Considering a copywriting course for your in-house team? A little insider knowledge can go a long way when it comes to choosing the right supplier.
Here are a few questions to ask before booking a session.
Does the trainer schedule a pre-course briefing?
You should expect them to book a call in to discuss what you want from the course. The call should cover:
- Skills and experience mix – what are the attendees good at, and not so good at?
- The reason for the session – by understanding the needs of the team and the business, your trainer can make sure the course fits perfectly.
- Your processes – from briefing to publishing, your trainer needs to understand the way you work.
- Plans – what’s coming up that could affect your team? This could be anything from new systems and changed responsibilities to big campaigns or renewed branding.
If these kinds of topics aren’t being raised, there’s a chance you’re on the way to buying a generic course, rather than one specifically tailored to your brand.
Will the trainer use your own material on the course?
Your trainer should ask which areas of your content they should focus on, and if you have any specific examples you could share. For example, if blog content isn’t relevant, they’ll know to leave it out of the course.
They should also ask for material such as a tone of voice, or initial drafts of content your team may be working on at the moment.
Trainers who say they’ll simply pick some content straight from your website aren’t considering what you really need.
Does it cost more to customise the course?
An experienced trainer should always be able to incorporate new material without bumping up the cost. In fact, tailoring the course to make it unique for each client should be a no-brainer. If tweaking it to fit your brand comes with an added cost, that’s a clue you’re buying a pre-packaged course in disguise.
Will the attendees be able to have their say on the course content?
The management team arranging the course don’t always have all the answers. An experienced trainer will know this, and anticipate it by either speaking to the attendees before the session, or sending out a questionnaire well ahead of time.
Tending to every person who shows up means that everyone gets the advice they need, boosting engagement and ultimately giving you the best value for the session price. Remember, every attendee matters – from the intern to the CEO. So it’s vital that everyone has their say on what the course covers.
Is the trainer a digital copywriter, or something else?
From UX pros to marketing consultants, you’d be surprised at how many non-copywriters offer digital copywriting courses. These guys are great at what they do, but they’re not writers. Would you book a UX course that’s run by a digital copywriter? Probably not.
The best way to avoid this happening is to carry out some good, old-fashioned research. Check your trainer’s credentials: their content portfolio and client training list are great places to start.
Can you see the work in progress?
If you’d like to see a draft of the course before the day of the session, ask. A good trainer will be happy to oblige. A great trainer will offer without you even asking. Seeing the course ahead of time allows you to feed back on any gaps, or highlight any areas that may not be relevant. If the trainer is reluctant to share, this could be a red flag.
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Ok, we’re biased – but we have been running in-house content training sessions for clients for years. We’re always happy to share friendly, no-strings advice.
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