About the Course
For today’s business communicator being able to write clear, persuasive, powerful English is not an option, it is a necessity. 750 million non-native English speakers use English regularly, 350 million use it for business every day, 80% of all information stored on the world’s computers is in English, over 50% of all global web content is in English, and all these figures are rising.
This course is aimed at non-native professional communicators and copywriters, who are required to write regularly in English in their work, or are interested in doing so.
The course explores key techniques that help writers overcome linguistic and cultural barriers, escape misinterpretation and write powerful, successful messages for a global audience.
The course emphasizes dynamic, universal creativity, and essential English grammatical and stylistic ‘do’s and don’ts’. It explores important differences between the English used in Anglo-Saxon marketing and communication, and that used in global marketing.
The course uses many contemporary global success stories and case studies and addresses ‘copywriting’ in its broadest definition. It includes B2B as well as consumer-targeted advertising and English writing for the web, viral and broadcast media and PR channels.
Course Content
The English opportunity: Is English a language or a culture? English as the global marketing tool. Universal rules, ten essential ‘do’s and don’ts.’ What is a global language? How many exist? How many can we speak?
Storytelling: What is a story? The psychology of stories: human memory and motivation. Seven universal story archetypes. Stories as mnemonic tools in technical texts. Reciprocity and relationships: how stories build successful B2B marketing.
Tone of voice: Is how we say something sometimes more important than what we say? Transmit vs. receive. Is there a male and female tone of voice? Tone in web texts, writing for the web. Is there an English tone of voice? Which tone in B2B texts and marketing?
Concept: Visual languages, how concepts transcend language, universal archetypes. Authentic emotion. How winning concepts distill the highest benefits and transcend cultural barriers. Does speaking your audience’s language mean speaking your audience’s language?
Call to action: How effective copywriting triggers action. Theories of influence, persuasion and mass communications. Writing to influence and make people act: mass campaigns, events, wider PR channels and press releases.
Cases, success stories, and practice: Throughout the four days we will look at key real-life campaigns and cases that inspire and teach us. There will be a practical assignment in English between the workshops. Students will present their assignments in English to the group for evaluation and development on the second half of the final day.
Course director
Mark Du Bois, communications consultant and corporate trainer based in Stockholm, Sweden. He has managed and edited global websites and specializes in writing and presentations. His long-term clients have included Gambro, Ericsson and the Swedish Film Industry (Svenskfilmindustri.)
Certificate
Upon completion of the course the student will receive a course certificate.
Course structure
Two two-day workshops (total four days) plus independent study time approximately six hours between occasions.
Facts
• Continuing education, four days
• Self study about six hours
• Place: Helsinki, Annankatu 27
Course dates 2012:
May 28-29 and June 18-19
Course Requirements
Applicants should have at least two years’ experience of working with marketing, communications or copywriting. They should be non-native English speaking professionals who are beginning to write in English in their work, have been required to write it for some time, or are interested in developing this skill. They should be interested in developing English together with broader, creative and strategic skills. Their application should contain a short description (one A4 maximum) where they explain their reasons for wanting to take the course, plus an overview of their professional and academic credentials.
