Wordcraft

Purpose:

Teach the fundamentals of the dark art of copywriting as practiced by advertising professionals to non-advertising professionals.

  • Format: Workshop, Conference or Course

  • Category: Dark Arts

  • Themes: Creativity, Communications, Clarity

Capability Gaps addressed:

a) Reduced miscommunication

b) Increased comprehension.

c) Confidence and empowerment.

d) Appreciation of non-obvious talents.

The Business case:

a) Better internal and external communications.

b) In-house innovation and upskilling.

c) Unlock untapped potential.

d) All of the above helps productivity.

The (slow) elevator pitch:

The Craft of Copywriting is not dead.

As fast as AI is progressing and as quick and easy as it can be to use, nothing beats professionally crafted words from a real-life person.

Wordcraft is more than the sum of words on a page or screen. It’s about knowing the rules, chewing them up and spitting them in the face of convention.

Wordcraft is emotional, evocative and charming. It can be warm and funny, or outrageous and spiky.

Wordcraft draws on our life experience and networks, and turns us into chameleons who can write on behalf of anyone or anything.

It also aids our overall comprehension and appreciation of the potential of language in an immediately applicable way.

Hosted by award-winning copywriter and Co-Chair of Copy School Australia, Chris Taylor.

Potentially Asked Questions:

What exactly is “Wordcraft”?

It’s a word we made up as an example of how cool words can be. Besides, when you say ‘Copywriting’ most people mistake it for Copyrighting and think it has legal implications. Wordcraft, as we are defining it, is the ability to use the right words at the right time in interesting and engaging ways.

I don’t know… it sounds a bit… dark artsy?

That’s more of a comment, but since it comes with a question mark we’ll accept it as a question. Yes, Wordcraft, or whatever you want to call it, is one of the Dark Arts of Advertising. Think of this stream as your own special episode of Magicians’ Secrets Revealed.

Haven’t we got AI for this?

Great question. AI is the best thing to happen to writing since that little paperclip in early versions of Word. The problem is that AI is an aggregator that is only as good as its inputs. It will produce safe, average, achingly correct words that are arduous and joyless for our eyeballs to consume - but of course I would say that.

What outcomes will we, as a team, get from this?

As a bare minimum you’ll gain an understanding of the underlying principles and how to use them. Hopefully, this will pave the way for some revelations and personal epiphanies on the way to a reset towards a more inspired, better-communicating workforce.

Who is this topic aimed at?

Any modern workplace containing people. If that sounds disconcertingly vague or unhelpfully broad, it’s an unfortunate reality of the current state of things. There’s a general collective fugue about the place at the moment, and We Have Ways to help shake it off. So, yes, this topic is aimed at everyone.

Will this make writing less painful in future?

That’s the plan. We can’t guarantee it, obviously. But we will say that if someone who has attended this writes something that’s bland or painful to read in future they’re probably doing it on purpose.

Want to know more?

Ping us your details and we’ll be in touch ASAP.