Getting Attention and Engagement with Your B2B Copywriting

Tim Tucker

Date: Wednesday, 5th October Time: 10:00 – 16:00 / 05:00 – 11:00

10.00 – 10.15  Introductions

  • Introducing trainer and delegates
  • Outlining the purpose and structure of this course
  • Discussion: What makes good B2B copy?

10.15 – 10.45  Part 1: Planning for success

  • Creating a plan for your copy
  • Clarifying your hook, key messages, reasons to believe, and call to action
  • Defining the ‘Problem’ you’re solving for your lead or customer

10.45 – 11.10 Exercise

  • Analyse/plan a piece of written communication
  • Feedback and discussion

 11.10 – 11.30  Break (20 minutes)

11.30 – 12.00 Part 2: Getting your readers’ attention

  • How to write better B2B headlines and subject lines
  • 3 types of ‘Hook’: Benefit, Curiosity and News

 12.00 – 12.30 Exercise

  • Writing headlines and subject lines
  • Feedback and discussion

 12.30 – 13.30  LUNCH (1 hour)

 13.30 – 14.00  Part 3: Writing concise, easy to read copy

  • Plain language: how and where to use it
  • Short sentences and paragraphs
  • Improving calls to action

14.00 – 14.30 Exercise

  • Rewriting copy to improve readability
  • Feedback and discussion

 14.30 – 14.50  Break (20 minutes)

 14.50 – 15.20 Part 4: Getting your style and tone right

  • Conversational writing for blogs and social media
  • Storytelling techniques to engage your audience
  • Copywriting style: Dos and Don’ts

 15.20 – 15.50 Exercise

  • Applying style and tone of voice
  • Feedback and discussion

15.50 – 16.00 Summary, final questions and end

About the Speaker

Tim Tucker

Tim is a digital content strategist and copywriting specialist. He is the founder and director of his own consultancy, 23 Digital Ltd. Between 2009­–2018 he was a consultant and trainer for the Content Marketing Association, the industry association for marketing, publishing, advertising and social agencies in the UK. Consulting and training experience Tim has worked […]

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