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Setting up as a copywriter.
Writing style. Your equipment and tools. What sort of skills do you
need? Dress and appearance. Assessing your strengths and weaknesses.
Getting prepared.
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Writing copy. The different
kinds of business writing. Effective writing. Style. Clichés.
Writer's block. Clarity. Communicating with the client. Typical errors.
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Perfect press releases. The
right and wrong way to write a press release. Format and layout. How
to deliver press releases. Targeting publications. Setting up your lists.
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Writing direct mail. Aims of
the letter. Who is the reader? The opener. Structuring the letter.
Keeping the reader's attention. Making it flow. Devices in direct
mail. Getting response.
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Punchy press ads. Types of
media and market. The headline. Body copy. Ten tips for better ads.
The creative brief. The strapline. Benefits. Small ads.
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Writing brochure copy. Types
of brochure and leaflet. What the reader wants to know. Your
objectives. How to structure the copy. Leading the reader. Reply
forms. The use of illustrations.
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Newsworthy newsletters.
Frequency. Format and design. Choosing a name. The front page.
Getting contributions. Distribution. How to write articles. 20 topics
for a newsletter. What people want to read.
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Broadcasting your talent: writing
TV and radio commercials. The range of TV commercials. Duration and
budget. How to lay out a commercial. Radio commercials: budget and
objective. Getting recall.
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Marketing yourself. How to
find work. Clients and agencies. The approaches you can make.
Securing your first meeting. The questions to ask. Understanding the
client's needs. Presentation of material: method, style and timing.
Sources of information.
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The advanced copywriter.
Paperwork. Charging and invoicing. The business of copywriting.
Keeping clients happy. The full range of copywriting opportunities.
Writing web pages. Creating brand names.
