Plain English for marketing

Engaging customers’ attention and communicating clear messages is vital – and it’s more challenging than ever.

How do you write to ensure your customer communications really engage your audiences? Using plain English can help – because customers want clarity. They want to understand the first time they read.

Did you know that 89% of the public would change their bank or insurance company if they thought the new company’s information was clearer?

This highly practical workshop will provide you with the skills to write in plain, professional English that engages customers – and reflects your brand’s tone of voice.

It’s suitable for anyone who writes in a marketing or product information role and wants to write clearly, concisely and free of errors.

On successful completion, participants will:

  • Feel confident that they can create strong, readable, polished marketing materials
  • Be able to apply plain English guidelines
  • Understand how language can reflect their brand’s tone of voice
  • Be able to explain complex topics clearly
  • Understand how to adapt messages for different platforms: press releases, product information, web content and social media posts
  • Identify and avoid common errors of grammar, sentence structure, English usage and punctuation

Course content

Part 1 – Planning: Clear thinking leads to clear writing

  • Identify a suitable style and tone of voice for your target audiences
  • Adapt your tone of voice for different platforms
  • Identify your purpose and objectives
  • Step-by-step guide to planning marketing materials and product information
  • How to write a first draft quickly

Part 2 – Writing effectively: Using strong clear English to meet objectives

  • Ensure busy readers get the message quickly
  • Use clear, concise, accessible English
  • Use headings and lists for accessibility
  • Build readable sentences and paragraphs
  • Make every word count / cut dead wood and waffle
  • Take care with jargon, ‘business speak’ etc.
  • Use strong, precise, active verbs

Part 3Editing: Polishing the communication

  • Strategies and checklists for effective editing
  • Identify common errors (grammar, punctuation, commonly confused words etc.)

 Resources – Reinforce the learning 

  • A resource pack (checklists, punctuation factsheet, common errors etc.)
  • Online writers’ resources

Before and after the workshop

We ask participants to complete a questionnaire on their challenges and send us a sample of their writing, in advance. After the training (a) participants receive useful resources (b) participants submit a new piece of marketing writing, which will be returned with constructive feedback.

Download the outline for a half-day workshop: Plain English for marketing

Please contact us for further details.