Making Words Work™

ONE-DAY WORKSHOP ON YOUR PREMISES
COST: £2500 + travel/subsistence + VAT

Making Words Work™ will benefit anyone in business who has to produce (or judge) commercial text, including:

• direct mail
• sales letters & customer correspondence
• sales brochures
• reports
• bids & tenders
• internal communications
• marketing communications collateral

It is especially beneficial for long copy, and only advertisements are excluded from the course.

An effective document is one which delivers the action required. Making Words Work™ will increase the transactional power of your text at every stage.

The 14 modules constituting the course are all tried and tested in the fire. They are the result of a decade of successful workshops and master classes across the UK. Thousands of delegates from blue-chip organisations have been through this course and are actively using its tools and techniques. See Abbreviated Client List and Testimonials for confirmation.

The course takes you step-by-step through the following:

All documents are transactional opportunities – but only if they reflect/exploit the current transactional relationship

Always define your target audience – then make sure they understand your language

Articulate the single, most important message – create a head to the spear instead of a needle in a haystack

Always demand action – why are you writing to someone if you don’t want them to do something?

Assume a low level of interest – it will make you focus on what’s interesting and shout a little louder

Bite-size chunks are more easily digestible – essays are fatal

Write for the scanner, not the reader – never assume you’ve even got any readers

Separate the message from the detail – the most universally important thing to do, and the least done

Grading the potency to maximise the opportunity – John Drewry’s Traffic Lights Test

Turning low potency text into high potency – some simple secrets

Ensuring your headlines are key messages – what else do you think the big type is for?

Limiting sentence length – don’t lose your readers just as you’ve got them to the body copy

Encourage your readers with frequent paragraph breaks – great blocks of text scream “don’t read me!”

Sub-heads which tell the story – John Drewry’s Telegram Test™



If you wish to book one or discuss further details, simply complete our online contact form.

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