Marketing and business development writing workshop
Supercharge your writing and communication effectiveness. Content is once again king. The advent of AI tools and the deafening noise of AI slop means the importance of great writing is growing. This half day, in-person workshop allows delegates to explore and practice a variety of writing styles – as a journalist, digital marketer, brand spokesperson, blogger, social media influencer and salesperson. It deep dives into how to strengthen brands and increase the effectiveness of copy, content and stories. The session provides opportunities to practice using different tools and techniques to improve the effectiveness of marketing and business development writing activities – by yourself and your fee-earners.
Delegates either need to bring along examples of their writing so that they can diagnose issues and create improved versions or briefs for future writing projects. Delegates bring their laptops or pen and paper for the numerous writing exercises.
Learning outcomes:
- – Improved briefing, writing and storytelling skills
- – Adoption of appropriate writing and content management tools
- – Alignment of content management with strategic marketing and business development aims
- – Ability to support fee-earners in delivering better content
Topics covered
Introduction and aims
Part one – Writing basics and persuasive writing skills
Exercise: Analyse your writing and processes
• Virtues of good writing and science of business writing
• Writing basics
– Aims and audience
– Exercise: The grammar quiz
– Language, brand voice, tone and pace
– Writing processes and structures
• Art of persuasive writing
– Empathy and generating an emotional response
– Digital body language – context and meaning
– Harness persuasion science (and exercise)
– Storytelling (and exercise)
• Editing, proofing and feedback
Part two – Improving different types of MBD writing
• Marketing communications, content marketing and copywriting fundamentals
• Personas, propositions and content mapping (exercise)
• Balancing brand and author personality (exercise)
• Using AI tools
Delegates will work in small groups to focus on improving different types of writing:
– Reports, internal communications and internal emails
– Media relations (news releases, articles and expert opinion)
– Thought leadership campaigns
– Web sites, blogs and social media (impact of AI search)
– Brochures, fliers and newsletters
– Invitations and emails
– Pitches, proposals and tenders
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
- – Participation is restricted to PM Forum members
Pricing
First attendee £270 +VAT
Second attendee £260 + VAT
All subsequent attendees £250 + VAT
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Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
Speaker
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Kim TassoRedStarKim LtdKim Tasso has worked within and for over 200 professional partnerships in the legal, accountancy and property sectors for over 20 years and continues to do so as a management consultant.
She also has direct client exposure from working with organisations in the technology, education, creative, media, real estate and not-for-profit sectors.
Unusually, she combines psychology, marketing and business qualifications so is effective as both a professional trainer, facilitator and coach and also as a subject matter expert in a variety of strategy, marketing, selling and relationship management topics.
She is highly rated as a trainer and coach for lawyers, accountants and surveyors and also lectured on Chartered Institute of Marketing (CIM) professional marketing qualifications for Cambridge Marketing College.
She is the author of books on soft skills, growth strategies, business development, media relations and business development and a prolific conference speaker and journalist. She is also a member of the PM Magazine Advisory Board.
