The same words that can get an "A" in a traditional
writing class can be a disaster in today's action-based
business world. Perfect grammar and spelling count for
nothing if the document ends up in the circular file. Business
writing will pass or fail based on the answers to three
questions: Did the target audience read it? Did they act on it? Did the writer look good while achieving the first two?
Writing For Action aims for the bottom line, where documents get read and things get done. Through
exercises, individual coaching and work on their actual documents, students learn Four Building Blocks for solutions to any kind of business writing challenge--from short E-mails to large proposals. The training is fun, intensive, and it lasts.
Frames
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Alumni evaluations taken three to four months after completing the class:
"I can now do letters in 15 minutes that used to take 2-3 hours."
"This is one of the most useful classes I've taken, make this a
pre-requisite for managers."
"Better proposals will lead to design-wins and more revenue."
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The most frequent mistake in business writing is failing to write from the reader's perspective. When writers address only their own wants and needs, the reader soon loses interest and goes on to more "important" tasks. Frames provide the remedy to this problem, guiding the writer to the reader point of view. Students develop Frames for documents they most frequently write.
Headlines/Openings
You have less than five seconds to capture a reader's attention. The first words in a document are critical--whether they are big and bold, or just part of the opening paragraph. Without being "cute," the trick is knowing how to grab the reader, while being appropriate to your business environment. Students learn to tailor openings for a variety
of tasks and reader attitudes.
WriteSpeak
Why is it often easy to explain complex ideas verbally and so difficult to do it in writing? Many people believe that writing and verbal abilities have little in common. Are they ever wrong! We teach our students how to channel their verbal powers into writing that is believable, direct and motivating.
Theme
Theme pulls readers into a document and never lets go. Students learn how thematic writing achieves their business goal while answering the reader's primary question: "Why should I care?" They learn that theme sharpens the writer's focus and creates concise writing in less time.
Other topics covered:
- Organizing complex documents
- Putting "the meat" up-front
- Editing for brevity and power
- Memos that get commitment
- Visual design for fast reading
- The power of enthusiasm
