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Page 1: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Eleanor Stanley, writer and editor

Writing with impact

Page 2: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Page 3: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Introduction

Page 4: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+ Learning outcomes

During this course, you will learn 4 tips:

1.Before you start writing, ask the right questions

2.Plan your copy with a clear structure

3.Use good written style

4.Write copy that resonates with your reader

Page 5: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Timetable for the day

10.00–11.30 Introduction and Tip 1: the brief

11.30–11.45 Break

11.45–1.00 Tip 2: the structure

1.00–1.45 Lunch

1.45–3.00 Tip 3: written style

3.00–3.15 Break

3.15–4.30 Tip 4: engaging with the reader

Page 6: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

In pairs, discuss what kinds of writing your role entails and your chosen writing project, then feed back to the group

Icebreaker

Page 7: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

What is good writing?

Page 8: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Good writing enables us to convey our message clearly and effectively for our audience, meeting expected standards.

Page 9: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

What is impactful writing?

Page 10: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Impactful writing is writing that produces the desired impacts or outcomes.

It does this by engaging and motivating the readers.

Page 11: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+How can writing have more impact?

content – fresh, relevant, focused

structure – positioning key messages, using design features

quality of writing – active, positive and clear

tone, voice and human interest –pitched at the right level for the reader

Page 12: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Why is this so important for you?

Page 13: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Because what you do matters!

If your writing does not have impact, it can affect your organisation’s:

power to influence

access to funding

reputation

provision to service users, supporters and the public.

Page 14: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Tip 1: Before you start writing, ask the right questions

Page 15: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Follow the instructions in the email to write a draft

Activity 1:Facing a blank page

Page 16: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Amend or rewrite the draft, following further guidance

Activity 2: Facing a blank page – take 2

Page 17: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Analysis: questions to ask

Why are we writing this?

What, where, how, when?

‘So what?’ and what’s the angle?

Who’s it for? What are their needs, challenges, reservations, prior knowledge, location, age?

What should they do as a result of reading it?

Format, length, internal politics

Page 18: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Using Checklist 1, develop a full brief for your personal project

Activity 3: Preparing your personal project

Page 19: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Summing up

Why do we need a brief?

What are the key elements?

Next up: Structuring your copy effectively

Page 20: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Tip 2: Structure your copy effectively

Page 21: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+How people read

Leaflets

Novels versus handbooks

Websites

Publications and reports

Letters

Page 22: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Structuring different formats

Traditional (pyramid)

News (inverted pyramid)

Features

Chapters or sections

Reports, handbooks or technical books*

Page 23: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Using structure to tackle a block

1. Find out word count.

2. Allocate words needed for introduction, conclusion.

3. Divide remaining word count into paragraphs, usually 100–150 words.

4. Divide your key message into one point per paragraph.

5. If necessary, divide each paragraph into one point per sentence.

Page 24: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+ [picture slide here showing headings etc]

Page 25: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Key structural elements for impact

Headings

Standfirsts*

Introductions

Conclusions and recommendations

Boxes, pullouts and captions

Summary material

Page 26: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Standfirst

Page 27: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Mapping out your words: benefits

Get an overview of content

Pinpoint research needed; avoid over-researching

Ensure balance between different elements

Ensure logical flow

Speed up writing process

Page 28: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Map out your earlier piece as an email newsletter article of about 600 words, using Checklist 2

Activity 4: Mapping out your draft

Page 29: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Using Checklist 2, map out your personal project

Activity 5: Mapping out your draft

Page 30: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Mapping with design in mind

Why focus on design up front?

Tailoring your copy to the format

Bullets

Boxed out information

Graphics and photos

Topping and tailing, summary boxes

Human interest: pull quotes and case studies

Page 31: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Page 32: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+ [picture slide here showing headings etc]

Page 33: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Return to your map and consider whether to replace copy with design features

Activity 6: Mapping with design in mind

Page 34: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+A strong introduction: hooking them in

The ‘So what?’ question

The angle

Turning points

Human interest, statistics, surprise, intrigue

Defining the issue and the context

Page 35: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Sample introduction 1: feature article

Croydon is known for many things, but spiritual enlightenment is not one of them. With its concrete 60s shopping centre and high-tech blocks, this satellite town is a major commercial axis. For many people who live and work here, the closest they’ll get to meditation is drinking a Sea Breeze at the Buddha lounge bar. But that’s precisely why the Croydon Buddhist Centre plays such a vital role in the community.

Page 36: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Sample introduction 2: handbook

Healthcare staff are often highly motivated – but highly pressured. The demands of the work itself leave little time to consider the impact of that work or to acknowledge the day-to-day achievement of providing compassionate care.

Schwartz Center Rounds® are meetings that enable healthcare professionals to share their experience of caring for patients in order to acknowledge and explore the pressures they face, to help them carry out their role more effectively.

This handbook explains how to set up Schwartz Rounds within your organisation and how to manage the process from start to finish.

Page 37: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Using Checklist 3, write an introductory paragraph to your personal project

Activity 7: Writing a strong intro

Page 38: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Summing up

Write according to how people read

Understand what structure you are aiming for and use it to your advantage

When writing for impact, focus on the key elements

Hook them in with a strong intro

Write with design in mind

Next up: Using good written style

Page 39: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Tip 3: Use good written style

Page 40: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Common style problems

Inappropriate/dated terminology

Level of formality (academic?)

Clarity, flow

Negativity

The key questions

House style, consistency, spelling and grammar

Plain English*

Page 41: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Plain English

Dumbing down?

Short words, sentences, paragraphs

Jargon and acronyms

Minimal punctuation

Active voice*

Page 42: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Passive versus active

The centre will be maintained…

The project was set up in 2014…

Pros and cons: ‘It’s been decided that there will be redundancies’ vs ‘I have decided …’

Try to make between 80 and 90 per cent of your verbs active (Plain English Campaign)

Page 43: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Common errors

Apostrophe’s

Hyphens (-) and enrules (–)

Excessive Capitalisation

Spaces around words ( and punctuation)

Bullet points

Page 44: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Spelling

Add common mistakes to your spell checker

Make sure your computer is set to UK English

Don’t rely on the spell checker!

Refer to style guide every time

Page 45: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Spot one error in each sentence

Activity 8:Spot the errors

Page 46: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+When to break the rules

All you need to give is £3.50 a week. About the price of a pint of beer.

Page 47: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Hints for checking your writing

Take a break before revising

‘Read’, then proof, using Checklist 4

Focus on introduction and headings

Read backwards; captions, headings

Seek colleague/stakeholder feedback

Page 48: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Working with feedback

What level of feedback, from whom?

Appoint an adjudicator

Multiple feedback

Emotional responses

Allow plenty of time

Seek involvement at development stage

Page 49: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Review your partner’s work and practice giving and receiving constructive feedback

Activity 9:Feedback practical

Page 50: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Summing up

Check your writing against the checklist

Familiarise yourself with your house style

Carry out peer review with colleagues

Use techniques to read your own workwith more awareness

Next up: Writing copy that resonates with your reader

Page 51: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Tip 4: Write copy that resonates with your reader

Page 52: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Revisiting ‘engaging’ writing

Writing that engages the reader produces an emotional responsethat motivates them to take action.

Page 53: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Aristotle’s modes of persuasion

Logos (logical) – make your point by reasoning, evidence

Ethos (credibility) – make your voice likeable and worthy of respect

Pathos (emotional) – appeal to the emotions of the reader

Rhetoric, treatise from 4th century BC

Page 54: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

To do this, we need to useempathy.

Page 55: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Discuss writing that appeals to you and compare it with what appeals to your reader

Activity 10: What writing appeals to you – and to others?

Page 56: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+How can we reach our readers?

Content

Context

Tone of voice

Empathy (including the ‘So what?’)

Relevance

Authenticity

Storytelling

Page 57: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Tailoring copy to the reader

1. Local programmes and the regional team in carried out light-touch scoping studies on in preparation for the strategic review.

2. We trained people in local communities to undertake routine maintenance of facilities themselves while also training construction workers to repair unsafe buildings.

3. Let’s face it, in our country every household takes safe water and sanitation as a human right. We could barely imagine life without them.

Page 58: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Tone of voice

Choice of words

We/you

Level of formality

Grammatical style

Person-centred focus

Page 59: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Adapt the factsheet to make it appropriate for a worried parent

Activity 11: Tone of voice

What key phrases would you change?

What would you cut?

What would you add?

How would you structure it?

Page 60: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Human interest: case studies and quotes

A scenario or story to demonstrate rather than describe a message

Individuals, groups

Human interest or real-life context – bypassing the intellect to create emotional responses

Moves from problem to solution, sharing learning

Using people’s voices increases authenticity

Charity case studies vs journalism

Page 61: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+ 5 things you should know about dementia, Alzheimer’s Society

Page 62: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Having a PrematureBaby, Tommy’s

Page 63: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

‘Stepping out’, Arthritis News

Page 64: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Page 65: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Using Checklist 5, analyse the readers for your personal project and how your writing will meet their needs

Activity 12:Thinking about your reader

Page 66: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Multiple groups of readers

Go through the above analysis for each group.

Which is the primary group?

Add supplementary information.

Provide alternative versions where necessary.

Page 67: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Summing up

Engaging writing creates an emotional response that provokes a reaction

Content, tone of voice, empathy, relevance, authenticity

Human interest: using case studies and quotes

Page 68: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+Our four tips

1. Before you start writing, ask the right questions

2. Plan your copy with a clear structure

3. Use good written style

4. Write copy that resonates with your reader

Page 69: writing with impact-March2015Use good written style 4.Write copy that resonates with your reader + Timetable for the day 10.00–11.30 Introduction and Tip 1: the brief 11.30–11.45

+

Eleanor Stanleywww.eleanorstanley.co.uk


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