Need help with training copywriters.

[rajan_nair]

Hello!

I'm Rajan Nair, an advertising copywriter from India. Recently, I've started teaching copywriting, and although I've done a few sessions/workshops on 'Effective Advertising Copy', I'm flummoxed by a new assignment I've landed!
I've been asked to train a group of copywriters (15) who have about 2 years' experience in the art of writing decent 'long copy'. What this means is that these writers are good 'ideators' and can come up with interesting ideas and headlines, but fail in the 'body copy' area, where the real selling happens! Their copy isn't structured, the grammar is atrocious, and they seem to think that writing in 'passive voice' is the key to 'formal writing'!
Help! Can you guide me on what I should do, and how I should go about training them? Any advice will be welcome.
Thanks in advance,
Rajan

[Tdol]

Could you give us a couple of sample paragraphs to look at?

[rajan_nair]

Hi
Sorry for the delay in replying - I was travelling. I have landed the assignment, and will soon start the training in a week or so. As soon as I get hold of some of the paragraphs I will post them here.
Thanks!
Rajan