Choose the right words to capture attention
To stand out in this age of information overload while also capturing attention quickly, participants will be given analysis methods as well as tips to better structure their written messages. They will have the opportunity to verify the benefits of the concepts shared with them by conducting their own experiment. Through writing exercises and text analysis, participants will be encouraged to practice drafting impactful messages. Their goals: to gain their audience’s support, to get others to buy into their idea, and to prompt them to take action (through a purchase, booking an appointment, signing up for a newsletter, subscribing, clicking, etc.). Throughout the training, participants will be challenged on their ability to trigger the desired emotions and achieve results.
Who it is for
No prerequisites are required to enroll in the training.
Objectives
- Use writing methods to prompt your counterparts to take action
- Build your own writing style and master the power of words
- Structure your message to increase impact in written exchanges
Program
Session01
Becoming an effective copywriter
Understanding the role of a copywriter
- Introduction to attention-grabbing speeches
- Presentation of the different hats of the copywriter and the channels used
Adapting your writing to the context
- Ranking products from most to least priority
- Definition of pain killer, vitamin, and candy offers
- Presentation of the 5 awareness levels and matching a message to a level
- Grouping messages into two approaches: direct and indirect
Session02
Writing content
Triggering emotions in your audience
- Recall of an advertisement, a book, or a memorable speech
- Identification of the emotions felt by the recipient
Grabbing attention within the first few seconds
- Writing headlines and subheadings for a fictional article
- Sharing tips for grabbing attention: double meanings, humor, irony, technical vocabulary, positive and negative hooks
Structuring your message
- Discovery of the AIDA, PAS and PASTOR methods
- Practice of these writing techniques
Before the course
Theoretical content, text excerpts, and examples of communication messages will be shared with participants to ensure they have a minimum knowledge base. Discussions may also take place with the trainers in order to assess each participant’s context and level.
Assessment
Your learning outcomes are assessed through a practical case, a simulation or a questionnaire. You receive a certificate of completion at the end of the course.
Practical information
For terms and deadlines, contact us at least 15 days before the date you have in mind.
Accessible to people with disabilities: a designated disability coordinator follows up on any adaptation request, to be reported before the course.
Welcome bookletIn the same area
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