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Homepage / Writing & Copywriting / Copywriting Skills

Copywriting Skills


Course Outline

Combining commercial writing techniques presents unparalleled opportunities to engage customers in real-time, personal, two-way communication. This workshop will help you gain a complete understanding of today’s most effective copywriting techniques, and get the very best from them in your own campaigns. This workshop is for people who want to think in a truly conceptual way about their writing. You’ll learn how to produce creative responses to a marcoms brief and think about combining words and images in striking ways. You will get involved in brainstorming sessions more normally associated with ad agencies and learn to dramatise propositions more effectively.

The day includes:

  • Translating the creative brief and the relationship between input and output
  • Dramatising propositions and creating themes for campaigns
  • Exercises on tone of voice
  • A longer writing exercise in groups, with course-director critique


Many marketers are challenged to be more creative in their communications but often lack the support or training to make it happen. Others find they’re asked to judge or critique the work of agencies. During the workshop, you’ll explore the elements that make advertising and marcoms work effectively and become confident about distinguishing good solutions from mediocre ones.


People who have previously attended Principles of Great Copywriting workshop.

Experienced marketing communications practitioners, who liaise with agencies or produce creative work in-house.


How to judge the quality of a creative brief and get the information you need for your work.

Approaches to brainstorming marcoms and advertising concepts.

The relationship between art direction and copy.

Sustaining a message across multiple executions and media.

How to work more adventurously with tone of voice.

Downloadable Resources

Course Outline

How to take this course

In-company Training

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