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  • Melbourne: 26 March. Venue: Cliftons Melbourne, Level 1, 440 Collins Street.
  • Brisbane: 12 November. Venue: Cliftons Brisbane, 288 Edward Street.
  • Sydney: 30 May. Venue: Cliftons Sydney, Level 13, 60 Margaret Street. 
  • Hobart: 29 October. Venue: The Old Woolstore, Apartment Hotel, 1 Macquarie Street. 

Online registration – click on date link above | PDF registration


This one-day intensive workshop aims to equip participants with particular writing skills to enhance their ability to produce engaging online copy. Most people find themselves needing to write for an online medium and the demand for web-based copy is on the rise. This can mean producing engaging copy for your organisation’s website, creating interesting articles for a blog or meaningful e-newsletters to your stakeholders.

Writing engaging copy for online mediums involves skill, thought and planning as well as technique.  Web-based writing does differ from writing for print and is something we all increasingly need to be able to produce.  Through this workshop, you will learn a variety of writing techniques and skills that will help transform your words from drab to fab and engage your target audience.

Participants will look at a variety of web-based writing passages and learn how to engage their target audience with more meaningful and interesting copy. This is a hands-on workshop and participants will be required to undertake various writing and planning tasks specifically related to their current roles. Participants get a comprehensive set of notes on the topic, relevant examples of material for analysis and discussion along with practical experience in implementing learned techniques. Please bring your laptop to this workshop.

The workshop qualifies for eight hours of professional development under the AMI's Certified Practising Marketer program.


  • Principles of good writing technique
  • Differences in writing for online versus print
  • Active versus passive voice
  • Web reading patterns
  • Headlines
  • Different mediums
  • Call to action.

More detail about the workshop content can be found in the 2013 Foundation Workshops PDF brochure (PDF, click here).


Cost (inc GST): AMI CPM Members $560; AMI Members $590; Non-members $790
Interstate CPM $280; Interstate AMI Member $295.

Online registration is available; click on the relevant date at the top of the page. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2013 Foundation workshops PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here) (registration PDF only).

FAX 1300 131 468
TEL 1300 737 445
EMAIL events@ami.org.au
MAIL Foundation Workshops, Australian Marketing Institute, GPO Box 5295, Sydney NSW 2001


Foundations overview page | Business and Public Relations Writing | Effective Marketing Plans | Marketing Principles | Project Management Skills | Public Relations Strategy | Social Media Applications | Digital Marketing | Event Marketing and Sponsorship | Measuring Marketing Performance | Online Writing | Search Engine Tools | Better Briefs | Brand Story | Communicating Change | Mobile Marketing | Practical Email Marketing | Research, Insight and Action | Strategic Planning Overview

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