Organised by The Guardian
An intensive masterclass that will give you the tools to write impactful copy for newsletters, blogs and websites, with Andy Pemberton.
It has never been more true that bad writing holds back business. Without communicating your brand purpose to existing and prospective customers, how can anyone really know what you stand for and why they should choose you, above all others? This does, of course, mean that good writing - impactful, informative and punchy writing - wins customers. Good writing stands out.
Andy Pemberton, the former editor of Q magazine, will show you how to create copy with real impact. In this insightful masterclass, discover how to identify your “one true customer”, and how to utilise the power of emotion to capture attention and increase engagement.
Learn about the nuts and bolts of attention-grabbing copy for newsletters, blogs and websites, as well as how to create subject lines that actually make people want to open their emails, and the formula for call to actions that secure clicks. Through a blend of lively discussions and interactive exercises, learn what works, what doesn’t and why.
Throughout the day you will have plenty of opportunities to sharpen your writing skills, from creating compelling headlines to crafting active sentences. You will also have time to reflect on your business, to think strategically on tone and style, and leave with practical information that you can share with your organisation.
Course content
- Correctly identify your audience or “one true customer”
- Understand the power of emotion and how it drives all business behaviour
- Identify your business’s core benefit and tone of voice
- How to write headlines, email subject lines and effective call to actions
- Develop a style and tone of voice guide for your organisation
- Learn the best tools available to create copy that people will want to read.
Tutor profile
Andy Pemberton is a content expert with international experience. Currently director at Furthr, he edited Q magazine in London, launched Blender magazine in New York (which was named Ad Age’s launch of the year), and also edited Spin magazine. He has written for the New York Times, GQ, Esquire, the Sunday Times, the National (Dubai) and the Times of India. He writes columns for Yahoo.com and the Huffington Post, and offers training in social media, data visualisation and content strategy. He has worked as a content consultant for the RNLI, Time Out, BT, Google and others. He is also a leading data visualisation expert and includes the United Nations, the World Food Programme and Aviva among his clients.
Course Details
- Date: Wednesday 7 September 2022
- Time: 10am-4pm BST
10am BST | 11am CEST | 2am PDT | 5am EDT
This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.
You will be sent a link to the webinar 24 hours and 2 hours before the start time of 10am (BST). Please email masterclasses@theguardian.com if you have not received the access link within one hour of the scheduled start time.
All Guardian Masterclasses are fully accessible but please contact us at masterclasses@theguardian.com if you have any queries or concerns.