The Versatile Copywriter

Write compellingly so you can connect and persuade

For: In-house and agency copywriters who write about multiple topics

Level: Foundation to intermediate

Time: 1 day (face-to-face or virtual courses)

Great copy hits the mark with its target audience. It captures their attention, convinces them and compels them to act.

Today, organisations want adaptable copywriters who can produce great copy on different topics across a wide range of different media.

On The Versatile Copywriter, your team will learn how to develop powerful ideas to deliver their message. They’ll discover how to adapt their writing style and tone so it fits their purpose, audience and medium.

They’ll learn the tricks-of-the-trade for every stage of their projects from initial brief to first draft to final proofread. So, they’ll be able to work efficiently as well write compellingly.

This course will be tailored to your organisation’s needs. It will focus on your most important audiences and messages, and use examples from your own communications.

Your team will be able to:

  • Produce clear, vivid copy that works for their target audience and your organisation
  • Adapt their copywriting techniques to different audiences, topics and media
  • Write more copy in less time with less stress

Content for The Versatile Copywriter

Developing their communication effectively

  • Clarifying their purpose so they know what they’re really trying to achieve
  • Analysing the needs of their target audience
  • Developing a message that suits their medium and will appeal to their audience
  • Creating a powerful idea that will deliver their message

Fitting the structure to the medium

  • Considering the requirements of their chosen medium
  • Choosing the best structure for their audience, topic and medium

Shaping their work compellingly

  • Flagging down their target audience with an eye-catching headline
  • Getting their audience to start reading with a powerful hook
  • Developing a strong call-to-action that moves their audience from reading to doing

Writing engagingly

  • Adopting their writing style that fits their message and audience
  • Choosing vivid language that paints a picture in the minds of their target audience
  • Incorporating rhetorical devices which increase the persuasiveness of their message
  • Proofreading effectively to correct distracting mistakes

Learning options for The Versatile Copywriter

  • Training only
  • Combine with reviews of your people’s copywriting
  • Combine with coaching for individual team members
  • Combine with a consulting project to develop common standards, processes and tools for all your copywriting

Your training programme will include implementation resources and support to help your team make fast progress with their writing skills.

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“An excellent workshop and well worth attending. I am leaving with 5-7 key takeaways.”

“Really insightful. The course has opened my eyes to some simple tricks that can make a big difference.”

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Participants, Leaders in Sport

My training is based on my 20 years’ experience as a business writer and communications professional.

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I’m based in London and work with clients
across the UK and internationally.

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If you’d like to have a chat about The Versatile Copywriter for your team, please send me a message.