Copywriting Essentials

Do you need to sell a product, service, event or idea in writing? If so, this workshop will show you how to write compelling copy that engages your readers and gets them to take action.

You will learn about the 3 Ps of successful copy and develop the skills you need to create attention, interest, desire and action in your readers. A project runs throughout the course where you can immediately put your new skills into action.

This workshop is for you if…

You would like to learn the fundamentals of effective copywriting.

Outcomes

After taking this workshop you should be able to:

  • better understand your audience and how to appeal to them
  • know how to structure your copy effectively
  • write effective copy that achieves your desired outcome

Workshop Outline

Copywriting fundamentals

  • What is copywriting?
  • Good copywriting and how to identify it
  • Copywriting in the digital age

Planning your copy

  • Who are your readers?
  • Developing buyer personas
  • What motivates us to buy?

Focusing on purpose and product

  • Why are you writing?
  • Aligning your copy with organisational objectives
  • Highlighting features and benefits

The copywriter’s toolbox

  • What is creativity? 
  • Ideation techniques
  • Creating a copywriting toolkit

Structuring your copy

  • Exploring AIDA
  • The art of persuasion

Let’s write!

  • Grabbing attention with your headline
  • Keeping interest with the lead in
  • Stoking desire with your body text
  • Inspiring with a call to action

Word wise

  • Identifying your brand voice
  • Writing clear, specific and concise copy
  • Using simple and emotional words
  • Getting the grammar right

Course Information

Public Training Dates 2020
March 16-17 July 9-10 September 10-11

Length: 2 days

Venue: Professional Development Centre, Toa Payoh

Course Fees: S$954.44 (including GST)