Section one

Understand language, personality and tone of voice

• Good and bad examples of creative business writing

• How you can reflect the personality of your organisation through the words you choose

• How different words project different personalities

• Recognise the different tones within the English language

• Use of active and passive sentences

• Practical exercise

Writing for an audience

• Structures writers use, news, features, AIDA (Attention, Interest, Desire, Action)

• How to pick a structure that suits your audience ¬and your message

• Generating ideas

Section Two

• Practical writing exercise

Section Three

Grabbing your audience’s attention

• Creative headlines and intros

• Story structures to connect with your reader – (ie About Us, why we do what we do, What we learned, How we do it, our vision, meet our customers)

• Brainstorming business stories with MAPPED (ie memorable, authentic, persuasive, powerful, entertaining, dynamic)

Developing your skills further

• Overcoming writer’s block

• Writing concisely

• How to spot unnecessary words, sub-clauses, sentences and paragraphs

Section four

• Practical group writing exercise

Questions and answers