The Craft of Copywriting (Extensive)

Two-day in depth course

This course is more suitable for people who have already had experience working in an agency or corporate communications department. It will help the writer raise his or her copywriting skills to a new level.

The methodology is a mix between lectures and group exercises added with individual home assignments with assessment/guidance.

Course content

Module 1

How to generate ideas. How to write headlines. 14 sure-fire ways to get started. Group exercise in writing headlines to a given brief.

Module 2

Crafting the body text. The three stages in writing persuasive copy. Do’s and don’ts of writing. Working with the art director. Individual homework assignment.

Module 3

Writing for radio – the theatre of the mind. The opportunities offered by broadcasting and the tools to use. Group exercise in writing a radio commercial. What makes a good tagline. Group exercise in writing taglines for six well-known brands.

Module 4

Writing for the Design. Writing corporate letters, producing press releases that get published, writing for design and exhibitions.

Module 5

Creating marketing ideas for digital media; writing for the Internet; guidance and copy for email marketing; blogs and social media; writing for content marketing.

Module 6

Creating video advertising for television and digital platforms. Writing and producing to a budget. The alternative forms of commercial. Using film in the social media.



  • Date: To be confirmed
  • Time: 9am to 5.30pm
  • Venue: Marketing Institute of Singapore, North Bridge Road campus
  • Course fee: $699.00 per participant
  • Early Bird Rate: $599.00 per participant
  • Email:

The Communications Clinic reserves the right to cancel the course due to unforeseen circumstances.
The Communications Clinic will refund 100% course fee if participant could not attend the new course date.

The course is conducted by Allein G. Moore, an award winning creative man who has held Creative Director roles in London and Singapore for agencies including Leo Burnett, Saatchi Compton, and Chiat\Day\Mojo. Allein has written ads for clients such as DBS, Singapore Airlines, Australian Tourism, Shangri-La Hotels, Mitsubishi Electric, P&G and Nestle in a career spanning three decades.


Quotes from participants 

Definitely very useful for industry players. Will recommend it for designers and marketers. – Airene Tan (Millennial Media Pte Ltd)

I love all the commercials shown. Instructor is knowledgeable in the subject matters. – Allison Tan (Singapore Infocomm Technology Federation)

It was interesting and importantly gave us tips on how to break through writers block. – Andrew Ebell (Triad (PVT) Ltd)

Appreciate the current and relevant examples shared. – Tracy Wong (Bates Singapore Asia Pte Ltd)

The concepts and techniques taught in this course are really useful which will definitely allow me to do my job a lot better.

This course brought me back to the basics and fundamentals of the structure of copywriting and the thought processes will definitely help me in my work. – Huang Shiqi (Cerebos Pacific Ltd)

The practical work and critiquing of it, as well as the best in class case studies xxxx were extremely helpful in getting us to the right mindset for copywriting. I have a much better grasp of how to cater to my audience in my writing. – Lim Hui (ZenithOptimedia)

If you want to start somewhere, here is definitely the place. – Alan Swee (Accomplice Pte Ltd)

Fantastic man, fantastic stories, a tour de force of copywriting challenges and how to meet them. – Georgina Brooke (Reading Room)

A two-day course that engaged a lot of thinking.

Interactive and informative.

Sufficient for work.

Good balance of theory and hands-on practices.

Love the course, very insightful.

A knight needs his sword, armour and mission. A wordsmith needs to meet Allein Moore.

Group photo of participants from 'The Group photo of participants from 'The Craft of Copywriting' course held in May 2014.

Group photo from ‘The Craft of Copywriting’ course


Group photo of participants from 'The Craft of Copywriting' course held in August 2013.

Group photo from ‘The Craft of Copywriting’ course