Practical copywriting

Programme

Introduction to the topic. Writing as creativity and as work

• Copywriting — what is it? Difficulties with the term. Market overview. Copywriting, journalism, PR
• It all starts with the brief. Other types of tasks. The internal and external task

Practice

Inspiration and the idea. What to do to catch creativity by the tail?

• Methods of developing creativity. A lifestyle that develops creativity
• Samples and copyright. Inspiration and copying. Copyright
• Creative methods. Brainstorming. The six hats method. Association diagram, the «ladder», etc. Choosing the idea

Practice

Let's write!

• Overcoming the barrier. The simplest writing skill. Three-part composition

Practice

The professional article. A step-by-step plan

• Choosing the topic. How to tell whether the text will be successful? The key message: choosing and testing
• The structure of an effective text and the key messages in it. Mind map of the article. Planning the text and analysing the material
• The headline — 90% of success. How to come up with a great headline? The copywriter's two folders

Other formats

• Specifics of advertising on TV and radio. Copywriting online, the specifics of texts for the Internet. Copywriting in the press, specifics. Analysing effective commercials and layouts
• Analysing types of texts for print media: press release, interview, fact sheet, press kit, media statement, etc., and the specifics of copywriting. Analysing «working» and ineffective texts
• Enter marketing. The main components of a marketing text. Writing a script outline

Practice: «Creating a 15-second commercial»

A little about careers

• The Law on Mass Media and the Law on Advertising. The creative process in an advertising agency
• The successful copywriter's portfolio: how to make it? Career: how to build it? Exercise «Self-presentation»