Copywriting Essentials

What’s this course about?

Copywriting is a conversation with your customer. Your job? Make it a good one. If you’re new to the creative side, or need a jumpstart out of a rut, this full-day workshop is for you. We analyze what works and what doesn’t, cover techniques to get the most out of strategies, generate more ideas, make concepting more productive, and make the final product harder working. Bring your marketing and writing questions and come ready for hands-on exercises, critique, and practical problem-solving.

What we cover:

• How to have an interesting conversation
• How to use a strategy
• Strategy vs. concept vs. execution
• Directed (and productive) brainstorming
• Working with visuals
• How to build a voice
• Body copy pointers

Who should take this course?

Junior to mid-level Copywriters for internal to external agencies.

Who will be teaching the course?

Daisy Scott

Creative Director

Daisy Scott is an award-winning writer in commercial, educational and entertainment media. In advertising, she’s worked on American Express, McDonald’s, New England Conservatory, Alere, Ocean Spray, The Steppingstone Foundation, Boston Lyric Opera, Stride Rite, Hannaford, and alllllllll the banks that Bank of America used to be, among many, many, oh God so many others. She’s written for the Emmy-winning children’s public television series “Arthur” and “Peep,” produced by WGBH, Boston. Her work has appeared on Discovery Channel, in the Boston Globe, in two travel anthologies, and on television in China.