Persuasive Writing

Objective

To improve the writing skills of media people so that their written communications, proposals, recommendations and views are more persuasive and influential.

Benefits

• Tools and techniques to make your writing clear and confident
• Fine-tuning your writing and developing a greater ability to inform, influence and convince
• Putting your own personality into your writing so that it becomes more engaging, persuasive and distinctive
• We’ll use real examples of the types of writing you do, to make it as relevant as possible

Content

The course is based largely on practical exercises. Each participant will work on some of their own writing so that it’s as relevant as possible to them.
Key areas covered during the day will include:

• The importance of a good beginning
• Writing more like you speak
• Thinking of your reader
• Standing out from the crowd: telling stories, painting pictures, changing pace, point of view
• Checking for sense and style: the value of listening

Target

The course is aimed at anyone who has to influence decisions through the written word and wishes to improve their written communication skills.
Intermediate level course, typically for media people with 3-5 years experience, although more experienced executives could also find this beneficial. 

Format

This is an intensive half-day workshop held at a convenient central London location. 

Facilitator

The course is run by Neil Taylor, creative director of The Writer, a company which specialises in helping companies with their business writing. Neil’s a former senior consultant at Interbrand, and has worked with numerous advertising and media agencies, as well as brands like the BBC, 3, Standard Life, Radio 1, Sotheby’s, and Merrill Lynch.
He’s also written two books, Search Me: The surprising success of Google and The Name of the Beast: the process and perils of naming products, companies and brands.
He’s written for The Guardian, Sunday Times, Evening Standard, Brandchannel, PR Week and Design Week, and appeared on CNN and BBC London. And he’s on the board of the not-for-profit writers’ group, 26 (www.26.org.uk).

Delegates’ comments

“Great insights into effective writing”

“I’ll now produce more punchy, readable documents”

“Inspirational, excellent course”

“I’ve learnt how to write in a more engaging style”

"I'll think much more about the reader"

“Gave me a different way of thinking”

“This was easily the best course I've been on - Brilliant!"