Persuasive Writing for Business Online Short Course
Course description
Course overview
This exciting short course aims to provide an insight into the message planning process and help students develop the creative writing skills needed to successfully persuade through writing.
The course is structured into 3 sections including messaging, creative writing techniques and practical exercises. Students are required to bring a communications project which they will work on during the course.
A series of lectures on key topics and techniques are supported by practical exercises which allow students to apply their learning to their own communications project.
Students choose 3 or more creative writing techniques and use them to write the opening of their own project. Written work will then be reviewed by the group.
Who this course is for
The course is aimed at anyone who wants to learn to write for different media. As the course offers an overview of the briefing process as well as writing techniques, it would also be useful for marketeers who are required to brief agencies and writers, as well as those who write themselves.
No experience is required but students do need to bring a communications project that they would like to work on.
Key information
Topics covered
- Writing for different media
- Profiling your audience and understanding their needs
- Alternative ways of deciding on your main message - opportunity/threats, answering objections
- Science of persuasion techniques
- Creative writing techniques
Learning outcomes
- Understand how to write for different media including web pages, sales emails, advertisements, blogs and social
- Understand the different approaches to deciding on the main message
- Have the ability to use a process to identify the main message
- Know how to use a variety of creative writing techniques
- Be confident that you will achieve your communication objective
- Receive a digital badge and certificate of attendance
Materials
- A communication project you will work on (this can't be something you have already completed)
- Laptop (or pen and paper)
- A 14-page workbook document to work through during the course will be made available online at the start of the course
Please see our Guide to taking online short courses.
Tutor
Barnaby Benson
Barnaby Benson has been a professional copywriter for over 25 years. He owns and manages one of London’s leading copywriting agencies and has experience of writing most types of media for Next, Novartis, HSBC, O2 and many other leading companies. Barnaby is also trusted by global brand consultancies to help create tone of voice and implement it for their clients including Superunion (WPP Group). Before writing, he was an account director and then new business director in advertising. Barnaby and his colleagues run a blog on copywriting. You can find out more at www.barnabybenson.co.uk/blog.
Book a course
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