Copywriting and subscription marketing training

Want to refresh or improve your in-house copywriting or subscription marketing skills?

Then why not let us help you up-skill your marketing team to meet the challenges of a more crowded marketplace for information products – not to mention prospects who’ve ‘seen it all before’?

We offer both introductory and advanced courses in copywriting and subscription marketing best practice – teaching others the same tried and tested principles we’ve successfully put to work for our clients.

All our training is bespoke, because we don’t believe in ‘off-the-shelf’ training – except for absolute beginners.

Pre-packaged courses and standardised content make commercial sense for the trainer and the training company – but less so for individual delegates who, unless they’ve never written a word of copy in their life, already bring some knowledge and experience to the gathering.

While off-the-shelf courses can certainly be very useful for some delegates in the room, they’re of marginal interest for a few others – and are treated like a ‘jolly’ by the rest of the group, for whom the training content is largely material they already know.

What makes our training different

All of MortonGregory’s copywriting and subscription marketing courses are explicitly designed around your marketing team’s specific needs as communicated up front to us via questionnaire-based discussions with management.

Moreover, both our training content and course materials are grounded in your company’s own marketing collateral, products and services.

Such ‘real world’ training ensures that your staff work and learn in an environment which is interactive, enjoyable – and directly relevant to your company’s commercial objectives.

The result: quicker learning, higher information retention – and the lessons learnt during the training can be put to practical use, starting the very next day.

Take a look at some of our most popular training topics

How many of them would help make your company’s marketing that much more hard hitting?

• how to structure your copy for maximum selling effect – even long copy
• creating powerful headings, sub-headings and subject lines
• why most direct marketing copy focuses too much on the product – and not enough on the prospect
• how to write attention-grabbing letter and email opening paragraphs
• a checklist for evaluating your existing sales collateral, and identifying any areas that merit review
• how to get ‘inside the head’ of your prospect, and really understand what makes them tick
• how to write body copy that is fresh and interesting, rather than use the same old clichés and hackneyed phrases
• a 15-minute technique for identifying your product’s real USP or Customer Buying Advantage
• when to use a premium to increase the attractiveness of your offer – and how to make sure it’s the most appropriate one for your product
• how to master technical subject matter – so you’re confident about writing to professionals who work in that industry
• how to establish what length your copy needs to be to make maximum sales
• what’s the optimal sales cycle for your particular product or service? (in our experience it’s invariably too short for the market or price point in question…)
• how to identify what drives buying decisions in your target market – and response-killing objections
• how to best build the right level of ‘community’ between you and your customers – so that you maximise your retention levels
• email subject lines – why do some work so much better than others?
• how to write copy to tight deadlines – and still maintain your usual high creative standards
• four proven direct mail response killers – including one on the order form. How many of them are you inadvertently using?
• writing calls to action that do the job rather than alienating the reader
• writing features and benefit copy that grabs the reader’s attention
• how to tailor sales copy for different sub-sectors of the same market
• 18 different ways to start a B2B sales letter or email – so you’re never stuck for a strong opening
• identifying no-cost ways to strengthen your existing sales offer
• determining which type of sales offer is most appropriate for your particular product or market
• how to write ‘risk reversal’ copy which is so much more credible to the prospect – because it doesn’t sound like every one else’s ‘boiler plate’
• why so much sales copy either (1) fails to attract the reader’s interest up front or (2) loses the sale in the closing paragraphs

Could improved copywriting or subscription marketing skills help you gain new customers – and keep them longer? Then contact us today.