1. Writing with Impact
for Marketing
a one day course available from Talentpool
By Christine O’ Brien Inspirational Trainer and Mentor

2. Giving your Business a Voice!

3. Timetable for Day
9.30am -Start
o Branding and how it influences tone of voice
o Defining one’s voice/ the organisation’s voice
11.00 – 11.15 Break
o Examining the competitive landscape and looking at examples of impactful copy
1pm – 2pm Lunch
o How to write clearly (being unambiguous and brief, avoiding jargon and corporate speak)
o How to write consistently (applying or devising a style guide)
3.15 – 3.30 Break
o How to write correctly using correct grammar, punctuation and syntax
o Tools to assist creativity in copywriting for ads, slogans, campaigns
5pm - Finish

4. Aim of Programme
To teach participants to write for
marketing, sales, advertising and PR
purposes in a correct but persuasive way so
as to make their product or service stand out
from the competition

5. Programme Objectives:
Understand the importance of the
organisation’s brand or personality
Define or refine the organisation’s voice
Employ the correct tone of voice for
marketing and PR writing in your industry
Write clearly. This includes writing
concisely, jargon avoidance and using active
rather than passive verbs

6. Write consistently (importance of style
guide, create your own or be consistent
within your own document!)
Write correctly (will deal with
punctuation, especially the apostrophe, and
grammar) and accurately (check
everything, proofread)
Use tactics to think creatively for ads, slogans
and so on

7. Core Modules
Branding and how it influences tone of voice
Defining one’s voice/ the organisation’s voice
Examining the competitive landscape and looking at examples of
impactful copy
How to write clearly (being unambiguous and brief, avoiding
jargon and corporate speak)
How to write consistently (applying or devising a style guide)
How to write correctly using correct grammar, punctuation and
syntax
Tools to assist creativity in copywriting for ads, slogans, campaigns

8. Your story for your product
Where it comes from if you are a food product
• Local is good
• Your import substitution
• Local Job Creation
• Why did the person do it in the first
instance?
• Corporate social responsibility – Donations
to charity etc.
• Food Miles – Miles clocked up bringing from
source to shop

9. Selling the sizzle rather than the
sausage!

10. If you are interested in this
programme
Contact us on info@talentpoolltd.ie
Or phone 087 9485035
Or Office 01 4111498