Creative Writing

Description

The primary objective of this one-day course is to enable participants to understand and use the conventions of writing promotional material; prepare them for conducting a basic Readership and Benefits Analysis; and provide them with guidelines for creating truly attractive copy and promotional material.

What You Will Learn

Upon completion of this course, you will be able to:

• Recognise the three primary purposes of all communication.

• Identify their primary and secondary readerships.

• Recognise the difference between ‘features’ and ‘benefits’ and use a Benefits Analysis Chart to identify what will attract and persuade readers to commit.

• Follow and use guidelines for writing good ‘copy’; including, the basic structure and layout of promotional e-mails; using colour and graphics to enhance your message; making good use of active verbs; and using a personal, rather than impersonal style.

• Identify and use an effective ‘promotional’ style of writing.

• Understand the different ‘convincers’ that direct readers decisions and gain their commitment.