Advanced writing techniques that cut through the noise
11 June 2025, full day virtual workshop (also available ‘in-house’ for groups)
This course has been developed specifically to meet the needs of experienced marketing writers who want to find ways to craft copy that truly stands out in today’s noisy marketing channels. If you’re already an experienced writer and have a firm foundation in the essentials of persuasive writing, this is the course that can help you 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 insights from psychology and the science of persuasion to help strengthen your copy. It also explores ways of harnessing the power of AI tools to support your writing process.
You’ll 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 discover how to take your writing to the next level
- 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
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.
Gillian Heggs
Hi, I’m Gillian. Having spent 40 years as a copywriter, I’ve got plenty of experience and know-how to share on the training courses. What fascinates me most is how we can use words more effectively to help get results. I’ve had the opportunity to write for brands of all sizes, from multi-national organisations to small companies, and I’ve written work that’s won awards. I really enjoy passing on knowledge – which is why I love training. I understand a variety of challenges around copywriting – often because I’ve faced them myself! I’ve already worked with thousands of delegates, and my aim is to create a supportive atmosphere in which to learn.
How to book
Open sessions
Next Dates
19 May 2025 – VIRTUAL (via Zoom) FULLY BOOKED
11 June 2025 – VIRTUAL (via Zoom)
Prices
1 delegate: £445+VAT
2 delegates: £745+VAT
3 delegates: £995+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.