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Program Description

Learn the Secrets Great Writers Use for Success in Every Medium — From Traditional to E-copy to Content Marketing

All the fancy graphics and eye-catching layouts in the world won’t help your marketing pieces without one key ingredient: powerful copy that makes your reader crave the product or service you’re selling or promoting. And while there are a few copywriting strategies that remain timeless (“show … don’t tell”), everything else seems to change on a monthly basis. What worked in a campaign six months ago can fall flat today. In addition, the ability to create fresh and evergreen content for your organization has moved from a “nice to have” skill to a “MUST-HAVE skill”!

That’s why we’re inviting you to learn how to easily stay on top of your game by attending this invigorating, inspirational, and eye-opening seminar, The Copywriter’s Workshop. It’s two days packed with copywriting how tos … cutting-edge, attention-grabbing techniques … successful strategies for selling your message … and proven tips for overcoming the most infuriating challenges that copywriters face every day – no matter if your message is 140 characters long in a tweet or 8 pages long in a sales letter or brochure.

Copywriters from around the world have benefited from the powerful copy strategies that you’ll learn in this interactive two-day workshop. From accurately targeting your audience … to crafting the best possible hook … to writing lean, error-free copy that sings to your reader, you and your peers will master the hows and whys of creating successful copy.

Plus, you’ll have the opportunity to practice what you’ve learned before you head back to the keyboard for your next project. So bring your questions … we’re positively sure you’ll find the answers here!

The chance for you to immerse yourself in two entertaining and jam-packed days of discussing and dissecting the craft of copywriting with a room full of your peers doesn’t come around often. The fact that this will be the most enjoyable two days you’ll ever experience on the job makes this the one “must attend” training session of the year for you. Don’t put it off – register today and start writing better copy than you ever imagined!

Who’ll Be There …
Anyone who influences the development and creation of stunningly successful copy can — and will — benefit from this stellar seminar, including, but not limited to:
  • Copywriters
  • Marketing managers
  • Ad directors
  • Account executives
  • Designers/art directors
  • Creative directors
  • “Do it all” marketing professionals
  • People who suddenly find they’re writing copy as part of their new responsibilities
  • And more!
The chance to learn from one of the industry’s brightest and wittiest copywriting minds doesn’t come around often! Don’t let this unique opportunity pass you by … register today!

Your Comprehensive Course Agenda

Writing to Your Audience Every Time

  • Effective targeting techniques that zero in on your audience
  • Picking out the most compelling benefits of your product
  • Identifying what motivates your audience
  • How to instantly touch those emotional “hot spots” that get you in good with the reader
  • Proven and practical methods of increasing credibility for prospective customers

Copywriting Commandments That Every Great Writer Needs to Know

  • How to pick hot words and phrases that add to your sell — not detract from it
  • Know your features … sell their benefits — and how to always figure this out
  • Creating powerful headlines and tag lines that grab attention
  • Opening lines that keep your customers reading further
  • Tips for breathing life into dry, technical or detailed info

The Short Course on Copywriting Mechanics, Structure and Grammar

  • Grammar rules that your 4th grade teacher would be shocked to see you break … but break them anyway
  • How to talk one-to-one in a marketing effort that reaches millions of people
  • Powerful punctuation: How to use ellipses, bullets, commas for maximum effect
  • Using alliteration and repetition properly without coming off cheesy
  • Imagery — the power of painting a picture with your words
  • How to make your benefit bullets short, snappy and full of reasons for your customer to buy

Avoiding and Overcoming Common Copywriting Headaches and Mistakes

  • How to combat wordiness and keep the content sharp
  • Tips to keep you from falling in love with your creativity (at the expense of the sale)
  • Are your promises big enough — or too big? Techniques that’ll keep your copy from straying over the top
  • Walking the tight rope of writing humorous copy
  • How to get the ideas flowing when you’re stuck
  • The Top 10 Copywriting Mistakes that kill your message, blow your sale and drive copy editors nuts

Writing Copy for Different Media

  • Anatomy of a great ad no matter what media you work in: Direct mail, TV, radio, brochures, print ads, Web, press releases, sales letters, faxes or e-mail
  • How to grab your customer’s attention in 5 seconds or less when they’re turbo-surfing the Web
  • Tips for moving from one media to another
  • The qualities of an effective “P.S.” that transforms it from something you just tack on to the end of your copy to a powerful deal-closer
  • Fundamentals of Web marketing … copy rules for new media
  • Copywriting for visual impact

More Techniques Guaranteed to Take Your Copy to the Next Level

  • Keys to building customer trust in your copy
  • When, where and how to use testimonials
  • USP — what it is and how to make sure that your special promise is big enough
  • Ways to dramatize offerings for greater appeal
  • Testing your copy: What, when, how and why you test

BONUS: Also included in your two-day copywriting workshop, these special features:

  1. “Copywriting CSI” — Performing an Autopsy on the Effectiveness of Your Copy!
    Using real-world case studies, you’ll learn how to objectively audit the true effectiveness of your copy when your marketing piece fails.
  2. “I Think I’d Rather See Another “Cat Playing Piano” Video Than This Stuff!”
    See first-hand what separates great content marketing, social media copy, and viral video scripts from the vast majority of junk that can potentially bury your work and keep it from being seen — and shared. You’ll learn the dos and don’ts of the art of content marketing copywriting.

Workshop hours 9 a.m. to 4 p.m.
Registration opens at 8:30 a.m. on
Day 1

Registration Fees:

Standard Fee: $899

Group Discount:

When 3 register from your organization, a 4th attends FREE!*

* Group discount offer cannot be combined with other discount offers.

Workshop Dates & Locations
To register – click on the location of your choice

South Bend, IN
Sep. 24 - Sep. 25, 2018

Arlington Hts., IL
Sep. 26 - Sep. 27, 2018

Concord, CA
Oct. 3 - Oct. 4, 2018

Huntsville, AL
Oct. 3 - Oct. 4, 2018

Taunton, MA
Oct. 9 - Oct. 10, 2018

Rockford, IL
Oct. 9 - Oct. 10, 2018

Springfield, IL
Oct. 11 - Oct. 12, 2018

Worcester, MA
Oct. 11 - Oct. 12, 2018

Kalamazoo, MI
Oct. 16 - Oct. 17, 2018

Omaha, NE
Oct. 18 - Oct. 19, 2018

McAllen, TX
Oct. 23 - Oct. 24, 2018

San Antonio, TX
Oct. 25 - Oct. 26, 2018

Concord, NH
Nov. 5 - Nov. 6, 2018

Hauppauge, NY
Nov. 7 - Nov. 8, 2018

Asheville, NC
Nov. 13 - Nov. 14, 2018

Atlanta, GA
Nov. 15 - Nov. 16, 2018

Columbia, MO
Nov. 19 - Nov. 20, 2018

Fairfax, VA
Nov. 19 - Nov. 20, 2018

Ft. Lauderdale, FL
Nov. 27 - Nov. 28, 2018

Jacksonville, FL
Nov. 29 - Nov. 30, 2018

Phoenix, AZ
Nov. 29 - Nov. 30, 2018

Beachwood, OH
Dec. 3 - Dec. 4, 2018

Peoria, IL
Dec. 4 - Dec. 5, 2018

Columbus, OH
Dec. 5 - Dec. 6, 2018

Cedar Rapids, IA
Dec. 6 - Dec. 7, 2018

Madison, WI
Dec. 10 - Dec. 11, 2018

Syracuse, NY
Dec. 11 - Dec. 12, 2018

Milwaukee, WI
Dec. 12 - Dec. 13, 2018

Indianapolis, IN
Dec. 13 - Dec. 14, 2018

Seattle, WA
Dec. 13 - Dec. 14, 2018

Atlantic City, NJ
Dec. 17 - Dec. 18, 2018

Duluth, MN
Jan. 10 - Jan. 11, 2019

Virginia Beach, VA
Jan. 14 - Jan. 15, 2019

Orlando, FL
Jan. 14 - Jan. 15, 2019

Denton, TX
Jan. 16 - Jan. 17, 2019

Richmond, VA
Jan. 16 - Jan. 17, 2019

Dallas, TX
Jan. 22 - Jan. 23, 2019

Annapolis, MD
Jan. 22 - Jan. 23, 2019

Baltimore, MD
Jan. 24 - Jan. 25, 2019

Bloomington, MN
Feb. 5 - Feb. 6, 2019

Green Bay, WI
Feb. 7 - Feb. 8, 2019

Savannah, GA
Feb. 11 - Feb. 12, 2019

Columbia, SC
Feb. 13 - Feb. 14, 2019

Charlotte, NC
Feb. 19 - Feb. 20, 2019

Raleigh, NC
Feb. 21 - Feb. 22, 2019

Roanoke, VA
Mar. 11 - Mar. 12, 2019

“This is the best class I have ever been to!”
P. Allen, Director of Marketing

“By far the most useable knowledge I’ve ever gained from a seminar ...”
D. Achison, Senior Copywriter

“... a lot of tangible info and tips ... one of the best course I’ve ever attended”
V. Gomez, VP

“Most practical, results-boosting training on copywriting EVER!”
R. Melton, VP Marketing


If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $25 enrollment charge.

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