Writing to engage – for learning and development leaders [webinar recording]

As a learning and development professional, you’ll know only too well the wide range of documents, updates, posts and messages you have to write in the course of your work. And you know that each one plays a part in the success of your learning programmes.

So how do you ensure everything you create is working as hard as it can to engage the reader and lead them to take action?

Engaging employees and stakeholders in learning remains a key challenge for L&D leaders, according to research by the Learning and Performance Institute (LPI).

We ran this webinar for LPI members to address this fundamental topic. Through a lively conversation between Emphasis business-writing specialist Gary Woodward and our CEO (then commercial director) Luke Orme (and over 230 attendees), the session explores:

• how to speak to your readers’ hearts and minds, and why the acronym KFC is critical for engaging writing
• the crucial difference between features and benefits – and why you need to understand this in order to write persuasively
• why stories are so important when you’re demonstrating the impact of learning programmes (and the question of whether you should use ‘negative’ stories)
• the number one thing you can do to improve engagement and communications across all channels.
  

Resources