is a 2-day hands-on workshop where corporate communications professionals like you learn and experience the framework that integrates brain-based content writing, storytelling, infographics, action words, headlines, subject-lines and teasers into your daily writing routine.
For individuals to act or behave differently you’ve got to influence their emotions, their thoughts, and their environments. Only by knowing how the brain works you can construct messages that resonate deeply and elicit empathy. You’ll participate in a very kinaesthetic simulation and will learn to write brain-based content that finds an echo in your audience.
Facts alone are not sufficient to persuade. You will find out how to compliment facts with the right balance of storytelling, metaphors, and infographics that tug at the heartstrings. People forget statistics and names and events, but they never forget stories. Storytelling because a story is the only way we can activate the parts of the brain that get listeners to relate to us. Metaphors; because change in behaviour is change in metaphor. Infographics; because to be persuaded your readers need to quickly grasp complex sets of ideas. You’ll have the chance to go through several real case studies for creative writing, writing with facts and credibility to create traction and you’ll refining a piece of communication as per each new technique, plus create a 3-minute Video conclusion for the course.
In a perfect world, we could just say “Here’s what I have, it’s good, read it if you want to / participate if you want / buy if you want it” and all the right people who need our content / product /service would click. But the thing is, we’ve all become really smart, and really skeptical. Staying flat and factual might work for the scientific report but simply does not work in corporate communication anymore. So, how should you generate content that speaks to both analytical and emotional regions of the brain? How to construct valuable information materials using many of the same skills that journalists use, like headlines and slogans, moving statements and subject-lines, action words and power words? You’ll have the chance to go through several real case studies for creative writing, writing with facts and credibility to create traction and you’ll refining a piece of communication as per each new technique, plus create a 3-minute Video conclusion for the course.
Intranet and Knowledge Base Coordinator, ING
Where have you been until now, Olimpia? I'm feeling energised, overjoyed, and very motivated to transfer in practice everything I've learned today: the metaphor technique, the empathy map, the headline formulas and the power words, all.
Intranet and Knowledge Base Coordinator, ING
How do you do it all the time so good? Big thank you for everything, Olimpia! I am feeling energised and motivated to write better. Two ideas I value that I have learned: Metaphors make the message human and easy to understand. A good layout and design help your messages succeed.
CRC Manager, Nestlé Nespresso
I'm so happy to be part of this experience. Ideas I value that I have enhanced: the empathy map, storytelling, power words. Skills I need to try: metaphors!
Senior Trainer, ING
I'm feeling enriched! I'll always bear in mind the empathy map and I'll use the power words, storytelling, and the 4 steps to persuasion. Promise to have the patience to gain these skills.
“Attention is harder to get and keep now. We live in the opt-in age, a time when people can scroll on by.”
Bernadette Jiwa