TRAINING

TRAINING

The ABCs of Effective Copywriting

See through your customer’s eyes.
Talk your customer’s language.
Make it easier for more customers to do business with you.

Marketing communications is about sharing an engaging message with your target audience and prompting the desired response.

For 25 years, I’ve been helping clients identify their ideal customers and develop clear and consistent marketing communications that inspire and persuade.

This workshop can help attendees boost or refresh their copywriting skills to increase customer appeal, engagement, and retention. Realising how to focus your time and energy could save you money and give your business a valuable competitive advantage.

We define a customer as anyone seeking to do business with you. Therefore, the insights and practical tips can be applied for paying clients, stakeholders, potential employees and business partners, and internal team members.

This is an interactive, practical session designed for anyone wishing to improve their written business communications, especially EAs, PAs, business owners, managers, or non-marketers with some marketing responsibilities. We’ll look at real-world examples to illustrate key discussion points, and you will, if you wish, have the opportunity to work on your own project.

Lizzie Brandon

Key learning outcomes

By the end of the session, you’ll have tools to help you:

  • Identify your ideal customer – and recognise why this is vital

  • Write persuasive and engaging copy that gets results

  • Adapt your content to suit different audiences, formats, and online platforms

  • Use your writing to help affirm your position as an industry leader

  • Self-edit and proofread

One-day training workshop

6-7 hours
Max 12 people

$3,000+GST (includes printed course materials)
Excludes all other third-party costs, such as venue hire and catering. Mileage to /from Auckland venues is charged at IRD rates.

CONTENTS

Identifying your perfect customer

  • Who are you communicating with, and what are their priorities?

  • Talking benefits instead of features, and why this matters

The building blocks of effective written communication

  • Grammar and punctuation

  • Logical structure

  • Objective vs subjective language

Preparation, clarity, and purpose

  • Getting into the writing mindset

  • The Madman, the Architect, the Carpenter, and the Judge

Engaging with your target audience

  • The dos and don’ts of jargon and business-speak

  • The principles of inspirational, persuasive copy

  • Cutting out the puff and getting to the point

  • When and how to use AI

Writing for the web

  • Striking the balance between human readers and search engines

  • Thinking about keywords – from your customer’s perspective

  • Using headers, sub-headers, and questions

  • Making the most of your blog page

Not seeing exactly what you need?
Let’s talk about a customising the workshop contents for you and your team.

What others are saying

“Very engaging and interesting workshop.”

Lizzie was a really great teacher. Very knowledgeable. Interesting course. I came away with lots of new information.

Very useful and informative. Highly recommended for anyone who communicates with the written word.

Very engaging and interesting workshop. Lots of tips and tools to take away and improve my writing skills.

Excellent course which gives you the right tools to confidently write reports.

Examples of feedback from Clear and Concise Business Writing delivered for Queenstown Lakes District Council

“Amazing facilitator”

Amazing facilitator. Very calm, cheerful and relaxed. She knows her subject very well. Thank you.

Lizzie is very effective. There was a positive learning environment that was relaxed and fun.

Examples of feedback from Clear and Concise Business Writing delivered for McDonald’s New Zealand

“Lizzie is very approachable and keeps things interesting”

  • Lizzie is a knowledgeable and engaging facilitator. I thoroughly enjoyed the training.
  • Thanks, Lizzie, for your time and patience. Your good sense of humour and your passion for written English made this training efficient and enjoyable.
  • Lizzie is very approachable and keeps things interesting.
  • I am very pleased with the resources given. Going back to the workbook when I want to improve a piece of writing will be handy.

Examples of feedback for Technical Report Writing delivered for Veolia