Copywriting Basics and Using AI for Content Writing

Introduction

Professionally-written, persuasive words not only bring in leads but also build loyalty among your clients.

This in-person seminar teaches the fundamental principles of effective copywriting and content writing, for your website, emails, blogs, posters and brochures.

The teaching of these time-honoured and effective techniques is backed up with case studies and modern insights from behavioural science studies to explain the psychology behind effective writing, and interactive exercises.

AI is increasingly being used to augment the creation of content, and proficiency in this area will be a core skill of the future. Understanding what ‘good’ looks like is crucial to make the most of the opportunities offered by ChatGPT, Claude, Jasper and other Large Language Models (LLMs). The workshop demonstrates prompting frameworks for different use cases and tips on how to evaluate the output of AI generated content.

It is ideal for anyone who creates content as part of their professional role, and would like to gain improve their AI literacy and gain confidence and speed in their day to day writing.

What You Will Learn

This course covers the following:

• The 5 principles of copywriting
• How to plan your work
• How people buy; the AIDA framework for successful copy
• Prompt frameworks for ChatGPT and Claude
• Evaluating the outputs of AI generated content
• Understanding your target audience
• Benefits and features - what they are and how to use them
• Brand voice - how to choose the right words
• How to craft an email subject line that gets opened
• Keywords and Search Engine Optimisation (SEO)
• Chat-GPT - crafting prompts and how to evaluate and edit the output
• Tips and tricks to give your copywriting a professional edge