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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 onlinewww.cim.co.uk 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 refreshmentsMoredatesandtobookonlinewww.cim.co.uk/0074Martin 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: team@cim.co.ukCourses developed to meetyour specific needsMore complex solutions coveringskills gap analysis, through toplanning, development and delivery

Metrics With more emphasis than ever on justifying and evaluating marketingexpenditure, our courses set out clearly how marketing metrics should beused to measure marketing performance as well as the likely key metricswhich should be utilised to assess the efficiency and effectiveness of yourmarketing efforts and ROI (Return on Investment).Our programmes also cover the key strategic and tactical metrics thatshould underpin your digital marketing investment, effort and activities,including the increasingly important social media metrics.82