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Savage Communications

BUSINESS WRITING

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
Passcode: 977642

IMPORTANT

  1. Download the Zoom app before the workshop.
     

  2. Head into the waiting room 5 minutes before the start time.
     

  3. Complete your pre-work by the deadline.

ABOUT THE TRAINING

Hi everyone 

I'm looking forward to seeing you for Business Writing training.

The training has three important themes, as outlined below.

See you soon!

Margaret

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

  • Avoid nominalisations

  • 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

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CAPGEMINI

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.

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GET GEARED

FOUNDER

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

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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.

CONSULTANCIES

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image3
RedConsultancy
RedConsultancy
Ogilvy
Ogilvy
Four
Four
ColeyPorterBellFinal
ColeyPorterBellFinal
Unlimited Group
Unlimited Group
Lansons
Lansons
Exposure
Exposure
FleishmanHillardFishburn.jpg
FleishmanHillardFishburn.jpg
Greenlight
Greenlight
Clarion
Clarion
Portas
Portas
Talk PR 2
Talk PR 2
NelstonBostock2
NelstonBostock2
Greenhouse
Greenhouse

CORPORATE CLIENTS

SonyATV
SonyATV
Louboutin
Louboutin
Quintessentially2
Quintessentially2
CIPR2
CIPR2
VICE
VICE
FCA_edited
FCA_edited
Odeon
Odeon
McDonalds-logo
McDonalds-logo
BritishFashionCouncil
BritishFashionCouncil
NHS
NHS
WWF
WWF
Asda
Asda
NetworkRail
NetworkRail
BBC
BBC
Savills
Savills