting skills
10. 7 personal insights from many, many years as a copywriter
11. Advanced headline writing
12. Brand storytelling – examining this powerful tool for engagement
13. 5 elegant writing techniques including alliteration and parallelism
14. Let’s practise – bring your own piece of work (one you’re happy to discuss and share) or I’ll bring an exercise for us
15. Moving on: your next steps
Virtual delivery
This workshop is delivered live via Zoom by our expert trainer for small groups of students. The content is split into several modules spread across the day to help keep everyone fresh and energised. We include lots of interaction and practical elements, just like in the classroom, with plenty of opportunities to try out new ideas, discuss experiences and get individual advice and feedback.
Inspiring venues
Classroom courses take place in central London at bright, energising and creativity inspiring venues. No dingy hotel meeting rooms here! A tasty and healthy breakfast and lunch as well as unlimited refreshments are available during the day.
Gillian Heggs
Gillian’s experience as a copywriter who has written award winning work, combined with many years working as a trainer and communicator, make her a highly effective and popular teacher. Running her own copywriting agency for over a decade, she has worked with clients ranging from international household names to new start-ups, and has written everything from direct mail and brochures to TV ads. As a trainer Gillian especially enjoys the process of creating bespoke workshops focusing on specific industry issues and writing challenges. Her warm personality and engaging training style bring the best out of those she teaches, helping them build confidence as well as technique during their time together.
How to book
Open sessions
Next Dates
29 May 2024 – VIRTUAL (via Zoom)
Prices
1 delegate: £395+VAT
2 delegates: £695+VAT
3 delegates: £945+VAT
In-house and virtual delivery
We can come to you to deliver this course at your offices, or can deliver the content via a live and interactive virtual course.
In most cases we can provide an all-inclusive quote to cover design, delivery and materials with some basic information:
- Which course you are interested in
- Where the course would take place (or if virtual)
- How many delegates need to be trained
Just drop us a line with these basic facts and we’ll get back to you with a no-obligation quote on the same day.
Any questions?
If you have any questions about this or any of our other courses, please get in touch and we’d be very happy to help.