Cohort 1: 8 June, 22 June, 6 July
Cohort 2: 17 June, 5 July, 12 July
10.00-12.00 UK time
Meeting ID: 876 9848 4909
ABOUT THE TRAINING
I'm looking forward to seeing you for Business Writing training.
The training has three important themes, as outlined below.
See you soon!
1. Audience Understanding
Appreciate your importance and the key role that you play in the wider business
Take a human approach – person, not system
Understand your audience, their needs, motivators and pressures
Appreciate what might frustrate them and how to avoid these things
Know how to influence them to provide you with the correct information in a timely manner
Understand how to adapt your writing style to match theirs
Learn how to prioritise, according to what’s urgent and important for your audience
2. Plain English
Clearly communicate the central message
Adapt your writing to a non-technical audience
Say the same thing using fewer words
Know the difference between in-formation and out-formation
Edit work without dumbing down or losing any of the meaning
Choose the appropriate word, sentence and paragraph length
Use the active voice
Ensure emails are easy to navigate (bullets, headings, subject headers)
3. Tone of Voice
Encourage a more collaborative, constructive use of language
Use helpful language: ‘Yes, if…’ not ‘No, because…’
Avoid ‘hedging’ and take a bolder, less fearful approach to communications
Be proactive and assertive
Appreciate the psychological impact of tone
Learn how to flex your style: stricter and more formal v. helpful and less formal
Notice the difference in language and which approach is more persuasive
WHAT PEOPLE SAY
SENIOR HR BUSINESS PARTNER
We wanted to help our teams improve their writing skills in order to produce polished, professional business writing. The course focused on the essential skills to write clearly and effectively. It was an excellent and well received course which created a buzz in the office.
Margaret is quick to get to the heart of what motivates customers and is able to use that understanding to produce communication materials that "work", with the customer and commercially.
ABOUT MARGARET WEBSTER
Margaret Webster is not only a professional writing trainer, she is a professional writer. Her clients include AstraZeneca, Duchenne UK, English Football League, Historic England, London Stock Exchange, Macmillan Cancer Support, Network Rail, Rathbones and the Royal Borough of Kensington & Chelsea and Wycombe Council.
Margaret’s talent lies in bringing her subject matter to life in an engaging, memorable way.
As a writer, she has been producing corporate and marketing communications for over 20 years. She has written about a wide variety of topics for diverse audiences across many different media – ranging from light-hearted feature articles to high-stakes conference speeches.
For the last five years, she has specialised in large, complex projects where she works with organisations on their most important communications, such as key reports, strategies, standard operating procedures, television scripts and pitch documents.
She shows their people how to craft communications that are relevant, clear and vivid for their target audiences. And she shares practical techniques and tools with them so they can quickly improve their business writing, copywriting or public speaking.
Margaret is also a coach to senior executives, entrepreneurs, technical experts and other copywriters.
Since 2004, Savage Communications has delivered training to hundreds of organisations across the UK and globally. Here is a small flavour of some our clients.