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Copywriting for Branding & Marketing

Overview

Copywriting is an evergreen skill set that never goes out of demand.
 
In a social media dominated world where brands, large and small, have to compete for audience attention on platforms with endless memes and distractions, it pays to have COPYWRITING that can help you stand out. Structure your writing CREATIVITY into a viable marketing strategy sure to CAPTIVATE your clients!
 
Learn how to develop a keen understanding of all the unique emotional drivers behind every selling point's "story" and turn that into compelling copy that resonates with the audience. Write gripping calls to action to drive up engagement and generate interest. And as always, learn the appropriate grammar for specific contexts.
 
Whether it's for a newsletter, service promotion or product roll-out, there is no good MARKETING without COPYWRITING.
 
This two-day workshop provides you with the opportunity to acquire all the skills ESSENTIAL to become a world-class COPYWRITER.
 

Learning Outcomes

By the end of the copywriting course, you should:
 
• Be aware basic marketing principles.
• Be able to draft a good brief.
• Understand the scope of a copywriter's job description.
• Be able to edit more concisely.
• Understand how different types of media operates.
• Understand the mindset of your target audience.
• Be able to write engaging long and short copy.
• Know what goes into growing a platform.

Who Must Attend

Public Relations, Marketing Communication, Corporate Communication Practitioners and Copywriting Professionals.
 
Prerequisites
 
Briefly tell us:
1. What you write
2. What kind of stories / writing do you want to be out to the media?
3. What is the frequency of publications that you require?
4. Samples of your own stories / writing
 
Please email to:  info@iTrainingExpert.com 
 
During the Course:
A lot of writing will be done; please bring a laptop
 
Throughout the course, you will write, and write, and write until the skills are deeply programmed into you. 

Course Details

Module 1: Understanding Your Brief
A good brief clearly defines and outlines the scope and aspirations of the work/project.
 
• Good Brief vs Bad Brief
• What do you do after your client / boss briefs you?
• Do you understand clearly what you are supposed to do?
• What makes a good brief and how do we translate it into great work?
• What if the brief is open? Is the answer always an ad? 
• Exercises: Look at different types of briefs and the proposed solutions
 
Module 2: Understanding Your Target Audience
Understanding your audience provides insights into unmet needs, as well as a thorough knowledge of the environment in which a product/service is sold. This allows a business to better develop their product/service offering and selling strategy to meet their audience's demands.
 
Knowing your audience helps you to make decisions on:
• what information you should include
• how you should arrange that information, and 
• what kind of supporting details will be necessary for the reader to understand what you are presenting
• what would influence the tone and structure of the document
 
Module 3: The Role of Good Copy Writing in Marketing 
Good copy writing influences the target audience's feelings, thoughts or responses regarding a product, service, brand or marketing campaign. An effective copywriter skilfully conveys the marketing message in a way that is concise and sweet, making content catchy to read and easy to remember.  In short, the content must resonate with the reader.
 
• The importance of effective copy writing 
• Writing: To Inform, Education, Persuade and Entertain
• One source, many angles
• What makes good story, and how can we produce more of it?
• How to make sure your stories gets noticed?
 
Module 4: Understanding & Writing for Traditional/Legacy Media 
Traditional/Legacy media include newspapers, magazines, radio, television, cable and satellite as well as billboards. 
 
• Wide audience pool
• Delayed due to press times
• Written pieces are more final
• Less control over the message
• One-way communication
 
Module 5: Understanding & Writing for Social Media
Social media is the term often used these days to describe a variety of different digital platforms. For the purposes of this workshop, social media refers to social networking sites like Facebook, YouTube, LinkedIn, Twitter, Instagram, Pinterest, etc.
• Targeted distribution
• Immediate (ability to go viral)
• Written pieces are dynamic
• More control over the message
• Two-way communication  (interactive)
 
Module 6: Editing Your Work
Editing ensures a piece of writing is accurate, clear and correct.  It's the step that gets a text ready to publish. 
 
• Why editing is important?
• How to edit your work?
• The role of a good editor 
• How to make your writing sharper, tighter and crisper?
• How to make your story newsworthy?
 
Module 7: The Elements of a Press Release
The main objective of all press releases is to promote something significant and specific, and to do so clearly to the media houses. The hope is that these media houses would want to publish a story about it in their publications. 
 
• What makes a great press release?  The 5Ws and 1H.
• What is the objective of the press release, how else to spin the same story, and bullet-proof checklist for every release.
 
Module 8: Get Connected, Get Noticed, Get Published
The sole objective of media relations is to get pro bono and positive coverage for your company/client.
 
• The critical role of media relations
• Relationship! Relationship! Relationship!
 
 

Methodology

Interactive presentation and practical exercises, Press Release samples will also be shared.
 

Course Leader

STEVEN POH 
Adjust Asst Prof USCI
M.Sc (Speech Communication - Organizational Communication) - US
B. Sc Journalism - Missouri (US)
Fellow of Public Relations & Communications Association of Malaysia
 
Steven is an experienced writer, editor, strategic communication specialist, PR practitioner, strategic thinker and university lecturer with over 30 years of combined media, consulting and teaching experience.
 
As a writer, Steven excelled in his field. He was the Kuala Lumpur-based business correspondent for the now defunct Asiaweek magazine covering regional (Southeast Asia) business. He began his career in business journalism as a staff writer/sub-editor of Malaysian Business magazine published by Berita Publishing Sdn Bhd (formerly a subsidiary of the New Straits Times Press (M) Bhd) in 1990. He was awarded the Malaysian Press Institute (MPI) prize for best magazine writing in 1992 for his well-researched, exclusive cover story on Royal Selangor International. He has also led the business desk of theSun newspaper during its formative years. For his journalistic excellence, Steven was awarded the prestigious Wolfson Press Fellowship (under the Chevening Scholarship Programme) to University of Cambridge in 1996 by the British Foreign and Commonwealth Office.
 
Steven has done value-added branding and media strategy consulting for corporate clients as well as several leading agencies of the Malaysian government including the now corporatised Performance Management & Delivery Unit (PEMANDU), formerly of the Prime Minister’s Office, in their strategic communications initiatives. He continues to lecture and write whenever he finds time for it. He has edited many books and co-authored a book entitled, "Despite … A Novel on Teaching and Learning" in 2007.
 
 

Testimonies

"I didn't have clear directions on writing for publications. After the course, I feel more equipped for my job. This is an excellent course and I highly recommend to all PR related personnel."  HR & Communication, Petronas ICT Sdn Bhd.

"The trainer, Herna has great communication skills and great personality too. This is an excellent program, thank you." , PR executive, Razak School of Government

"I didn't have too much knowledge on communication and PR writing. From this course, I have gained great insights and relevant knowledge." Roshen Dev, Senior Executive, Gas Malaysia Berhad.

“Prior to attending the workshop, I was confused and had vague ideas of what entailed good PR writing skills. During the course, I see great improvements my writing skills. Writing is more impactful and I'm clearer and informed on what to do. The trainer is excellent and well prepared.” –, Senior Corporate Communication, KBU International College

“Before attending the course, I feel that my PR writing skills are limited. After attending the course, I feel confident to write speech, writing on website by using the PR Communication tools that I have learnt” – Executive PR, RP Chemicals (Malaysia) Sdn Bhd

“I was uncertained about PR writing and have a vague idea what it entails. During the interactive course with Herna and other PR guys, we refined our skills in writing Press Releases, speeches creatively. After the course, I feel more confident and equipped with good PR writing skills. It was an excellent course that I've been looking for. Thank you, Henna!” – Ms Lee, Bermaz Motor

" I didn't have too much experience and knowledge on how to write good PR literature. After this workshop, I feel that I am more confident in writing effectively. It was a good course and I wished I had attended earlier!" Tessa Hamid, MBAM.

 "In the PR course, Herna shared a lot of her knowledge in the international exposure in PR. Her interactive and workshop-based training really opened up my mind, expanded my thinking, pushing me to work faster and sharper. This is an excellent course and I highly recommended PR guys to attend.." R. Renuga, FIMM

"Before attending the course, I felt that I wasn't not creative and always stuck in writing. My mind was open up to look at things from different angles and now, I feel I could be better. Herna is truly an expert in the PR field. She covered a lot of topics customised to our individual needs. From the course, I see how PR Writing should look like instead of just one the one-sided marketing aspect." LK Chan, Senior Marketing and Communication Executive, KDU International College, Penang.

Investment

Normal fee
Sign up 1 pax
Pay before course starts
MYR 2,990.00 per pax
USD 890.00 per pax
Early Bird
Sign up 1 person
Pay 14 days before course starts
MYR 2,590.00 per pax
USD 760.00
Group Fee
Sign up 3 pax or more
Pay 14 days before course starts
MYR 2,490.00 per pax
USD 730.00  per pax

Certificate

Upon successful completion of this program, you will receive an E- Certificate of Achievement. 

Payment mode:

1. Online Payment by Credit card: You can opt to register and pay online with our latest payment integration system through our website.
2. Telegraphic Transfer- You can also opt to use GIRO or telegraphic transfer of payment via international banks.

Contact us: ITRAININGEXPERT GLOBAL PLT
Tel:+603 8074 9056 | +603 8082 3707
Mobile: +6012 6869 628 | +6018 2175 123
Email: info@itrainingexpert.com
Website: www.iTrainingExpert.com

 

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