About the course
There are lots of typists out there, but not many writers. And this course will ensure you are one of the few who know how to come up with persuasive copy, quickly and easily.
With examples at every stage, and explanations based on both Steve Harrison’s 25 years’ experience and recent scientific research, this course will help hone your writing skills.
But it won’t just be the theory that he takes you through. More importantly, you’ll get chance to apply Steve’s expertise to the things that you writing now, be they websites or press ads, e-zines or direct mail, brochures or blogs, posters or landing pages, emails or white papers.
About the tutor
Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW.
At HTW, he won more Cannes Lions in his discipline than any creative director in the world. That discipline was direct marketing, which means his copy was judged not by how clever it was but by how many things it sold.
When he left agency life, Campaign magazine described him as ‘the greatest direct marketing creative of his generation’. Steve’s work appears in The D&AD Copy Book, which features the world’s top 50 copywriters of the past 50 years.
His How to Do Better Creative Work is published in English, Mandarin, Spanish and Italian. It became the most expensive advertising book of all time when it traded on Amazon.co.uk at £3,854 a copy.
Pan Macmillan has recently published Steve’s new book How to Write Better Copy. He suggests you buy one now, as it might be worth a lot of money in years to come.
What you will learn
- The three things that will make your copy effective
- How to make even the dullest subjects interesting
- The importance of your Brief and how to write one
- How to plan the flow of your copy
- How to write a headline that grabs your prospect’s attention
- How to overcome your fear of the blank screen and write fluently
- How to choose the right words – and use the most important word of all
- How to make sure the reader understands and keeps reading
- How to get the response you want
- The things you should include – and the things you should cut out
And, most importantly, how to apply all this to your own job and the things that you are writing
Who is this for?
If you’re in business, then pretty much everything you write is aimed at making people think, feel or do something. It has an objective that you are seeking to achieve. As such, success and failure lies in your ability to write effective copy. Yet, it is unlikely you’ll have been given any real training in this.
So, whether you’re a freelance writer drumming up business from clients, an entrepreneur trying to get new leads and more sales, an agency creative in need of inspiration, or you simply want to persuade someone to adopt your point of view, this course will help you achieve your aims by writing copy that works.