Drewrys Intensive Learning

We can cover a range of business documents, or focus on particular area(s) of your choice from the following:

Direct mail & catalogues
Sales letters & customer correspondence
Sales brochures & marketing collateral
Reports & internal communications
Press releases
Emails and website text

The course will be bespoke to your documents, your business environment, and will take delegates step-by-step through the following:

		Understanding how censorious readers are. Breaking through the censorship and getting your document read
		Transacting with your reader. All documents are transactional opportunities
		Talking in your reader's language. Why will they commit to your jargon, your acronyms, your technical terms?
		Writing for the scanner. Don't assume you've even got any real readers.
		Ensuring good headlines. Readers often judge whether to read or reject a whole page on what the headline says (or doesn't say).
		Grading the potency of your text. Enables you to expose and communicate your key messages with no effort on the reader's part.
		Turning low potency into high potency. Some simple tricks of transformation.
		Understanding the absolute need for an action call, and its ability to increase readership of your document.
		Shortening the sentences. Don't lose your readers just as you've got them to the body copy.
		Fighting democracy. Sameness, equal emphasis and excessive neatness are the enemies of effective written communication.

By the end of the course, delegates should have learned how to:

Convey the essential messages in a document to the reader without any effort on the reader's part

Motivate the reader to respond and take action in accordance with the writer's wishes

'Speak' in the reader's language rather than the writer's

Structure a document with a hierarchy which is in the interests of the reader rather than the writer

Analyse previously written documents and be able to restructure them to expose key messages, eliminate waffle and ensure reader-friendliness

Exploit a toolbox of 'tricks' to help guarantee their document gets read at the expense of others

Edit all body text to ensure every sentence is easy to read

Also available as an on-screen,
distance-learning course.

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