Copywriting Skills
Overview
Writing well-crafted copy that audiences want to read and act upon isn’t easy. You have to know the purpose of the communication, who is going to be reading it and how, what you want your audience to do as a result, and why they would want to do it.
Whether your goal is to outshine in your current job, communicate effectively with colleagues, excel in writing professional and persuasive emails or embark on a new writing career, this course will provide you with the knowledge and skills you need to succeed in today’s communication-driven world.
The Copywriting Skills training course uses techniques, examples, discussions, exercises and feedback to show you how to write effective, engaging and persuasive copy. This is a highly interactive course; you will be doing writing exercises throughout.
While generic scenarios are supplied, ideally attendees should bring a familiar document or subject to use as a writing exercise.
Training objectives and outcomes:
- Understand what motivates your target audiences
- Vary your writing style for different platforms, audiences and messages
- Use practical frameworks to structure different types of communications
- Write engaging copy that audiences want to read and act on
- Produce first drafts more easily and edit subsequent drafts more effectively
- Stay on message from start to finish
- Adapt key components (headline, opening and ending) to write captivating copy
- Be more creative, imaginative and authentic with your copy
- Have confidence in your ability to write well and give helpful feedback to others
- Understand why verbs and nouns are better than adjectives and adverbs
- Edit out unnecessary words and phrases to make your writing clear and concise
- Banish clichés and platitudes to make writing original, sincere and effective
TESTIMONIALS:
‘Lorraine facilitated the workshop in a really digestible way with lots of opportunities to put the theory into practice. She covered everything I felt I lacked confidence in and now I can’t wait to have a go at everything I’ve learnt. Thank you!’ – Faithful+Gould
‘The course was excellent. The delivery was very well paced and kept me interested throughout the whole day. After learning and discussing theory, we did short individual exercises to practice before applying our learning to an ongoing team activity, which was really effective. I already notice myself using what I’ve learnt as I write, and will definitely put some of the tools to use in future. Lorraine’s delivery was brilliant also, she is very knowledgeable and I felt conformable contributing and discussing within the group. Thanks a lot for a great course.’ – Social Work England
‘The course was very engaging and broken down into sections to ease learning. Really highlighted key aspects to writing clear and concise content.’ – CGI
For more information or to make a booking please call 0330 0947 344
Agenda
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Registration and GovPD Welcome Address
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Introductions, Objectives
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How To Plan any Piece of Writing
- Determine the purpose of the document
- Consider the target audience and what you want them to think, feel or do
- Agree the message that will make your point and engage with your audience
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The Importance of Structure
- How objective, platform and message affect structure
- Using the three structure templates: inverted pyramid, inward spiral and AIDA
- Structuring your writing to inform, engage or persuade
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Break
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Writing to inform, engage or persuade
- The important elements of structure – headline, opening, endings
- The purpose and techniques of each element
- Adapting your writing to inform, engage or persuade
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Lunch Break
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How style affects perception
- It’s not what you say…
- Adapting writing to suit different audiences, purposes and platforms
- From formal to conversational
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Don’t get it right, get it written
- The difference between planning, drafting and editing
- Taking the Hemingway approach
- Tips and techniques to make drafting easier
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Break
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Making writing the best it can be
- Being clear, concise and accessible
- Making your writing more engaging and/or persuasive
- Getting rid of ‘empty’ words and clichés
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Questions & Close
*Agenda Subject to Change
Get in Touch
Book Now
- Public Sector £550 + VAT
- Private Sector £620 + VAT
- Voluntary Sector £480 + VAT
Trainer
Lorraine Forrest-Turner
Lorraine Forrest-Turner is a seasoned communication skills specialist, renowned for her dynamic approach to training and writing. With over two decades of experience in public relations and copywriting, Lorraine has established herself as a trusted trainer. Her expertise spans crafting compelling press releases, brochures, and web content for prestigious clients such as BMW, Mazda, and McLaren Construction. Lorraine’s training portfolio includes bespoke workshops in presentation skills and business writing, tailored for organisations like the Chartered Institute of Public Relations (CIPR) and PRCA. She is also an accomplished playwright, with numerous stage productions celebrated for their naturalistic portrayal of human relationships.
In addition to her extensive freelance career, Lorraine Forrest-Turner has held key roles as a Public Relations Manager at Akzo Nobel Coatings Ltd, overseeing strategic PR campaigns and media relations. As an approved trainer for the CIPR and PRCA, she conducts specialised courses in press release writing and effective client communication. Lorraine’s dedication to enhancing communication effectiveness is evident in her ongoing commitment to theatre productions and her continuous exploration of new writing opportunities. Her multifaceted career reflects a passion for both the artistry and strategic impact of effective communication.
