© 2017 SAVAGE COMMUNICATIONS LTD.

Professional copywriting workshops 

Business Writing

BUSINESS WRITING

GRAMMAR

& PUNCTUATION

PROOFREADING

REPORT WRITING

MARKETING COPYWRITING

PRESS RELEASES

MINUTE-TAKING

PROPOSALS

& BIDS

WHAT PEOPLE SAY

DIRECTOR OF FRANCHISING

MCDONALD'S

GRAD TRAINEE

RED CONSULTANCY

MARKETING MANAGER

RATHBONES

Kerry’s style is energetic, humorous and relaxed; a perfect fit for McDonald's. The consultants in the room, new and old, were very impressed with her delivery and content

I am full of praise! I was nervous because English has always been a struggle for me, but Kerry included everyone in the conversation and was really approachable when I didn’t understand something. Very down to earth, funny and professional at the same time.

I’ll give you a credit in my biography someday!

 
 

BUSINESS WRITING

This one-day course is designed to give delegates all the tools they need to write polished, professional business copy.

From crafting succinct sentences to brushing up on grammar and punctuation, the results will have students brimming with confidence about their business writing skills. The fast-paced workshop is packed full of practical exercises and teaches how to:

  • Effectively plan and structure your written work

  • Understand your readers’ needs

  • Get your message across clearly and concisely

  • Replace jargon and clichés with influential language

  • Use grammar and punctuation correctly

  • Employ creative devices to add originality to your writing

  • Write persuasive business emails and reports

GRAMMAR & PUNCTUATION

Not since school have you really considered the English language in any depth. You have a vague recollections of  ‘doing words’ and ‘describing words’, but beyond that your knowledge of grammar is a distant memory. Sound familiar?

This course is a fun, interactive lesson in all things grammatical, with a serious business twist.

  • Punctuation: commas, semi-colons and colons; quotation marks; apostrophes; dashes and hyphens

  • Capitalisation: e.g. job titles, document titles

  • Relative pronouns: which/what/who

  • Collective and institutional nouns

  • Common mix-ups: e.g. who/whom; I/me

  • Rules that can be broken

  • Extending your vocabulary

  • Common spelling errors and how to avoid them

  • Eliminating credibility killers, such as typos and spelling mistakes

  • Proofreading techniques

 

MARKETING COPYWRITING

Writing marketing copy for a newsletter, website or magazine involves striking a careful balance between delivering your commercial messages and giving the reader what they want. Too corporate and it won’t be read; too reader-focused and you won’t meet your business objectives.

Delegates will come away from this session with dozens of techniques for engaging with their audience, spicing up business articles and delivering concise marketing content that successfully conveys their message.

  • Understand different reader needs

  • Write succinct business/technical copy in plain English

  • Deliver the commercial message without over-selling

  • Adopt the right tone and brand style

  • Find attention-grabbing hooks for dry topics

  • Write strong openings and endings 

  • Pick the most suitable structure for the type of copy

  • Add sparkle through creative devices

  • Proof and edit your work

 

MINUTE-TAKING

Taking notes in a busy meeting with unfamiliar delegates and a complex subject matter can be a daunting task. It takes good listening, writing and organisational skills to ensure you produce professional results.

This course provides clear guidelines on note-taking conventions, helping delegates stay in control, capture the most important points and produce accurate, readable minutes.

Learn how to:

  • Prepare to take minutes

  • Use accepted minute-writing models

  • Keep up with fast-paced meetings

  • Interpret discussions and distilling the relevant points

  • Listen actively and maintaining concentration levels

  • Ask for clarification of key points

  • Understand the difference between direct and indirect speech

  • Broaden your vocabulary of reporting verbs

  • Use appropriate sentence structure

  • Write succinctly and in plain English

 

PROOFREADING

The impact of accurate business copy on professional reputation cannot be understated. This half-day session combines a variety of proofreading techniques with fun exercises to enable participants to practise their new skills. It incorporates core grammatical rules.

Delegates will come away feeling much more confident in their ability to proof their work and they will understand what’s grammatically right and wrong.

The workshop will be centred around the following areas:

  • Overcoming barriers to effective proof reading

  • 25 proofreading techniques

  • Editing for style, flow and content

  • Formatting and consistency

  • Refresher of key grammar and punctuation rules

 

REPORT WRITING

This highly practical workshop provides concrete guidance on how to structure documents effectively. It gives attendees the confidence to use concise, accessible language, so that by the end of the training all delegates are delivering the same excellent standard of reports.

  • Gain clarity around the purpose and objectives

  • Understand your audience

  • Identify the most appropriate structure for the report

  • Ensure there is a clear narrative

  • Use lateral and linear planning tools

  • Translate complex information into simple terms, accurately

  • Write impactful executive summaries

  • Use navigation techniques to help signpost

  • Understand the importance of consistency

  • Adhere to organisational style guidelines 

  •  
 
 

PRESS RELEASES

No PR professional's tool kit is complete without the ability to write effective and eye-catching press releases.  This workshop gives participants the opportunity to take a step back, away from the pressures of the office, and consider what really goes into writing a fantastic press release. 

  • Find the balance between corporate messaging and real news

  • Identify the news angle

  • Dos and don'ts of structure, style and content

  • Craft compelling headlines and first paragraphs

  • Write interesting quotes 

  • Repackage releases for different media: print, digital, radio and TV

  • Tailor email pitches 

  • Speed-write to deadline

PROPOSALS & BIDS

Pulling together a pitch document or proposal can at first seem a daunting task, but by following the step-by-step guidelines, it becomes a straightforward and logical process.  From taking the brief to finalising the plan, this plain English course demonstrates how to develop a professional strategic communications campaign.

  • Take and interrogate briefs

  • Conduct in-depth research and interpreting findings in an intelligent way

  • Answer the 'so what?' and the 'why?'

  • Understand the difference between objectives, strategy and tactics

  • Structure your work to build an irrefutable business case

  • Develop a systematic approach to storytelling

  • Demonstrate commercial value and return on investment

  • Agree and refine key messages

  • Develop creative ideas that fit strategically

  • Evaluate campaigns according to the latest industry standards