The Essentials of Copywriting


Course introduction

Introduces our participants to creative development and the skills of copywriting. The broad based workshop covers advertising and sales writing across a variety of media which includes television, print, radio and digital. Participants can expect to raise their standards of writing and be more aware of how to make a strong and effective communication.

Course Benefits

Upon completion of this workshop, participants will be able to;

  • Get an idea and how to overcome Writer's Block
  • Construct a copy, examine writing techniques and learn about the finer points in writing
  • Develop storyboards, write for TV Commercials and online videos
  • Write for eDMs (Electronic Direct Mailers), Blogs, Sales Letters and Press Releases

Target Audience

Suitable for those engaged in the Communications industry.

Course Outline

Module 1

  • The History of Copywriting
  • Famous Copywriters and their Works
  • The Emergence of the Ad Agency
  • The Attributes that make a good Copywriter
  • The Sectors Covered by Copywriting
  • Part 1 On How to Get An Idea
  • Group Exercise to Create Ideas
Module 2
  • Part 2 On How to Get An Idea and Overcome Writer’s Block
  • Fourteen Ways to Develop A Headline and Advertisement
  • How long should a Headline be? What stops Headlines from being read?
Module 3
  • Focus on Body Text
  • How to Construct Your Copy, Writing Techniques and the Finer Points Of Writing
  • How The Choice Of Typeface Affects Communication
  • Brief On Writing a Sample Ad Copy
Module 4
  • Writing For TV Commercials and Online Videos
  • How to develop a Storyboard or a Script
  • How Production Limitations affect the Copywriter
  • The pitfall in writing a Script
Module 5
  • Campaign Taglines
  • Group Exercises on Writing Taglines
  • Writing For Radio
  • Group Presentation on Writing For Radio- Writing For Design
Module 6
  • Writing For The Internet, Blogs, Email Sales Letters and eDMs
  • What Gets Online Copies Read
  • Using Keywords to Increase Readership
  • Writing Press Releases

Available Course Sessions

Please click here to stay updated on upcoming sessions.

Trainer Profile

Allein Moore

Allein is a well-known figure in the advertising scene in Singapore. He came to the island from London in 1979 to work on the Singapore Airlines account where he was the first Creative Director appointed by Batey Ads. He subsequently worked for Fortune, Leo Burnett, Saatchi Compton (Saatchi & Saatchi), Chiat/Day/Mojo before buying over the agency and becoming a partner and Executive Creative Director.

He has won over 41 creative awards in USA, Canada, UK and in the Asia Pacific region. He was a founder of the Creative Circle of Singapore and the founder and first President of the Designers Association of Singapore. Over the years he has worked on major accounts and brands such as British Rail, Knorr, Cadbury, Procter & Gamble, Mitsubishi Electric, Qantas, Australian Tourist Commission, Singapore Tourism Board, Mercedes Benz, Toyota, UOB, DBS, Shangri-La Hotels and many others. Over the years he has helped win millions of dollars of new business for his agencies and help his clients increase sales by remarkable jumps.

Allein retired from agency life at the end of 2000 but remained connected by establishing AdAsia, a trade magazine for the advertising, marketing and media community. This was voted by Society of Publishers Asia as the Best Trade Magazine in Asia. He has moved this print magazine into a digital platform in 2011.

He has lectured at IAS, SIM and Syracuse University N.Y. on advertising and marketing and spoken at several regional conferences on internet publishing, marketing to the silver generation and other topics. He currently sits on the Advisory Panel for Nanyang Polytechnic Design School and is also Secretary of the Association of Media Owners Singapore. He is a Fellow of the Royal Society of Arts.