What exactly is a story?
Anyone can tell you that a piece of writing has a beginning, a middle and an end. But what sort of things happen in the beginning as opposed to the end?
A story often starts with “Once upon a time” but what does a piece of good copy begin with? Or a report that’s supposed to bring insight to a team that’s commissioned it?
These are some of the questions we ask and explore in our training courses.
We train participants to recognise the way things work in a successful piece of writing. And it really doesn’t matter whether it’s a proposal, a blog , a TV script or a report, because structure is a surprisingly omnipresent in every form of good writing.
We investigate what keeps a reader reading, and learn about the different contracts that are behind a piece of text.
We investigate the relation between change and communication, value exchange and insight. We look at tone of voice and archetypes and integrate them into a brand context.
In short we look at the most important things that make a piece of text tick.
And help you and your organisation use writing to its full potential.
One of the exercises on tone: Create a new brand of bottled water based on your organisation’s tone of voice.
• Awareness of real information as opposed to junk info
• Language tone and role, and being creative with these
• Writer as leader
• Writer as creative
Course creator and leader