Telling It Like It Is - Effective Copywriting
Arts & Business Scotland, Rosebery House, 9 Haymarket Terrace, Edinburgh, EH12 5EZ
Wednesday, 19 February 2020 | 10:30 to 16:30
This one-day training session is aimed at anyone looking to improve their copywriting skills to support their fund-raising activities. Offering a combination of project-based, hands-on writing exercises with tips, techniques and critical theory, the session explores the five stages of the copywriting process. While the training provides a specific focus on writing a case for support, the resulting learning can be applied to all kinds of fundraising communications.
The session covers off a number of topics including:
* Articulating a vision
* Mapping out a communications journey
* Telling a story and selling an idea
* Creating a copy platform
* Defining and applying a distinctive tone of voice
* Writing creative, themed headlines
* Crafting an elevator statement
"It was so helpful and informative to get an insight from such an experienced copywriter. I am taking away lots of tips and advice which I can apply when working on tone of voice." Rachel Campbell, Aberdeen Performing Arts
"A useful amount of information condensed into six hours, without being overwhelming." Alexandria Stasulli, The Scottish Salmon Company
"Brilliant, worthwhile event. I think I can apply the knowledge I've learned to many aspects of my career."
Calum McGillivray, Scottish Contemporary Art Network
"Great opportunity to evaluate and improve on existing writing skills."
Elaine Keil, Edinburgh Festival Fringe Society
"Excellent. Great structure."
Laura Leonard, National Mining Museum Scotland
“A really valuable session. I like the way it all built up to creating one coherent approach - this will help with all sorts of documents I have to write”
Sue Savege, The Cabrash Trust
“Really enjoyable and effective session. Well-structured and relatable to everyday work. It is an excellent refresher in copywriting and very good introduction. Useful for thinking clearly and strategically when writing case for support.”
Barbara Adams, Edinburgh International Science Festival
"All of it was very helpful and interesting. I will definitely use what I have learned today, it was relevant and covered a lot. "Excellent trainer and you will get a lot out of the session. Helpful booklet to accompany session also." Siobhan Lynagh, University of Dundee
About the trainer
Allison Traynor is an experienced copywriter and brand consultant who works with a variety of private, public and third sector organisations, helping them to find their voice, articulate their message, and ultimately, achieve their communication goals.
Allison has a particular interest in working with arts, charitable and public sector organisations and her fundraising and case for support copywriting includes work for National Museums Scotland, Gretna Landmark Trust, Highland Museums Forum, Kilmahew/St Peter’s, National Youth Choirs of Great Britain, Penicuik House Preservation Trust, Willow Tea Rooms Trust, Hearts & Minds and Maid of the Loch.
Event includes tea, coffee and lunch.
£95 + VAT for Arts & Business Scotland members (Arts & Heritage)
£145 + VAT for Arts & Business Scotland members (Corporate)
£145 + VAT for non-members (Arts & Heritage)
£195 + VAT for non-members (Corporate)
Find out about Arts & Business Scotland membership.
Cancellations can be made free of charge up to 1 week before the event date with a full refund. After this date a 100% cancellation charge will apply. Substitutions (ie transferring your place to another person) for the course or event booked can be made free of charge at any time.
Arts & Business Scotland reserves the right to cancel any event or course two weeks prior to the event date. You will be entitled to a full refund or given the opportunity to transfer to an alternative date. However, we regret we cannot refund any travel or accommodation costs incurred.
It may be necessary for reasons beyond our control to change the date, time or venue at any time prior to the course or event. If this happens, you will be given the opportunity to cancel or transfer to an alternative date.
Arts & Business Scotland reserves the right to amend the content of the programme of speakers where necessary.