Marketing & Communication

Copywriting for Business

Clear, persuasive copy turns readers into customers. This practical course teaches business copywriting for websites, emails, adverts, brochures and social media: understanding the reader, headlines, benefits over features, structure, tone of voice, calls to action and editing for clarity.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Good copy sells; vague copy wastes marketing budgets. You will learn techniques to write copy that gets results.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Writing exercises with feedback, before-and-after rewrites, headline workshops and peer review.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Understand reader motivations
Write compelling headlines
Turn features into benefits
Structure persuasive copy
Adapt tone of voice to brands and channels
Edit copy for clarity and impact

Target audience

Who should attend.

This course is suitable for:

Marketing and communication staff
Content creators
Sales professionals
Business owners
PR officers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Persuasive writing
Headline writing
Benefit framing
Tone of voice
Editing

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Copywriting Basics

09:00–10:08What good copy does
10:08–11:00Reader focus
11:00–11:30Coffee break
11:30–11:45Reader focus (continued)
11:45–12:53Research
12:53–14:00Exercise

Day 2Headlines and Hooks

09:00–10:08Headline formulas
10:08–11:00Openings
11:00–11:30Coffee break
11:30–11:45Openings (continued)
11:45–12:53Testing
12:53–14:00Workshop

Day 3Persuasion

09:00–10:08Features to benefits
10:08–11:00Proof and credibility
11:00–11:30Coffee break
11:30–11:45Proof and credibility (continued)
11:45–12:53Calls to action
12:53–14:00Exercise

Day 4Channels

09:00–10:08Web, email and social copy
10:08–11:00Adverts
11:00–11:30Coffee break
11:30–11:45Adverts (continued)
11:45–12:53Brochures
12:53–14:00Rewrite clinic

Day 5Editing

09:00–10:08Clarity and brevity
10:08–11:00Tone consistency
11:00–11:30Coffee break
11:30–11:45Tone consistency (continued)
11:45–12:53Peer review
12:53–14:00Final portfolio

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

All courses

The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.