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Make sure that the copy producedby your organisation is accurateand readable 7 CPD hoursCoursecode0662Level FoundationDuration1 dayVenues and datesLondon201108September10November201210January10April13July08NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßPrinciples of GreatCopywriting (p78) Every day, organisations produce copy forreports, websites, mailing letters, advertisements,brochures and leaflets that will be read by arange of stakeholders. There can beconsiderable embarrassment if those materialsare sub-standard. This course helps you toidentify and correct errors in copy.Benefits to you and your company As a result of attending this course you willbecome more confident in your proofreadingability and you will be able to assess copy to ahigher standard. Your ability to understand andcorrect structure and grammar should alsoimprove. You will learn how to proofread from thereader's perspective.This course is designed to improve the standardof proofreading in your organisation. Much of thecopy produced by organisations is never readbecause it is too wordy, or fails to keep thereader interested. The course will help you toensure that the copy produced by yourorganisation is more readable and that errors are reduced.Who this course is for Everyone in your organisation has to ensure thatcopy errors are avoided, so this course issuitable for people at all levels, even seniormanagement. The training is particularly relevantto people who are responsible for checking copyas part of their day to day role. What you will learn ßImprove the quality of copy.ßRecognise and remove tautology.ßAvoid clichés.ßUse comparatives and superlatives correctly.ßEnsure correct punctuation.ßRestructure excessively wordy copy.ßRead copy to detect errors.ßUnderstand grammar and the construction of sentences.ßTurn passive copy into active copy.ßUse hyphens, apostrophes and quotationmarks correctly.ßUse punctuation for emphasis and ease of reading.ßAvoid circumlocution.Learning approachßDelivery is via a formal classroom style.ßIncludes discussions and exercises.ßDelegates will be able to assess their abilityand the rate of improvement by the end of the day. Effective ProofreadingBe more adventurous and take yourwriting to a new level7 CPD hoursCoursecode0880Level AdvancedDuration1 dayVenues and datesLondon201106September06December201217February11May10July16OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and This course is a great follow-up to Principles ofGreat Copywriting, although it's open to anyonewith experience who wants to go beyond thebasics. You will be encouraged to think moreconceptually about your marketingcommunications - exploring brainstormingtechniques and approaches favoured by adagencies. Take part in exercises designed to makeyour writing more ambitious and compelling.Benefits to you and your company If you're already familiar with the basic principlesof copywriting, this course will challenge you tothink more conceptually and adventurously.Sometimes rules are there to be broken and youwill come away with a greater sense ofconfidence that you can challenge conventionand create real impact.Very often, businesses and other organisationscan find themselves stuck in a rut with theirmarketing communications. This course willprovide an impetus to look afresh at your copy,tackling future briefs from a new perspective. Ifyou're prepared to push boundaries, it's possibleto reap real rewards.Who this course is forYou may already have attended our foundationcourse, Principles of Great Copywriting.Alternatively, you will have some writingexperience behind you and be looking to takeyour skills to a higher level. What you will learn ßHow to get the most out of a creative brief.ßApproaches to brainstorming marcoms andadvertising concepts.ßAdvanced headline writing techniques.ßThe relationship between art direction and copy.ßThe creation of an integrated message acrossdifferent media.Learning approachThe morning will be spent in whole-groupdiscussion and a series of short copywritingexercises in pairs and smaller groups. In theafternoon, delegates will be set a small project to explore an integrated marcoms brief. Thecourse director will provide constructivecommentary and critique.Advanced Copywriting SkillsCopywriting Skills80Training bookings and advice +44 (0)1628 427200

How to write great copy for a worldthat increasingly only skim-readsOverview With the rise of the web and social media, andthe slow decline of printed media, no marketingdiscipline is changing faster than copywriting.The good news is that the written word isn't dead,it's just being used differently. The course willhelp you generate compelling ideas and expressthem in any medium through powerful copy thatmarkets your brand effectively. Benefits to you and your company You will work in a small group with other writersdeveloping your creativity and honing yourtechnique. You'll come away better able to plan, conceive, write and refine copy thatconnects with your audience and supportschanges in the way brands, products andservices are being marketed.As well as being able to produce more effectivecopy, the course will give you the tools to getbetter copy from colleagues and agencies, andto be able to persuade colleagues of thepotential of good writing to transform yourorganisation's marketing performance.Who this course is for Copywriters or senior marketers who deal withcopy regularly and who are looking to understandhow good copy works and how to improve theirexisting writing skills. What you will learn ßHow developments in marketing andtechnology are changing the way we need to write.ßTo build on existing copywriting skills.ßBoost your creative thinking skills.ßFind the right media and message for youraudience.ßExtending your tone of voice from straplines tocampaigns and content.Learning approachA combination of lecturing, examples, groupdiscussion and practical exercises (bothindividual and group work).Copywriting MasterclassBook 81Copywriting Skills14 CPD hoursCoursecode0074Level MasterclassDuration2 daysVenues and datesMoor Hall, Berkshire201124-25October201224-25January12-13June11-12SeptemberResidentialPrice£1,815+ VATCIM Member price£1,633+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,715+ VATCIM Member price£1,543+ VATWhat's includedTuition, course materials,lunch and Calladine Head of Copy at Story Worldwide, Martin Calladine hasover ten years'experience creatingbrand, print and digitalprojects for blue chiporganisations and thepublic sector. Using astorytelling approach to marketing, Martinhelps identify brands'stories and expressthem through powerfulcreative. He has taughtcopywriting for over five years.Residential optionAny one of our 130 trainingcourses can be delivereddirect to teams in-houseWe can work with you to create anddeliver learning and developmentsolutions that will drive teamperformance and improve results...To find out more contact ourcorporate training advice team on...Tel: +44 (0)1628 427250Email: developed to meetyour specific needsMore complex solutions coveringskills gap analysis, through toplanning, development and delivery