Increase the ROI of your business writing. Tips for writing web text, reports and press releases. My presentation to the Thames Valley Chamber of Commerce, in Oxford in October 2014.

1. Get Your Customers to
‘CLICK’
Robert Bullard
Perfect Text – Oxford

2. What makes wrIditienags j ofobsr difficult?
writing better text
Webpage and leaflet
examples
How to write
with ease and speed
Common copywriting
mistakes
SURPRISE! Tips on writing web copy,
reports and press releases

3. How was English at your school?
1.
Good for business writing … or bad?

4. English at school
1. Quantity – Writing more meant more marks (fingers-crossed)
2. Structure – Introduction, Methodology, Analysis, Conclusions
3. Grammar lessons – Ugh! (if you were taught any)
4. Valuation – marks for answering the question, not for quality writing
5. Writing style – formal rather than creative

5. Years later…
What’s it like writing at work?

6. Writing at work
Typically:
1. We may lack confidence … or feel out of practice
2. Anxieties as we write (school/blank page/lack of confidence & time)
3. We write like our organisation/profession, rather than ourselves
4. We have absorbed bad practice – which is all around us, uncorrected
5. Receiving feedback isn’t comfortable … and training is rare
6.
7.
•

7. Writing for the web
and blogging

13. Writing for the web and blogging
Remember The 5 S’s
1. Scannability – short paras, simple layout, news story structure, etc.
2. Slow readers down – questions, bullet points, eye-catching titles
3. Short and snappy headings – e.g. for news stories
4. ‘So what?’ test
5. Straplines – underused, but prominent and have big impact
6.
7.

14. EXERCISE
oxtalk talking newspaper leafelt
Your task:
Identify the good, the bad and the ugly
(5 minutes!)

15. Copywriting fundamentals
1. Good copywriting starts with careful planning
2. Don’t forget your audience
3. Structure – follow the trusted formula, A – I – D – C – A
4. A way to differentiate yourself?
5. Think outside of the box – add creativity/flair, be bold, get a
distance from your subject, etc.

17. Grammar quiz
Anything wrong in the following?
1. Five items or less.
2. The Chamber of Commerce are meeting this afternoon.
3. Whats your PIN number?
4. I tried to quickly respond, to the blond’s complaint.
5. Ceri attends the church were she got married regularly.
6. For you and I they are offering a discount.
7. “Whom did you tell?”, asked Raza.
8. She is an award winning leader.
9. I have tickets for the festival: can you come with me?
10. Cycling down the road, a leopard appeared in front of him.
11.

18. How to write with ease and speed
1. PREPARE: Don’t start too early, or at the beginning!
2. FLOW/STRUCUTRE: Look for a story/connection between paras
3. STYLE: Use everyday language, don’t be bound by traditionalists
4. STAGES: Write first, edit later … separate editing and proofreading
5. STUCK?: Take a break, move on, come back to it later
6.
7.

19. Get your customers to ‘CLICK’
Summary
1. Make sure you see the wood for the trees
2. K.I.S.S.
3. Be prepared to search (endlessly) for the right words, sentence
rhythm and impact
4. Make it come alive – voice, quotes, testimonials, examples, etc.
5. Quality writing can lift you above your competitors

21. Report writing
1. THINK: What and why are you writing
2. Who’s your audience(s) – background, interests, worries, etc.
3. Got anything visual? – has potential for huge impact
4. Executive Summary – fundamental that it’s your best shot
5. Headings and sub-headings – make them stand out, tell a story, etc.

22. Writing Press Releases
1. Before you begin – check it passes the ‘So what?’ test
2. Target – select right media, angle your story for them
3. Remember the competition – how will you/your story stand out
4. Build a relationship – issue good release, be available, interview well
5. If not picked up – pursue, be positive, use other ways to get coverage

23. Robert Bullard
Perfect Text
www.perfecttext.org
0776 522 7530