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Introduction to Copywriting Short Course

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Explore how to write great copy for the most popular marketing mediums: websites, emails, blogs, social media, brochures and packaging.

Why choose this course?

Held at our central London campus, our Introduction to Copywriting course is aimed at small business owners, marketing professionals, journalists, freelance writers and individuals interested in improving their commercial copywriting skills and/or written communication across print and digital formats.

This one-day interactive Introduction to Copywriting course will explore how to write great copy for the most popular marketing mediums: websites, emails, blogs, social media, brochures and packaging.

The practical course is ideal for anyone keen to explore the art and science of good commercial copywriting.

Course overview

Words are powerful. They shape our life. They define us. Mastering our communication is a way of showing we care - about our customers, our brand and, above all, ourselves.

This one-day Introduction to Copywriting workshop will empower you with essential skills to take your copywriting to new levels of professionalism, polish and positive impact. The focus will be on:

  • What it takes to be a skilled copywriter
  • Unmissable dos and don’ts of well-crafted copy
  • Engaging your audience, including tone of voice
  • The importance of SEO copywriting
  • Finding the ‘sweet spot’ where creativity marries commerce
  • Being - and staying - inspired by excellence.

The course will also take into consideration the individual interests of each group.

Please consider bringing a laptop or tablet for in-class exercises. WiFi access will be provided.

What will I learn?

What will I learn?

On the Introduction to Copywriting workshop you will discover:

  • How to add instant impact to your marketing: websites, emails, social media, brochures and more
  • How to put the reader first and why
  • How to write powerful headlines, subject lines and ‘calls to action’
  • How to adapt your content to print and digital audiences
  • How to refine your copy until flawless
  • How to stay inspired and aim for excellence in every piece you write.

Participants will also be offered the opportunity to have one text of up to 400 words copy-edited by the tutor if sent within seven days of the workshop end, plus a PDF of inspirational quotes, and tips from leading commercial copywriters.



Prerequisite knowledge

This course is ideal for small business owners, freelance writers, journalists, or anyone interested in improving their written communication and copywriting skills.

Although attendees are welcomed from across all industry sectors, the course is not aimed at those wishing to write advertising copy.

English requirements

Fluent spoken and written English is essential.

Please note this class is not suitable for students wishing to improve their English language skills.

Teaching & assessment

Teaching & assessment

A one-day, seminar-style workshop. Written exercises in class. Q&As with the tutor throughout.

One piece of homework copyedited after the course.

Recommended reading

Recommended reading

On Writing Well, William Zinsser, Harper Perennial

Big Magic, Elizabeth Gilbert, Bloomsbury

The Copywriter’s Handbook to Writing Copy That Sells, Robert W Bly, Owl Books

Tutor information

  • Jenny Stallard (Tuesdays)

    Experienced journalist and author Jenny Stallard has worked with and for national newspapers, magazines and websites producing short- and long-read features for national digital and print brands. Her clients have included The Guardian, Telegraph, Daily Mirror, Grazia, Red, Stylist, TI Media, the BBC and the Press Association. She has also published a novel with Penguin, and is working on her first book of non-fiction based on her freelance life.

    Jenny is the founder of the platform Freelance Feels: Wellbeing for humans who work for themselves, a blog, podcast and newsletter which looks at mental health in the self-employed world.

    You can find her work at and / @freelance_feels

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