Writing skills

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Can you be persuasive in writing?

RibbonDo you find writing in an engaging way a tough thing to do?

Whether it’s an ad for a publication, a blog or a proposal many people and the teams they lead, spend ages sweating over it.

But the Copycourse can help. It’s a new way of teaching the creative writing skills that advertising copywriters use, with an emphasis on story line, and how to structure the thinking.

Designed by professional copywriters, it gives you a simple toolkit that frees you up to think in a clearer, more inspired way, whatever you’re writing.

Not only will you be able to persuade with your writing, putting ideas into words will become a whole lot more enjoyable to do.

What we do

What exactly is a story?

Anyone can tell you that a piece of writing has a beginning, a middle and an end. But what sort of things happen in the beginning as opposed to the end?

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A story often starts with “Once upon a time” but what does a piece of good copy begin with?

These are some of the questions we ask and explore in our training courses.

We train participants to recognise the way things work in a successful piece of writing. And it really doesn’t matter whether it’s a proposal, a blog or a TV script, because structure is a surprisingly omnipresent in every form of good writing.

We investigate archetypes and integrate them into a brand context. It sounds clever, and it is; but it’s also very simple. Every celebrity chef from Heston Blumenthal to Nigella Lawson, Jamie to Rick Stein fits neatly around the brand wheel we use.

Of course they don’t just have to be celebrity chefs; they could be any product in a competitive market.

Participants usually understand this material instantly; much more challenging is integrating it into a piece of text. So for the next exercise, we use some of these structural skills and create our own bottled mineral water.

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bottle

This will have its tone tailored to a particular celebrity who stands for a particular way of being. The exercise trains people to think outside their default style of writing.

Another exercise is to re-write a piece of great text in a bad tone and see what the learnings are.

We then explore tone in real pieces of text that the team has been struggling with.

Participants learn to think and write in a radically different way. They gain a sense of the following:

Take-outs:

• Structure
• Awareness of real information as opposed to junk info
• Language tone and role, and being creative with these
• Writer as leader
• Writer as creative

Narrative and change →

Major Themes

  • All
  • SEO
  • web writing
  • tone of voice

Syllabus

  • All
  • theory
  • narrative
  • tone of voice
  • B2B
  • ideas
  • creative fundamentals
  • web writing

The trainer

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CLIENTS

  • “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”

    Jaqcui Hunt, Equality Now

     

    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”

    Student

     

    “I’m going to task myself with being a much better writer”

    Tony Layton’s team, Words & Pictures, Leeds

     

    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging. I feel I have gained a greater insight in analyzing text & copy.”

    Johan Gerdin, Bergh’s School Sweden

  • “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”
    Jaqcui Hunt, Equality Now
    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”
    “Really enjoyed today – thank you”
    “I’m going to task myself with being a much better writer”
    Tony Layton’s team, Words & Pictures, Leeds
    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging.
    I feel I have gained a greater insight in analyzing text & copy.”
    Johan Gerdin, Bergh’s School Sweden

  • Training
  • “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”
    Jaqcui Hunt, Equality Now
    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”
    “Really enjoyed today – thank you”
    “I’m going to task myself with being a much better writer”
    Tony Layton’s team, Words & Pictures, Leeds
    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging.
    I feel I have gained a greater insight in analyzing text & copy.”
    Johan Gerdin, Bergh’s School Sweden

  • “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”
    Jaqcui Hunt, Equality Now
    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”
    “Really enjoyed today – thank you”
    “I’m going to task myself with being a much better writer”
    Tony Layton’s team, Words & Pictures, Leeds
    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging.
    I feel I have gained a greater insight in analyzing text & copy.”
    Johan Gerdin, Bergh’s School Sweden

  • “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”
    Jaqcui Hunt, Equality Now
    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”
    “Really enjoyed today – thank you”
    “I’m going to task myself with being a much better writer”
    Tony Layton’s team, Words & Pictures, Leeds
    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging.
    I feel I have gained a greater insight in analyzing text & copy.”
    Johan Gerdin, Bergh’s School Sweden

  • Rachel Harrison
    “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”
    Jaqcui Hunt, Equality Now
    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”
    “Really enjoyed today – thank you”
    “I’m going to task myself with being a much better writer”
    Tony Layton’s team, Words & Pictures, Leeds
    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging.
    I feel I have gained a greater insight in analyzing text & copy.”
    Johan Gerdin, Bergh’s School Sweden

    Structure of Persuasion
  • Rachel Harrison
    “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”
    Jaqcui Hunt, Equality Now
    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”
    “Really enjoyed today – thank you”
    “I’m going to task myself with being a much better writer”
    Tony Layton’s team, Words & Pictures, Leeds
    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging.
    I feel I have gained a greater insight in analyzing text & copy.”
    Johan Gerdin, Bergh’s School Sweden

    Web Client
  • Rachel Harrison
    “Brilliant to get me thinking – went beyond “common sense” though great learnings. Really useful to see practical applications as a few of us are “writers” its stuff we can take into everyday life as well as business”
    Jaqcui Hunt, Equality Now
    “Very useful stuff about the structure and logical order to apply to writing, enjoyable and informative.”
    “Really enjoyed today – thank you”
    “I’m going to task myself with being a much better writer”
    Tony Layton’s team, Words & Pictures, Leeds
    “Thanks, really appreciated the lecture today!! Just the whole way the lecture was setup like a stage + all interaction just made it all really interesting, fun and engaging.
    I feel I have gained a greater insight in analyzing text & copy.”
    Johan Gerdin, Bergh’s School Sweden
    Web Client

Exercises

Contact

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Drop us an email or – better still – call Gideon +447802859196 | Skype: gideontodes | gideon@thecopycourse.com

For billing and invoice issues, please email maria@thecopycourse.

For bookings, please use our booking form or email bookings@thecopycourse.com.

Please send paper cards, snail mail or delivery to 122 Stanley Road, London, N11 2LG

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If you would like to pay us, we’re registered for VAT reg 812 602271. The Copycourse Ltd, company number 05368324.

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