public courses

Copywriting for conferences and events
– a one-day training course

An event for all conference producers who want to write incisive, attention grabbing copy that attracts delegates with power and conviction.

who should attend?
An amazing 80% of conference producers surveyed said they struggled in writing really good copy. Many felt they wasted valuable time. Yet, great copy is a powerful sales tool and can make a significant difference in securing delegates. So, if you are new to conferences or are one of the 80% who think your copywriting skills could be improved, this course is for you.

what will I learn?
This course will equip producers with the top techniques needed to write powerful copy. It will cover how to maximise the potential of the front cover, refine programme talks and deliver knock-out brochure copy, email alerts and covering letters. At the end of the day, you will understand the techniques, have a clearer understanding of what works (and why) and have greater confidence in approaching copywriting.

benefit from small class sizes
The number of course participants is strictly limited to ensure the course can be tailored to précised needs and be very practical and business focused. Small break out groups and individual exercises will be used throughout the course to work on drafting exercises, practice techniques and develop skills which can be applied immediately. Our commitment to small class sizes means that spaces are allocated on a first come first served basis and we therefore recommend that you book early to secure your place.

what this course will cover
core copywriting principles and how they apply to conferences
•	Why do people attend conferences?
•	Some key copywriting principles:
	• Attention – and how to attract it • Interest – and how to maintain it • Desire – and how to stimulate it • Conviction – and how to build it • Action – and how to achieve it – exercise
•	Understanding your core conference proposition and your target market
maximising the impact of the front cover
•	Developing a powerful conference title – exercise
•	Making the most of strap lines – exercise
•	Developing a brand and applying it through the brochure
•	Building on past successes
•	How to use conference highlights and key speakers most effectively
•	What else should be on the front cover – slashes, corner cuts, testimonials... – case study
•	Accomodating sponsors and exhibitors – exercise
drafting powerful talk titles and bullet points
•	Drafting effective talk titles and bullet points – what works, what doesn’t
•	Using questions, promises and “ing” words – exercise
•	Communicating solutions, fear and greed, key drivers
•	Re-drafting supplied talks – exercise
•	Making sponsors fit into your programme
•	Creating talks when you have very little information – worked example
techniques for writing hard hitting brochure copy
•	Include primary selling points
•	Bullet points, numbers and facts
•	Using figures to communicate specific information – exercise
•	Be pushy – get your event to the top of the pile
•	Effective use of buzzwords and jargon
•	Evaluating the use of testimonials, PSs, and SIBs – case study
•	Writing for international audiences – key considerations
top tips for covering letters
•	Drafting covering letters – key pointers to include – exercise
•	What sort of words – simple – not simplistic
•	The use of PS’s
•	Handwritten versus typed?
•	Reviewing successful letters identifying top tips and tricks – exercise
translating your copy to the web
•	Moving people through your site
•	Linking conventions
•	Moving people to where you need them
•	Creativity vs solid copy – case study
•	Finding the right tone – and sticking to it
•	Editing for Length
•	Refining your conference copy for emarketing: advanced copywriting techniques – exercise
booking information London dates price tbc £495 plus VAT  book this course now...