Course Code: cwbsp2
Duration: 7 hours
Course Outline:

TRAINING OBJECTIVES

Writing in a way that answers the reader's questions: WHY SHOULD I READ THIS? WHAT'S IN IT FOR ME?

  1. WHAT ARE THE WRITING STYLES AVAILABLE?
  2. EVALUATE WRITTEN COMMUNICATION
  3. HOW TO PLAN YOUR CONTENT PIECE
  4. WRITING YOUR CONTENT EFFECTIVELY

MORNING SESSION

  • ANALYSING WRITTEN CONTENT

The power of words and slogans.

  • GROUP TASK

Evaluating and analysing slogans and their emotional implications on readers.

  • ANALYSING MARKETING EMAILS
  • EVALUATING YOUR EMAILS

Red for me, green for you concept.

  • RECAP LEARNING

Morning Session Explained

WRITTEN WORK ANALYSIS AND EVALUATION

WRITTEN CONTENT THAT WORKS

The morning session will be directed towards understanding good content from bad content. Delegates will be taught the 4 content pillars when communicating with clients. Objectively they must ask am I trying to:
Entertain, educate, convince, inspire
Delegates will then be expected to look at slogans and brand content to identify why it is "good" or "bad" content as part of a team work exercise.
We will ask delegates to produce an email from a company they have received or one they have written. They then must circle in red the words focused at the company v in green the words forced on the reader.
GOAL - The morning session is about analysing and evaluating what content works and what doesn't.

AFTERNOON SESSION

  • USING BRAND GLOSSARY

Staying in-line with your guidelines

  • CONCISE WRITING WITH SCANNING ABILITY

Writing to the point but politely and correct use of bullet points

  • CHECKING WORK AND SOFTWARE AVAILABILITY

Plagiarism, spelling, grammar

  • INDIVIDUAL WRITING TASK

Delegates are divided into groups and given a writing task

  • WRITING TASK PRESENTATIONS AND RECAP

Afternoon Session Explained

WRITING A COMPELLING PIECE OF CONTENT

WRITTEN CONTENT THAT DELIVERS THE MESSAGE EFFECTIVELY

The afternoon session will end with the delegates writing a piece of content and the trainer evaluating a small section in an interactive positive way. 

Delegates will learn how to plan content using goals, compelling heading, body and a strong closing statement.

Delegates will learn how to write according to guidelines and concisely with appropriate use of bullet points.

The impact of plagiarism will be explained and checking for spelling and grammar with the use of software and other techniques. 

GOAL - Delegates to write an effective piece of content that embodies the day's learning.