Writing for Promotional Communications
Learn how professional copywriters use strategies and words to win over their readers. Discover proven tools and techniques that will improve your writing's persuasive power. Fulfill your potential as a copywriter. Whether you're creating advertisements… brochures… sales letters… press releases… or web content… this comprehensive one-day workshop will teach you how to write dynamic, compelling copy that produces results.
- Developing an effective communications strategy
- Positioning your product or service
- Developing a unique selling proposition
- Distinguishing benefits from features
- Unearthing creative benefits
- Applying the AIDA principle to persuade your readers (Attention-Interest-Desire-Action)
- Composing attention-grabbing headlines
- Following — or breaking! — the 12 rules of promotional writing
- Writing promotional copy for your website
- Understanding the 8 steps to writing effective brochures
- Promotional communications specialists who want to polish their copywriting skills
- Managers, writers, and public relations specialists who need to get their messages across quickly and convincingly to internal or external audiences
- Anyone who edits the copywriting of others and wants guidelines to assess writing quality
Graham Young, MBA, is an independent writer, editor, and consultant with more than 30 years’ experience in business and government communications. He has delivered some 600 business writing and presentation skills workshops since 2000 and taught Business English at the University of Ottawa. His lively, informative professional-development workshops instruct participants how to communicate effectively on the job. In addition to his teaching experience, Graham also has a Teachers and Trainers of Adults certificate.
“It is helpful to understand the trends for “rule-breaking” for successful promotional copy.”
Select a session
Our courses, delivered exclusively to your employees, offer different levels of training customization to meet your organization’s specific requirements.
To discuss your training needs, please click here to submit a request for a group training.