Home Copy Writing Writing persuasive copy: A one-day bootcamp | Guardian Masterclasses

Writing persuasive copy: A one-day bootcamp | Guardian Masterclasses


Great copywriting starts with an understanding of your audience, your aims and your preferred media – but how do you begin unpacking those necessities while remaining faithful to your goals?

In this impactful one-day bootcamp with professional copywriter Barnaby Benson, you will discover the thinking process behind persuasive copy and focus on how to create and adhere to a brief.

Professional content writers

Encouraging you to think about your copy strategically, Barnaby will show you the difference in tone and content for various media, including websites, emails, blogs and newsletters.

Mixing theory and practice, you will work on your own copywriting project you have brought along to the class, with opportunities for feedback and advice from Barnaby and your fellow attendees.

Course content

  • Why having a brief matters

  • How to write for different media, including emails, newsletters, websites, advertisements and marketing materials

  • How to profile your audience

  • Establishing your goals

  • Refining the message

  • Tone of voice and your brand

  • Ten persuasive writing techniques

  • Top five copywriting mistakes and how to avoid them

  • How to brief copywriters and review their work

  • How to make a living as a copywriter

  • Practical exercise: attendees work on a copywriting project they plan to write or commission, with opportunities to share their work with the group and receive feedback

  • Q&A and group discussion

This course is for you if…

  • You’re a journalist or creative writer who wants to learn how to apply your skills to copywriting

  • You’re a marketing professional who wants to improve the quality of your written communication materials

  • You work in business and want to learn how to commission copywriters and review their work

  • You work for a charity or non-profit organisation and want to learn how to write or commission written materials

Course preparation

Ahead of the course, attendees should have in mind a piece of copy they want to write or commission from a copywriter, e.g. a sales email, a blog post or a job application. They should also have an understanding of the audience they want to engage with through their copy.

You will be sent a link to the webinar 2hrs before the start time of 10am (GMT).

Tutor profile

Barnaby Benson has been a professional copywriter for over 20 years. He owns and manages one of London’s leading copywriting agencies whose clients include Next, Novartis, HSBC, O2 and many others. Barnaby is trusted by many global brand consultancies to write copy for their clients including Superunion and Landor (both WPP Group) and Imagination. Before writing, he was an account director in advertising. Barnaby and his colleagues run a blog on copywriting. You can find out more at www.barnabybenson.co.uk/blog.

You will be sent a link to the webinar 2hrs before the start time of 10am (GMT).


Dates: Monday 7 March 2022
10am-4pm (GMT)
Price: £249 (plus £6.83 booking fee)
Event capacity: 24

This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.

10am BST | 11am CEST | 2am PDT | 5am EDT

Information on Guardian Masterclasses

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

By enrolling on this masterclass, you’re helping to support the Guardian, and this allows us to keep our quality reporting open to all.

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.

Source link


Please enter your comment!
Please enter your name here