What are the benefits of in-house copywriting training?
When you’ve got a successful marketing team that is producing content regularly, training might be the furthest thing from your mind. Training feels like something you bring in when people aren’t performing and if it ain’t broke don’t fix it. That’s not what copywriting training is about.
In-house copywriting training is about relighting that spark, it’s about thinking time and it’s about creating at a higher level.
How does in-house copywriting training work?
Every training facilitator works differently, so I can’t speak on behalf of everyone. What I can do is explain how I work and why I work that way.
Every bespoke training course starts with a pre-training questionnaire. This goes out to all attendees and asks them about what they enjoy, what they dislike, what they struggle with, what they wish they knew more about. I take that information along with your initial brief and create an outline that addresses as much as I can.
I want everyone to walk out of the room feeling like they’ve learned something new.
I want everyone to be engaged and inspired by what we’re talking about.
I want everyone to think it’s relevant to their job.
The only way to do that is by asking them. Once I’ve created an outline I’ll share it with you for final sign off and then get to work creating the content.
Why does it work?
We forget that writing is a creative process, it’s not just a job on a list. We forget about creativity and focus on the doing. That’s when we start creating lazy content.
I view my Copy Refresher days as a chance for everyone to get together and talk about words. I question how things are done, we share opinions and advice, everyone does some creative writing. We give ourselves space to analyse what we do, how we do it and what needs to happen to do it better.
It might sound self-indulgent but it’s far from it. We look at examples from your business, we do exercises to make improvements and try new things and we explore concepts that they might not have come across.
What are the benefits?
Cohesive approach
New ways of doing things
Collaboration
Conversations that needed to happen
Inspiration
Creative boost
Development of skills
Motivation
Shall I go on? The one key advantage to a bespoke in-house copywriting session rather than an off-the-shelf or online training course is that it’s based on your needs. It can flex to what your team’s skills gaps are, what your situation is and what you want to get out of it.
When you put your whole team in a room for 6 hours and give them permission to focus on the how and why, you’ll be amazed at the results.
Take this feedback from one participant “Informative session and learnt a lot of takeaways to improve our everyday approach to writing content for different audiences.” or this one “It was a great session that cut through what we deem as complicated and offered a simple approach that could work for all.”
It’s clear that there are real, tangible benefits.
How do we get started with in-house training?
The first task is to establish your budget and you overarching why. What’s driving the training? Is it skill or is it development? When you know what you want to get out of it, you can start to find the right person. If you’re looking for something on brand or tone of voice or an overarching refresher then I’m your person, if you want an in-depth upskill of AI tools then I’d recommend someone else.
From there get in touch, have some chats, learn more about the individuals and their approach. I’m a big fan of interactivity - I don’t want to talk at you for 6 hours, I want to create a debate and I want you to get your hands dirty.
Finally, pick a date and make the commitment. Bespoke training can be expensive but the longer you wait the more expensive it’ll be so say yes, sign the contract and get ready to learn.
Ready to commit already? Drop me a message and let’s get you booked in.
