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How to write better copy: A two-part bootcamp

<span>Photograph: izusek/Getty Images</span>
Photograph: izusek/Getty Images

This online workshop is part of our new autumn programme of digital masterclasses that we are offering. To help you go back to school with a fresh perspective, we are offering a very limited supply of introductory tickets for each event, discounted up to 20% – once they’re gone, they’re gone!

If you’ve found yourself persuaded into a purchase by a marketing email or a campaign you’ve seen on public transport, you’d be forgiven for assuming the people behind it are sales wizards. You may not necessarily be wrong, but in truth, copywriting is a skill whose impact is boosted by three simple rules: understand your audience, follow the proven formulae, and don’t be afraid to take risks.

That may sound contradictory, but as you will discover in this interactive two-part bootcamp with copywriting expert Eddy Lawrence, the secrets to impactful marketing communications are easy to unlock; the hardest part is knowing when to implement them, and when to throw away the rulebook.

Over two days, you will learn the essentials of copywriting, from what makes good copy great (and bad copy terrible), as well as how to identify the desires of your audience, how to craft copy that engages them and converts them from reader to customer, and how to invigorate your brand narrative by breathing some life into your marketing communications.

As well as having unique insights from an expert in the field, you will also be given between-session homework to complete in your own time, allowing you the opportunity to put your learnings into practice. As part of the bootcamp, Eddy will offer bespoke feedback on your work, so you can keep honing your craft and skilling up.

Essential for marketing and PR professionals, graduates, business owners and anyone with a desire to communicate the value of their brand or company, this two-part bootcamp will put you in the same virtual room as a proven expert, unlocking access to information that will breathe vital new life into your brand narrative.

Course content

  • Writing good copy for all purposes

  • The key differences between print and online copy

  • What is a sales proposition, and how can you better communicate your own?

  • What makes good copy great (and bad copy terrible)?

  • Creating content to represent different brands

  • The benefits of search engine optimisation

  • Q&A

You will be sent a link to the webinar 1hr before the start time of 10am (BST).

Tutor profile

Eddy Lawrence is a copywriter with over 20 years of writing and editing experience. He has written for and edited publications including the Face, Melody Maker and Jack, and even some that are still going, such as Time Out, NME, Shortlist and the Guardian.

You will be sent a link to the webinar 1hr before the start time of 10am (BST).

Testimonials

Eddy is excellent. Knowledgeable, articulate and funny – he held my attention at all times.”

Eddy’s expertise is fantastic! He is very engaging, funny and charismatic. I particularly liked how honest he is about copywriting, and didn’t try to sugarcoat anything.”

Details

Date: Wednesday 21 – Thursday 22 October 2020
Times:
10am-1pm (BST)
Price: Back to school discounted price of £127.50 (plus £6.42 booking fee); standard ticket price of £150 (plus £7.44 booking fee)
Event capacity: 30

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Information on Guardian Masterclasses

To contact us, click here. Terms and conditions can be found here.

All Guardian Masterclasses are fully accessible – but please contact us if you have any queries or concerns.

Returns policy

Once a purchase is complete we will not be able to refund you where you do not attend or if you cancel your event booking. Please see our terms and conditions for more information on our refund policy.