A one-day workshop
Taking your writing skills to the next level!
Writing to persuade or influence is very different form normal daily writing.
This highly practical and hands-on will give the skills and confidence to create clear, concise and compelling:
Understand the principles of persuasion and how to apply them in business writing.
Analyse the audience and tailor the message accordingly.
Write persuasive business documents such as emails, letters, proposals, reports, and marketing copy.
Revise and edit their writing for clarity and conciseness.
Provide and receive constructive feedback on their writing.
The course also includes many proven models and examples. It will also include the essentials of better business writing skills in general.
- Successfully plan, structure, and write your documents
- Be confident that your message is not lost
- Ensure your message is quickly understood and accepted by the reader
- Adopt a variety of preparation techniques using proven models
- Write convincing, persuasive, and powerful documents that achieve their objectives
- Avoid common mistakes that impact on your professional image and avoid word inflation
- Build successful sentences and paragraphs – using punctuation that guides your reader
- Use a checklist to help edit and proofread the final document
Expert trainer
Graham specialises in providing high-quality consultancy, coaching and training in sales and business development, sales management, customer service and personal productivity. Over the last twenty years he has personally trained or coached over 30,000 business professionals. He is a member of the International Institute of Coaching and a qualified NLP Master Trainer.
Session outline
1. Introduction
- Welcome and Introduction
- Personal learning objectives of the course
- Importance and examples of persuasive writing in business
2. Understanding persuasion and influence
- Definition and elements of persuasion
- The psychology behind persuasion
- Persuasion vs manipulation
3. The principles of writing to persuade and influence
- Key elements of persuasive writing
- Language and tone – with examples
- Structure and organisation: review of models such as AIDA, Minto and others
4. Knowing your objectives and audience analysis
- Understanding your audience
- Adapting your message to your audience
- Audience engagement techniques
5. Writing persuasive business documents
- Subject lines and openings
- Body of the message
- Closing and call to action B. Proposals and reports
- Executive summary
- Problem statement
- Proposed solution
- Conclusion and recommendation C. Marketing and sales copy
- Headlines
- Features and benefits
- Testimonials and social proof
- Call to action
6. Revision and editing
- Proofreading techniques
- Peer review
- Editing for clarity and conciseness
7. Practice and feedback
- Participants will write a short persuasive document
- Peer review and feedback
- Instructor feedback
8. Conclusion and wrap-up
- Recap of the day
- Q&A
- Course evaluation and feedback
