Module #1 All documents are transactional opportunities – but only if they reflect and exploit the current transactional relationship. more> “For every written communication, write down as a note to yourself where the transactional relationship is at that moment. Then write down what you want from it. This will positively affect what you then say. Never be satisfied with a bland document. Never waste the opportunity to strengthen the transactional relationship ……” [hide]
	Module #2 Always define your target audience – then make sure they understand your language. more> “Have a picture in your mind's eye of your target audience as you are writing to them. Talk to them as flesh and blood, not inanimate objects. If you define your audience as faceless (e.g. a committee) you will write a faceless communication. Remember – no company ever bought anything from another company. People are always involved in the decision-making process ……”. [hide]
	Module #3 Articulate the single, most important message – create a head to the spear instead of a needle in a haystack. more> “The trick is to pretend the recipient is never going to read your document . Pretend you have only one chance to deliver one key message, no matter how long the real document ……” . [hide]
	Module #4 Always demand action – surely you want the recipient to do something, or you wouldn't write to them!  more> “All documents should demand an action from the reader . That is what retains and propagates the transactional relationship. It makes the document dynamic. It puts you in charge ……”. [hide]
	Module #5 Assume a low level of interest – it will make you focus on what's interesting and shout a little louder.  more> “Assuming the reader isn't very interested makes you think harder about: •  what to say •  how and where to say it •  how loud you should ‘shout' ……” [hide]
	Module #6 Fight democracy! Bite-size chunks are more easily digestible – essays and novels are fatal.  more> “The more you break your communication up into bite-size chunks, the more the reader will engage with it. The reader doesn't have to work so hard to winkle out what you're really trying to say……”  [hide]
	Module #7 Write for the scanner, not the reader – never assume you've even got any readers! more> “By writing down key messages instead of navigational guides, you have in fact written your proper headlines/subheads ……” [hide]
	Module #8 Separating message from detail – the most universally important thing to do, and the least done. more> “Make it visually obvious in the first few seconds where the messages are and where the supporting detail is ……” [hide]
	Module #9 Grading the potency to maximise the opportunity – John Drewry's Traffic Lights Test™. more> “This tool makes visible that which is often invisible. Too much of our text inadvertently hides the good stuff, like needles in a haystack. Instead of leaving the reader to search out the needles, you can expose them with this tool……” [hide]
	Module #10 Turning low potency text into high potency – some simple secrets. more> “Throw it away Avoid lecturing Avoid telling them what they already know Avoid giving an opinion Turn questions into answers Avoid giving yourself pleasure Avoid negative text …… ” [hide]
	Module #11 When your headlines are key messages, the reader receives them immediately and without effort. more> “Headlines are usually the first items to hit the reader’s eye. They are therefore key areas for delivering messages. But most first drafts are likely to have navigational headlines. This is inevitable, because in writing your first draft your headlines will reflect the subject matter which follows ……” [hide]
	Module #12 Limit the length of your sentences for maximum readership of body text – John Drewry's 20 Words™. more> “ “When the reader engages with your body text, s/ he will unconsciously look for the breaks. Even at this stage, the reader is scanning , making decisions about whether to read or not to read. An abundance of full points is visual code for easier to read. A huge block of text with no full points is code for large degree of commitment required . The latter would be rejected by many readers, who will simply move past it ……” ” [hide]
	Module #13 Encourage your readers with frequent paragraph breaks – great blocks of text scream “don't read me!”more> “Frequent paragraph breaks are visual code for bite size chunks. They will make your text more friendly……” [hide]
	Module #14 Sub-heads which tell the story – John Drewry's Telegram Test™ more> “Faced with a slab of plain text and no breaks, readers are forced to read the whole page. Unless they're highly committed (don't depend on it!) they may skip the whole page. On the other hand, create subheads which tell the story to the scanner , and two positive factors come into play: •  the reader gets the gist of your page in say 15 seconds •  by getting the gist without effort, the reader is more likely to then engage with the whole page!……” [hide]

Now you can have access to John Drewry's Making Words Work™ Distance Learning Pack for just £99 +VAT.

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