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Copywriting in the Public Sector

Copywriting

Who Should Attend?

Delegates who will have an interest in this training course will be looking to improve their Copywriting Skills.

*This Training Course is open to Public, Private and Third Sectors

For more information or to make a booking please call 0330 058 4285

Overview
Agenda
08:30
Registration, Refreshments and Networking
09:20
Trainer Welcome Address

Lorraine Forrest-Turner

09.30

Introductions, objectives and icebreaker exercise

09.50

Introducing the seven stages of effective writing

  • Objective: what you want to achieve/what you want your audience to do
  • Audience: who you are talking to/why they would be interested
  • Message: the point you’re making/the ‘what’s in it for me’
  • Structure: the right template for your chosen medium
  • Style: the right voice for your audience, objective, message and medium
  • Drafting: getting your thoughts in the right order
  • Editing: making your writing the best it can be
10.10

Getting to know you

  • Why you need to know your target audience
  • Writing for the ‘might’ audience
  • Writing from a person to a person
  • Creating audience personas
10.20

On message

  • The importance of one clear message
  • Why perception is reality
  • How to create different messages
  • Using features and benefits to find your message
10.40

Structures and templates

  • The inverted pyramid (getting to the point)
  • The inward spiral (keeping the reader engaged to the end)
  • AIDA (making the reader do what you want them to do)
  • Using the princess, dragon and hero templates
10.50
Refreshments and Networking
12.15

Putting on the style

  • How different styles/tone of voices are created
  • Adapting your writing to suit different audiences, mediums and objectives
  • The difference between news/informative copy and features/persuasive copy
  • The importance of Plain English in the public sector
12:45
Lunch and Networking
13:45

Don’t get it right, get it written

  • The purpose of a first draft
  • Dealing with writer’s block
  • Taking the Hemingway approach
  • Tips and tools to make drafting easier
14:30

Murdering your darlings

  • The difference between drafting, editing and proofreading
  • The importance of headlines and opening paragraphs
  • Getting rid of ‘empty’ words, banishing clichés and unnecessary adjectives
  • Making more of active verbs

 

15.15
Refreshments and Networking
15.30

Writing for online platforms

  • What makes writing for online audiences different
  • Dealing with distractions
  • Helping visitors scan-read on various devices
  • Understanding Search Engine Optimisation

 

16.00

Open session for questions and action plans 

16.30
Trainer’s Summary and Close

*Programme subject to change

Who Should Attend

Who Should Attend?

Delegates who will have an interest in this training course will be looking to improve their Copywriting Skills.

*This Training Course is open to Public, Private and Third Sectors

For more information or to make a booking please call 0330 058 4285

Sponsorship and Exhibition

We are now taking bookings for our wide range of training packages in-house your organisation; we also offer bespoke packages tailored for your organisation.


For more information or to discuss the available option please call 0203 961 5002 or email [email protected] 

Prices and Discount

Public Sector Rate:

  1.    £495

Private Sector Rate:

  1.    £595

Voluntary Sector Rate:

  1.    £445

Event Documentation: *If you can’t attend the event you can purchase the event documentation

Electronic – £99 Printed – £99

Group bookings: If you would like to make a group booking of 5 or more please call 0330 058 4285 to find out if we can offer any more discount.

*All prices are excluding VAT

For more information or to make a booking please call 0330 058 4285

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