Lorraine Forrest-Turner

Mastering the art of copywriting


The ability to write well-crafted copy rarely comes easily. Most professional writers admit to fine-tuning many drafts before being completely happy with the finished result. This copywriting training course uses a mix of examples, exercises, discussions, tricks of the trade and feedback to show good writers how to become great ones.


How will I benefit?

You’ll recognise the difference between good writing and great writing, and you’ll produce the great stuff more quickly and more easily. You’ll understand how to stay on message so that your writing engages your readers from start to finish. You’ll be more creative and imaginative in your writing, without losing sight of the all-important objective. You’ll create copy that makes the reader think, feel or do exactly what you wanted them to think, feel or do. And you’ll find writing a more enjoyable practice and be proud of your end results.


What will I learn?

How to recognise the difference between good writing and great writing

Techniques and structures you can use to write almost anything

How to critique your and other people’s writing constructively

Why verbs and nouns are better than adjectives and adverbs

How to find the message and stay focused

Why certain words create hidden messages

How to tailor your writing to your intended audience

Why reading out loud helps you turn waffle into winners

How to use ORMA, AIDA and other useful acronyms!

The different writing styles and how they affect perception

How to banish clichés to make your writing original, sincere and effective


Who should attend?

Experienced writers who want to improve their writing skills.


What else do I need to know?

This is a highly challenging course with lots of difficult writing exercises. It is perfect for experienced writers who seriously want to improve their writing. While it is not geared at any particular type of writing (i.e. blog post, press releases, features, web copy, etc.) it covers techniques you can adapt to suit different communication tools.

“I found a recent copywriting masterclass that Lorraine delivered among the best training I can remember attending. It was well-structured, hands-on and pacey without feeling rushed. Lorraine left time for interaction and questions throughout. It takes a real lightness of touch to transmit that expertise while giving space to ‘learning by doing’. Did I mention shared purpose and progress in a group? Heartily recommended.”

Brian McGee, Freelance writer, editor and content producer

How do I book this course?

Fill in this form, send me an email or call me on 01628 481947.

Lorraine is a trainer for the PRCA
Lorraine is a trainer for the PRCA
Lorraine is a member of the Professional Copywriters' Network
Lorraine is a trainer for Big Fish Training