Winning words: writing to engage and influence

Sophisticated copy is vital in today's business world, whether it is for an external or internal audience.This advanced course will give you the tools to write more powerfully and with greater influence. Learn how great writers and leaders use words to inspire and motivate. The course will help you to lift the intensity of your writing and engage your audiences, whether online or in print.

What you will learn

Structuring your words for maximum impact
  • Tailoring your words to your audience
  • Focusing on the purpose of what you are writing
  • Setting the right tone
  • Structuring your material for maximum clarity and impact
  • Choosing the best words for the job
  • Cutting clutter, repetition, jargon and buzzwords
  • Crafting sentences to convey  messages most effectively.

Winning minds through logical argument
  • Selecting key information from the data soup
  • Using the principle of show, don’t tell: letting the facts speak for themselves
  • Explaining with analogy
  • Supporting your arguments with expert quotes.

Understanding the psychology of persuasion
  • Knowing the mind of your reader
  • Aristotle's three modes of persuasion: ethos, pathos and logos
  • Identifying the big enemy of persuasive communication, the confirmation bias
  • Understanding the two thinking systems we all use
  • Why you need to engage the emotions of your readers.

Winning hearts through powerful writing
  • Using the great rhetoric toolkit
  • Borrowing emotive word skills from literature
  • Painting word pictures
  • Using the seductive power of storytelling.


Who should attend?

Communications, marketing and public relations professionals; leaders who want to use words more powerfully; those writing speeches and thought leadership material; those responsible for generating sophisticated content for internal and marketing purposes. This advanced writing course is for good writers who want to increase their emotive and persuasive power.

Trainer

Tony Spencer-Smith, award-winning author and business writing trainer.






 PictureShutterstock

Call us to find out more about this course
We hold public sessions of Winning words: writing to engage and influence, and can also organise an in-house group session any time that is convenient for you. Call Tony Spencer-Smith at 02 4308-9152 or email him to discuss your workshop requirements.

“I found Winning words: writing to engage and influence highly engaging and relevant to my work. It gave me insights into the bigger picture structure of writing, as well as then homing in on a more detailed theory of sentence structure and word use. The course made me think more imaginatively and strategically about my writing and I feel like it has given me tools to make me a more effective communicator.”
Caroline Stanley, Public Affairs Specialist, Virgin Australia.

“Tony delivered a really well-rounded course that was thoroughly enjoyed by my entire branch. He had a good balance of examples and discussion and his deep experience meant the group found him to be a very credible presenter.”
Heather Cotching, Chief Economist, Australian Trade and Investment Commission (Austrade), Canberra.

"I found Winning words: writing to engage and influence a constantly engaging course. The material was presented in a concise and lively way, and there were great examples and exercises. I learnt many ways to make my writing more persuasive.”
Lachlan McKenzie, Senior Public Affairs Officer, NSW Department of Planning & Environment.