How to write persuasive copy: A masterclass with Barnaby Benson

 (©Nicola Percy)
(©Nicola Percy)

A one day masterclass that will teach you all the skills necessary to write and commission persuasive copy.

Great copywriting starts with an understanding of your audience, your aims and your preferred media. Led by professional copywriter Barnaby Benson, this highly practical and interactive masterclass unveils the thinking process behind persuasive copy. After revealing how to create and adhere to an effective brief you’re introduced to a range of creative writing techniques to make your writing more compelling and convincing.

What will I learn?

In this comprehensive day-long course, you'll discover a perfect blend of theory, techniques and hands-on practice including:

  • Why having a brief matters

  • How to write for different media, including emails, newsletters, websites, advertisements and social

  • How to profile your audience

  • Establishing your goals

  • Refining the message

  • Tone of voice and your brand

  • Twenty persuasive writing techniques

  • Effective storytelling

  • Top five copywriting mistakes and how to avoid them

Throughout the class, you'll have the opportunity to work on your own copywriting project, receiving valuable feedback and advice from the instructor Barnaby and your fellow participants. By the end of the masterclass, you'll have honed essential skills - such as crafting solid creative briefs, audience profiling, refining core messages - and practiced many new writing techniques.

Who is it taught by?

Barnaby Benson owns and runs one of London's leading copywriting agencies. A professional copywriter with over thirty years of experience, he has crafted copy across a range of media for global brands like Next, HSBC and O2. He regularly shares his expertise through his popular copywriting blog.

Why should you attend?

Whether you plan to write marketing and sales copy yourself or hire a professional, this masterclass will transform how you approach copywriting projects. You'll walk away with a deeper understanding of what hooks readers, a framework for briefing copywriters effectively, and invaluable practice developing your own persuasive copy that gets results.


Date: Thursday 26th September 2024

Time: 10am-4pm BST

Location: Online masterclass A catch-up recording will be available for two weeks after the class.

Price: £299 plus £4.50 booking fee (newsletter subscribers pay no booking fees)

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About Masterclasses from the Evening Standard

This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.

You will be sent a link to the webinar 24 hours and a reminder 2 hours before the start time. Please email if you do not receive the access link.

Masterclasses are delivered in conjunction with our commercial partner MDMB Creative and will appear as such on your statement when you purchase a ticket.

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