Sales and Marketing

Commercial Writing for Marketing and Proposals

Commercial writing fails in a specific way: it describes the seller at length, uses words the reader would never say aloud, and buries the one sentence the decision rests on. This course corrects all three. Delegates work through writing for a named reader with a decision to make, and opening with what matters to them rather than with the organisation's history. Structure is covered, including leading with the conclusion and making a document skimmable for a reader who will not read every line. Turning a feature into a consequence the reader cares about is practised. Evidence, proof and the claims that require substantiation follow. Editing is treated as the majority of the work, including cutting a draft substantially without losing meaning. Proposal specifics are covered: answering the question asked, and writing to an evaluation scheme. The course closes on tone, on plain language and on writing under deadline.