Tactics: Copywriting Deconstructed

10:00 – 11:00 | Session 1: Copy conversations

Let’s start with a chat. To help us get to know each other a little, spark some friendly debate, and maybe even break us out of our own copywriting echo chambers, we’ll take turns sharing…

• the best/worst copy we’ve seen lately
• our copywriting pet peeve e.g. mine would  be an overfamiliar tone
• our biggest challenge as a copywriter

11:00-11:30 | Coffee break

11:30 – 12:30 | Session 2: Copy Close-Ups

We’ll look at a few pieces of copy and evaluate what’s going on in them:

• Which copywriting techniques are being used?
• Why were those tactics , and how does it relate to the brand’s strategy?
• Which other tactics might work better?

12:30-13:30 Lunch break

13:30 – 14:30 | Session 3: Brief encounters

During this session, we’ll work through creative briefs in small groups – so that we can learn from how others approach their copywriting projects.

Here’s how it’ll work:

1. I’ll share a selection of simple creative briefs
2. You’ll choose your favourite
3. We’ll work in a small groups to decide how best to tackle our briefs
4. We’ll all share our insights and discoveries with the group