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Business writing 3.0
This document summarizes a training on business writing. It covers 6 modules: understanding your audience, crafting clear messages, making effective emails, using push vs. pull marketing approaches, online presence, and writing concisely. The training emphasizes tailoring communication for the audience, having a clear point, and evolving with changing technologies and marketing models. It provides tips for each area and recommends keeping learning to improve writing skills.
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Business writing 3.0
- 1. Business Writing 3.0 Evolve for the changing world Wrap-up presentation for six modules of business writing training By Barb Sawyers
- 2. What we covered 1. Who’s talking to who? 2. What’s your point? 3. Making good email 4. Push or pull? 5. Shine online 6. Look smart
- 3. Who are youtalking to?
- 4. Who are youtalking to? What gets her going in the morning? What keeps her awake at night?
- 5. Who are youwriting as? How do you write for your brand’s personalities?
- 6. Who are youwriting as? What’s their point?
- 7. What’s your keymessage? Your point in the dialect of the key audience + what’s in it for me (WIFM)
- 8. What’s your callto action? What do you want your key people to think, feel or do?
- 9. How are yougoing to make your point? 1. 2. 3.
- 10. How are yougoing to plan? Essay outline
- 11. How are yougoing to plan? Mind map
- 12. How are yougoing to plan? Imaginary conversation
- 13. How are yougoing to plan? Whatever works best for you
- 14. Let’s try thison email
- 15. Making good email Think about your key audience
- 16. Making good email Think about your key message
- 17. open read through remember feel differently think in a certain way take a specific action Making good email What do you want them to do?
- 18. How do youstructure good email? Key message or Why I should open or What you want me to do think, feel or do Making good email Compelling subject line
- 19. How to leavethe office on time -- with all your work done Making good email How do you structure good email? Compelling subject line
- 20. Making good email How do you structure good email? Tiny social opening including name where possible
- 21. Hi, Crystal Makinggood email How do you structure good email? Tiny social opening
- 22. How do youstructure good email? Key message Making good email 3 ways to speed claims so you can work easier, faster
- 23. We’ve come upwith three ways to make claims easier, faster for you. Making good email How do you structure good email? Key message
- 24. How do youstructure good email? Summary of links, attachments Making good email Support for key message
- 25. 1. Elimination oflevel-two approvals 2. New decision-making authority 3. Simplified work-flow system The details are summarized on the attachment. Making good email How do you structure good email? Support
- 26. Making good email How do you structure good email? Call to action What you want them to think, feel or do
- 27. How do youstructure good email? Please share this with your team. Making good email Call to action
- 28. Making good email How do you structure good email? Quick social close
- 29. How do youstructure good email? Still snowing in Edmonton? Stay warm. Making good email Quick social close
- 30. Making good email Compelling subject line Tiny social opening Key message Support for key message Key message + call to action Quick social close
- 31. Making good email 1. Be brief Tips
- 32. Making good email 2. Write for F-shaped screen reading Tips
- 33. Making good email 3. Think more about me and less about you Tips
- 34. Making good email Push: want them to think, feel or do something
- 35. Push or pull? Traditionalmarketing: push along the sales cycle
- 36. Push or pull? Traditionalmarketing: push along the sales cycle Content marketing: pull prospects into the sales funnel
- 37. Do you wantto push them along the sales cycle or pull them in? Push or pull?
- 38. Push Traditionalmarketing: pushalong the sales cycle Learn Remember Call/click Buy Recommend
- 39. Push Traditionalmarketing: pushalong the sales cycle
- 40.
- 41. Push Traditionalmarketing: focuson product
- 42. Push Headline Keymessage Call to action
- 43. Push Headline •What your key audience loves/fears • Solve your problem/ realize your dream • Hey, you (target audience) • Threats • Rewards
- 44. Push Key message • clear • brief • relates directly to your key audience’s loves/fears • uses your key audience’s lingo • images that reflect your key audience
- 45. Push Call toaction • strong verbs • stress benefits/threats • think, feel or do • focus on next step
- 46. Push Where areyou on the chain of action? Learn Remember Call/click Buy Recommend
- 47. Push 1. Writefrom the perspective of your key audience 3. Focus on the next step Tips 2. Keep it simple
- 48. Push or pull? Content marketing: pull in prospects
- 49. Push or pull? Don’t get your wires crossed What is your main objective?
- 50. Pull Content marketing:real people
- 51. Pull Content marketing:related to, but not directly about, the product
- 52. Pull Content marketing:educate or entertain
- 53. Pull often withstories Once upon a time The hero’s journey Murder first
- 54. Pull 1. Thinkbeyond the product, to related interests of the people you want to attract Tips 2. Go beyond tried and true industry practices. The world is changing rapidly 3. Have fun and your key audience will too
- 55. Pull Content marketingcan use brochures, magazines, events and other traditional communication
- 56. Pull But you’llmeet way more new people online
- 57. Shine online Peoplelove to browse and research on the web
- 58. Shine online Theyread in an F pattern
- 59. Shine online Manycombine online browsing, offline buying,
- 60.
- 61. Shine online andsocial media
- 62. Shine online Expectto write for marketing models you haven’t imagined
- 63. Look smart Regardlessof how marketing changes, the need for clear, concise and correct writing will continue
- 64. Look smart Don’tblow it by failing to check and tighten
- 65. Look smart Avoidthe mistakes that spell check can’t catch It’s mission… Your welcome… Discreet/discrete
- 66. Look smart Beconsistent in applying capital letters, punctuation and other style elements
- 67. Look smart Usepunctuation that helps your readers
- 68. Look smart Losethe flab Tip Delete unnecessary words and information Pretend you’re being charged $$$ for each word Build tightening into your writing time
- 69. Four takeaways 1.It’s all about your your key audience
- 70. Four takeaways 2.Be clear, concise, correct and consistent
- 71. Four takeaways 3.Think before and after you write anything.
- 72. Four takeaways 4.Keep learning A few favourites Ann Handley Ann Wylie Barb Sawyers Canadian Press Content Marketing Institute Copyblogger Dan Ariely Donna Papacosta Grammar Girl Jakob Nielsen Strunk & White Sue Horner Ragan
- 73. Business Writing 3.0 Evolve for the changing world By Barb Sawyers To Intact Insurance September 23, 2014