Marketing Writing
This course covers the fine art of persuasion as applied to brochures, web writing, advertising direct mail and other types of marketing collateral. We will use actual materials to examine what works and what doesn’t.
This is a two half–day course to allow for a homework assignment. Class activities vary between lecture, interactive sessions and class discussion.
Course Objectives
- Employees will learn the basic principles of persuasive writing
- Employees will learn how to use copy platforms to prepare for persuasive writing
- Employees will practice putting principles into action through writing assignment followed by class review and discussion
- Employees will gain insight into how to approach different types of marketing writing
Day 1
- Principles of persuasive writing
- How to use a copy platform
- Homework assignment: create a copy platform for a brochure or other form of marketing writing and then write the copy.
Day 2
- Class review and discussion of homework
- Types of marketing writing and how they differ in approach
- Class exercise: review and discuss real–world examples