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Creative Copywriting

Creative Copywriting

Chelsea College of Arts
Taught by
Phil Woodford


What makes an effective headline? How should you tailor your copy to different audiences and media? These questions and many others are explored during an informal and lively session which attracts people from a wide range of backgrounds.

The agenda includes practical exercises and discussions which will help build your confidence, whether you're writing copy for websites, social media, email, ads or traditional print. Find out how to add some extra punch and creative flair to your writing, which will help you grab attention and persuade customers.

Please feel free to bring along examples of pieces of copy you've written or work in progress.

Topics covered

  • Fundamental principles of good writing
  • Exploring tone of voice.
  • Headline writing techniques
  • Combining words and images - conceptual thinking
  • Structuring longer pieces of copy in print - leaflets and brochures
  • News writing - PR, press releases, newsletters
  • Writing for the web
  • Writing for social media 
  • Direct communication - mail and email
  • Creative challenge

Course outcomes
You will have learnt how to write effective headlines, tailor copy to different audiences and encourage readers to stick with you. In addition, you will have looked at the challenges presented by a range of media from traditional ads and direct mail through to digital and social media.

Who should attend

Ideal for people who work in marketing, design or corporate communications. You may well write copy yourself or perhaps your role is to make judgements about others' work? Either way, you'll find the session a valuable and practical learning experience.


Tutor Description

Phil Woodford is a former advertising creative director, who has been an associate lecturer at University of the Arts London for ten years. Over that period, he has created bespoke training courses for clients as diverse as QVC, MTV, Friends Provident, WaterAid and the Isle of Man Government.

Through his business “Here Comes The Cavalry Ltd”, Phil provides copywriting and creative services to a range of design, advertising and branding agencies. He blogs on advertising creativity at


Please bring the following materials with you on the first day:

  • Notebook and Pen

Available dates