Creating Compelling Copy – aka Persuasive Writing for Marketing

Workshop
Tuesday, October 29, 2019 -
1:00pm to 4:00pm
Where: 
RAILS East Peoria Small Conference / Videoconference Room

We know creative writing like poems or novels and nonfiction such as research papers or newspaper articles. But what kind of writing is copywriting and why does it seem scarier to do?

Marketing is really a form of storytelling, about inspiring a specific action. So, what if we think of "copy" as 'persuasive writing for storytelling?'

Persuasive writing for marketing is a skill that any library professional can learn, practice, and put to good use daily. In this hands-on, workshop you'll get info, case studies, practical exercises, and work in small groups to apply some of the tricks, tips, formulas, templates, and shortcuts from the world of advertising and master copywriters.


Objectives:
• Understand how formulas, templates, and guides can help you create marketing content faster and more clearly.
• Be able to identify and draft a CTA for your next marketing message.
• Identify an emotion you want to invoke in your library's audience with 1 particular piece of marketing.
• Write an engaging headline for your chosen marketing story.
• Select one story idea for your library to craft a marketing message around in the next 30 days.

Audience + Skill Level:
Library staff engaged in the actual production of content or marketing for library outreach. Beginner to intermediate level of marketing knowledge.