What a great experience to be back at college last summer. And not just any college: The University of Arts London - Chelsea College of Arts. The world’s number two arts university. The impressive former building of the Royal Army Medical College on Millbank was the inspiring setting for the Creative Copywriting course given by top advertising creative director Phil Woodford.
All fourteen participants were communications specialists from organisations ranging from the Four Seasons hotel group to a Finnish medical devices company. Our group was also surprisingly international, coming from the UK, Finland, Portugal, the Netherlands and even Kazakhstan. We all shared a passion for copywriting and seized this course as an opportunity to refine our copywriting skills.
The course was highly interactive and participatory. The topics explored included the fundamental principles of good writing, tone of voice, headline writing techniques, news writing and writing for the web and social media. We used successful or unsuccessful examples of copy we had written as the basis for constructive analysis and discussion. The takeaway: an improved ability to write effective headlines, tailor copy to different audiences and keep readers’ attention.
Practice-based, hands-on and experiential, I highly recommend the Creative Copywriting course to any of you looking to brush up or develop your copywriting skills.