Word Economy: Say It Straight - Digital Copywriting 101


About This Workshop

Copywriting is about how to strategically deliver words that gets people to take action. Whether you're looking to promote a service, create a fad, covet a legacy or educate the public, adopting a clear, concise, compelling and confident voice will earn you a lot more engagement than dry long waffles and 4-syllable jargons. In today's world where content is rampant, engaging your audience is everything. If it's worth talking to anyone at all it's worth talking to them Straight.

This class is designed to be highly practical in its applications and appropriately playful in its methods — imagination and creativity are essential to effective copywriting. Concepts will be illustrated with do's and dont's, class exercises and copy samples drawn from instructor's own database and contemporary sites and brands.

Anyone working in creative and PR agencies, in the press or for brands. Students. Bloggers. Entrepreneurs. Anyone who wants to improve their writing… all are welcome to join.


  • Get to know the 4Cs Rule on digital copywriting
  • Learn various practical methods for achieving the 4Cs
  • Understand why 'word economy' is crucial and how it works
  • Get a basic concept of Tone of Voice
  • Learn why stories are important and a range of story-telling methods

Prereqs & Preparation

Please bring a piece of writing (copywriting) you like & paper/pen/notebook or laptop/phone for editing and analyzing exercises. No other prerequisites apart from an interest in writing or editing!

About the Instructor

Dora Chan

Founder & Managing Director, Straight Communications
A writer for South China Morning Post prior to content managing through the dotcom bubble, Dora launched Straight as a copywriting and translation house after a stint in film and fashion marketing. 10 years on, Dora has grown Straight into a full-service content marketing agency, where she plans and manages writing, branding, social media, web design and content marketing projects for a range of clients, including Swire, Ikea, Lane Crawford, Pfizer, Bloomberg, FTSE Russel and Forbes.

About the Organizer:

General Assembly

General Assembly transforms thinkers into creators through education and opportunities in technology, business, and design.

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Thu Jul 14, 2016
7:00 PM - 9:00 PM HKT
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GA Hong Kong @ Garage 8F
Tickets at HK$325 FULL
Venue Address
8F, 33 Des Voeux Road, Central, Hong Kong Hong Kong