Advanced Copywriting Seminar:
Master the Fine Points of Writing

The Power of Point of View and Style in Direct Marketing

• Examples of point of view in direct marketing letters
• Diction: The importance of word choice
• Examples of effective prose from Churchill, Fitzgerald, Dickens and more

How to Make Sentences that Keep People Reading

• The value of short paragraphs
• Why you should vary sentence length
• The dangers of wandering modifiers

Getting and Holding Reader Attention With Imagery, Rhythm, and Description

• Why imagery raises reader receptivity
• Examples of great imagery and how to improve your own
• The “default” rhythm of the English language
• Varieties of metaphor
• When to embrace repetition
• Make description active by engaging the reader
• The role of attitude

Coherence: Checking Your Prose For Effectiveness at Three Different Levels

• Word order
• Sentence order
• Paragraph order

DAY 2
9:00 A.M. - 4:30 P.M.

Mathematical Techniques for Measuring Prose Readability

• Counting words is not enough
• The FOG Index

Using Narrative Flow and Structure to Make Your Sale.

Advanced Editing and Revision Techniques

• A simple method for checking the “sound” of your prose
• Sources in grammar and usage
• Building revisions into your work plan
• What’s the best sequence for your ideas?
• Less is more with both words and sentences: Knowing when to cut
• Keep your message lively and conversational

Applying Editing and Revision Techniques

• A summary of the principles for high-powered writing
• Exercises to get you started immediately with helpful new techniques

Creating New Controls

• Testing panels
• Examples of new and classic winners