Introduction: What do you want to say?

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Course content

Intermediate
October 18, 2018
2
mins
Average: 4.8 (4 votes)
In planning and executing communications strategies on any scale, one thing that will give your organisation a leading edge is the ability to write compelling copy.

In this course Think HQ Account Executive Joseph McMahon will take you through an overview of the art of creating compelling copy - how you catch people's attention, starting off strong, proving what you're saying, getting it to flow right, and finishing up.
Hi, I’m Joseph and welcome to Lumin.

In planning and executing communications strategies on any scale, one thing that will give your organisation a leading edge is the ability to write compelling copy. Constructing your story so people are drawn in – and feel compelled to read it – from start to finish.
It’s easy enough to say – but how do you achieve it?

I’ve been working with clients for years helping them craft their narratives and stories to gain attention and encourage people to take action.

In this course, I’ll take you through an overview of the art of creating compelling copy – how you catch people’s attention; starting off strong; proving what you’re saying; getting it to flow right; and finishing up.

It all starts with a good communications brief, which is a documented version of what you’re planning to write.
It answers the basic questions – who is your audience and what are you trying to communicate? What facts, statistics or other information are you wanting to share? Strip it back even further – if you had to pick one main thing to communicate with your audience, what would it be?
And be as specific about your audience as you can. Are you talking to a mass audience or a particular demographic? What shapes their thinking and what will get their attention?

Think too about the intended response. After someone reads, hears or sees your message, what do you want them to do? Are you trying to influence or change their thinking? Are you looking for specific action and how will you make the call to action?

Finally, the other critical consideration is the medium – in what format will what you write be presented? Is it copy for mainstream media? Hard copy print and/or online media? Social media – or all of the above? Is it primarily promotional material for brochures or email campaigns? Is audio and imagery involved in its presentation? Format determines the length of what you write, and how you convey your message.

Next up, we’ll look at catching attention.

About the instructor

Joseph McMahon

Joseph is a diligent strategic communicator, experienced in content production and copywriting. Joseph has successfully developed and produced content for a range of platforms for clients including DonateLife, Department of Social Services, Australian Financial Complaints Authority and Council on the Ageing NSW. He played a key role in delivering targeted stakeholder engagement activity to promote WorkSafe Victoria’s 2017 Health and Safety Month, and has worked on media relations campaigns for clients including Greenfleet, the Organ and Tissue Authority and Social Research Centre.