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Human-Centred e-learning

Human-Centred Business Writing Course

Our online, business writing course for people who aren’t specialist writers but still have to do it every day. People who really care; who want to do the best for their customers and colleagues and want to reflect it in their writing.

£120 per person exc. VAT

Get a discount for groups of 5 or more.

See our business writing course in action

A quick walkthrough of the course content, lessons and learning experience. Get a feel for the course, content and how it works.

Who’s this business writing course for?

Individuals and teams who want to improve relationships they have with customers and write like the ace human beings they are.


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Whether you look after internal or external customers, this is built for service heroes who want to write in a way that’s human, clear and effective.

It doesn’t matter whether you’re on the front line in a contact centre or you’re an internal IT or HR specialist – this is for you.

What’s in the course?

5+ hrs

Video content

5+ hours of video walkthroughs, introductions, tips and explanations.

33

Unique lessons

Covering the writing tools and communication techniques we’ve used with organisations in the UK, Europe and Asia.

45+

Video guides

45+ detailed video guides to topic areas, plus live, on-screen editing of written material to help teams understand how good writing is put together.

12

Worksheets

Take your learning off the screen with downloadable worksheets and help guides.

Tried and tested ways to transform your writing.

This professional writing course includes the same content, insight and activities we’ve used with teams in Europe, Asia and the US in financial services, airlines, automotive, hospitality, tech, the third sector, housebuilding, social housing and government.

What will I get from this writing course?

Master the power of words

Learn just how powerful the words you use are. Then get the knowledge and perspective to master them and make them work for you. Start having the right sort of impact when you write.

The confidence to write clearly

The ultimate cure for workplace waffle, management speak, and those emails to customers that take a page to say what a sentence could. Learn how to get started, how to keep writing and how to edit effectively.

Know what makes people tick

Understand how to write to make people take action. Know how to help them understand quickly. Make sure your stuff gets to the top of the pile so people read and act on it.

Get people to do what you ask

Get people to take action willingly because you’ve understood what really motivates them. Find out how to give bad news without getting kickback and say ‘no’ nicely.

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
We put theory into practice through learning videos that 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.

What people have said about our human-centred, business writing course

“The team found the course thoroughly enjoyable and incredibly useful. I can already see an improvement in their writing styles, which is great.”

Research and Public Policy Manager – G15 Housing Association

“Just wanted to say your course was brilliant! So useful and fun to boot. Thank you so much”

Customer service representative – UK mortgage provider

EVERYBODY completely loved your sessions, being part of it myself was a pleasure and I really took a lot away from it. It’s very clear that you love what you do and you most definitely passed this energy onto us.

Customer Services manager – UK heritage organisation

“The work you did with the team was amazing. Loved your ‘stop them writing like Robocop’ comments – now they’re starting to sound like human beings. It’s so good to see.”

Head of Customer Services – US-based online payments business

Introducing your trainer

Mark McArthur-Christie

Mark is the managing director of Rubuss 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.

Writing Course: content and lessons

1. Introductions

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.

2. Your impact

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?

3. Thinking human

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.

4. Writing human

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.

Empower your team with our human-centred, business writing course

Give you and your teams the confidence and skills to communicate better with customers.