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Learn to write compelling copy andtarget your audience effectively7 CPD hoursCoursecode1201Level FoundationDuration1 dayVenues and datesLondon201105September 04October 02November 05December201209January 06February 07March 15May02July15October Birmingham201119September201211June 30November Manchester201123November 201223April 17September Reading201206August Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and Principles of Great Copywritingwill build yourconfidence and give you solid, practical skills that you can apply in your working environment.Not only does this popular workshop provide you with a strong grasp of the fundamentals ofcopywriting for marketing communications, it alsochallenges you to think more deeply about theaspirations and interests of your audience. Benefits to you and your company You will come away with a better understandingof the techniques used by professionalcopywriters to inform and persuade their readers.Through a number of practical exercises, you willdevelop skills that can easily be applied back atthe office.Effective copy can play an important role inshaping perceptions about products, servicesand brands. Your organisation will be able tocreate more effective marketing communicationsacross different media and critically appraisework produced by agencies.Who this course is for This course is ideal for marketers andcommunications professionals at all levels who are expected to write as part of their role. It may also be valuable if you are working with agencies and asked to evaluate creativework. The workshop is focused on marketingcommunications and is not designed for people writing formal reports, tenders or technical documentation.What you will learn ßEssential principles of good copywriting andadvice on style.ßTips and techniques for headline writing.ßBest practice for combining words andimages.ßHow to tailor your copy for specific targetaudiences.ßThe challenges and opportunities presentedby different media.Learning approachßPractical exercises in pairs and small groups,with constructive critique and commentary.ßWhole-group discussion and formal tuition.Principles of Great CopywritingThe A-Z of writing brochures andleaflets -packed with usefulinformation from cover to cover7 CPD hoursCoursecode1200Level FoundationDuration1 dayVenues and datesLondon201105October 201210January 28June02November Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßAdvanced CopywritingSkills (p80).Copywriting Masterclass(p81)"I came awayfrom thisworkshop with aclear structureand frameworkneeded for goodcopywriting. Sincethe course I haveused these writingtechniques inemails,presentations andbrochures togreat effect. I nowwrite withimprovedconfidence andmy copy is short,snappy and to thepoint."Sona PatelMarketing Manager, ESI InternationalOverview Capturing the heart of your message in a brochureor leaflet requires careful planning and precisewriting. Step-by-step, you will be shown how toensure your message remains captivating andclear. Ideal for anyone wishing to write a strikingleaflet or brochure, this highly popular interactiveworkshop explains how to capture the essence ofyour product or service and so drive enquiries. It isan ideal complement to the Principles of GreatCopywritingcourse.Benefits to you and your company Thanks to its comprehensive content, this courseencourages your writing teams to plan and writebrochures or leaflets that exceed expectations.Discover what does and doesn't work in creativebrochures or leaflets, develop a brochure orleaflet brief and pass critical judgement ondifferent copy platforms.Who this course is forWhether you work in a creative agency or in-house, brochures and leaflets are your productor service showrooms. This course helps youwrite compelling copy that really works.What you will learn ßHow to create immediate impact.ßHow to tell a compelling story.ßHow to develop effective and compellingthemes in longer print collateral, such asbrochures.ßThe importance of assessing your competitor'screative work.ßThe balance of imagery and its effect.ßHow to gain response/interaction from your brochure.ßHow new technologies impact on traditional writing.Learning approachA combination of lecturing and hands-onexercises makes this course a complete learning experience.How to Write the Perfect Brochure and LeafletCopywriting Skills78Training bookings and advice +44 (0)1628 427200

Create compelling press releasesand engaging newsletters thatproduce goodwill and motivatereaders to take actionOverview This highly enjoyable, insightful workshop isessential for anyone who needs to writecompelling and newsworthy press releases orengaging employee newsletters. The 'how'techniques are taught within a strategicframework so that delegates understand why thetools they are using are important to theiremployer's goals, whether in the private, publicor voluntary sector. Benefits to you and your company People are busy - learn how to make them sit upand take notice. People are selfish - learn how toshow them 'What's In It For Them.' Feel moreconfident that you can produce engaging andconcise 'right first time' copy, even when upagainst tight deadlines or challenging topics. Your employer will feel confident that you nowhave the thinking and writing skills to conveycompelling key messages to both internal andexternal audiences. This will help make you a keyplayer in your organisation's commercialsuccess, increasing your brand's influence andcontributing to competitive edge. Who this course is for This introductory course is ideal for up andcoming marketing professionals whoseresponsibilities include PR writing and internalcommunications. What you will learn ßThe six fundamentals of all good writing.ßGaining a deeper insight into your audience(s).ßWhy companies need good PR .ßWhat journalists expect from press releases.ßIdentifying newsworthy stories.ßPlanning and writing persuasive pressreleases.ßTop tips for newsletter contents and design.ßHow to do great interviews that providepowerful stories.Learning approachßVery hands-on.ßPractical exercises to discover best practice.ßSeveral opportunities to write and learn frompeer and tutor feedback. How to Write SuccessfulNewsletters and Press ReleasesBook 79Copywriting Skills7 CPD hoursCoursecode1205Level FoundationDuration1 dayVenues and datesLondon201109November 201222February 26September19December Birmingham201211June Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and Words that get your site noticed bysearch engines and your audience7 CPD hoursCoursecode0881Level FoundationDuration1 dayVenues and datesLondon201109September 201204January 04May05July Birmingham201229November Manchester201224April 19September Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßTransform Your WebsiteDesign (p21) Techniques used in copywriting for the web arevery different to those employed offline. Now youcan pick up some of the best-kept trade secretson writing for the web designed to help ensureyour site rises up the search engine ranks as wellas customer estimations. This extremely popularworkshop shows how to write effective copy foryour internet and intranet sites. It's an excellentfollow-up to Principles of Great Copywriting. Benefits to you and your company Your web presence needs to be distinctive anduseful. Learn how to write creative, compellingand professional web copy that makes a realconnection with your readers, be they staff orclients. This workshop takes a down-to-earthapproach to creativity on the web. Your keypersonnel will learn essential techniques whichmake web copy really work. This includes how tooptimise search engine results and integrateonline and offline creative work coming away withpractical tips and techniques that can be appliedin everyday work.Who this course is for This cutting-edge event is ideal for any marketerwriting for the web or critically appraising thewriting of in-house colleagues or agency staff.What you will learn ßWhat makes people 'stick' to sites.ßWhat can enhance your email campaigns fromthe subject box to final click-through.ßHow to promote your ratings in searchengines.ßWhat makes a good website and good online text.ßHow to write copy for online reading. ßHow to brief your website copy and design team.ßThe way we read online and how this effectsthe way copy needs to be written.ßHow to run a usability study.ßHow the psychology of web copy needs to be considered when writing. ßWhat we need to consider when blogging and podcasting. ßThe importance of clarity and interaction on your site.Learning approachA combination of lecturing and hands-onexercises makes this course a complete learning experience. Our workshop leaders also find it helpful ifdelegates bring along their own suggestions offavourite websites as well as a checklist of thingsyou like and dislike about your own website.How to Write for the Web