Centre for Continuing Education

Persuasive Writing Course

Marketing Communications. Connect better with your audience.

Coronavirus (COVID-19) update: arrangement of our courses

Some of our courses have moved to online delivery. We aim to continue to deliver a high-quality educational experience through interactive, online classes in real-time. If you are currently enrolled in a course with us, we will be in touch soon with options for your enrolment.

Please note that for online classes, all course materials will be shared electronically. No printed resources will be available.

An immersive writing course for content marketers, covering all the persuasive copywriting skills you’ll need to capture more leads and inspire more actions.

Using a sequence of tools and techniques, we start by planning your messages from scratch. We then apply your messaging blueprint to a range of short, everyday formats such as eDMs, social media headlines, email marketing headlnes and newsletters.

Throughout the day, you’ll learn the essentials of using brand tone, weaving in persuasive elements and crafting for flair. Through exercises, examples and open discussion, you will gain a solid overview of promotional writing in your business.


By the end of this course, you should be able to:

  • use the strategies that creative agencies take to develop a campaign, from formalising the tone of voice to writing the first banner ads
  • generate more emotive angles for your marketing copy
  • gain practice writing for different audiences within one brand, including dialling formality up and down, and adapting the content for different formats
  • incorporate the best persuasive arguments possible for each piece of writing, choosing from a list of 10 possibilities
  • review your own and others' writing for simplicity and effectiveness, focusing on five essential indicators.


Campaign launch

No project should start without thoroughly workshopping the brief. Here, you’ll define the product’s tangible and emotional benefits, and the multiple different creative directions you could develop from this. In this section, we also formalise the ideal tone of voice and set a timeline of deliverables and outcomes.

Designing the user journey

Learn to craft your campaign around headings, memes, names and other short units that encapsulate the essence of what you’re trying to say. In this section, we cover different tips and techniques for writing these, and place them into loose templates that suggest the split-second impact of your messages.

The 10 elements of persuasion

Good persuasive writing employs a number of powerful psychological triggers, and we look at ten important ones in this section. Examples include telling your reader ‘why’, showing you understand your prospect, and giving them something for free.

Drumming up hype

We look at the essential formats you’ll need to master in the early campaign stages: eDMs, digital banners, registration forms, invitations and more. This section also talks about how to extend the core tone of voice to reach different audience segments effectively.

Add stylistic flair

Learning to review for effectiveness: ensuring that SEO is cleverly used (but not overused), verbs and adjectives are strong and evocative, and you’ve added plenty of rhythm using devices such as alliteration and parallel grammar.

Intended audience

Aimed at mid-career marketers who can explain their business features and benefits clearly enough, but want some tips on how to make their messages more memorable, on-brand and inspiring.

If your business style doesn’t allow for much storytelling or free association, consider our Business Writing 1 Course instead. Here, you’ll learn to write internal comms (letters, memos and so on) and short summaries in a clear, factual style that may well fill your business marketing needs.

Delivery style

Learning methods include open discussion, group exercises, pair work and individual response to mini tests throughout the day. Most of the exercises can be adapted to a marketing piece you are currently working on, or you can practice using the fictional examples.


  • Expert trainers
  • Central locations
  • Free, expert advice
  • Course materials – yours to keep
  • CCE Statement of Completion

What others say.

  • The tutor clearly knew the subject matter really well, and the opportunity to apply what we were learning on our own individual live work was hugely beneficial. It was also great to be able to mix with others from different industry sectors and get their thoughts on my work.

  • Great interaction between presenter and participants. Very inclusive of everyone. Although some topics were not applicable to my needs they were none the less interesting and structured well so they were still easy to follow. Those topics that were applicable were very helpful and informative.

  • The tutor was great, very helpful and approachable.

  • I liked the format of the class, its real-world application and the advice/expertise provided.

  • Great course – this has helped me substantially! Thank you!

  • I got exactly what I wanted out of the course. The presenter had a wealth of knowledge and was able to relate the course material to real life examples.

  • The course was one of the best short courses I have undertaken. It was relevant, didn’t cover old marketing principles and it was delivered in a fresh, fast-moving way that never allowed my mind to wander to other things. The presenter is a great trainer in this topic!

  • The tutor was simply lovely, explained everything to the class in simple terms which to me was great as I had no prior knowledge of marketing. They kept the lesson flowing and really knew what they were talking about. They also took interest in each of our companies and would use examples close to each so we could better understand, which is fantastic.

Persuasive Writing Course

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What others say.

  • A fantastic tutor with the right level of energy, experience and motivation. Content was delivered clearly and at the right pace. I thoroughly enjoyed the coursework, which was relevant, pithy and practical. I can already see where I will apply the lessons from the course to my freelance writing and professional work. Would highly recommend!
  • I learnt so much today and have a great set of tools and resources to improve my marketing communication. What a fantastic tutor. I really appreciated the time they took to understand each of our roles so they could adapt examples and give relevant feedback throughout the day.
  • Great content delivered comprehensively, with plenty of active writing.
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