Tag Archives | training

Atlantis, The Palm, Dubai: copywriting courses underway


Day Two of my two-day copywriting course programme is poised to begin working with 14 delegates from this amazing Dubai resort.

The challenge? Helping people write about something so vast and extraordinary. Seeing, really is, believing.

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Coming up: June 29/30 – copywriting course for teams at Atlantis, The Palm, Dubai

Tim Trout Copywriting Courses go longhaul at the end of June with a trip to the amazing Atlantis, The Palm in Dubai.

Over two days I’ll be working with multi-cultural Atlantis teams to develop their copywriting skills at one of the world’s most spectacular luxury resorts – right there on The Palm.

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May 25: copywriting course for Close Group delegates, City of London

A packed day working with seven bubbly delegates from various parts of the Close Group – including Close Premium Finance and Close Motor Finance. The course was hosted in Close offices at Crown Place, London EC2.

The main focus was  writing for online platforms including web and email. And we preceded that with some useful cross-platform copywriting skills and tone-of-voice work.

Thanks all for your input and energy.

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May 14: copywriting course for JISC communications team

Monday’s eight-delegate copywriting course for JISC in Bristol – the UK’s expert on information and digital technologies for education and research – went very well indeed. Thanks to all who worked so hard during the day.

The lively comms team members spent the workshop  exploring core copywriting skills, tone-of-voice, writing for the web (especially report summaries) and newsletters. Judging by extremely favourable feedback forms, a good – and worthwhile – time was had by all.

Coming up next:

May 25th – Close Premium Finance (City of London)

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April 27: copywriting course at Cannock Chase Council, Staffordshire

Copywriting course for Cannock CouncilThat was one busy but highly enjoyable Friday – working with a public sector PR officer in Staffordshire, seen here hard at work re-engineering a piece for tone of voice.

This customised copywriting course covered writing press releases, web pages and marketing collateral.


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How do I start devising a copywriting course?

Clients looking to organise a copywriting course usually start by letting me know numbers – and maybe a date too. They might want a workshop for just a few people, or up to 12 – even more. Although I’ve always thought of 12 as a comfy maximum number, I’ll consider more delegates – as long as the venue has enough elbow room, and there are enough computers to go round for writing. ‘One between two’ is fine. And people really like working in pairs and sharing ideas.

Choices, choices
The next priority is the content. Some clients have mainstream copywriting needs such as web pages, brochures and newsletters; others have very specific requirements – like wanting to write better blurbs for the back of DVD cases, or even closed-circuit TV screen captions.

For a full day’s course, I normally suggest covering between two to three specific copywriting areas such as these in addition to modules on core copywriting skills and tone of voice. My ‘Grammar school!’ and proofreading modules also find their way into most copywriting courses – because most clients find them very useful.

Keeping it real
Next up is getting samples of ‘real life’ client material to cover each area the client is interested in. So once I’ve received pdfs of previous brochures, webpage references and newsletters etc, I can then start focusing on planning the practicals around them. I’ll also write a ‘fair copy’ (my version) to share alongside the work that delegates produce in the session.

This last bit is when it’s great to see how much delegates have picked up on the day – and started experimenting with new ways of doing things.A ‘Top Takeaways’ round-up to finish off is another good way to check what people will take away from the course – the overwhelming majority feeding back that the day far exceeded their expectations.

Possible next blog post? Copywriting core skills

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