Description

Learn how professional copywriters use strategies and words to win over their readers. Discover proven tools and techniques that will improve your writing's persuasive power. Fulfill your potential as a copywriter. Whether you're creating advertisements… brochures… sales letters… press releases… or web content… this comprehensive course will teach you how to write dynamic, compelling copy that produces results.

Learning Outcomes

At the end of this course the participant will be able to:
  • Developing an effective communications strategy;
  • Positioning your product or service;
  • Developing a unique selling proposition;
  • Distinguishing benefits from features;
  • Unearthing creative benefits;
  • Applying the AIDA principle to persuade your readers (Attention-Interest-Desire-Action);
  • Composing attention-grabbing headlines Following — or breaking! — the 12 rules of promotional writing;
  • Writing promotional copy for your website;
  • Understanding the 8 steps to writing effective brochures.

Duration

6 hours

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Bernard Gauthier, PhD is a seasoned strategic communicator with considerable experience in crisis communication. He served as an Executive Counsel and later CEO of one of Ottawa’s largest PR agencies, and now works as an independent advisor in strategic planning and communication for clients in the private, public and not-for-profit sectors. Fluently bilingual, Bernard is the author of Strategic Communication in Canada (2018), in which he introduced his CARE Model for strategic communication planning. For more than 25 years, Bernard has taught degree-level courses at Carleton University, the University of Ottawa, and Conestoga College.

Access a Continuum of Learning

By completing the Certificate in Communications and Marketing program, you will have the tools and knowledge needed to help build reputational value and to solve business challenges faced by private and public organizations.

The Certificate in Communication and Marketing program stands as a crucial component within the continuum of learning opportunities offered by the University of Ottawa Professional Development Institute (uOttawa PDI). This program focuses on fostering skills in communication planning, crisis communications, social media strategy, promotional writing, and other essential topics, contributing significantly to individuals' skill development within the learning ecosystem.

Writing Skills

Strategy and Innovation

Interpersonal and Supervision

Personal Effectiveness

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