Page 84 - Warwickers Communication Counts v2015
P. 84
84 COMMUNICATION SKILLS WRITE Good writing never goes out of style
because it maximises the impact of
messages. All leaders and
writecommunicators should optimize their
technical skills and develop their own
style. Aim to compel and motivate
audiences to engage with the topic,
think differently and take action.
Content
1. Begin with your raw material – what are the facts - plan, new behaviour, data, idea, story,
new product . Constantly keep in mind your audience. And the subject.
2. What is the medium/ channel being used i.e. to read, be spoken or to scanned online?
3. What is your intent, objective and outcome – know why you are writing.
4. ‘How can you sum it up in one sentence?’ Find the core - unexpected, concrete, credible,
emotional .
5. Then ‘How do we talk about this?’– what are the key messages that support the core story.
6. Then what is important, prioritise your content – to get the order right.
Narrative
1. Craft a great headline to hook your audience – positive, short and informal. To learn this
skill look for good headlines in newspapers and on the web to learn from them.
2. Mind your language – down to earth and straightforward. Use plain English.
3. Use words to provoke vivid imagery and seek out language that provokes an emotional
response – keep it conversational and engaging.
4. Your opening paragraph should build on the headline not repeat it.
5. Develop your writing style to talk with not at people – a conversational style.
6. Relate it to your audience – filter and translate for them – talk to them about it – write from
their viewpoint use ‘you’ as much as possible.
7. Use signposting to provide good navigation and flow - keep it clear, simple and appropriate
– what will make it easy for your audience to understand and remember your message.
8. Get the tone right for the message and medium - be positive.
9. Tell it your way in your style, your voice - to be authoritative, true to yourself and credible.
10. Read it through for clarity and persuasiveness – can it be immediately understood and does
it motivate you to act.
because it maximises the impact of
messages. All leaders and
writecommunicators should optimize their
technical skills and develop their own
style. Aim to compel and motivate
audiences to engage with the topic,
think differently and take action.
Content
1. Begin with your raw material – what are the facts - plan, new behaviour, data, idea, story,
new product . Constantly keep in mind your audience. And the subject.
2. What is the medium/ channel being used i.e. to read, be spoken or to scanned online?
3. What is your intent, objective and outcome – know why you are writing.
4. ‘How can you sum it up in one sentence?’ Find the core - unexpected, concrete, credible,
emotional .
5. Then ‘How do we talk about this?’– what are the key messages that support the core story.
6. Then what is important, prioritise your content – to get the order right.
Narrative
1. Craft a great headline to hook your audience – positive, short and informal. To learn this
skill look for good headlines in newspapers and on the web to learn from them.
2. Mind your language – down to earth and straightforward. Use plain English.
3. Use words to provoke vivid imagery and seek out language that provokes an emotional
response – keep it conversational and engaging.
4. Your opening paragraph should build on the headline not repeat it.
5. Develop your writing style to talk with not at people – a conversational style.
6. Relate it to your audience – filter and translate for them – talk to them about it – write from
their viewpoint use ‘you’ as much as possible.
7. Use signposting to provide good navigation and flow - keep it clear, simple and appropriate
– what will make it easy for your audience to understand and remember your message.
8. Get the tone right for the message and medium - be positive.
9. Tell it your way in your style, your voice - to be authoritative, true to yourself and credible.
10. Read it through for clarity and persuasiveness – can it be immediately understood and does
it motivate you to act.
