THE ROAD TO EFFECTIVE WRITING One-day interactive copywriting workshop   RichWords Limited  ©2012
BEFORE YOU WRITE:  Preparing for your journey <ul><li>Why you need a writer’s map   </li></ul><ul><li>How to step into you...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>No diversions allowed </li></ul><ul><li>Travel in style  </li></...
AFTER YOU’VE WRITTEN:  Reaching your destination <ul><li>Tune up your copy engine </li></ul><ul><li>Use your tool-box </li...
  THE ROAD TO  EFFECTIVE WRITING  <ul><li>After today’s workshop, you will be able to: </li></ul><ul><ul><li>Plan your str...
BEFORE YOU WRITE:  Preparing for your journey <ul><li>Why you need a writer’s map   </li></ul><ul><ul><li>4 questions to a...
BEFORE YOU WRITE:  Preparing for your journey <ul><li>How to step into your readers’ shoes </li></ul><ul><ul><ul><li>An ex...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>No diversions allowed </li></ul><ul><ul><li>10 types of headline...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>Travel in style  </li></ul><ul><ul><li>Finding the right tone of...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>Finding the right tone of voic e  </li></ul><ul><ul><li>What do ...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>Register   </li></ul><ul><ul><li>What do we mean by register? </...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>Being authoritative  </li></ul><ul><ul><li>Filtering </li></ul><...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>Creating copy that sparkles  </li></ul><ul><ul><li>Get personal ...
WHILE YOU’RE WRITING:  Making the trip worthwhile <ul><li>Writing in the active (not passive) voice  </li></ul><ul><ul><li...
AFTER YOU’VE WRITTEN:  Reaching your destination <ul><li>Tune up your copy engine </li></ul><ul><ul><li>Editing for punchi...
THE ROAD TO EFFECTIVE WRITING For roadside assistance, contact Richard Harrison  <ul><li>[email_address] </li></ul><ul><li...
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Richwords Writing Training Summary

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For an idea of how The Road to Effective Writing one-day copywriting workshop can improve your written communications, take a look at these summary slides.

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Richwords Writing Training Summary

  1. 1. THE ROAD TO EFFECTIVE WRITING One-day interactive copywriting workshop RichWords Limited ©2012
  2. 2. BEFORE YOU WRITE: Preparing for your journey <ul><li>Why you need a writer’s map </li></ul><ul><li>How to step into your readers’ shoes </li></ul>RichWords Limited ©2012
  3. 3. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>No diversions allowed </li></ul><ul><li>Travel in style </li></ul><ul><li>Signposting your journey </li></ul>RichWords Limited ©2012
  4. 4. AFTER YOU’VE WRITTEN: Reaching your destination <ul><li>Tune up your copy engine </li></ul><ul><li>Use your tool-box </li></ul><ul><li>The end of the journey </li></ul>RichWords Limited ©2012
  5. 5. THE ROAD TO EFFECTIVE WRITING <ul><li>After today’s workshop, you will be able to: </li></ul><ul><ul><li>Plan your structure and content – to save time and effort </li></ul></ul><ul><ul><li>Focus on your reader – to make it relevant </li></ul></ul><ul><ul><li>Create compelling headlines – to grab attention </li></ul></ul><ul><ul><li>Maintain interest throughout – to get a response </li></ul></ul><ul><ul><li>Edit/check your work – to look professional </li></ul></ul>RichWords Limited ©2012
  6. 6. BEFORE YOU WRITE: Preparing for your journey <ul><li>Why you need a writer’s map </li></ul><ul><ul><li>4 questions to answer before writing </li></ul></ul><ul><ul><li>3 different ways to structure your work </li></ul></ul>RichWords Limited ©2012
  7. 7. BEFORE YOU WRITE: Preparing for your journey <ul><li>How to step into your readers’ shoes </li></ul><ul><ul><ul><li>An exercise in reader centricity </li></ul></ul></ul>RichWords Limited ©2012
  8. 8. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>No diversions allowed </li></ul><ul><ul><li>10 types of headline that keep your reader on track </li></ul></ul>RichWords Limited ©2012
  9. 9. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>Travel in style </li></ul><ul><ul><li>Finding the right tone of voice </li></ul></ul><ul><ul><li>Being authoritative </li></ul></ul><ul><ul><li>Creating copy that sparkles </li></ul></ul><ul><ul><li>Writing in the active (not passive) voice </li></ul></ul>RichWords Limited ©2012
  10. 10. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>Finding the right tone of voic e </li></ul><ul><ul><li>What do we mean by ToV? </li></ul></ul><ul><ul><li>What’s branding got to do with it? </li></ul></ul><ul><ul><li>Register </li></ul></ul><ul><ul><li>ToV Top Tip </li></ul></ul>RichWords Limited ©2012
  11. 11. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>Register </li></ul><ul><ul><li>What do we mean by register? </li></ul></ul><ul><ul><li>Use of vocabulary </li></ul></ul><ul><ul><li>Sentence structure (syntax) </li></ul></ul>RichWords Limited ©2012
  12. 12. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>Being authoritative </li></ul><ul><ul><li>Filtering </li></ul></ul><ul><ul><li>Securing conviction </li></ul></ul><ul><ul><li>The Glenn Miller approach </li></ul></ul>RichWords Limited ©2012
  13. 13. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>Creating copy that sparkles </li></ul><ul><ul><li>Get personal and conversational </li></ul></ul><ul><ul><li>Use power words </li></ul></ul><ul><ul><li>Be brief </li></ul></ul><ul><ul><ul><li>Use shorter, simpler words </li></ul></ul></ul><ul><ul><ul><li>Avoid needless doublings, waffle, clichés </li></ul></ul></ul><ul><ul><ul><li>Choose adjectives wisely; use them sparingly </li></ul></ul></ul><ul><ul><ul><li>Free smothered verbs; change nouns into verbs </li></ul></ul></ul>RichWords Limited ©2012
  14. 14. WHILE YOU’RE WRITING: Making the trip worthwhile <ul><li>Writing in the active (not passive) voice </li></ul><ul><ul><li>What’s active; what’s passive? </li></ul></ul><ul><ul><li>How to spot and correct passives </li></ul></ul>RichWords Limited ©2012
  15. 15. AFTER YOU’VE WRITTEN: Reaching your destination <ul><li>Tune up your copy engine </li></ul><ul><ul><li>Editing for punchier content </li></ul></ul><ul><li>Use your tool-box </li></ul><ul><ul><li>Independent proof of your writing’s effectiveness </li></ul></ul><ul><li>The end of the journey </li></ul><ul><ul><li>Ensuring your copy is error-free </li></ul></ul>RichWords Limited ©2012
  16. 16. THE ROAD TO EFFECTIVE WRITING For roadside assistance, contact Richard Harrison <ul><li>[email_address] </li></ul><ul><li>020 3286 1702 </li></ul><ul><li>07786 930 674 </li></ul><ul><li>Skype: richard.a.harrison1 </li></ul>RichWords Limited ©2012

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