More dates available / Writing for business: How to create copy that has a real impact

Learn how to communicate with authority, authenticity and impact at this rigorous masterclass with former Q editor and content consultant Andy Pemberton.

Do you write business copy as part of your job? Or do you need to create a style guide and tone of voice for your entire organisation? This in-depth practical masterclass will teach you strategies to communicate at the most senior levels with effectiveness and credibility.

The course is split into three main sections: planning, writing and collaboration. You’ll receive a pre-course online assessment, allowing you to set your personal objectives and will have the option to write a style guide for your organisation on the final day.

You’ll learn how to plan your content, as well as receive insights on how emotions guide behaviour, how communication works, how to understand your brand and identify a tone of voice, and the importance of headlines, structure and style.

You’ll also find out how to write with simplicity, clarity and an active voice, and develop a tone and style for your business writing that you can share with your entire organisation.

Content

• How to communicate what you want clearly in the subject line or the title and the first two sentences of everything you write
• How to use well-organised, active sentences to explain what is happening, what ought to happen and what people need to do
• How to communicate with authority, authenticity and impact
• How clear leadership expressed in writing creates alignment and boosts productivity
• New strategies for influencing others and getting results
• An exploration of how strong writers embody confidence and emotion
• How to handle difficult situations with well-written communications
• How your writing influences how you are perceived in the business world
• How to refine your skills by role-playing real business scenarios
• How to develop a style and tone of voice guide for your organisation

Tutor profile

Andy Pemberton is a content expert with international experience. Currently director at Furthr, he edited Q magazine in London, launched Blender magazine in New York (which was named Ad Age’s launch of the year), and also edited Spin magazine. He has written for the New York Times, GQ, Esquire, the Sunday Times, the National (Dubai) and the Times of India. He writes columns for Yahoo.com and the Huffington Post, and offers training in social media, data visualisation and content strategy. He has worked as a content consultant for the RNLI, Time Out, BT, Google and others. He is also a leading data visualisation expert and includes the United Nations, the World Food Programme and Aviva among his clients.

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Full course and returns information on the Masterclasses website