Effective Copywriting

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Course Overview

Whether you are sending out a press release, communicating internally with a memo or promoting your own skills on LinkedIn, strong writing skills are the key to success.  Come away with the tools and techniques you need to improve your copywriting skills and learn how to avoid the common writing mistakes that can hold you back.

Course Outcomes

At the end of this course, participants will:

• Take away skills that enable them to write clear, compelling copy
• Be able to communicate goals, thoughts and objectives more effectively
• Know how to make the best word choices
• Have the ability to easily adapt writing styles to the target audience
• Know how to spot and avoid common grammatical errors

Course Objectives

• To address the overall importance of strong writing skills 
• To provide a clear understanding of correct sentence structure and proper punctuation 
• To explain the best techniques for self editing 
• To address the challenges of succinct writing 
• To provide resources for continued writing enhancement 

Agenda

Unit One – Copywriting Essentials

• How to tell the difference between bad copy and good copy
• The art of the perfect sentence
• Developing your message
• Crafting your document roadmap
• Adapting your style to the audience and message

Unit Two – Getting to the Point

• Clarity and brevity: Less is more
• Active vs. Passive Voice
• Cutting the clutter
• Using concrete examples and avoiding unwarranted superlatives

Unit Three – Self Editing

• Leaving yourself time for revisions
• Avoiding common grammar mistakes and punctuation pitfalls
• Subject, verb and object agreement
• Fact checking
• The benefits of having an in-house style guide

Unit Four – Creating Attention-grabbing Press Releases

• Writing benefit-driven copy
• Setting the right tone
• Language to use and language to avoid
• Writing a great headline