The Secret Sauce of Great Copywriting

Copywriting and creativity to rise above the AI beige

Anyone can generate copy, how do you make sure it’s really worth reading?

AI has made writing faster than ever, but speed isn't what makes marketing effective. Great copy starts with strategy: understanding your audience, finding the right angle and expressing it in a way that feels fresh, distinctive and human.

In this practical course, you'll learn the frameworks professional copywriters use to uncover stronger ideas, sharpen messages and edit for impact. You'll also learn how to use AI to explore, challenge and accelerate your thinking without ending up with the same beige writing everyone else is publishing.

Learn online or in person

This workshop is offered as a full-day in-person training or online, as 90-minute live sessions held once a week over 4 weeks. In both formats, the facilitator will present the topic, run activities and share resources to support your learning.

Pricing

In-person workshop
MA Members: $650 + GST
Non-Members: $950 + GST

Online workshop
MA Members: $595 + GST
Non-Members: $895 + GST

Special rates available for students, registered charities and multiple bookings. Contact us.

This course is required to complete a
Core Skills Marketer Online Accreditation

This is a core course to become a
Professionally Certified Core Skills Marketer

This is an elective course to become a
Professionally Certified Digital Marketer
Professionally Certified Strategic Marketer

Choose Your Date and Location

Learn how to craft copy that connects with your audience and drives stronger engagement and action.

03/12/2026

9:00am - 4:00pm

Auckland

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Learning Outcomes

You'll learn about

Writing for a target audience
Embodying the brand tone of voice and planning for success
Editing for clarity and conciseness
Reviewing for persuasion
Creative formulae for developing creative ideas

So you can

Create persuasive headlines, copy and calls to actions
Make your writing easier and faster
Keep your copy short, sharp and punchy

To achieve

Copy that works
Punchy copy that engages and delivers powerful communications
Cost effective copy

Facilitator, Helen Steemson

Lead Copywriter & Creative Director, Words for Breakfast

Helen is the award-winning lead copywriter and creative director at Words for Breakfast, a copywriting agency in Auckland.

I think it was perfectly tailored to my skill level. Helen was very engaging and clearly passionate about copywriting. I came away feeling much more confident in my writing and now have helpful tools to create engaging writing.

Brenna, Competenz, past attendee 2026

I really enjoyed the workshop. It gave me confidence and reassurance that I am using good practices as well as a whole lot of other useful knowledge. I found the content engaging and enjoyed Helen's way of presenting.

Leanne, GAS, past attendee 2026

I really loved how the workshop was run, it was easy to follow, and the examples were relatable to my work. Helen was incredible! She challenged our thinking, gave great feedback, and I walked away having learned so much. I’ve always loved the creative side of writing but have sometimes struggled to make my work concise and easy to read and that’s exactly what Helen helped us with. I’m genuinely excited to put it into practice!

Tayo, Real Estate Institute of New Zealand, past attendee 2025

The workshop was extremely engaging. The facilitator asked good questions and had a mix of teaching and practical examples for us to work on mixed throughout.

Georgia, Network for Learning, past attendee 2025

I had avoided taking any writing-type courses as I honestly believed I would never be able to do them and would look stupid. But this has given me SO much confidence and the know-how to crack on!

past attendee 2025

Loved Helen and her energy. Made all the difference.

past attendee 2025

Normally after a day long workshop, you can feel drained and overwhelmed, however I walked out of this one energised, motivated, and with tangible strategies that I could apply to my own writing. I was engaged and had fun the whole time!

past attendee 2024

As a designer who has moved into a hybrid role this workshop was an excellent opportunity to learn new editing skills beyond grammar and spell check.

past attendee 2024

Helen really knows her stuff, teaches it brilliantly, and makes it fun. We are all better copywriters already because of this workshop.

past attendee 2024

Professionally Certified Core Skills Marketer

The core competencies needed for today's marketing professionals. This certification is aimed at developing practical marketing skills that help you in your day to day role and be industry ready for your marketing career.

Professionally Certified Digital Marketer

Digital is an essential part of the job for marketers – and it’s critical to keep up with the latest trends and technologies in the field. Ensure you're up to speed with a Professional Certification in Digital Marketing.

Professionally Certified Strategic Marketer

Strategic thinking underpins every effective marketing campaign. Without it, marketing is just guesswork. Build your understanding of strategy and long-term planning with workshops from the r programme.