Storytelling for Marketers

Harness the timeless power of narrative

20 July 2023, full day virtual workshop (also available ‘in-house’ for groups)

Are you struggling to break through the noise? Do you find it hard to get your message across in a way your target audience can understand, relate to and engage with? If so, great stories could be the missing element.

We’re a storytelling species. We make sense of our world and ourselves through narratives that explain where we came from, what we stand for and where we’re going. By harnessing this powerful form of communication for your business you can make a strong, emotional connection with your readers.

During this packed and enjoyable day you’ll discover what written storytelling can add to your marketing, how to generate and collect ideas for stories, and how to structure a story in a way that maintains engagement and attention.

We’ll also help you apply your new learning, working on a blog post or web page for your business on the day. You’ll leave with the knowledge and confidence to make an instant impact on the way you use stories to promote your products and build your brand.

Who is the course for?

This course is right for you if you’re a marketing professional, content writer or business owner. Whether you’re committed to using storytelling and want to learn more about it, or if you’re keen to decide if/how it’s right for your business, come and find out how it can help you stand out. We’ll look at how to use storytelling elements to communicate clearly with your target market and achieve your aims, whether that’s direct sales or building brand. This day is about copywriting with a clear focus: using the timeless power of storytelling.

  • Ideas for why and where you could use storytelling in your written marketing materials
  • The central storytelling elements
  • Key techniques and models for storytelling
  • Common storytelling mistakes
  • Types of business stories
  • Where you could look for ideas
  • How to start writing your story

Chapter 1: Exploring the power of stories

  • What is storytelling?
  • 18 benefits of using storytelling in marketing
  • Where could you use storytelling in (written) marketing?

Chapter 2: Understanding stories

  • The science of storytelling
  • What are the key elements in a story?
  • What about the ‘audience’?
  • Copywriting know-how that will help you
  • Structure/Story arcs
  • Storytelling techniques
  • 8 storytelling mistakes

Chapter 3: Writing your story

  • What kind of business stories could you tell?
  • Where can you find stories?
  • Excavating stories: be a great listener
  • How to create stories
  • Where should you start?
  • Brand stories
  • Storytelling for blogs

Additional resources

This course also includes access to our Writers’ Study, a password protected webspace where we have posted articles, videos, tools and other useful content to help to continue developing as a copywriter after completing the course.

Virtual delivery

This workshop can be delivered live online by our expert trainers as virtual training for groups or as one-to-one coaching for individuals. Normally we split the content into several modules to help keep delegates fresh, and include lots of interaction and practical elements – just as we would in the classroom.

virtual training

Gillian Heggs

Gillian’s experience as an award winning copywriter, 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.

“An excellent course that was well worth investing my time to attend. Will improve my copywriting no end.”

Marketing Manager, Wellcome Genome Campus

“Really useful. Gillian is an excellent teacher, very patient and knowledgeable.”

Delegate, Janus Henderson Investors

“I really enjoyed the course. I learnt a lot of  valuable techniques which have changed the way I treat copywriting on a day-to-day basis.”

Delegate, BSI

How to book

Open virtual sessions

Next dates:

20 July 2023 – VIRTUAL (via Zoom) 


1 delegate: £395+VAT (virtual)
2 delegates: £695+VAT (virtual)
3 delegates: £945+VAT (virtual)

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 you would like a virtual delivery)
  • 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.