Traditional copywriting

Brochures, letters, manuals.

Traditional skills meet digital thinking.

The discipline of digital hasn’t killed print. But it has forced it to work harder, integrate with other channels – and focus on what it does best.

Here’s another thought: if you’re producing chunky copy for digital and print, write the digital version first. And, for goodness’ sake, concentrate on getting the craft elements and tone absolutely right.

Need a bit more detail?

Copywriting courses – prices and all the options (PDF, 121KB)

Introduction to traditional copywriting

  • Introductions and warm up
  • Review your tone of voice
  • You or the organisation

The writing – what to do and how to do it

  • Advertisements
  • The anatomy of successful spreads
  • Letters – customer care
  • Letters – sales
  • Press releases – make the journalist look clever
  • Length
  • Humanity counts
  • Help PEOPLE carry out ACTIONS
  • What sort of words?

Style and chunking information

  • Use bullets, pull-quotes and other techniques to add emphasis
  • You, we and contractions
  • Active and passive

Need a bit more detail?

Copywriting courses – prices and all the options (PDF, 121KB)

Ready to talk about your web copywriting course?

Email copywriters@blackad.co.uk or call 0203 603 7740 (we've got offices in Glasgow and London).