Copywriting is dead.
We’re all content creators now.
Too much of the cntent we consume is bollocks – turgid, self-referential, overly long and unengaging.
If you write copy or create content – annual reports, sales pitches, social media, appeal letters, member communications, videos, websites and eNewsletter copy, speeches, audio, membership renewals, media releases, letters to editors – Copy Savvy is for you.
This hyper-practical training workshop is knows that the one person may create content across dozens of different contexts.
Brett de Hoedt has written everything from television commercials and Sydney Morning Herald opinion pieces to game show questions. He’s created videos, podcasts and websites.
He has trained hundreds of people - many with little experience and even fewer resources at their disposal. The reviews are glowing. Copy Savvy is for people who create content in all its forms. It will leave you with a clearer identity, sharper insights into your audiences and higher expectations for the impact you create.
The Content Savvy workshop agenda
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Fundamentals
So what exactly is “good content” anyway?
What content - text, videos, graphics, social media etc - suits which objectives?
Why is some content more impactful than other content?
How can we secure a brief that leads to great content?
What should the approval process look like?
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Finding your voice
The best content reflects the brand and personality of its source. Does yours?
Distill your tone into a one page guide for all of your content.
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Know thy audience
We all have multiple audiences. The best content leverages an intimate understanding of its audiences.
We’ll use two tools to help you do this:
The Conversion Formula;
The Perception Plotter.
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Websites
Most websites underperform in terms of the impact they make, how effectively they convey organisational values and their connection to their audiences.
The best copywriters and creators extract maximumvalue from their most important digital asset.
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Social media content
Where do we find inspiration to create a constant flow of social media content?
What approaches work for various platforms?
How can we increase engagement?
How can we serialise, automate and recycle?
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Media releases
Media releases and media briefings still matter.
We’ll show you exactly how to write an effective media release or brief in the least amount of time .
Lots of real world examples good and bad.
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Video
Whether it be longer form or short, YouTube or TikToks video can make a big impact.
When should you opt for video and what are some of the principles and habits to work towards?
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Search engine optimisation
If you edit or write copy for websites you need to understand the basics of search engine optimisation so Google can introduce you to all the right people.
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AI
How can copywriters and content creators save time and effort via AI?
Which platforms and technologies can we use?
Which pitfalls should we avoid?
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Media friendly events
Don’t let your next conference, exhibition or open day pass without using it to gain media coverage.
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Old fashioned copywriting advice
Words still matter so we’ll look at:
getting a brief that leads to the best results;
writing in the active voice;
sentence and paragraph length;
the use of quotes;
editing and copy shortening;
plain English.
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Annual reports
If you have the honour (burden) of writing the annual report, membership magazine or periodical we have some advice for you.
(And our sympathy.)
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Pre-interview preparation
Briefing your journalist to influence the interview.
The questions to ask beforehand.
Preparing your spokesperson.
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Planning your next 12 months
Map out the media coverage you want to get and start planning how to get it.
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Whatever you need
Brett is very flexible in what he delivers so there’s always room for your issues and plentiful Q&A.
Who is this for?
Independent professionals, SMEs, campaigners, educational institutions, nonprofits and community groups of all sizes. If you want to influence decisionmakers call us today.
Media Savvy is especially suited to people who have no or limited exposure to the media. If engaging an external publicist is a luxury you can’t afford, this is for you.
Brett is often engaged by peak bodies and networks to deliver training to a batch of their members. (This is a great way to deliver value to your members.)
Why Brett de Hoedt?
Brett de Hoedt of Hootville Commuications has helped over 1000 clients - typically organisations with tight budgets and limited exposure to the world of media.
Many of his clients want to influence debate and set an agenda.
His energetic and practical training style gains rave reviews.
Get to know him via his YouTube, TikTok and Instagram channels. He’s rather active on LinkedIn.
Follow-up coaching
The workshop is just the beginning. Brett follows up his Media Savvy training with 12 months of unlimited coaching. It’s all part of the deal.
Nobody else offers this.
Coaching means that you have advice, review, second opinions, referrals on tap all year long.
Just pick up the phone and pick Brett’s brain.
Suddenly this workshop ROI is unbeatable.