Write for Influence
Course outline
Teaches confident business writers to be more influential and persuasive.
For: Business and communications leaders who need to get action faster, change opinion or strategically sell their ideas and messages.
Learning outcomes
- Lead and influence effectively through writing
- Use insights into audience psychology to connect with diverse readers
- Understand a framework of proven persuasion techniques
- Apply a selection of tools for advanced writing challenges
Note: We strongly recommend that attendees first do our foundation program, ‘Get it Write,’ before stepping up to this advanced program.
Typical course outline
(Note: We tailor every course, so this can change depending on your group’s needs.)
Module 1: PREPARE
Module 2: ORGANISE
Module 3: WRITE
Module 1: PREPARE
The right mindset and strategies
- How to research your audience and adapt to different readers
- Keys to rapport and persuasion (including persuasion strategies for different attitudes and personality types)
- The king of motivators: F.B.I. (implications)
- Brainstorming content that has the biggest impact
- Copywriters’ secrets to attracting and engaging readers
- Connecting with readers and building rapport
Module 2: ORGANISE
Persuasion as a process
- Writing to persuade (e.g., proposals, internal and external emails, and marketing or sales copy)
- Engaging through storytelling
- Build logical structure and credible arguments
- Turn complex issues into coherent messages
- Headlines and subheads that get attention, leading to action
Module 3: WRITE
Credibility through polish and finesse
- Test your message for readability and effectiveness
- Writing up, down and sideways in your organisation
- Refresher: Plain English, active voice, brevity and avoiding ambiguity
- Layout tips for impact and clarity
- Proven proofreading techniques to catch errors