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