It has never been more true that bad writing holds back business. Without communicating your brand purpose to existing and prospective customers, how can anyone really know what you stand for and why they should choose you, above all others? This does, of course, mean that good writing - impactful, informative and punchy writing - wins customers. Good writing stands out.
Andy Pemberton, the former editor of Q magazine, will show you how to create copy with real impact. In this insightful masterclass, discover how to identify your “one true customer”, and how to utilise the power of emotion to capture attention and increase engagement.
Learn about the nuts and bolts of attention-grabbing copy for newsletters, blogs and websites, as well as how to create subject lines that actually make people want to open their emails, and the formula for call to actions that secure clicks. Through a blend of lively discussions and interactive exercises, learn what works, what doesn’t and why, and how you can leverage the power of AI to aid your communications.
Throughout the day you will have plenty of opportunities to sharpen your writing skills, from creating compelling headlines to crafting active sentences. You will also have time to reflect on your business, to think strategically on tone and style, and leave with practical information that you can share with your organisation.
Course content
- How to communicate clearly with authority, authenticity and impact
- New strategies for influencing others and getting results
- How strong writers embody confidence and emotion
- How to handle difficult situations with well-written communications
- How your writing influences how you are perceived in the business world
- How to refine your skills by role-playing real business scenarios
- How to develop a style and tone of voice guide for your organisation
- An exploration of the tools offered by AI to aid your writing
Tutor profile
Andy Pemberton is a content expert with international experience. Currently director at Furthr, he edited Q magazine in London, launched Blender magazine in New York (which was named Ad Age’s launch of the year), and also edited Spin magazine. He has written for the New York Times, GQ, Esquire, the Sunday Times, the National (Dubai) and the Times of India. He writes columns for Yahoo.com and the Huffington Post, and offers training in social media, data visualisation and content strategy. He has worked as a content consultant for the RNLI, Time Out, BT, Google and others. He is also a leading data visualisation expert and includes the United Nations, the World Food Programme and Aviva among his clients.
Course Details
- Date: Friday 17 March 2023
- Time: 10am-4pm GMT
A catch up recording will be shared after the class and will be available for two weeks.
This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.
10am GMT | 11am CET | 3am PDT |6am EDT
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