Any company needs to write for a diverse range of people, from stakeholders to the general public. Engaging these different audiences and getting your desired message across can be challenging.

Led by copywriter and journalist Eddy Lawrence, this course equips you with the skills and tools needed to plan and create confident and persuasive copy, no matter the audience.

Learn how to research your audience effectively, collate and articulate information quickly without losing key points or tone of voice, and frame your message in a way that will gain a positive response every time.

Learning Outcomes

  • Learn how to better understand your audience
  • Examine good and bad examples of copywriting
  • Successfully engage and persuade your audience
  • Ascertain the key components of writing captivating copy
  • Acquire a practical framework to help write engaging and persuasive copy
09:15 - 09:45

Registration and Light Breakfast

09:45 - 10:00

Trainer’s Introduction And Clarification Of Learning Outcomes

10:00 - 11:00

Research Your Audience

In this session, delegates will find out how they can engage with key stakeholders, suppliers and customers.

  • Establish who your audience is
  • Develop an effective tone of voice in your copy
  • Examine bad and best practice examples of copy
  • Take a flexible approach to writing copy: academic, political or policy
  • Quickly decipher information and material on your audiences
11:00 - 11:15

Morning Break

11:15 - 12:30

Defining Your Message

Learn effective methods to analyse your subject and create a clear, compelling narrative that will appeal to key clients and stakeholders.

  • Structure a piece of writing to make your company appeal to customers
  • Effective features and benefits analysis
  • Learn technical details of a policy or product
  • Create a compelling story
  • Learn from good and bad examples
  • Understand the psychology of storytelling
12:30 - 13:15

Seated Lunch

13:15 - 14:15

Create A Comprehensive Copywriting Toolkit

Learn methods to free yourself from jargon-heavy blurbs, and put your message into readable, plain English that readers will engage with.

  • Understand the mechanics of writing
  • Use rhymes to get your message across
  • Avoid monotonous writing
  • Harness social media for your company’s needs
  • Learn how to make press releases engage with key clients
14:15 - 15:00

Copywriting Editing Masterclass

  • How to ensure your finished copy is accurate, presentable, professional, and does exactly the job you need it to
15:00 - 15:15

Afternoon Break

15:15 - 16:00

Writing Put Into Practice

  • An opportunity to put everything you’ve learned into practice, and receive detailed personal feedback from the trainer
  • Delegates will work through specific examples that are related to their company
16:00 - 16:15

Feedback, Evaluation and Closing Remarks

Eddy Lawrence

Communications Consultant

Eddy is a journalist, copywriter and editor. He writes for the Guardian, Shortlist and Time Out, and regularly runs talks […]

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Central London

Q: Can I book without a purchase order number?

A: Yes. After you have booked on to the course, simply email  [email protected] and attach the purchase order raised. Please quote your order reference number and the course you are booked onto.

Q: Can I make a provisional booking?

A: Unfortunately, we do not accept provisional bookings. Registrations are subject to our terms and conditions. View terms and conditions here

Q: Can’t find what you are looking for?

A: Why not contact a member of the team on 0800 014 2468 or email [email protected]

Q: I can no longer attend the course; can a colleague attend in my place?

A: Substitutions may be made up to 48 hours prior to the event. Please call 0800 014 2468 or email [email protected] with the replacement's details.

Q: I have just registered for the course, when will I receive the joining instructions?

A: You will receive the joining instructions and reminders, 2 weeks, 1 week and 3 days before the course date. Please check your spam box to see whether the joining instructions were sent there, if not please call 0800 014 2468 so we can have these sent to you immediately.

Q: I have special dietary requirements; how can I request this?

A: Special dietary requirements can be catered for, please ensure you include this in the further information box when registering your place. If you have forgotten to add this, you can also send your requirements to [email protected] or call 0800 014 2468. Please let us know as soon as possible so we can ensure your needs are met.

Q: Is lunch included?

A: Yes, a seated two-course hot buffet is served at lunch. Light breakfast is served in the morning and a wide selection of tea and coffee are served throughout the day.

Q: Is VAT included within the price?

A: Prices stated do not include VAT.

Q: What is your cancellation policy?

A: Cancellations must be received in writing 30 working days before the date of the event and will be subject to a £195+VAT administration fee. Cancellations received after this time will be subject to the full delegate fee. View full terms and conditions here

Q: Why haven’t I received the speaker’s presentation?

A: Speakers presentations are sent by email a week after the event date. Please contact a member of the team on 0800 014 2468 or [email protected] if it has been more than a week.

Q: Will there be WI-FI?

A: Yes, all our venues have the latest technology, offer full audio-visual support and high-speed wifi.