textgoeshere

Last week I gave a short copywriting workshop for the NCVO Membership Forum. It focused on copywriting for membership schemes, but there’s some good general stuff in there, too. Here’s an overview split into three posts.

Effective copywriting has three components. Writing compelling marketing material depends on mastering these three components:

• Relevance: understand what you are offering, understand your audience, and connect the two » read part one
• Persuasive power: design your material using a tried-and-tested structure like AIDA » read part two
• Impact: get everything down on paper and then apply the seven transformations, but above all think like a Saxon! » read part three