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Will Awdry's
Masterclass in Content Writing for Startups
10 X 1h LIVE 🔴 interactive masterclass sessions with a legend of the British creative industries. Less than 15 SEATS left. Book yours today! Early-bird price: €̶6̶0̶ €39/ 1h session.
Train With A Legendary Copywriter
For the last 20 years, Will has been coordinating the copywriting masterclass for the prestigious British creative institution D&AD. He is the former creative director of the legendary British agencies DDB London, Ogilvy London, and BBH London and the global ECD for one of the most iconic campaigns in the history of advertising – Dove Real Beauty.
Masterclass overview
We have students registered from all over the world and we want to keep things interactive, so please mind that only 20 seats are available. Make sure you register in time, so we can save you a seat.
This is a series of 10 x 1h live, interactive sessions with Will Awdry. There will be 2 x 1h sessions per week for 5 consecutive weeks. Training your creative skills every week is way more efficient than training in bursts. Heraldist School’s philosophy is simple: learning by doing. Therefore, in each masterclass session you will be working on a different exercise. What’s important is to keep your creative muscle trained.
Learning by doing
We want our students to work with some of the best practicians in the world. You’ll never find lectures or boring courses at Heraldist School but masterclasses designed to boost your skills, literally overnight.
Is this masterclass for me?
The Masterclass ideally suits:
Anyone who wishes to master the art of writing clearly and persuasively
Strong focus on content writers and copywriters in startups and other tech companies;
Marketing & growth professionals from the tech industry who want to improve their creative writing and idea generation skills
Startup founders and future entrepreneurs who find themselves having to write copy for their own businesses
Copywriters and content writers from any industry will find the principles completely applicable in their field
More about the 10 Masterclass Sessions
The following is the background for the course of 10 one-hour sessions.
The objective is to open up peoples’ imagination and draw out of them a realisation that they instinctively possess the tools and ability to write more powerfully, with great impact and in memorable ways that connect and inspire their audience.
The concluding, take-away learnings will be a series of fun and simple tools, tricks, lenses and techniques that help provoke great copywriting. Easily remembered, they lead to faster results, usefully accessed when under pressure.
Subjective involvement and – hopefully – some discussion are the best ways to make the lessons stick. These are sessions where everyone will be invited to take part in simple, highly engaging exercises and share their work.
Copywriters and content writers are frequently introverted and often shy. This is NOT a competitive environment but a safe space, where the delegates will be encouraged and there is no such thing as a ‘wrong answer’. While the coaching will be conducted in English, every allowance will be made for the fact that the majority of the audience will be working in their second, or even third, language.
The first four Masterclasses explore high level exercises in fast tracking writing strategies, connecting with an audience more profoundly, the overall concept and the overall development and crafting of an idea that sticks effectively in the memory. Simple exercises will be set, shared and discussed with the participants. Examples from the real world will help illuminate the points raised. Session Five is specifically about generating headlines (email headers, social post commentaries, poster headlines all included) through 12, rapid fire approaches.
Session Six is currently open to allow for adjustment at the midpoint, but is a secondary kickstart around the subject of compression, a discussion of copywriting and a share of both good – and bad – examples. Sessions Seven through to Ten will be built around high involvement exercises built around technique. These are disguised to avoid being clunkily technical, but they are nevertheless extremely useful when applied in the real world. They are fun too. Session Ten is slightly open to allow discussion and further Q&A if required. However, all questions will be addressed at the time as the programme rolls through.
SESSION 1: Connecting your topic to the world: find your strategy.
SESSION 2: Bringing your audience to life: making your writing instantly more personal.
SESSION 3: The idea and how to define it: ways of testing whether an idea works.
SESSION 4: Generating an idea: taking your communication to a higher level.
SESSION 5: Headline help: how to bait those hooks in 12 easy lessons.
SESSION 6: How to work with restrictions: tight frameworks for maximum communication.
SESSION 7: “You can’t”. How ‘No’ can be a productive startpoint.
SESSION 8: Reports from the scene: copywriting as journalism.
SESSION 9: Order, order. Getting your argument into shape (long form, online, website)
SESSION 10: Bringing it home: anomalies, examples, trends, real world and winning examples.
PLEASE NOTE, while the intention is to stay true to the order above, some of the topics may be moved around depending on levels of engagement, the direction of travel and the group dynamic.
LESS THAN 15 SEATS LEFT! BOOK YOURS TODAY!
CALENDAR
Masterclass session #1 & 2
Friday, Nov. 12th, 2021 | 8AM-10AM New York time | 3PM-5PM London time | 4PM-6PM Berlin time
Masterclass session #3 & 4
Friday, Nov. 19th, 2021 | 8AM-10AM New York time | 3PM-5PM London time | 4PM-6PM Berlin time
Masterclass session #5 & 6
Friday, Nov. 26th, 2021 | 8AM-10AM New York time | 3PM-5PM London time | 4PM-6PM Berlin time
Masterclass session #7 & 8
Friday, Dec. 3rd, 2021 | 8AM-10AM New York time | 3PM-5PM London time | 4PM-6PM Berlin time
Masterclass session #9 & 10
Friday, Dec. 10th, 2021 | 8AM-10AM New York time | 3PM-5PM London time | 4PM-6PM Berlin time
“Will was brilliant – so engaging, intelligent, funny and very approachable.”
“Excellent, gave feedback constructively and could get to the heart of the writing thematically.” (Megan, M&C Saatchi)
“Inspirational and highly constructive feedback from Will was brilliant.”
“Will was a fantastic trainer; positive, encouraging and clearly knowledgeable, thank you.” (Emma, Molson Coors)
“Encouraging/empathetic and very knowledgeable. I feel like I’ve learnt tips and more importantly perhaps, my confidence in writing has grown.” (Beki, Iris)
“Really strong mix of visuals, participation and the timings were perfect.” (Ben, Direction Group)
“The trainer created a very positive atmosphere.” (Paul, Fork Media)
“A good balance between concept and craft, theory and practice.”
“Engaging, fast-paced and challenging.” (Kamile, Decisiontech)
“Really great and insightful way to tackle writing from many different angles.” (Olivia, Refinery Marketing Communication)
“A very down-to-earth and approachable trainer, a pleasure to work with.” (Marek, Vinted)
“Provided you with a strong set of tools to improve your copywriting.” (Rose, Iris)
“This was my second time participating in this workshop and I still saw it as an excellent learning activity.” (Dave, UKTV)
“Really good course - thank you for doing it effectively over Zoom as I'm sure it'll have been a different course if done in person to allow more discussion but it was run well online.” (Writing for Impact)
“It would have been really nice to celebrate the session in person and have the opportunity to meet Will in real life! Sadly there's nothing we can do about it. Zoom was a great solution to the problem though.” (Writing for Impact)
“Absolutely loved the 'Writing for Advertising' course with Will Awdry. Picked up a range of quick and effective copywriting tips that can be used anytime, any place. Perfect when writing under pressure and to a deadline” (Verity Agababian, BT)
“Our tutor was extremely attentive, engaged and very engaging. He was enthusiastic in every step and encouraging at every turn.” (Alexa, KPMG)
“Learning through play, interaction, discussion and imagination.”
“I enjoyed this course more than any training I have ever been on – I’ve been working for 20 years!” (Claire, Surrey County Council)
“You get your money’s worth with the exercises and the feedback.” (Kimberley, RPM)
“Clearly an expert in his field.” (Priscilla, FPP)
“It’s quite rare you do a course that is so consistently good throughout the day, so big thumbs up from me!” (Sarah, Tamar - SEO)
“Thank you for flying over! And thank you for a fantastic class. It was complex, yet so easy to grasp. Would have loved an entire day of rhetoric only (Cristina, Grafitti PR)
“Powerful, insightful, mind changing.” (Velma Simmons, ASOS)
“Fresh ways of thinking. Multiple exercises. Great anecdotes. Strong delivery. Open and welcoming vibe.” (Emily Eades, creative lead)
“Workshop worked well for multiple skill levels.” (Katie Whyte)
“I feel more empowered with great brainstorming tools.” (Tahiera Overmeyer)
If you see Will Awdry down the pub please, somebody, get the man a drink. His 11 styles of producing a headline helped me smash out "a few more options" last minute - on a Friday! (Katie Nicole)
“It takes a great deal of thoughtfulness to build such a connection in only two days, and with that I would like to sum up my gratitude and appreciation by saying thank you for your time and effort." (Alanoud, JWT, Riyadh)
“Will was great and made us all feel very comfortable. So much learned in such a short space of time!”
“I would have happily paid for a two-day masterclass, as it felt like there was a lot of new ground to cover.”
“Inspiring and stimulating in equal measure, delivered with a compelling pace and energy”
“More importantly, you’ve given us a super-smart toolkit for sharpening our marketing copy, and also a language with which to discuss what’s working and what isn’t.” (Adrian Barrick, Incisive Media)
“Communication agencies spend stupid amounts of time admiring the problem. At Heraldist St. Brendan’s, you’ll spend all of your time learning ways to solve it”
- Will Awdry
“Heraldist St.Brendan will teach you that there are no easy answers. Just brilliantly simple ways to approach the difficult questions”
Will Awdry
SAY HELLO
We’re happy to answer any question you might have. Drop us an email at school@heraldist.com or use the form to send us a message.