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Introduction to copywriting

Guardian Masterclasses

Saturday, May 24, 2014 from 10:00 AM to 4:00 PM (BST)

Introduction to copywriting

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How to make your writing more exciting

We can't legally offer courses in bribery and blackmail, but we can teach you the next best way to get your point across. This introductory course in copywriting isn't about the hard sell, but simply about knowing how to make your message clear, concise, memorable and even entertaining.

This lively one-day event covers all the elements that make good copy for all purposes, whether your writing is for your job, for a blog or for a personal project. You'll learn the essential principles of capturing and holding the attention of your readers, including how to target a message to a specific audience, how to craft clickable headlines and, most importantly, how to make yourself understood.

This course is for you if...

  • You're interested in pursuing a career in copywriting or journalism
  • You write web copy or press releases as part of your job
  • You want to make your own blog more readable and shareable

Course description

This large-scale, seminar-style course is for anyone interested in learning how to improve their writing, whether it's for websites, press releases, newsletters or posters about a lost cat. The course will cover:

  • Boiling your story down to the essentials
  • Different structures and styles for editorial, web copy, social media, ad copy and more
  • The importance of first and last sentences
  • How to compose a tempting headline
  • How to read your audience, and tailor your content to them
  • Improving your readability
  • Tone and language: how to establish a readable, memorable style

Tutor profile

Eddy Lawrence is a copywriter at the Guardian with over 20 years of writing and editing experience. He has written for and edited publications including The Face, Select, Melody Maker and Jack, and even some which are still going, such as Q, NME, Shortlist and the Guardian. He has also worked on the Glastonbury festival daily paper, and taught journalism as part of the Time Out Trashed outreach project during his six years as Music Editor for Time Out.

More speakers to be announced.

Full course and returns information on the Masterclasses website

Have questions about Introduction to copywriting? Contact Guardian Masterclasses

When & Where

The Guardian
Kings Place
90 York Way
N1 9GU London
United Kingdom

Saturday, May 24, 2014 from 10:00 AM to 4:00 PM (BST)

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Guardian Masterclasses

Welcome to Guardian masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.

Masterclasses offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.

Harnessing the expertise and specialisms within the organisation, our courses are led by first class and award winning guardian professionals whilst also drawing on the skills and expertise of other leading figures at the forefront of the creative and digital industries.

The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.

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Introduction to copywriting
London Events Class Film & Media

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