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The Power to Persuade Copywriting Masterclass

Oct 24, 2019 9:30 AM

Created exclusively for the DCA BGA

The Power to Persuade with Mark Yarrow

This masterclass has been created exclusively for any DCA members who brief, write, edit or approve copy. Many people find it hard to say what they mean. They know WHAT they want to say, but are not sure HOW to say it. The Power to Persuade reveals HOW to write great copy for emails and any printed form of communication – direct mail, catalogues, newsletters, advertising and customer communications.

This Masterclass workshop is ideal for team members at different levels. The morning is a Beginners Foundation Workshop. The afternoon is an Intermediate Workshop.

It covers the basics of copy and the secrets of power-packed persuasion – to sell products and change behaviour. Here’s an outline of what to expect from your workshop with Mark:

Beginners Foundation Level: 9.30am - 1.00pm

First Module: PRINCIPLES OF SELLING

  • Put yourself in the customers’ shoes – and the owner’s
  • Benefits beat features – how best to use them
  • How best to use the most powerful words in the English language
  • How to sell your copy to your colleagues

Second Module: 4 C’s OF COPY – CLEAR, CORRECT, CONCISE AND COMPELLING

  • Quick wins for spelling, punctuation and house style
  • Bite size chunks are easier to digest
  • Jargon-free, plain English that’s goof-proof and increases readership
  • Sense checking and proofreading tips to minimise mistakes and maximise sales

Third Module: WHY YOUR TONE OF VOICE REFLECTS YOUR BRAND’S DNA

  • From soft sell to shouting, where to position your brand’s tone of voice
  • DOs and DON’Ts of copy to build your brand and sell more

Intermediate Level: 2.00pm - 5.00pm

First Module: SECRETS OF SALESMANSHIP

  • How to leverage customer motivations through copy
  • Appealing to the head and the heart – using emotional and rational copy
  • Carrots .V. sticks – and when to use both
  • Trading customers up through the price hierarchy

Second Module: USING LANGUAGE TO MAKE MAGIC

  • How to sound distinct, not dull
  • Using sensory language to boost subconscious response
  • 1st person friendly .V. 3rd person formal – when each one is right
  • Positive .V. negative language – when each one is more effective

Third Module: IMPROVING YOUR TECHNIQUE

  • Zero in on one message in headlines
  • Compelling calls to action and intriguing email subject lines
  • Secrets to make skim readers look at your copy in full

Venue:

VSC, 63-79 Seymour St, London, W2 2HF - click here to see a map


Timings:

9.30am - 1.00pm - Beginners Foundation Level

1.00pm - 5.00pm - Intermediate Level 

Delegates are welcome to attend both or either part(s) of this workshop OR you can make a day of it by joining the morning/afternoon of the DCA Autumn conference, which is taking place at the same venue.


Rates (includes lunch & all refreshments)

DCA members half day (am or pm) £147.50 each | full day £295

Non members half day (am or pm) £197.50 each | full day £395

VAT is payable at the prevailing rate. All bookings are considered to be final. Substitutions may be made at any time.

For more information or to book please call 0208 092 5227 or email us

The DCA's booking terms and conditions can be found here

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