Harness the timeless power of narrative
Full day virtual workshop (available in-house for your team)
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
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.
“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:
11 June 2025 VIRTUAL (via Zoom) SOLD OUT
Please contact us for details of then next date
Prices:
1 delegate: £445+VAT (virtual)
2 delegates: £745+VAT (virtual)
3 delegates: £995+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.