Knowing how to communicate with key stakeholders, service users and customers in your copy is vital to enhancing engagement. However, adapting your copy so that it works for different audiences is extremely challenging.

Attend our Effective Copywriting Skills course to ensure that you are able to identify the needs of your audience and to learn what techniques will make your copywriting successful.

By running this Copywriting course for your organisation In-House, your staff will become equipped with the tools to better understand your audience and ensure that your copy is engaging and compelling. Through a range of theory, practical exercises and best practice examples, leave the day with the confidence to consistently produce effective and persuasive copy.

Learning Outcomes

  • Learn how to use the best tools to help you understand your audience
  • Acquire a practical framework to help write engaging and persuasive copy
  • Examine good and bad examples of copywriting
  • Ascertain the key components of writing engaging copy
  • Successfully engage and persuade your audience
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:45 - 10:00

Trainer’s Introduction and Clarification of Learning Objectives

10:00 - 11:00

Research and Understand Your Audience

In this session, find out how to engage with key stakeholders, services users and customers. 

  • Establish how to quickly decipher information on your audience
  • Learn how to adapt your copy so that it works for different audiences
  • Understand the importance of the right tone of voice and language
  • Identify how to take a flexible approach to writing copy: academic, political or policy
  • Learn from examples of poor and best practice copywriting
11:00 - 11:15

Morning Break

11:15 - 12:30

Defining Your Message

Learn effective methods to analyse your subject, and create a clear, compelling narrative that will appeal to your audience

  • How to structure a piece of writing to make your organisation appeal to service users
  • Effective features and benefits analysis
  • Learn technical details of a policy or product
  • Create a compelling story
  • Understand the psychology of storytelling
12:30 - 13:15


13:15 - 14:15

Create a Comprehensive Copywriting Toolkit

Learn methods to free yourself from jargon-heavy blurbs, and put your message into readable, plain English readers will engage with.

  • Understand the mechanics of writing
  • Using rhymes to deliver messages
  • Avoid monotonous writing
  • Understand what makes digital and social media content successful
  • Learn how to do press releases to engage with key service users
14:15 - 15:00

Copywriting Editing Masterclass

In this session, learn how to quickly check the effectiveness of your copy. 

  • Know how to ensure your finished copy is accurate, presentable, professional, and does exactly the job you need it to
15:00 - 15:15

Afternoon Break

15:15 - 16:00

Writing Put into Practice

During this workshop session, take the opportunity to put everything from the day into practice

  • Receive personal feedback from the Trainer
  • Work through specific examples that are relevant to your organisation
16:00 - 16:15

Feedback, Evaluation & Closing Remarks