Overview

Writing well-crafted copy that audiences want to read and act upon isn’t easy. You have to know the purpose of the communication, who is going to be reading it and how, what you want your audience to do as a result, and why they would want to do it.

Whether your goal is to excel in your current job, communicate effectively with colleagues, excel in writing professional and persuasive emails or embark on a new writing career, this course will provide you with the knowledge and skills you need to succeed in today’s communication-driven world.

The Copywriting and Writing Skills’ training course uses techniques, examples, discussions, exercises and feedback to show you how to write effective, engaging and persuasive copy. This is a highly interactive course; you will be doing writing exercises throughout.

While generic scenarios are supplied, ideally attendees should bring a familiar document or subject to use as a writing exercise.

Training objectives and outcomes:

  • Understand what motivates your target audiences
  • Vary your writing style for different platforms, audiences and messages
  • Use practical frameworks to structure different types of communications
  • Write engaging copy that audiences want to read and act on
  • Produce first drafts more easily and edit subsequent drafts more effectively
  • Stay on message from start to finish
  • Adapt key components (headline, opening and ending) to write captivating copy
  • Be more creative, imaginative and authentic with your copy
  • Have confidence in your ability to write well and give helpful feedback to others
  • Understand why verbs and nouns are better than adjectives and adverbs
  • Edit out unnecessary words and phrases to make your writing clear and concise
  • Banish clichés and platitudes to make writing original, sincere and effective

TESTIMONIALS:

“Lorraine is brilliant and so good at both empathising with the common issues we come across, and motivating you to change bad habits and address problems head on. She’s so experienced and an absolute delight to learn from.” – Emily – Riverside

“Lorraine Forest-Turner was an excellent presenter. She’s engaging, funny and clearly knows her stuff. She gave me some really useful feedback on something I’d been working on, and I’ve already been able to put many of her lessons into practice. i wish I had her on speed dial!” – Rosalind – University of Nottingham

TRAINER: Lorraine Forrest-Turner

Lorraine Forrest-Turner is a freelance copywriter, communication skills trainer and published playwright. She has worked on all sides of the ‘words’ business, including journalism, public relations, advertising and creative writing. She is a member of and an accredited trainer for both the Chartered Institute of Public Relations and the Public Relations and Communications Association, and is a member of ProCopywriters, the alliance of commercial copywriters. Clients she has recently delivered training to include the Metropolitan Police, Interpol, and Cheshire West and Chester Council.

For more information or to make a booking please call 0330 0947 344

Agenda
  • Registration
  • Introductions, Objectives 
  • Session 1 – How To Plan any Piece of Writing
    • Determine the purpose of the document
    • Consider the target audience and what you want them to think, feel or do
    • Agree the message that will make your point and engage with your audience
  • Session 2 – the importance of structure
    • How objective, platform and message affects structure
    • Using the three structure templates to inform, engage or persuade
    • The important elements of structure – headline, opening, body, conclusion/CTA
  • Break
  • Session 3: The Importance of Structure Part 2
    • The important elements of structure – headline, opening, endings
    • The purpose and techniques of each element
    • Adapting your writing to inform, engage or persuade
  • Lunch Break
  • Session 4: How Style Affects Perception
    • It’s not what you say…
    • Adapting writing to suit different audiences, purposes and platforms
    • From formal to conversational
  • Session 5: Don’t Get it Right, Get it Written
    • The difference between writing, editing and proofreading
    • Taking the Hemingway approach
    • Tips and techniques to make drafting easier
  • BREAK
  • Session 6: Making Writing the Best it Can Be
    • Being clear, concise and accessible
    • Getting rid of ‘empty’ words and clichés
    • Using Plain English tools to improve readability
  • Questions & Close 

    *Agenda Subject to Change

Pricing
  • Public Sector Rate: £495.00+VAT
  • Private Sector Rate: £595.00+VAT
  • Voluntary Sector Rate: £445.00+VAT