CREATIVE COPYWRITING TRAINING

MAKE YOUR WORDS MATTER

We write copy for some of the world’s biggest brands - for the web, print, social, presentations and internal comms. Now we’re bringing our expertise to your teams with an intensive, fun and fully interactive one-day creative copywriting course.

THROW AWAY EVERYTHING YOU’VE EVER LEARNED ABOUT THE ENGLISH LANGUAGE

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Copywriting isn’t about nouns and verbs and clauses and declensions and punctuation. It doesn’t care about the Oxford comma. Or your first-class literature degree from Cambridge. Copywriting is there to do a job. It wants to get that job done and go home.

Get your copy right, and you’re in a world of engagement, affinity, loyalty and loads of other good marketing waffle. Get it wrong and your audience will run off with someone more interesting

SO BE THE MOST INTERESTING WORDS IN THE ROOM

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How? With our one-day copywriting training for teams. We’ll help you fire up your creativity. Craft a cracking story. Find a voice that feels right and is easy to work with.

We’ll teach you how to create dazzling communications that’ll entice any audience. It doesn’t matter whether you’re focused on internal or external comms, web pages or print brochures, advertising or marketing – our training will give your team the skills and confidence to write effectively for any medium.

Sold already? Call 0141 212 9449 or email hello@mantracontent to book

STAY RIGHT THERE

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We’ll train your people at your place, or any swanky hotel meeting room (if you’re paying).

We’ll break out the four horsemen of Information, Education, Entertainment and Lunch. Reveal tips gleaned from over 40 years’ writing for some heavyweight brands. Share a little theory, a lot of practice, a few laughs and – if you’re really lucky – some M&S sarnies.

WHAT WILL YOU LEARN?

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That training can be awesome and rewarding. Plus, all this stuff...

  • What is creative copy and can I write it?
  • Who really cares?
  • Writing stories that stick
  • Finding your tone of voice
  • Staying on message even when your boss wants you to say… everything
  • Why big words totally suck
  • Knowing your audience like you birthed them
  • Writing for web, email, print and video
  • Befriending the bullet, subhead and other structural tools
  • Polishing ‘til they’re so impressed, they’ll buy the company*


* Disclaimer: if you were born after 1975, you’re unlikely to get the reference to this
classic example of what can go wrong if you don’t do our training.

IS THIS COURSE RIGHT FOR MY TEAM?

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Do you all write as part of your jobs? ‘Yes’, you say? Then this course is for you. We’ve trained groups of bankers, event planners, marketers, HR managers, MDs, PAs and policy makers.

It doesn’t matter what you write or who you write it for. If your words have to get results, we'll teach you how.

WHO'S DOING THE TRAINING?

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Audrey Mason

Audrey’s literary talents were discovered in 1981 when she penned a poem about the tragic passing of Oz, her beloved hamster. Her poem was so well received (by her mum) that she decided to devote her life to writing moving, meaningful journalism. The kind that really makes a difference to the world.

However, she soon discovered it didn’t really pay that well so, attracted by the appeal of 18-hour days working for a tyrant of a creative director, took a job in advertising.

Fast forward 20-odd a few years and Audrey’s penned campaigns for brands like L’Oréal, Orange, Coca-Cola, Bombay Sapphire (FREE GIN!) and notonthehighstreet.com.

She founded Mantra in 2005.

 

Kyle MacRae

Managing Partner Kyle can turn his hand to any kind of writing. And get super creative about any subject.

Ghostwriter for Carol Vorderman? Check. Technology journalist and author of multiple Haynes manuals? Yep. The UK’s first (and, to be fair, only) E-Poet Laureate? You betcha.

As a copywriter, Kyle’s penned words for brands like L’Oréal, SSE and Barclays. He’s a highly experienced trainer too, having established one of the UK’s first social media marketing consultancies, and led several groundbreaking international training programmes for creative leaders in the digital sector.

Ask him what happened in the Tenderloin…

£1,695  for up to 12 people

This includes:

  • Training delivered by Audrey and Kyle
  • Essential takeaway materials
  • Free unlimited follow-up support
  • A big shiny Mantra medal and a decent pen (we like nice pens)
     

Download our free Copywriting Bible and get a 15% discount.

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Well, obviously. But you’re asking the wrong people. Try this person instead.

Call 0141 212 9449 or email hello@mantracontent.com  to book or ask questions.

 

MAKING IT BETTER | Coca-Cola

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THERE’S NO PLACE LIKE HOME. OR THE OFFICE YOU’VE BEEN WORKING IN FOR AS LONG AS YOU CAN REMEMBER.

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So when Coca-Cola decided to move to a shiny new London HQ, they knew many of their employees would find the move… challenging.

Not only was the new place on the other side of the city – meaning a longer commute for many – but the set-up was completely different. Managers were being moved out of offices into open-plan spaces. There was no car parking available on site. Storage was limited as the business prepared to go paper-free.

Our client recognised that they had to ease the transition and convince their people that the change was for the better. That’s where we came in. We were briefed to write a guide that would help everyone get off to a great start.

How to do this? By putting ourselves in the employees’ shoes and writing squarely from their point of view.

So we worked with Coke’s project team and learned everything about the new location – practical information, like where to park and how to find the loos, and cool features, like the coffee shop, quiet zones and rooftop garden. We also got to know the area’s points of interest, transport links, and nuggets of handy info. In short, we found out everything we’d want to know if we were making the move.

Then we wove that information into warm, friendly copy that eased the reader through the change and made the big move better.

 

MAKING IT CLEAR | Barclays

BARCLAYS WANTED TO OFFER ALL INVESTORS THE BEST POSSIBLE CUSTOMER EXPERIENCE. BUT ONE SIZE DOES NOT FIT ALL. THAT'S WHERE WE CAME IN.

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Broadly speaking, there are two types of investor – cautious, in it for the long game; and bold, willing to take risks for short-term returns. Naturally, they tend to put their money into different financial products. They also require very different support through their investment journeys.

To serve knowledgeable traders who deal in high-risk investments – and to deter novice investors with more muted ambitions – Barclays developed a new website with a bold approach to selling those products and asked us to write the copy.

We researched the target clients for each product, which varied enormously even within the broad ‘high-risk’ category, and developed an appropriate brand language to pitch key messages at exactly the right level. Working closely with the marketing and digital teams at Barclays, we created benefit-led, SEO-friendly copy that helped clients make smart choices.

And of course it all had to be, in the lingo of financial services, ‘compliant with regulatory guidelines’ – which meant liaising with Barclays' tax and legal teams to get every sentence just right.

 

MAKING IT ENTICING | Rocco Forte Hotels

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RENOWNED THE WORLD OVER FOR PEERLESS SERVICE AND EXEMPLARY ATTENTION TO DETAIL, ROCCO FORTE HOTELS NEEDED WEB COPY THAT REFLECTED THE GROUP’S FIVE-STAR STATUS.

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Occupying landmark buildings in some of Europe’s most exciting destinations, each Rocco Forte property has its own unique history – and an illustrious past guest list. From Rudyard Kipling to Rasputin, some of the world’s most prominent figures have walked through the doors of these grand hotels. Today’s guests still receive an unrivalled experience, with Michelin-starred dining, award-winning spas and individually designed rooms at their disposal.

We recognised the opportunity to bring this experience to life and take readers on a journey of exploration (while, not entirely coincidentally, enticing them to book). So, rather than focusing simply on the accommodation and services – although they’re featured too – each hotel page tells an alluring story of provenance and location.

The result was considered copy that proved so successful we were subsequently commissioned to write Rocco Forte’s seasonal email campaigns – which are, of course, just as carefully crafted.