Creative Writing in a Commercial World

Self-expression
• A series of exercises to awaken your writing potential
• Examples of effective creative writing
• How you can reflect your and your company's personality through words
• How different words project different personalities
• Generating ideas
• Brainstorming techniques

Restriction means freedom
• Why working within tight limitations can widen your horizons
• The art of cutting words to expand your message
• How to spot unnecessary words, sub-clauses, sentences and paragraphs
• How to tighten a message so that every word really counts

Coping with deadlines and writer’s block
• How to be creative against the clock
• Techniques for breaking the log jam when ideas and words don’t come easily

Seeking attention
• Headlines and intros to grab your readers’ attention
• Writing for an audience
• Knowing who your audience is and howto tailor your message in ways which mean you connect directly with them

Formats and structures
• Order your words to maximise their effect
• The lessons of journalism and the structures news and features writers use
• How to pick a structure that suits your message and your audience

Practical exercises