Corporate Training By Zack Academy - The Copywriter Workshop

Why Should You Attend The Copywriter's Workshop?

The Copywriter's Workshop is two days packed with copywriting how tos; cutting-edge, attention-grabbing techniques; successful strategies for selling your message; and proven tips for overcoming the most infuriating challenges that copywriters face every day – no matter if your message is 140 characters long in a tweet or 8 pages long in a sales letter or brochure.

Copywriters from around the world have benefited from the powerful copy strategies that you'll learn in this interactive two-day workshop. From accurately targeting your audience, to crafting the best possible hook, to writing lean, error-free copy that sings to your reader, you and your peers will master the hows and whys of creating successful copy. Plus, you'll have the opportunity to practice what you've learned before you head back to the keyboard for your next project. 

Intended Audience:

• Copywriters
• Marketing managers
• Ad directors
• Account executives
• Designers/art directors
• Creative directors
• "Do it all" marketing professionals
• People who suddenly find they're writing copy as part of their new responsibilities
• And more!

What to Bring to Class:  Pen or pencil, and paper if you do not want to take notes in your manual. Drinks and snacks will be provided each day. Lunch will be on your own.

Syllabus

Writing to Your Audience Every Time

• Effective targeting techniques that zero in on your audience
• Picking out the most compelling benefits of your product
• Identifying what motivates your audience
• How to instantly touch those emotional "hot spots" that get you in good with the reader
• Proven and practical methods of increasing credibility for prospective customers

Copywriting Commandments That Every Great Writer Needs to Know

• How to pick hot words and phrases that add to your sell — not detract from it
• Know your features … sell their benefits — and how to always figure this out
• Creating powerful headlines and tag lines that grab attention
• Opening lines that keep your customers reading further
• Tips for breathing life into dry, technical or detailed info

The Short Course on Copywriting Mechanics, Structure and Grammar

• Grammar rules that your 4th grade teacher would be shocked to see you break … but break them anyway
• How to talk one-to-one in a marketing effort that reaches millions of people
• Powerful punctuation: How to use ellipses, bullets, commas for maximum effect
• Using alliteration and repetition properly without coming off cheesy
• Imagery — the power of painting a picture with your words
• How to make your benefit bullets short, snappy and full of reasons for your customer to buy

Avoiding and Overcoming Common Copywriting Headaches and Mistakes

• How to combat wordiness and keep the content sharp
• Tips to keep you from falling in love with your creativity (at the expense of the sale)
• Are your promises big enough — or too big? Techniques that"ll keep your copy from straying over the top
• Walking the tight rope of writing humorous copy
• How to get the ideas flowing when you"re stuck
• The Top 10 Copywriting Mistakes that kill your message, blow your sale and drive copy editors nuts

Writing Copy for Different Media

• Anatomy of a great ad no matter what media you work in: Direct mail, TV, radio, brochures, print ads, Web, press releases, sales letters, faxes or e-mail
• How to grab your customer"s attention in 5 seconds or less when they"re turbo-surfing the Web
• Tips for moving from one media to another
• The qualities of an effective "P.S." that transforms it from something you just tack on to the end of your copy to a powerful deal-closer
• Fundamentals of Web marketing … copy rules for new media
• Copywriting for visual impact

More Techniques Guaranteed to Take Your Copy to the Next Level

• Keys to building customer trust in your copy
• When, where and how to use testimonials
• USP — what it is and how to make sure that your special promise is big enough
• Ways to dramatize offerings for greater appeal
• Testing your copy: What, when, how and why you test