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Writing to sell

Writing to sell


On this one-day writing course, an experienced business journalist (Irish Times, Sunday Times and Newstalk) and marketing professional reveals techniques that will allow sales teams to create documents that are clear, concise and achieve their objectives every time. Each aspect of the course is covered in theory and consolidated with intensive practice.
Once participants complete this course, they will be able to confidently create reports, proposals, letters and emails that:

  • Reflect well on your brand
  • Have a customer-focused tone of voice
  • Use the power of language to get buy-in from readers
  • Get the message across quickly and effectively
  • Respond to the needs of both your organisation and its customers
  • Express information in clear English
  • Use an accessible, reader-friendly structure


Planning – Clear thinking leads to clear writing

  • Identify your readers and their needs (to develop a reader-focused approach)
  • Plan a document that will get buy-in from the customer
  • Create an effective objective
  • Produce documents that achieve their objectives
  • Make sure you write the right document (message, tone etc)
  • Use a planning checklist

Writing – Transform your style

  • Say what you mean — write to communicate
  • Use AIDA (attract, interest, desire, action) for sales writing
  • KISSSS all your documents: keep it short, simple, strong and sincere
  • Documents
    • Report writing – achieve your objectives
    • Letter writing for results – dos and don’ts
    • Email – how to grab your readers’ attention

Editing  – Get to the point

  • Learn strategies for editing your own work
  • Use a proofreading checklist

Layout – Make it reader-friendly

  • Create easy-to-read documents for busy people
  • Use headings to aid navigation
  • Write for scanners

Resources – Reinforce the learning

  • A 35-page resource pack
  • Online writers’ resources