Tips&tricks to write a good POVLet’s give you some support

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Objective of writing a POV

Inspire the marketing community

Demonstrate your passion for marketing

Show your thought-marketing-leader capacity

Discuss hot recent topics and trends

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TIP 1 – Prepare a structure using the ‘Pipeline’

The Pipeline helps you to define where you want to start and where you want to end, but gives you enough freedom to add new elements while writing. It allows you to structure your text into: (a) the intro, (b) the corps to explain your reasoning and (c) the conclusion.

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Example of how to use the ‘pipeline’

Our current way of living is not sustainable

But change will not happen spontaneously

So action is needed but who will act?

Our best bet is on companies

Profit as a motivator will not be enough, shift in mindset is required

How to do implement Sustainability? Answer true consumers needs’ and satisfy 3P’s (People/Planet/Profit)

Success is there for those who got it

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TIP 2 – Focus

Block 2 hours at the very least. Consider these as a real meeting: start on time, end on time, ban interruptions and put your mobile on “silent”.

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TIP 3 – Choose a title for your title draft and start writing

Start with enthusiasm, following your structure as a backbone but not as a corset, i.e. being there as a support, a springboard for your creativity, not as a constraint. The first 55 words are very important

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TIP 4 – One point = one paragraph

The first sentence of each paragraph must state the point you want to make; the rest of the paragraph serves to support this point. The reader should be able to follow your reasoning by only reading the first sentence of each paragraph. Put your keywords in subtitles and use well-known marketing terms

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TIP 5 – Be obsessed with clarity

Make sure you have sufficient clarity of your thoughts, your reasoning and your style.

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TIP 6 – Deliver your message in one page

Make sure you finish on a high note.Review your draft title: is there another option, more impactful? Use a very powerful title.

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TIP 7 – Read, re-read and re-re-read

Improve by being as succinct as possible. Do a spell check.

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TIP 8 – Sleep a night on it

After a good night, redo the Pipeline slide and make sure that your text adheres to it.

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TIP 9 – Read it one more time

- Is it clear ? Does the structure of your POV makes sense?- Do you find some pleasure or even some pride in reading your own creation? - Do you suddenly realise that you might have been a bit too extreme in some statements ?

If the answer to these three questions is yes, share it with someone you trust for his/her impartial feedback; accept and incorporate the feedback, unless you really feel strongly about your original version.

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Congratulations!Your POV can now be shared,

BUT... don't forget to mention your full name!

Frederik SunaertConsultant & Team leader Campus Recruitment

For questions about your POV or our application procedure:frederik.sunaert@thom.eu