Beyond Ads: Train Your Team in Brilliant Brand Writing

Copywriters write all kinds of stuff: board reports, newsletters, internal comms, think pieces. These things help to keep a business moving, and they’re every bit as important in shaping a brand as ads.

So, anyone looking to put a content marketing strategy in place will need to draw on strong copywriting skills.

If you have copywriters in the business – or people who produce lots of written content – this course will give them copywriting tricks and tips to tackle whatever writing brief comes their way. Whether it’s producing marketing materials, technical copy, social posts, scripts, web pages or press releases, we’ll give them clear, practical advice about how to write in a clear and compelling way. Best of all, we’ll make it fun.

There’s four parts to the course to ensure all areas are covered. 

Part 1: Getting some perspective

This part is about seeing things from a reader’s point of view. Who is the reader, and what matters to them? How can you persuade them to keep reading? What might make them stop?

We’ll look at:

• Prompts to stay focused on your reader

• Traps that we copywriters can fall into

• ​Tips on copywriting that will make your content easier for a reader to digest

Part 2: Exploring the Classics

• We’ll look at some popular writing advice: tips that seem to appear in every writing guide. We’ll see how they work in practice – and when it’s OK to break the rules.

We’ll look at:

• ‘Classic’ writing tips

• The reasons why they work

• ​Ways to apply them to your own copywriting

Part 3: Thinking big

Having explored some sentence-level techniques, we’ll start to think more structurally: how do we create headlines that sum up big ideas in a compelling way? How do we organise our ideas across a page, two pages, three?

We’ll look at:

• Different types of headlines

• Different ways to create those headlines

• How to structure your writing in a logical and engaging way

Part 4: Playing with tone

By this stage, you’ll know how to make your copy clear. Now, we’ll make it characterful too. Using examples – not just from brands, but celebrities and popular culture – we’ll explore different ways to add colour to your writing.