Master Storytelling, Messaging and Copywriting

Have you a brand story you need to tell? A web that has to sell? Email which aims to build loyalty? A company blog to assert your thought-leadership? An e-zine which has to educate? Media targets you need to pitch to? An investor communication that needs to convince? A fund-raising application that needs to be approved?

All of these ultimately have one common business aim: to persuade and deliver results for your company.

The audience you are targetting is different. So is the role of each communication piece. There has been a rapid increase in the different new media that can be used to reach customers. And these customers now have greater control over which of these messages they will give attention to or turn a blind eye to.

This course is for the digital marketer or brand owner with a business communication objective – and for the writer whose job it is to story-tell, sell a product, build a following, secure a media interview, or attract capital.

Participants will gain understanding of how communications need to be strategized to deliver business goals, and the various forms of communication vehicles, each with its own distinct needs. You will dive into the details of how to appeal to the emotion of a buyer through a brand story, how to craft effective messages, how to write a copy brief or write to a copy brief – starting with a copy concept, learning the techniques for planning and preparing copy, focussing on the relevance of the overall message, writing creative, coherent, logical and strutured copy, and checking that you have written along strong conceptual lines. You will understand how to work with a designer, to strike a balance between your copy concept and the creative concept.

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