Workshops > Communication

Writing Boot Camp

Who it’s for Anyone in the company who writes documents.
SIZE Up to 15 people

“I have made this letter longer, because I haven’t had the time to make it shorter”
—Blaise Pascal, Lettres Provinciales

The level of your staff’s writing skills, regardless of how’ insignificant’ the document, has a shadowy but pervasive effect on your company’s brand – and even its worth.

Before these three simple words, “Just Do It” ever saw the light of day, there was a whole truckload of words that came before – each one every bit as important to the final campaign or communications program. (Garbage-in, garbage-out, remember?) Perhaps the process started with a simple memo; it may then have entailed a POV; we can be pretty certain it included a contact report or two, and, without question, there was a brief. A well-written and inspirational brief.

The clarity and persuasiveness – the level of writing skills – found in this chain of documents can make or break a marketing program.

About the Workshop

Here, with insights into style techniques, participants will learn first-hand how to ensure that every piece of communication the agency produces, from strategic documents to hastily written email, be based on the same determining principals: clarity, brevity and persuasiveness – informed by powerful ideas. Participants who may never write a POV, radio commercial, or a research summary in their professional lives, will walk away from this workshop with, at the very least, a critical eye with which to judge them.

Those who take this workshop will learn the techniques specific to our industry’s writing needs. Teams will construct documents – and deconstruct them. And the learning is designed to inform a variety of writing disciplines with a reinvigorated and more discerning ear for language.

Workshop Content Includes

  • The 4 basic attributes found in every piece of good writing
  • Storytelling, and how it relates to everything we write
  • Powerful words; passive words
  • The importance of editing. And editing. And editing.
  • ‘Which Madonna?’ or, finding the right voice
  • Email: Tips, pitfalls and when and how to use it for optimum results
  • Good brief, bad brief
  • Understanding how to master language by listening to it
  • Lessons in how the great headlines get to be the great headlines – deconstructing five specific techniques that add drama to any writing
  • Workshop includes follow-up and leave-behind