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Copywriting: An Introduction

Institute of Data & Marketing
Course summary
Professional Training
1 day
450 GBP excl. VAT
Full time
Online courses

Course description

Copywriting: An Introduction

Gain the skills to confidently write or brief copy for all channels. Learn how to write copy that engages, persuades and sells. Get practical experience of writing in an effective and arresting way. Optimise your response with stronger calls to action.

Suitability - Who should attend?

This course delivers invaluable and essential copywriting knowledge at an introductory level. It is designed for anyone who is starting on their copywriting careers – and if you want to know where and how to begin your commercial writing career effectively, this course is ideal for you.

Previous delega​tes include:

  • e-Marketing Manager (Kimberly-Clark Professional)
  • Marketing Executive (Barclays)
  • Communications Assistant (Michael Page International)
  • Marketing Coordinator (Suzuki GB Plc)

Enrol onto 'Copywriting: an Introduction’ course and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Outcome / Qualification etc.

You will learn to:

  • Understand the principles of responsive copywriting
  • Apply the same principles to write more creative, engaging, effective copy
  • Clearly define your target audience for each piece of writing
  • Use valuable techniques for generating new creative approaches to copy
  • Apply your learning to all key marketing media

Training Course Content

Getting started

  • Recognising what makes good copy – and why
  • Appealing to head and heart: the basic principles of copywriting
  • Introducing the failsafe copy formula for all writing: The I.D.E.A principle

Analysing copy in the public domain

  • Looking at current ad copy – figuring out why it works (or doesn’t)
  • Discussions and ideas for copy improvements

Using The I.D.E.A principle - get writing!

Team writing exercises that emphasise:

  • The essential principles of responsive copywriting
  • Choosing topics that will engage your audience – and avoiding those that won’t
  • Ensuring you’re always interesting and engaging, always original and arresting
  • Turning positives into Unique Selling Propositions; turning negatives into positives
  • Creating effective calls for action that generate optimum response

Applying The I.D.E.A principle to your work

Bring work samples with you for analysis by your tutor (you can choose to discuss your work privately with your tutor during break-times - or in the classroom with fellow delegates). Then:

  • Learn how to write more effective communications – more quickly and with less effort
  • Radically improve the effectiveness of the copy you’ll be writing from now on
  • Ensure all your marketing material takes every opportunity to sell effectively

Your take-home set of copy tools

  • Quickly check the effectiveness of your copy
  • Use your learning to check others’ copy
  • Learn how to put together copy briefs
  • Brief writers to change their work - without inducing tantrums!

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us

Expenses

Members: £400 + VAT

Non-members: £450 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...


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Institute of Data & Marketing

DMA House
70 Margaret Street London
W1W 8SS

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www.theidm.com


Reviews

Average rating 5

Based on 4 reviews.

Dannielle Phillips
The course was eye opening and the tutor had heaps of knowledge that he shared openly and guided us all through the day.
Chris Dolman
A very good introduction to copywriting - a good level of tuition without too much information.
Sophia Evans
I was very pleased with the high level of teaching on the introduction to copywriting course - I have come away a lot more confident and able to write marketing copy.
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