Copy Fundamentals Workshop
A structured three-hour introduction to the principles that underlie all effective copywriting. Not theory for its own sake, but frameworks you can apply to the copy you are writing right now.
What this workshop covers
Most people who write copy regularly have absorbed a set of unexamined assumptions about what good copy looks like. Some of those assumptions are right. Many are not. The Copy Fundamentals workshop is designed to identify which is which, clear away the ideas that are making your copy less effective than it could be, and replace them with a structured understanding of how copy actually works. We start from first principles. What is copy trying to do? Who is it for? How does it relate to the reader's existing state of mind? We cover the anatomy of a piece of copy: how attention is earned in the first two seconds, how understanding is built across the page, how a call to action earns its click rather than demanding it. The session is practical from the first exercise. You bring real copy you have written or that you need to write, and we work on it together using the frameworks introduced in the teaching sections. By the end of the three hours you will have a structured vocabulary for talking about copy, a set of working frameworks for creating it, and at least one piece of copy you have improved during the session itself.