| 1
COMMUNICATION STRATEGY:
What to Say & Who to Say it to |
Identify:
Who we are talking to – target audience’s motivating desire
What to say to them – single most relevant key proposition
How do we tell it to them – style, tone, attitude
Turning data & information into Knowledge & Insight |
| 2
HEADLINES:Arrest Attention |
Concept / Story / Premise:
Turn the ‘what to say’ into how to say it – concept/story
Articulate concept/story into a few select words and a supporting visual |
| 3
INTRODUCTION:Connect, engage and permission |
The opening paragraph:
Establishing a conversation of relatedness
Earning the target audience’s permission to sell the key proposition to them
Using concrete language and active verbs |
| 4
SUBSTANTIATION:Prove it with facts and benefits |
Curating the main points into a list
Arranging them into narrative logic
Shortlisting them down to the story-relevant points
Writing them into benefit-driven bullet-points |
| 5
TRANSITIONS:Move story forward. |
Learn and apply the 12 types of transitions to guide the reader and progress the story. |
| 6
LITERARY DEVICES:The herbs and spices of great writing. |
Learn the common literary devices to smooth package ideas and messages into memorable sentences. |
| 7
CONCLUSION:Seven strategies towards writing a strong conclusion |
Learn the seven strategies toward an effective conclusion, choosing the one most appropriate for your projects. |
| 8
SEO Copywriting |
Learn the essentials of Search Engine Optimisation to ensure the web pages and blog posts you write will be found and listed in the top ten by Google. |
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