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1、SharpenYourWritingtoSucceed2010IABCStudentWorldConference,Toronto,Canada10June2010FeliciaShiu,ABC,APRfelicia.shiu@gmail.comAgendaBadvsGoodwriting3CsPlanningTargetAudience&AudienceAnalysisPurposeandTonePyramid–MintoPrinciplePersuasiveCycleEditingandTransitionsQuestionsMostcriticalskilltoma
2、sterPRwriting–pressreleases,newsorfeaturestoriesWeb2.0writing–websites,blogs,etcMulti-media–videoscript,podcastingBusinesswriting–speechwriting,letters,emails,memos,proposals,brochures,PowerPointpresentations,announcements,recommendations,etcBadWritingNameafewcharacteristicsofbadwritingGo
3、odwritingEasytounderstandInterestingLogicalConciseObviousmessageforspecificaudiencePurposeisobviousHoldsyourattentionPersuasiveNaturalRightlevelofdetailThe3CsClearConciseCoherentPlanningIdentifyyourgoal–what’sthemessage?Desiredoutcome?Thinkaboutyouraudience–whoisit?RighttoneandformatEvery
4、thingyouwritereflectsyou!PurposeInformInstructAdvisePersuadeInspireMixtureofalloftheaboveTargetAudienceAge,gender,educationlevelRoleintheorganizationYourrelationshipCulturalbackground/languagePreexistingbeliefsandattitudesWhatdotheycareabout?DefineandAnalyzeyouraudienceasbestyoucanTakeint
5、oconsideration:Whatdotheywant?Whatdotheyneed?Preconceivedattitudes?(positive,negative,neutral,uncaring,unknowing)Concernsbecauseofattitudes?Emphasis?Howcanyoupersuadetheaudiencetoyourpointofview?Whatpointsmusttheyagreewithinordertoacceptyourrecommendation?AnalyzeYourAudienceBumpupyourword
6、smithquotientAlwaysknowhowyouwanttothereadertoreactVisualizetheindividualsinyourmind–imaginetheirfacialexpressions,gestures,mannerisms,etc-yourwritingshouldbelikeafacetofaceconversationBehaviourStyleStrategiesExpressiveAmiableBigpicturefocusBuildconsensus,teamorientedLightondetailAvoidcon
7、flict/seekharmonyVisionary–focusonthefutureNon-businessissuesareimportantMaygooffontangents:“Whatifwe…”Lesstime-sensitiveDriverAnalyticalConciseProcess/detail-orientedOutcomeorientedBuildtorecommendationFocusonresultsInterestedinprocess,background“Nononsense”–Gettot
