Copywriting remains a true craft, even when AI joins you at the keyboard. But how can you tell if your web copy, social posts, newsletters, emails or brochures really hit the mark? Do they have enough impact? Do they reflect your brand or organisation's voice?

In this hands-on Master Class (10th edition!), we’ll focus for the first time on how AI can support you in objectively evaluating copy created by your agency, freelance partner or in-house team. This isn’t about learning how to write with tools like ChatGPT, Copilot or other assistants. Instead, it’s about using AI to check whether your existing copy truly connects with your audience.

You’ll discover clear examples and practical insights that will help you determine whether your content is truly customer-proof.

What will you learn?

• How readers experience online and offline copy.
• Why a strong briefing results in stronger copy and how AI helps.
• Which psychological principles increase the persuasive power of your message.
• How to check tone of voice and how AI can do that for you.
• Long vs. short copy: does more text really sell more?
• SEO & GEO: how AI can improve your copy’s visibility.
• Can the same copy work both on paper and screen?
• Checklist: evaluate your copy in 7 steps.

For whom?

This session is designed for communication professionals and anyone who writes or commissions copy from an agency, freelancer or colleague and wants to know whether that copy truly delivers.

Language

The training will be given in Dutch, the slides of the presentation will be in Dutch and English.
Participants may respond in the language of their choice.