In such a crowded and competitive market, publishers need every advantage they can get. And persuasive copywriting is one of the most valuable tools in their kit. We helped Pan Macmillan turn page turners into best sellers.
Publishing houses may have big budgets, but each individual book only gets a limited slice. So publishing marketers have to work extra hard to get their product noticed in a highly crowded market.
What we did
We ran six Sharper Copywriting workshops for Pan Macmillan, training over 60 people from a range of roles, from publishing to editorial, marketing and digital content.
We prepped the course with examples from their writers to help us show where they could strengthen their writing. Then ran a pilot session to establish the format and, off the back of very positive feedback, ran the other five sessions.
A fresh approach
We shared techniques that helped the team break out of stereotypical habits and avoid ‘we’ve always done it like that’ syndrome. And helped the teams create copy that improved impact on Amazon, connected with trade sellers, and made memorable shoutlines.
We illustrated examples of best practice guidelines for publishers.
“It was a brilliant creative brainstorming session and I have a toolkit of techniques to take forward with copywriting.”
Martha Burley, Senior Editor
Like many of our workshops, we started with some fun activities around Tone of Voice, grammar and planning. Because Pan staff had a particular goal in mind, we tailored the sessions to help them get books noticed in the supermarkets, on Amazon, and in the press.
We'd like to think our training had an impact on sales. But even if it didn't, the feedback from the team shows we definitely succeeded in helping them beat writers block and discover new ways to inspire creativity.