Storytelling for selling
Course overview
This course is for anyone that needs their writing to be persuasive.
You’ll examine why stories are so important to humans and how you can harness the constituents and structure of stories to create compelling and engaging written content.
This is a great course for agencies and any organisation that needs to be able to tell the story of the work that it does – and why it matters.
Delivery: in person
Class size: up to 10 people
Duration: 3 hours
Cost: from £1,250 plus VAT per course
What the course covers
Over the 3 hours we’ll look at:
why stories are important and what it is that makes them so compelling to us
the ingredients that make a good story and how to use them to structure your writing
what draws readers in and makes them want to read on
how thinking like a journalist can make your storytelling more engaging
telling a story well by avoiding jargon and using plain language
why chronology is not always the best way to relate information if you’re trying persuade
the importance of editing and tips for doing it like a professional
What you’ll learn
After completing this course, you will:
understand what makes a good story and what it is about stories that make them more intriguing than other forms of writing
be able to find the story in a given situation or piece of writing
know how to confidently apply storytelling techniques and structures to make your writing more engaging
have good working knowledge of a range of editing techniques
We tailor all exercises in the course to make them relevant to you and your organisation.
If you’d like to focus on a particular area, we can adjust the course content to suit your needs. Or we can add elements from other courses, or create something completely bespoke for you. See how our training works.
Your trainer
Christine Cawthorne is an experienced trainer who has been teaching people to write for the web since 2009.
She joined Government Digital Service in 2013 and trained thousands of people how to understand user needs, write in clearer language and use the GOV.UK style guide.
As well as giving training, Christine works as a content strategist helping public sector and non-profits with their content. She mentors content designers at all stages of their careers and runs the Crocstar content community.
Feedback for this course
Christine's storytelling workshop was awesome! She expertly brought together a group of people across product, marketing, delivery and strategy, and guided us through best practice for creating content (including the much-underrated skill of being succinct!). We were left with a bunch of useful tools, tips and templates to create better content.