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Learn how to adapt your business writing to an evolving world, through templates and tips for planning, writing and editing.
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Wrap-up presentation for six modules of business writing training
By Barb Sawyers
Evolve for the changing world
Business Writing 3.0
1. Who’s talking to who?2. What’s your point?3. Making good email4. Push or pull?5. Shine online6. Look smart
What we covered
Who are you talking to?
Who are you talking to?
What gets her going in the morning?
What keeps her awake at night?
How do you write for your brand’s personalities?
Who are you writing as?
What’s their point?
Who are you writing as?
Your point in the dialect of the key audience+ what’s in it for me (WIFM)
What’s your key message?
What do you want your key people to think, feel or do?
What’s your call to action?
How are you going to make your point?
1.2.3.
How are you going to plan?
Essay outline
Mind map
How are you going to plan?
Imaginary conversation
How are you going to plan?
Whatever works best for you
How are you going to plan?
Let’s try this on email
Making good email
Think about your key audience
Making good email
Think about your key message
open
read through
remember
take a specific action
think in a certain way
feel differently
Making good email
What do you want them to do?
How do you structure good email?
Key message orWhy I should open orWhat you want me to do think, feel or do
Making good emailCompelling subject line
How to leave the office on time -- with all your work done
How do you structure good email?
Making good email
Compelling subject line
How do you structure good email?
Making good emailTiny social opening
including name where possible
Hi, Crystal
How do you structure good email?
Making good email
Tiny social opening
How do you structure good email?
Key messageMaking good email
3 ways to speed claims so you can work easier, faster
We’ve come up with three ways to make claims easier, faster for you.
How do you structure good email?
Making good email
Key message
How do you structure good email?
Summary of links, attachments
Making good emailSupport for key message
1. Elimination of level-two approvals2. New decision-making authority3. Simplified work-flow systemThe details are summarized on the attachment.
How do you structure good email?
Making good email
Support
How do you structure good email?
Making good emailCall to action
What you want them to think, feel or do
How do you structure good email?
Please share this with your team.
Making good email
Call to action
How do you structure good email?
Making good emailQuick social close
How do you structure good email?
Still snowing in Edmonton? Stay warm.
Making good email
Quick social close
Making good emailCompelling subject lineTiny social openingKey messageSupport for key messageKey message + call to actionQuick social close
1. Be brief
Making good emailTips
2. Write for F-shaped screen reading
Making good emailTips
Making good email
3. Think more about me and less about you
Tips
Push: want them to think, feel or do something
Making good email
Push or pull?
Traditional marketing: push along the sales cycle
Push or pull?
Traditional marketing: push along the sales cycle
Content marketing: pull prospects into the sales funnel
Do you want to push them along the sales cycle
or pull them in?
Push or pull?
Push
Traditional marketing: push along the sales cycle
Learn Remember Call/click Buy Recommend
Traditional marketing: push along the sales cycle
Push
Traditional marketing: perfect people
Push
Traditional marketing: focus on product
Push
Headline
Key message
Call to action
Push
Headline• What your key audience loves/fears• Solve your problem/ realize your dream• Hey, you (target audience)• Threats• Rewards
Push
Key message
• clear• brief• relates directly to your key audience’s loves/fears• uses your key audience’s lingo• images that reflect your key audience
Push
• strong verbs• stress benefits/threats• think, feel or do• focus on next step
Push
Call to action
Push
Learn Remember Call/click Buy Recommend
Where are you on the chain of action?
1. Write from the perspective of your key audience
3. Focus on the next step
PushTips
2. Keep it simple
Content marketing: pull in prospects
Push or pull?
Don’t get your wires crossedWhat is your main objective?
Push or pull?
Pull
Content marketing: real people
Pull
Content marketing: related to, but not directly about, the product
Content marketing: educate or entertain
Pull
often with stories
Once upon a time The hero’s journey Murder first
Pull
1. Think beyond the product, to related interests of the people you want to attract
PullTips
2. Go beyond tried and true industry practices. The world is changing rapidly
3. Have fun and your key audience will too
Pull
Content marketing can use brochures, magazines, events and other traditional communication
Pull
But you’ll meet way more new people online
People love to browse and research on the web
Shine online
Shine online
They read in an F pattern
Shine online
Many combine online browsing, offline buying,
Shine online
mobile apps
Shine online
and social media
Expect to write for marketing models you haven’t imagined
Shine online
Look smart
Regardless of how marketing changes, the need for clear, concise and correct writing will continue
Look smart
Don’t blow it by failing to check and tighten
Look smart
Avoid the mistakes that spell check can’t catchIt’s mission… Your welcome…Discreet/discrete
Look smart
Be consistent in applying capital letters, punctuation and other style elements
Look smart
Use punctuation that helps your readers
Look smart
Lose the flab
Tip
Delete unnecessary words and information
Pretend you’re being charged $$$ for each word
Build tightening into your writing time
Four takeaways
1. It’s all about your your key audience
Four takeaways
2. Be clear, concise, correct and consistent
Four takeaways
3. Think before and after you write anything.
Ann HandleyAnn WylieBarb SawyersCanadian PressContent Marketing InstituteCopybloggerDan Ariely
Donna PapacostaGrammar GirlJakob NielsenStrunk & WhiteSue HornerRagan
Four takeaways
4. Keep learningA few favourites
By Barb SawyersTo Intact Insurance
September 23, 2014
Evolve for the changing world
Business Writing 3.0
