IDM signs up award-winning copywriter

Award-winning copywriter Chris Barraclough, the irrepressible Creative Partner of Barraclough Edwards Chamberlain, has become a tutor for the Institute of Direct Marketing.

Chris Barraclough will share his 23 years of experience as a copywriter on the IDM's long-running creative course, "How to write successful copy".

The creative head brings his own entertaining and sometimes opinionated style to the course, which he himself has refreshed in line with today's changing marketplace.

Referring to the influence of social networking sites, Barraclough said: "The web has opened up copy to a fresh new tone and that's beginning to come though into other media.

"What brands need to know now is how to use the power of those words to change behaviour, to persuade customers to visit their site, to sell them their product or service outside of a retail environment".

The course reminds delegates that direct and digital marketing is about selling.

While the marketplace, even marketing, is changing, certain core skills do not.

As Barraclough commented: "The great thing about being able to write well is that it never goes out of fashion - that's why this refreshened course focuses on how you structure copy that generates a response and leads to a sale".

Covering all sectors, B2B and consumers, the course covers the basic principles and structures that govern direct response and how to apply those principles across all on and offline media.

It considers the tension between brand value and responsive mechanisms and outlines a methodology for those who need to review creative copy.

Barraclough will deliver his first course on 18 June with another on 24 July.

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