copy writing skills and its impact and day to day improvement and practices play a critical role.As day by day practices and assessment occurs, skills improves with variety of writing and challenges of routine will improve writing. vocabulary and format and practices are the keys.

1. 77
For classification levels please refer to page 3
For latest courses and dates check www.cim.co.uk
Copywriting Skills
Whether you need to improve your copywriting for brochures, adverts,
newsletters or for the web, there’s a course here to show you how.
Our inspirational programmes will show you how to write compelling
copy to specific audiences and adapt copy for different media.
With a course for every level of experience, from our highly popular
Principles of Great Copywriting through to our Copywriting Masterclass,
you can make sure your writing captures the essence of your brand
and your message remains captivating and clear.
76
Copywriting Skills Courses
Course Duration Page
Foundation
Principles of Great Copywriting 1 day workshop 78
How to Write the Perfect Brochure and Leaflet 1 day workshop 78
How to Write Successful Newsletters
and Press Releases 1 day workshop 79
How to Write for the Web 1 day workshop 79
Effective Proofreading 1 day workshop 80
Advanced
Advanced Copywriting Skills 1 day workshop 80
Masterclass
Copywriting Masterclass 2 day course 81

2. Create compelling press releases
and engaging newsletters that
produce goodwill and motivate
readers to take action
Overview
This highly enjoyable, insightful workshop is
essential for anyone who needs to write
compelling and newsworthy press releases or
engaging employee newsletters. The ‘how’
techniques are taught within a strategic
framework so that delegates understand why the
tools they are using are important to their
employer’s goals, whether in the private, public
or voluntary sector.
Benefits to you and your company
People are busy – learn how to make them sit up
and take notice. People are selfish – learn how to
show them 'What’s In It For Them.' Feel more
confident that you can produce engaging and
concise ‘right first time’ copy, even when up
against tight deadlines or challenging topics.
Your employer will feel confident that you now
have the thinking and writing skills to convey
compelling key messages to both internal and
external audiences. This will help make you a key
player in your organisation’s commercial
success, increasing your brand’s influence and
contributing to competitive edge.
Who this course is for
This introductory course is ideal for up and
coming marketing professionals whose
responsibilities include PR writing and internal
communications.
What you will learn
ß The six fundamentals of all good writing.
ß Gaining a deeper insight into your audience(s).
ß Why companies need good PR .
ß What journalists expect from press releases.
ß Identifying newsworthy stories.
ß Planning and writing persuasive press
releases.
ß Top tips for newsletter contents and design.
ß How to do great interviews that provide
powerful stories.
Learning approach
ß Very hands-on.
ß Practical exercises to discover best practice.
ß Several opportunities to write and learn from
peer and tutor feedback.
How to Write Successful
Newsletters and Press Releases
Book online www.cim.co.uk 79
Copywriting Skills
L7 CPD hours
Coursecode
1205
Level
Foundation
Duration
1 day
Venues and dates
London
2011 09 November
2012 22 February
26 September
19 December
Birmingham
2012 11 June
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
More dates and to book online
www.cim.co.uk/1205
.
Words that get your site noticed by
search engines and your audience
L7 CPD hours
Coursecode
0881
Level
Foundation
Duration
1 day
Venues and dates
London
2011 09 September
2012 04 January
04 May
05 July
Birmingham
2012 29 November
Manchester
2012 24 April
19 September
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
Related course
ß Transform Your Website
Design (p21)
More dates and to book online
www.cim.co.uk/0881
Overview
Techniques used in copywriting for the web are
very different to those employed offline. Now you
can pick up some of the best-kept trade secrets
on writing for the web designed to help ensure
your site rises up the search engine ranks as well
as customer estimations. This extremely popular
workshop shows how to write effective copy for
your internet and intranet sites. It’s an excellent
follow-up to Principles of Great Copywriting.
Benefits to you and your company
Your web presence needs to be distinctive and
useful. Learn how to write creative, compelling
and professional web copy that makes a real
connection with your readers, be they staff or
clients. This workshop takes a down-to-earth
approach to creativity on the web. Your key
personnel will learn essential techniques which
make web copy really work. This includes how to
optimise search engine results and integrate
online and offline creative work coming away with
practical tips and techniques that can be applied
in everyday work.
Who this course is for
This cutting-edge event is ideal for any marketer
writing for the web or critically appraising the
writing of in-house colleagues or agency staff.
What you will learn
ß What makes people ‘stick’ to sites.
ß What can enhance your email campaigns from
the subject box to final click-through.
ß How to promote your ratings in search
engines.
ß What makes a good website and good
online text.
ß How to write copy for online reading.
ß How to brief your website copy and
design team.
ß The way we read online and how this effects
the way copy needs to be written.
ß How to run a usability study.
ß How the psychology of web copy needs to
be considered when writing.
ß What we need to consider when blogging
and podcasting.
ß The importance of clarity and interaction
on your site.
Learning approach
A combination of lecturing and hands-on
exercises makes this course a complete
learning experience.
Our workshop leaders also find it helpful if
delegates bring along their own suggestions of
favourite websites as well as a checklist of things
you like and dislike about your own website.
How to Write for the Web
Learn to write compelling copy and
target your audience effectively
L7 CPD hours
Coursecode
1201
Level
Foundation
Duration
1 day
Venues and dates
London
2011 05 September
04 October
02 November
05 December
2012 09 January
06 February
07 March
15 May
02 July
15 October
Birmingham
2011 19 September
2012 11 June
30 November
Manchester
2011 23 November
2012 23 April
17 September
Reading
2012 06 August
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
More dates and to book online
www.cim.co.uk/1201
Overview
Principles of Great Copywriting will build your
confidence and give you solid, practical skills
that you can apply in your working environment.
Not only does this popular workshop provide
you with a strong grasp of the fundamentals of
copywriting for marketing communications, it also
challenges you to think more deeply about the
aspirations and interests of your audience.
Benefits to you and your company
You will come away with a better understanding
of the techniques used by professional
copywriters to inform and persuade their readers.
Through a number of practical exercises, you will
develop skills that can easily be applied back at
the office.
Effective copy can play an important role in
shaping perceptions about products, services
and brands. Your organisation will be able to
create more effective marketing communications
across different media and critically appraise
work produced by agencies.
Who this course is for
This course is ideal for marketers and
communications professionals at all levels
who are expected to write as part of their role.
It may also be valuable if you are working
with agencies and asked to evaluate creative
work. The workshop is focused on marketing
communications and is not designed for
people writing formal reports, tenders or
technical documentation.
What you will learn
ß Essential principles of good copywriting and
advice on style.
ß Tips and techniques for headline writing.
ß Best practice for combining words and
images.
ß How to tailor your copy for specific target
audiences.
ß The challenges and opportunities presented
by different media.
Learning approach
ß Practical exercises in pairs and small groups,
with constructive critique and commentary.
ß Whole-group discussion and formal tuition.
Principles of Great Copywriting
The A-Z of writing brochures and
leaflets – packed with useful
information from cover to cover
L7 CPD hours
Coursecode
1200
Level
Foundation
Duration
1 day
Venues and dates
London
2011 05 October
2012 10 January
28 June
02 November
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
Related courses
ß Advanced Copywriting
Skills (p80)
• Copywriting Masterclass
(p81)
More dates and to book online
www.cim.co.uk/1200
“I came away
from this
workshop with a
clear structure
and framework
needed for good
copywriting. Since
the course I have
used these writing
techniques in
emails,
presentations and
brochures to
great effect. I now
write with
improved
confidence and
my copy is short,
snappy and to the
point.”
Sona Patel
Marketing Manager,
ESI International
Overview
Capturing the heart of your message in a brochure
or leaflet requires careful planning and precise
writing. Step-by-step, you will be shown how to
ensure your message remains captivating and
clear. Ideal for anyone wishing to write a striking
leaflet or brochure, this highly popular interactive
workshop explains how to capture the essence of
your product or service and so drive enquiries. It is
an ideal complement to the Principles of Great
Copywriting course.
Benefits to you and your company
Thanks to its comprehensive content, this course
encourages your writing teams to plan and write
brochures or leaflets that exceed expectations.
Discover what does and doesn’t work in creative
brochures or leaflets, develop a brochure or
leaflet brief and pass critical judgement on
different copy platforms.
Who this course is for
Whether you work in a creative agency or
in-house, brochures and leaflets are your product
or service showrooms. This course helps you
write compelling copy that really works.
What you will learn
ß How to create immediate impact.
ß How to tell a compelling story.
ß How to develop effective and compelling
themes in longer print collateral, such as
brochures.
ß The importance of assessing your competitor’s
creative work.
ß The balance of imagery and its effect.
ß How to gain response/interaction from
your brochure.
ß How new technologies impact on
traditional writing.
Learning approach
A combination of lecturing and hands-on
exercises makes this course a complete
learning experience.
How to Write the
Perfect Brochure and Leaflet
Copywriting Skills
78 Training bookings and advice +44 (0)1628 427200

3. How to write great copy for a world
that increasingly only skim-reads
Overview
With the rise of the web and social media, and
the slow decline of printed media, no marketing
discipline is changing faster than copywriting.
The good news is that the written word isn't dead,
it's just being used differently. The course will
help you generate compelling ideas and express
them in any medium through powerful copy that
markets your brand effectively.
Benefits to you and your company
You will work in a small group with other writers
developing your creativity and honing your
technique. You’ll come away better able to
plan, conceive, write and refine copy that
connects with your audience and supports
changes in the way brands, products and
services are being marketed.
As well as being able to produce more effective
copy, the course will give you the tools to get
better copy from colleagues and agencies, and
to be able to persuade colleagues of the
potential of good writing to transform your
organisation’s marketing performance.
Who this course is for
Copywriters or senior marketers who deal with
copy regularly and who are looking to understand
how good copy works and how to improve their
existing writing skills.
What you will learn
ß How developments in marketing and
technology are changing the way we need
to write.
ß To build on existing copywriting skills.
ß Boost your creative thinking skills.
ß Find the right media and message for your
audience.
ß Extending your tone of voice from straplines to
campaigns and content.
Learning approach
A combination of lecturing, examples, group
discussion and practical exercises (both
individual and group work).
Copywriting Masterclass
Book online www.cim.co.uk 81
Copywriting Skills
L14 CPD hours
Coursecode
0074
Level
Masterclass
Duration
2 days
Venues and dates
Moor Hall, Berkshire
2011 24-25 October
2012 24-25 January
12-13 June
11-12 September
Residential Price
£1,815 + VAT
CIM Member price
£1,633 + VAT
What’s included
Tuition, course materials
and full board
accommodation
Non-residential Price
£1,715 + VAT
CIM Member price
£1,543 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
More dates and to book online
www.cim.co.uk/0074
Martin Calladine
Head of Copy at
Story Worldwide,
Martin Calladine has
over ten years’
experience creating
brand, print and digital
projects for blue chip
organisations and the
public sector. Using a
storytelling approach
to marketing, Martin
helps identify brands’
stories and express
them through powerful
creative. He has taught
copywriting for over
five years.
Residential option
Make sure that the copy produced
by your organisation is accurate
and readable
L7 CPD hours
Coursecode
0662
Level
Foundation
Duration
1 day
Venues and dates
London
2011 08 September
10 November
2012 10 January
10 April
13 July
08 November
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
Related course
ß Principles of Great
Copywriting (p78)
More dates and to book online
www.cim.co.uk/0662
Overview
Every day, organisations produce copy for
reports, websites, mailing letters, advertisements,
brochures and leaflets that will be read by a
range of stakeholders. There can be
considerable embarrassment if those materials
are sub-standard. This course helps you to
identify and correct errors in copy.
Benefits to you and your company
As a result of attending this course you will
become more confident in your proofreading
ability and you will be able to assess copy to a
higher standard. Your ability to understand and
correct structure and grammar should also
improve. You will learn how to proofread from the
reader’s perspective.
This course is designed to improve the standard
of proofreading in your organisation. Much of the
copy produced by organisations is never read
because it is too wordy, or fails to keep the
reader interested. The course will help you to
ensure that the copy produced by your
organisation is more readable and that errors
are reduced.
Who this course is for
Everyone in your organisation has to ensure that
copy errors are avoided, so this course is
suitable for people at all levels, even senior
management. The training is particularly relevant
to people who are responsible for checking copy
as part of their day to day role.
What you will learn
ß Improve the quality of copy.
ß Recognise and remove tautology.
ß Avoid clichés.
ß Use comparatives and superlatives correctly.
ß Ensure correct punctuation.
ß Restructure excessively wordy copy.
ß Read copy to detect errors.
ß Understand grammar and the construction
of sentences.
ß Turn passive copy into active copy.
ß Use hyphens, apostrophes and quotation
marks correctly.
ß Use punctuation for emphasis and ease
of reading.
ß Avoid circumlocution.
Learning approach
ß Delivery is via a formal classroom style.
ß Includes discussions and exercises.
ß Delegates will be able to assess their ability
and the rate of improvement by the end of
the day.
Effective Proofreading
Be more adventurous and take your
writing to a new level
L7 CPD hours
Coursecode
0880
Level
Advanced
Duration
1 day
Venues and dates
London
2011 06 September
06 December
2012 17 February
11 May
10 July
16 October
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
More dates and to book online
www.cim.co.uk/0880
Overview
This course is a great follow-up to Principles of
Great Copywriting, although it’s open to anyone
with experience who wants to go beyond the
basics. You will be encouraged to think more
conceptually about your marketing
communications – exploring brainstorming
techniques and approaches favoured by ad
agencies. Take part in exercises designed to make
your writing more ambitious and compelling.
Benefits to you and your company
If you’re already familiar with the basic principles
of copywriting, this course will challenge you to
think more conceptually and adventurously.
Sometimes rules are there to be broken and you
will come away with a greater sense of
confidence that you can challenge convention
and create real impact.
Very often, businesses and other organisations
can find themselves stuck in a rut with their
marketing communications. This course will
provide an impetus to look afresh at your copy,
tackling future briefs from a new perspective. If
you’re prepared to push boundaries, it’s possible
to reap real rewards.
Who this course is for
You may already have attended our foundation
course, Principles of Great Copywriting.
Alternatively, you will have some writing
experience behind you and be looking to take
your skills to a higher level.
What you will learn
ß How to get the most out of a creative brief.
ß Approaches to brainstorming marcoms and
advertising concepts.
ß Advanced headline writing techniques.
ß The relationship between art direction
and copy.
ß The creation of an integrated message across
different media.
Learning approach
The morning will be spent in whole-group
discussion and a series of short copywriting
exercises in pairs and smaller groups. In the
afternoon, delegates will be set a small project
to explore an integrated marcoms brief. The
course director will provide constructive
commentary and critique.
Advanced Copywriting Skills
Copywriting Skills
80 Training bookings and advice +44 (0)1628 427200
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