Writing simply to inform is one thing. But writing to persuade someone to act, to support a cause or to change their behaviour is a different proposition altogether.
Of course, the basics of good business writing are important. Poorly structured documents, where it hard to find required information, frustrate the reader. Incorrect use of punctuation can lead to ambiguity; and poor spelling is simply a distraction. These are all barriers to achieving buy-in from your reader, and that is even before you have started to sell your message.
Assuming we get the basics right, the next question is, ‘How do we engage to our audience?’ Tone, voice, style and language all play their part. Most of us will have received hastily written emails that cause us to sit up because of their tone or use of language. We might ask ourselves, ‘Is the writer being critical or, possibly, even patronising; or have they just been careless with the way they have structured their sentences?’ Unfortunately, when asking these and similar questions, some of the message can get lost. Our focus is on the tone or style rather than on the message itself.
Here are some of the ‘golden rules’ for getting it right that we discuss on the workshop:
In addition to discussion and a series of practical exercises, participants have the opportunity on the workshop to share examples of their writing with peers and receive feedback on the issues we have been discussing.
The workshop aims to provide experienced writers with an opportunity to explore approaches that enhance their day-to-day writing, especially for documents that are aimed at persuading the reader to act, support a cause or change their behaviour in some way.
By the end of the workshop, you will be able to: