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Training in copywriting and copy appreciation: I would never claim to be able to turn one of your junior marketing people into a top copywriter in the course of a day’s training. But I can give them a few excellent pointers and techniques that will open their eyes to the science behind the craft of the copywriter from understanding the power of benefits v features, to structuring copy in a way that guarantees it get attention, it gets read and gets your customers acting on it. I’ll tell them about the power of writing as if you’re talking, about the secret techniques hidden in the most powerful letters and about writing what the reader wants to hear. And if you don’t want your people just writing the stuff themselves, I’ll tell them the best way to construct a brief to guarantee the best work from your agency, creative consultants and freelance copywriters. Plus I’ll show them how to evaluate the work with a professional’s eye when they get it back. Brilliant brainstorms on tap: Does this sound familiar? Your manager drags you away from your desperately urgent work and sticks you in a meeting room for an hour with a flipchart and a handful of equally unwilling colleagues. “Right, this is your chance to come up with some really great, wild ideas, come on, anything goes, let’s just Blue Sky, who’s first?” Then when someone finally summons up the nerve to speak blushing from head to toe, the boss says tetchily “Oh, come on, get real, how much is that going to cost us?” Everyone bites their lip and prays for the end. A week later a secretary circulates a thin list of one-word ideas and none are heard of ever again. But it shouldn’t be like that! Ask me to facilitate your brainstorms and I’ll ensure it’s meticulously planned and sensitively moderated; from establishing clear and specific objectives and the right mix of attendees to a sympathetic venue and proper follow-up. If the ideas aren’t flowing naturally I inject tried and tested stimuli to get you back on the track to innovation. A well-planned and well-run brainstorm is motivating, exciting and great fun. And, most importantly, yields a pile of great actionable ideas for your company. |
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