Share What You Know
As an entrepreneur or professional, sharing your writing is at the heart of building your credibility and growing your personal and professional presence. It's easy enough to get your work into the world, but, if you want your writing to stand out, you need to know what makes good writing, and know how to do it in a way that is simple, and repeatable, so that you can write effortlessly time after time.
Even if you don't consider yourself a 'writer', this class gives you a fill-in-the-blanks structure to craft a piece of 'how-to' writing that will hook your ideal reader no matter who they are (and you will learn how to identify your reader type!).
Creating work that engages and connects with the people you want to reach and challenges them to think, or to do something differently is what makes your writing better than average -- indeed better than most of the how-to articles you'll see on the internet.
This is not a class about grammar and language; it's about framing your information and message into a format that connects with a reader. You will learn how to do this within a simple framework in your practice piece, giving you the skills and confidence to adapt and innovate as you develop your own voice and style.
Learn by Doing
This course is different to other courses you might take because it's based on doing rather than listening.
You get a project to complete and, after each video lesson, I ask you to spend a few minutes implementing what we just covered. Each activity builds on itself in sections one and two so that you end up with a complete article, or the chapter of a book. You then refine and polish your piece in section three, practising skills that will serve you for life, crafting writing that makes you (and your business) stand out. The process is deceptively simple because I want you to complete a (short) piece of writing, and feel confident to go out and practice your new skills.
Teach and Inspire
Whatever your topic, this course breaks down the fundamentals of 'how-to' writing with a structure you can use again and again to teach your reader something new, to inspire them to do something new or to think differently about your topic.
I'm excited that you're here and can't wait to see your work inside the class!
This class is different to other classes you may have taken because I walk you through your own piece of writing step by step. Be sure to check the downloadable materials that accompany this lecture because you'll need them as you complete the rest of the video lectures. Thanks!
If you ever get that feeling of "Who am I to...?" then this lecture will give you a way to write that gets makes this completely irrelevant, AND makes your writing fascinating.
Section Two is all about your reader and how to write for him or her (in a way that's interesting and engaging!)
Is it enough that you care about your topic? We answer that question in this lecture and you find out what's the missing piece from so much writing.
Another place you can get tangled in questions is how much depth to go into and what level of language to be using. We solve this one for you in this lecture.
Not all readers will have the same reading style as you, and if you don't recognise and write for these different styles, then you're likely to be losing readers and therefore your writing isn't having the impact it could. In this lecture, and the next three, I introduce you to four reader personas I've developed. It's light-hearted to make it accessible, but be assured that it's underpinned by solid theory.
The second of our four reader personas...
The third of our four personas and this one is likely to make up the majority of your readers so it's important not to skip...
The fourth and final of our reader personas and also a few questions so you can uncover which one you are!
Now you've been introduced to our readers, here is how to write for them. I give you a four-part framework and one question you MUST answer for each reader.
The second part of our writing framework and the question you must answer if you want to catch the attention of this reader.
The third part of our writing framework and what you have to include in your writing if you want this reader to pay attention, and to think about, or to implement what you're writing about.
And finally some tips and tricks to capture the attention of someone who's likely to miss out most of your content... he's a hard one to capture. And this brings you to the end of the first draft of your piece of writing -- congratulations! Please remember to post your writing, or a link to your google doc in the question area.
Now you have your first draft, the tactics we cover in Section Three help you polish and refine it so that it stands out. You learn what makes good writing and practice skills that you can use again and again, whatever you write.
There's a trick to getting someone engaged with something new and that's to trigger one of the highly addictive brain chemicals. Websites like Facebook do it oh so well, and we look at how you can do this with your writing to engage your reader and leave them wanting to read on.
And you also want someone to stay with your writing -- which means you need to create connection. You'll find out how to do this in this lecture.
I'm sure you know how important it is to capture attention early in a piece of writing? Choose from one of these three captivating openings so that your reader wants to continue and will get the results you know are possible for them.
You want your message to be remembered and you want writing that a reader enjoys. Learn two techniques for doing this so that you can be the writer who stands out.
We might have heard that story is important but I meet a lot of non-fiction writers who struggle to get it right. Stories are bloated and often off-topic. No more. In this lecture we cover a four-step framework for creating stories that shine every time you write.
You might understand what you want your reader to do, but do they? In this lecture we polish your how-to section so that there is never any doubt about your meaning.
Endings are even trickier than openings in my experience. How to close so that your writing is complete but not cheesy? And that's exactly what we cover in this lecture.
Did you share your work yet? I do hope so because sharing makes it real. Thank you for staying with me this far and please do let me know what's next with your writing.
Cathy Presland, a former economist, has over two decades of experience across government, international organisations, corporate, business, and non-profits. Best-selling author, and highly-regarded trainer, Cathy is widely published, has over 20,000 students in her online training courses, teaches for The Guardian Masterclasses series, and is an engaging and popular speaker.
In her former career as an economist Cathy advised governments and organisations around the world. She set up a micro-credit fund for women, negotiated European regulations, managed multi-billion pound economic programmes, and designed and led global anti-poverty initiatives.
Cathy's ambition is simply to inspire you to be your best self and to do more of the work that makes a difference in the world.
Professionally, Cathy works as a consultant, trainer and facilitator. "I help people get to the solution that's already in the room," she says, and she specialises in supporting people or organisations in who are doing interesting work in public policy and economics.
Cathy's Udemy courses are mainly focused on supporting writers and people who want to share their expertise, experience and passions. "It's exciting to help someone shape their ideas into something tangible. Writing, especially, stretches us as a person, we grow and change in ways we didn't imagine. You change, and you can change the world. It's really simple."
In her spare time she loves to be outdoors and one of her recent trips was to the Annapurna base camp in beautiful Nepal.