Skill Details

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Skill Details

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Is Apprenticeship

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Skill Overview

The words you use to promote your business, product or service can have a real impact on prospective customers. This one-day course teaches the techniques used by professional writers in the marketing and advertising fields to persuade and convince their audience, on the web or in traditional media. Bring examples of your own work along to the session and have them critiqued by your tutor, a former advertising creative director, and improve them on the spot! Topics covered include Understanding your audience, Creating a clear sense of corporate identity, Writing effective headlines and taglines, Connecting words and pictures and Writing for different media.

Booking a private training session allows you to focus on your exact needs on dates that work best for you or your team.
•	Sessions can be run online or in person, on your site or at our London training centre.
•	We manage training for many of the UK’s largest companies, taking care of all the admin, working with you to ensure the perfect course.
•	Our expert trainers will first understand your requirements and then tailor each session to your exact specification.
•	We offer a free consultation service to work out every detail of your course.
Prices for bespoke sessions with our expert trainers start at £525 + VAT.

Learning Objectives

Course Outline:

Understanding your audience
•	Identifying target audiences and their aspirations
•	Tailoring content and style to different groups

Creating a clear sense of corporate identity
•	Distinctive tones of voice
•	Developing a brand story

Writing effective headlines and taglines
•	Finding key propositions
•	Structuring headlines to create real impact
•	Creating memorable taglines and slogans

Connecting words and pictures
•	Understanding the relationship between copy and visual content
•	Grabbing attention and sustaining the reader-s interest

Writing for different media
•	The differences between offline and online media
•	Longer copy for brochures and websites
•	The role of copywriting in emerging media - blogs, podcasts and social networks
•	Writing for search engines: SEO

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Skill Eligibility (Prerequisites for skill/software requirements)

Learners will require access to a laptop with an internet connection and access to a text editor to enrol on this course.

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