A savvy marketer leverages on each and every piece of material that goes out to his/her customers. Communications could be in the form of a print ad, e-mail blast, poster, DM or even a personal letter. An effective piece of marketing collateral includes not just an attention-grabbing visual but highly persuasive copy that puts the customer in the right frame of mind to purchase that product or service or evokes the customer’s goodwill towards the company.
Using the AIDA (Attention-Interest-Desire-Action) structure, coupled with good grammar and attention to language use, you can reach out to your customers and convey your message effectively. Whether you are writing the copy yourself, or assigning a copywriter to do the job, understanding the expectations and purpose behind the DM, print ad, brochure, press release or catalogue etc. is crucial to producing an effective piece of marketing collateral.
During the course, you will also be introduced to elements such as the concept and how copywriting, concept and design are so integrated in the creative process that you cannot think about one without the other. As a portion of the course will be on discussing concept and visual, be prepared to work on these elements as well. Samples of B2B and B2C print ads (B2C ads comprise the majority of samples) will be analysed for effectiveness. E-mail and web ads, TV and radio ads will be covered only minimally as the focus is mainly on print ads.
This hands-on course will focus on writing persuasive copy for the various marketing print materials. You will pick up tips for coming up with taglines, main copy and call-to-action. There will be extensive writing exercises during the course. Please bring along your laptop if you have one. You are welcome to bring a sample of your marketing collateral for discussion and review.