The Campaigns team from Transport for London’s Better Routes and Places directorate recently undertook a workshop run by John Ainsworth of Make Sport Fun on the theme of how to write effective marketing materials.
The role of the Campaigns team within Better Routes and Places is to cut congestion in the capital by encouraging people to get out of their cars and do more walking and cycling. The team write a lot of copy for leaflets and websites and the aim of the workshop was to make their writing as punchy and persuasive as possible.
“The workshop proved to be a great success,” says Andy Pidduck, Campaigns Project Manager at Better Routes and Places, “having previously worked with John on another project, I knew he was an excellent trainer and facilitator so was confident that he could really help us. The course used actual examples of copy from our sector, both good and bad, which made it very relevant and John co-facilitated the session with a journalist who had lots of expertise to offer and shared helpful hints with us. All in all, the workshop was a very worthwhile exercise for our team – we came away with a better understanding of what makes good copy and some great tips to try out in our work. I would definitely recommend this workshop to anyone else looking to hone their copy writing skills.”