Perfect for Customer Service, Contact Centres, HR Professionals, Technical Support, Compliance Teams, Legal Teams.
Tried and tested business writing.
Our business writing course includes the same content, knowledge and exercises we’ve used with teams across Europe, Asia and North America. Transforming how teams write in sectors including financial services, airlines, automotive, hospitality, tech, third sector, social housing and government agencies.
Course Objectives
What you’ll get from our Business Writing Course
What’s Included
Packed with empowering content
See our definitive business writing course in action
A quick walkthrough of the writing course content, lessons and learning experience. Get a feel for the course, what’s included and how it works.
Meet your Trainer
Mark McArthur-Christie
Mark is the managing director of Think Human and has over 30 years’ experience in human-centred communication. He’s our resident guru for all things word-related and a strong advocate for better communication in customer experience.
See Mark talk through the course
Price
£120
Per Person
Buy For You
Learn at your own pace, online on any device. All tools and lessons included.
Buy For A Team
We offer substantial discounts for teams of 5 or more who want to learn together.
Content In detail
Business Writing Course
Content In Detail
Welcome
How changing the way you write changes the world around you.
What we’ll cover
How to communicate with customers so they understand you, do what you ask and don’t get frustrated doing it.
Your customers
It’s much easier to write to people when you know who they are and what really matters to them.
Writing at work
Take these short surveys to get an idea of your views and confidence when it comes to writing at work.
Your words matter
How the way you write to customers has a profound and long lasting impact on them.
Customer perception
What the way you write tells customers about you, your team and your business. The assumptions customers make and how they affect your team.
Cause and effect
How the way you write affects the response you get. If you find customers keep pushing back, here’s how to fix it.
Tone of voice
It’s not what you write, it’s how you write it. Simple ways to make tone of voice work for you.
Environment & blockers
What are the factors around you that get in the way of writing well?
Myth busting
Busting the myths that prevent you from writing well to customers.
How communication works
How understanding the basic principles of communication help you write better.
Writing like a human
Why people write like robots at work, why it annoys customers and what to do about it.
Being emotional
How to understand and use the power of emotion when you write to customers.
Getting read and understood
No one can demand to be read – so here’s how to make people want to read what you send them, even if it’s bad news.
Unspoken questions
How anticipating and answering questions makes your writing much simpler to understand.
Think, feel, know, do
How you can get into the mind of the reader and get the response you want.
Transactional analysis
How you can avoid “talking down” to your customers.
Expert perspective
How being an expert can be a problem when you’re communicating with customers. How to be an expert and be understood by anyone.
Writing styles to avoid
The styles of writing that really irritate customers and stop them doing what you need them to – and how to avoid them.
Offglish
“Offglish” and why is it so corrosive to better relationships with customers. How to write clear, human language.
Management speak
Why some people do it, the effect it has and what to do about it.
Marketing speak
The danger of ‘persuasive’ adjectives and the need to lead people to their own conclusion with facts, not tell them what to think.
Passive voice
Why the passive voice makes us seem remote, uncaring and unwilling to accept responsibility and what to do about it
Write less, mean more
Why it’s easier to write a long email than a short one – and why that makes things harder for customers.
Objectively score your writing
Score your writing against a set of objective criteria.
Orwell’s six rules
A simple guide to clearer, more human-centred writing.
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Every lesson includes
Introductory video
You’ll get video introductions for every lesson and topic – running through the theory and putting it into practice – making complex topics easy to understand.
Walkthrough video and example
Our learning videos show you how to apply tools in practical ways. Less theory – more doing.
Self-discovery exercises
Less telling, more discovering. All lessons give you the option to explore for yourself with self-directed learning activities.
Group exercises
Learning’s better in groups. We’ve included team activities, exercises or discussions in every lesson so you can work together as a group.
Learning journal
Keep a log of everything you’ve learnt and refer back to it later. Personalise your learning journey and access your notes and ideas whenever you like.
Also included…
Interactive polls
See what other Learn Lab explorers think with our interactive polls. Get instant, live results from the Learn Lab community and benchmark yourself against others.
Worksheets
We’ve made it easy to take learning off the screen and into practice with a series of worksheets, learning tools and cheat sheets. This course has 12 downloadable worksheets with exercises for you and your team.
Editing videos
We edit text live on-screen, so you can see the pitfalls to avoid and the best way to put material together.
Final quiz and certificate
After the final quiz, testing all aspects of the course, team members who pass will receive a certificate to show they’ve taken the course. This can form part of their professional development file.
