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Persuasive Writing that Works!

Without a doubt when we communicate, we are in some way persuading others to do something for us. Thus the power of persuasive writing has always been looked upon as a fine art in selling. Organisations know that their sales articles such as advertisements, letters and pamphlets can make the difference between the profitability and losses in a business as well as its success or failure. This is even more so in the face of greater choices and increased competition amongst businesses.

This workshop is designed specifically for business professionals such as marketing communications consultants to master new and specific techniques that will help sharpen their writing skills. The course will help the participants produce a higher standard of written submissions, and to understand that good writing is, and should not be difficult.

Objective

Upon completion of this workshop, participants will be able to:

• Understand the importance of sales articles to organizations.
• Display effective and appealing persuasive sales writing skills.
• Sustain the readers’ attention throughout the articles.
• Effectively organise their articles into easy-to-follow formats.
• Get their message across powerfully and generate audience interests.
• Be aware of the different ways that people communicate.
• Make effective use of the words and layout design for sales articles.
• Draw people to read, respond and take actions.

Outline

Part One
Principles of Effective Persuasive Writing

• Old fashioned language versus modern business style.
• Attention span of readers.
• Concise writing (Using the right words: concrete, precise, simple).
• Summary writing (Using 5 W’s and 1 H)
• How to make the tone of writing work for you - Positive and negative writing.

Part Two
Writing for Different Publics

• Stakeholder and audience analysis- Customising your communication to different profile types and developing FAB (Feature, Advantage, Benefit) persuasive statements.
• Creative writing elements.
• Characteristics of news stories(for e.g. incident reports and memos) invented pyramid, lead paragraph, story development, using quotations.
• Templates (IMPACT, 4 P's, MAGIC, AIDA, Chronological, etc) to structure proposals persuasively.

Methodology

Profile of Caroline Josephine Dawson

Caroline Josephine Dawson has more than 20 years of invaluable experience as an Editor of lifestyle and technical publications and 17 years teaching business management, environmental and soft-skills communication.

As a former journalist, Caroline’s professional work experience as a Corporate Trainer/Facilitator, Keynote Speaker and Learning & Development Consultant; has required her to market the value of her programs and persuade clients to value and understand the urgency of good communication and management skills in the work force. As an ACTA certified WSQ trainer, She has also worked with the Workforce Development Agency of Singapore to develop training content for the Employability Skills System where she successfully attained industry approved competencies in conducting, planning and designing competency based assessments for communication workshops.

Her many opportunities in working with the public and private sectors around the world has enhanced her training experience. Participants of her training workshops attest to her motivational, instructional and highly experiential training methodology that have helped them in their workplace business management. Caroline has trained operational, supervisory and managerial staff from various organisations.

She holds a Master of Arts in Mass Communication from NTU (Singapore) and has attained the Diploma in Teaching English to Speakers of Other Languages (TESOL) certification through the London Teacher Training College and also teaches English as a foreign language. Caroline is also an MBTI®, DISC Accredited Administrator, Enneagram and Lumina Spark/Emotion practitioner and she has administered the tools to top level managers and supervisors on managing their leadership styles and team members. Caroline is now pursuing her Doctorate in Business Administration from the University of Teesside (UK).