Discover the crossover between poetry and copywriting and how the same techniques can be used in both disciplines.At first sight, poetry and marketing copy would seem to be two entirely different writing genres: on the one hand, poetry is an art - one of the highest literary forms - while the commercial nature of marketing materials places copywriting firmly at the other end of the scale.This brief course aims to show that there is no such dichotomy: both copywriting and poetry aim toevoke anemotional responseandtoinfluence behaviour or opinion.The same techniques that poets use to convey their message and meaningand to produce the desired - and oftensubconscious -reaction in their audiencecan also be used in marketing materials to affect and influence the potential client. But because suchtoolsas metre and layout are so closely associated with the discipline of poetry, theirpoweris not always recognised or fully exploitedbythe copywriter.Based on the premise that\"words are not enough\", well look closely at how literal meaning, word-associations and cultural connotations, sound, metre, line breaks and layout are allused in careful combination by the poetto create different effects and to influence the reader\'s mood and response.Understanding these techniques will draw attention to some of the subliminal effects produced by the marketing copy we encounter each day and make us more aware of the effects we create when producing our own business literature.Whether youre a poet who hopes to apply your skills to a more lucrative genre, or a copywriter who is looking for a new perspective on your discipline, this course will offer insights into ways to expand your writing repertoire.