Copy School returns in 2022 with a new curriculum designed to give aspiring and junior copywriters a faster-masterclass in the fundamentals of the craft.
Developed in conjunction with industry leaders, the course aims to arm you with the skills Creative Directors need from their emerging talent.
DAY 1
Session 1
What Makes a Great Copywriter
Copywriters come in all shapes and sizes, but what are the common elements that make the great ones great? In this introductory session we explore the copywriter as a person and how the role works within a team environment.
Session 2
The Basics
You'll never be great if you're not good, and if you don't have a grasp of the basic fundamentals of writing you might never even be good. This session of Basic Training aims to get your writing craft fitness up to a first-class level.
DAY 2
Session 1
Writing to Length Masterclass
Word counts mean words count. Also, brevity is wit. In a world where attention spans are shrinking and mandatory inclusions are growing, being able to cut to the chase is a valuable commodity.
Session 2
Empathy, Strategy, Persuasion
This masterclass focuses on the areas of the craft that can take you from being good to great to world-class. Knowing what they are is one thing, being able to use them well is where the real magic happens.
DAY 3
Session 1
Dialogue Masterclass
We have conversations with people every day. So why does most of the dialogue in ads sound unnatural and forced? Is it even possible to have a natural conversation with a friend about low-fat yoghurt? Find the answer in this session.
Session 2
Selecting and Directing Talent
These are two skills that most copywriters just kind of pick up along the way. Without proper guidance, however, they're easy to do, but difficult to do well. This session may well save you from at least five years of trial and error.
DAY 4
Session 1
Presenting Masterclass
Presenting your work can be a daunting, anxiety-inducing prospect. In this session, we help you find your comfort zone and take the first few steps to becoming an engaging, persuasive presenter.
Session 2
Resilience Masterclass
How do you pick yourself back up after a fourth round of rejected concepts? Or put on a brave face when told you came 'second' in another new business pitch. Here, we explore strategies that will help you overcome adversity on an industrial scale.
DAY 5
Session 1
Finding your Strengths and Working to them
You've learned how to sell goods and services, but what about selling yourself? As we said, copywriters come in all shapes and sizes. So how will your abilities help shape your future?
Session 2
Recap & Graduation Lunch
Did we say, recap? We meant test. Actually, it's more like an exam. Just a little something to prove you've been taking notice throughout the week before we give you a certificate and a handshake.
Then, it's time to celebrate.