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Homepage / Writing & Copywriting / Principles Of Great Copywriting

Principles Of Great Copywriting


Course Outline

Whether you’re producing traditional ads, brochures and direct mail or creating e-shots and content for digital media, this workshop will give you a great foundation in the writing of great copy.  From outlining the writers’ golden rules, the workshop will explore the challenges and opportunities presented by different media, how copywriters change content and style for different readers and how to write effective headlines.


Effective copy can play an important role in shaping perceptions and deliver more effective marketing communications across different communication channels. Using practical exercises, develop your skills and understanding of the techniques used by professional copywriters to inform and persuade their readers and enable you to critically appraise work produced by external agencies.


Marketing and communications practitioners who are expected to write or review copy as part of their role.

Graphic designers and art directors who want a better appreciation of copy.

Junior and aspiring copywriters.


Essential principles of good copywriting and advice on style.

Tips and techniques for headline writing.

Best practice for combining words and images.

Tailoring copy for specific target audiences.

The challenges and opportunities presented by different media.

Downloadable Resources

Course Outline

How to take this course

In-company Training

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