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Strategies for Creating Audience-Focused Writing Fast

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The Word Factory - B2B & B2C content marketing, brand journalism and consulting
The Word Factory - B2B & B2C content marketing, brand journalism and consulting

Two proven pre-writing strategies to capture key concepts, relevant details and help you become a better writer. Excellent for business writing, including reports, thought leadership and sales content.

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© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com SMART STARTS Strategies for Creating Audience-Focused Writing Fast
!2 PRE-WRITING BENEFITS • Supports buy-in & speeds approvals • Nails down audience & ideas early • Focuses content on audience & purpose • Makes production faster & smoother © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!3 PRE-WRITING TOOLS © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • People-Ideas-Goals Strategy© • Position-Rationale-Proof Strategy©
!4 People-Ideas-Goals© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!5 ESPECIALLY GOOD FOR • Planning writing and projects • Understanding the audience • Finding the right voice & tone • Creating persuasive, opinion & advocacy content © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!6 People-Ideas-Goals© Find your audience • Who are you addressing? • What are their objections & questions? • What are their concerns & fears? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!7 People-Ideas-Goals© Find your audience © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!8 People-Ideas-Goals© Capture your content • What’s the big take-away? • What’s the most important thing they need to know or you need them to know? • What evidence, explanations & examples support your main idea? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!9 People-Ideas-Goals© Capture your content © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!10 People-Ideas-Goals© Establish your purpose • What do you want people to think? • What do you want them to feel or do? • What do you want to see happen? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!11 People-Ideas-Goals© Establish your purpose © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!12 People-Ideas-Goals© Determine your voice • What voice resonates with them? • What kind of person do they trust? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!13 People-Ideas-Goals© Determine your voice © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!14 Give it a try! © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!15 People-Ideas-Goals© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Complete PEOPLE & WRITER’S PERSONALITY to meet audience needs. • Write the MAIN IDEA to focus on the key concept to communicate. • Define the GOALS your content should achieve.
!16 People-Ideas-Goals© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Map out the SUPPORT that validates your MAIN IDEA and GOALS, and addresses audience QUESTIONS/ OBJECTIONS.
!17 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!18 ESPECIALLY GOOD FOR • Planning writing • Creating a logical flow • Finding the right voice & tone • Creating persuasive pieces, reports & analyses © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!19 © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Position-Rationale-Proof© Find your audience & voice • Who are you addressing? • What are their objections & questions? • What are their concerns & fears? • What voice resonates with them? • What kind of person do they trust?
!20 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!21 © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Position-Rationale-Proof Establish your purpose • What do you want people to think? • What do you want them to feel or do? • What do you want to see happen?
!22 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!23 © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Position-Rationale-Proof Capture your content • What do you think? • What’s your rationale/why do you think it? • What evidence, explanations & examples prove your point?
!24 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!25 Give it a try! © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
!26 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Complete AUDIENCE, WRITER’S PERSONALITY and GOALS to ensure you address audience needs. • Write the POSITION to focus on the key concept you’re trying to communicate.
!27 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Work across to the RATIONALE and PROOF, or work down the RATIONALE and add the PROOF. • Use phrases, bullets or placeholders (like “get turnout data” or “use so- and-so’s quote here”).
© 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Questions? Observations?
Content Creation, Editing, Coaching & Training

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Strategies for Creating Audience-Focused Writing Fast

  • 1. © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com SMART STARTS Strategies for Creating Audience-Focused Writing Fast
  • 2. !2 PRE-WRITING BENEFITS • Supports buy-in & speeds approvals • Nails down audience & ideas early • Focuses content on audience & purpose • Makes production faster & smoother © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 3. !3 PRE-WRITING TOOLS © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • People-Ideas-Goals Strategy© • Position-Rationale-Proof Strategy©
  • 4. !4 People-Ideas-Goals© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 5. !5 ESPECIALLY GOOD FOR • Planning writing and projects • Understanding the audience • Finding the right voice & tone • Creating persuasive, opinion & advocacy content © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 6. !6 People-Ideas-Goals© Find your audience • Who are you addressing? • What are their objections & questions? • What are their concerns & fears? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 7. !7 People-Ideas-Goals© Find your audience © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 8. !8 People-Ideas-Goals© Capture your content • What’s the big take-away? • What’s the most important thing they need to know or you need them to know? • What evidence, explanations & examples support your main idea? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 9. !9 People-Ideas-Goals© Capture your content © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 10. !10 People-Ideas-Goals© Establish your purpose • What do you want people to think? • What do you want them to feel or do? • What do you want to see happen? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 11. !11 People-Ideas-Goals© Establish your purpose © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 12. !12 People-Ideas-Goals© Determine your voice • What voice resonates with them? • What kind of person do they trust? © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 13. !13 People-Ideas-Goals© Determine your voice © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 14. !14 Give it a try! © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 15. !15 People-Ideas-Goals© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Complete PEOPLE & WRITER’S PERSONALITY to meet audience needs. • Write the MAIN IDEA to focus on the key concept to communicate. • Define the GOALS your content should achieve.
  • 16. !16 People-Ideas-Goals© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Map out the SUPPORT that validates your MAIN IDEA and GOALS, and addresses audience QUESTIONS/ OBJECTIONS.
  • 17. !17 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 18. !18 ESPECIALLY GOOD FOR • Planning writing • Creating a logical flow • Finding the right voice & tone • Creating persuasive pieces, reports & analyses © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 19. !19 © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Position-Rationale-Proof© Find your audience & voice • Who are you addressing? • What are their objections & questions? • What are their concerns & fears? • What voice resonates with them? • What kind of person do they trust?
  • 20. !20 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 21. !21 © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Position-Rationale-Proof Establish your purpose • What do you want people to think? • What do you want them to feel or do? • What do you want to see happen?
  • 22. !22 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 23. !23 © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Position-Rationale-Proof Capture your content • What do you think? • What’s your rationale/why do you think it? • What evidence, explanations & examples prove your point?
  • 24. !24 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 25. !25 Give it a try! © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com
  • 26. !26 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Complete AUDIENCE, WRITER’S PERSONALITY and GOALS to ensure you address audience needs. • Write the POSITION to focus on the key concept you’re trying to communicate.
  • 27. !27 Position-Rationale-Proof© © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com • Work across to the RATIONALE and PROOF, or work down the RATIONALE and add the PROOF. • Use phrases, bullets or placeholders (like “get turnout data” or “use so- and-so’s quote here”).
  • 28. © 2019 by The Word Factory, LLC. All rights reserved. For more information, email margot@thewordfactory.com Questions? Observations?
  • 29. Content Creation, Editing, Coaching & Training