Writing for results, one day course, master slides without notes

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A 1-day course in core business writing skills delivered to staff of The Economist since 2004.

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  • Writing for results, one day course, master slides without notes

    1. 1. Writing for ResultsCopywriting techniques thatinfluence, persuade and sellA one-day workshop delivered by Scott Keyser
    2. 2. What we’ll cover today TWO: ONE:WELCOME While BeforeStart 09.30 c. 11.00 You’re You Write Writing THREE: FOUR: After What We’ve You’ve LUNCH Learnt Written Close 17.00 c. 12.30 – 13.15
    3. 3. One: before you write •A fast-food acronym •Research, reflection, brainstorming •Understanding your reader •Changing their behaviour
    4. 4. Five steps to planning heavenl Goals for the copy and the business.l Do your research: subject and reader.l Identify and sell to motivations.l Identify and handle objections.l Always allow time for planning.
    5. 5. “I never read The Economist.” Management trainee. Aged 42.
    6. 6. Write for your reader Top tip: the rule of 3:1 and the magic word.
    7. 7. Structures that sell Grab attention. Talk benefits. Make the sale.
    8. 8. Two: while you’re writing •Good tone of voice •Powerful writing •Some rules for good style
    9. 9. How to use tone of voice• What is tone of voice?• Think about register, eg vocabulary, syntax.• Consider contractions.• Use your ears.
    10. 10. Snap, crackle and pop• Use power words for emotional kick.• Use more verbs than nouns.• Use the active voice when you can.• Use Anglo-Saxon, not Latin/Greek.
    11. 11. Style rules, OK?1 Omit needless words.2 Be brief.3 Punctuate for power.
    12. 12. Three: after you’ve written •Scoring your readability •R.O.L. •Editing your work •Checking your work
    13. 13. Accessing the Readability StatsIn MS Word 97-2003:1. Tools – Options – Spelling & Grammar tab – tick ‘ShowReadability Statistics’ – click OK.2. Back to Tools – go through Spelling & Grammaroptions – dialogue box asks if you wish to check theremainder of the document – click ‘No’ and theReadability Stats appear.
    14. 14. Accessing the Readability StatsIn MS Word 2007: Click the round Office button in the top left corner. Click the Word Options button lower right of the box. In the Word Options dialog on the left, select Proofing. Under ‘When correcting spelling and grammar in Word’, select Show readability statistics. Click OK. Next time you do a grammar and spell- check, the Readability Statistics will pop up at the end.
    15. 15. Editing and checking your work• Is your copy fit for purpose?• Structure: clear, logical, flows well?• Is it clear, concise and compelling?• Will your reader ‘get it’ in one go?• How would it make you feel if you were the reader?• How many drafts?• What to cut?
    16. 16. Checking your work• Read it out loud.• Have someone else read it.• Check all references point where they should.• Check grammar, spelling and punctuation.• Check presentation against house style.• Proof-read for typos.
    17. 17. Four: what we’ve learnt
    18. 18. Four: what we’ve learnt1. Your reader matters more than the medium.2. Always have your goal in mind.3. Make life simple: have a plan.4. Always convert Features into Benefits.5. Use the simplest language you can.6. Never send your first draft.7. Always check your work.
    19. 19. What will you do differently fromtomorrow? Approach: plan more? ROL? Attitude: be more confident about your writing? Bolder? Style: cut jargon, use plain English? Skills: master grammar, punctuation, the active voice? Read more good writing? Read more about writing?
    20. 20. What next?• Contact me for more training, coaching, editing, public speaking: scott@writeforresults.com +44 (0) 20 8671 0457 +44 (0) 7715 771325• Follow me on social media: eCademy (scott keyser) http://www.linkedin.com/in/scottkeyser1 http://www.twitter.com/scottkeyser
    21. 21. Writing simplyI have set out in my report I have set out in my reportwhat I understand from the questions that thosethose instructing me to be instructing me need mythe questions in respect of expert opinion on.which my opinion as an (18 words, ie 38% shorter)expert is required.(29 words)

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