December 4th, 2007 by Kelly

I’ve spent the last several days thinking about my vision for The Copywriting Institute. I deeply believe that you have to SEE where you are going if you want to get there. The company has grown very quickly and in several different directions since I started it earlier this year and it is time for some focus and clarity.

The Copywriting Institute is the second of three businesses I now have. All three companies are a division of A Marketing Connection, Inc. and are interrelated. The Copywriting Institute has one role — to educate writers and marketers.

I have always had a vision that we would teach copywriting for companies as well as individuals. But in reality when writing for the ezine, The Copywriting Connection, I have not always been clear on who that audience is because they have different needs; different problems. In reality the readers of the ezine are varied.

So, in this blog posting, while perhaps a bit personal and more thought-provoking for myself, I intend to clearly state my intention for this company, what direction I intend to take it next year, and how it best fits the role it’s meant to play with A Marketing Connection.

The Copywriting Institute is first and foremost a place for people to learn about writing. Business writing, writing for marketing and communications, and sales writing or copywriting and all the things that go along with writing such as; grammar and punctuation, the ability to manage writers and help them grow, time management, etc.

This learning will be done in three ways:

• Individuals. This may be freelance writers or people simply looking to brush up on skills. Personal development. The Copywriting Institute will also offer classes and services to help these learners grow their freelance copywriting business. Our goal is to take the top graduates from this group and have them write copy for clients from Holistic Healthcare Marketing and A Marketing Connection. To create jobs and empower these writers to create a life of balance and joyfulness.
• Businesses. Businesses large and small have a need for continuing education for their employees. Both onsite and online. Marketing Departments. Communication Departments. Human Resources. In addition to business writing, writing copy, and the basics (grammar and punctuation), managers need training on managing writers, critiquing writing, and uncovering and developing writers strengths.
• For Associations. The needs of associations and other business networking groups are different. There is definitely a need for associations to offer continuing educational opportunities to their members. Learning can be done online, as credits for their certification programs, and at national and regional conferences. Course content will be customized for each industry.

Not a mission statement, yet, but words that describe The Copywriting Institute:

Empowerment. Helping individuals achieve Wholeness. Inspire Creativity. Incubators of the human spirit. Writing and learning is fun and playful — not serious.

These are the opportunities for The Copywriting Institute and the directions we will pursue in 2008.

Happy Copywriting!

Kelly Robbins
www.TheCopywritingInstitute.com