Training Course Outlines:
In one day we address:
The basic copy process
- Getting to know your product
- Learning as much about your audience as possible
- Discovering the problem/issue that the product/service solves
- Writing exactly what you want to say
- Going back and edit out as much as you can
- Refining till the deadline passes
Composition
-Short words, short sentences, short paragraphs
- Generating ideas
- Idea integration
- Linking copy to concepts
- Key style issues
- Tone and manner
- Golden rules
Copy styles
- Socratic, narrative, descriptive and intriguing
Getting clever with words
- The rule of threes
- Contrasting pairs
- Present tense
- The amazing power of adjectives
- Grammar and spelling
- Emotive words
Tools and techniques
- Similes and metaphors
- Enthusiasm and belief
- Assumptions and clichés
- Internal vs. external communications
- Long copy structure
What is a brief?
- The role of the brief
- Why we're advertising
- Who our audience is
- The proposition
- Substantiation and mandatory’s
Evaluating copy
- Feedback and comments
- Evaluation checklist
- Valid criticism
Production and copy
- The 2 out of 3 rule
- The 10 copy commandments
