The Craft of Copywriting (Introductory)

One-day course

For those considering making a career as an agency copywriter or a corporate communications writer, this one-day course is an ideal starting point. You will learn how to generate ideas, write eye-catching headlines and create effective body copy. Through group exercises and personal guidance, you will begin to understand the processes upon which professional copywriters build.

Course content

Module 1
History of copywriting; social influences on advertising; career opportunities; qualities of a copywriter; how to get ideas; making an Ideas Wall.

Module 2
Group exercise on creativity; writing headlines that arrest the reader; 6 headline winners; group work on headlines; working with art directors.

Module 3
Writing body text; 3-part programme; personal writing exercises; proof-reading and words to avoid.


  • Date: To be confirmed
  • Time: 9am to 5.30pm
  • Venue: Marketing Institute of Singapore, North Bridge Road campus
  • Course fee: $200.00 per participant
  • Special Rate: Register 3 or more participants (15% discount)
  • 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.