Writing With Impact: Writing That Persuades
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Writing With Impact: Writing That Persuades

Learn powerful business writing skills from a University of Cambridge writing tutor.
4.5 (934 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
9,856 students enrolled
Created by Clare Lynch
Last updated 8/2017
English [Auto-generated]
Current price: $10 Original price: $200 Discount: 95% off
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  • 5 hours on-demand video
  • 23 Articles
  • 5 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
What Will I Learn?
  • Gain confidence and find your voice as a business writer, blogger or writer of other non-fiction
  • Use the latest findings from neuroscience to make your message stick
  • Build an in-depth profile of your reader so you can target your words at them
  • Hone your message down to the stuff that will get your reader to see the world your way
  • Hook your readers in from the outset and structure your writing for maximum persuasive power
  • Edit your work so you say exactly what you mean (and mean exactly what you say)
  • Craft sentences that are clear, succinct, persuasive and musical
  • Access a wealth of free online tools for assessing and improving the quality of your writing
  • Find and tell compelling stories that will persuade people to see the world your way
  • Distinguish between words that persuade and words that put people off
View Curriculum
  • A basic grasp of English
  • Pen and notebook
  • A willingness to roll up your sleeves and put into practice what you’ve learned!

Writing With Impact: Writing That Persuades will change the way you write for ever. It's jam-packed with no-nonsense advice on how to win people over with the written word.

In Writing With Impact: Writing That Persuades, you'll learn principles that can be applied to most types of non-fiction writing - including emails, reports, presentations, sales pages, advertising, blogs and more.


Want to nail that promotion? Inspire your team? Sell a product, service or big idea? If you're serious about your career, you need this course.

What makes this course different from all the other writing courses out there?

  • Dozens of practical, real-life examples to illustrate the theory
  • Countless free resources for powering up your prose
  • A host of writing challenges to practise what you've learned - and get one-to-one feedback from Dr Clare Lynch
  • Presented in a witty, engaging style - as entertaining as it is illuminating
  • Fun and easy to follow - but never lightweight
  • Clear, concise and never repetitive - this is one instructor who practices what she preaches

But don't take my word for it. Here's what other students have to say about Writing With Impact: Writing That Persuades.

"Wow. Within a couple of lectures I was hooked! Clare is obviously an experienced and knowledgeable writer. Importantly, she has the ability to share that experience and knowledge with her students in a way that is fun and memorable. I look forward to applying what I've learned in this course within my own corporate environment." - Darryl Shields

"You won't find a better Instructor on Udemy. Dr. Clare Lynch, is an professional Graduate Level University Instructor who really practices the art and science of teaching and learning. She is also a highly sought after professional writer who provides thorough, on-gong interaction and discussion with the students enrolled in her courses. She also provides many physical resources such as ebooks and learning guides in this course and her writers website and blog is a wealth of information and resources for writers and content creators." - Dallas Bowman

"I really enjoyed this course. It is packed with valuable tips and insights into the art and science of persuasive writing. Even seasoned copywriters will learn a thing or two from Clare. From my point-of-view it re-introduced me to the art and power of the metaphor and the idea of creating strong mental images in the mind of your reader. An excellent course. Incredible value for the price." - Stephen

"From the very first video, I learned how to improve my writing. The lessons are informative and full of helpful information to transform your writing and the writing process. The lessons are short enough to get each point across, and not full of fluff. I'm so impressed with this course and with the teachings of Dr. Lynch. And, by the way, she's right there with you every step of the way." - Patty Johnson

"WOW! WOW! WOW! That's all I can say! Clare has the most hypnotizing voice and best British accent EVER!!! She presents this course with poise, expertise and passion, unlike any other course I have reviewed on Udemy so far... PHENOMENAL! This course is a MUST for ANYONE who is writing anything ever in their lives. You'll ABSOLUTELY LOVE this course (and Clare)! Well worth it!" - Jurgen Homola

"Are you a writer looking for guidance or to hone your writing skill? Take this course. Dr. Clare kept lessons engaging through her wit, direct approach, and her beautiful voice. The 3 Tweets method eats mind-mapping for lunch." - Paul Campillo

"I found this course interesting and informative from start to finish. It covers a wide range of aspects, with lots of examples, useful resources and some practical exercises. Claire is a great presenter who explains and illustrates concepts clearly and concisely. A must for anyone wanting to improve their business writing." - Kari Koonin

"I cannot recommend this course enough. It will change your writing forever. Once you’ve taken Clare's class, you’ll feel comfortable sitting down to write and you won’t feel overwhelmed. You’ll have a specific structure for how to write and how to edit. This course is priceless. You’ll be glad you signed up." Liat Miriam Gat

You should take this course if you want to:

  • Build your confidence and find your voice as a writer
  • Learn the skills that allow the top copywriters to earn between £250 and £800 a day
  • Use words to persuade your employees, your bosses, your customers or investors
  • Communicate complex ideas in a way that inspires your readers
  • Hook your readers in from the outset
  • Save time by writing less but saying more
  • Hone your message down to the stuff that matters
  • Structure your work for maximum persuasive power
  • Understand the difference between elegant simplicity and dumbing down
  • Edit your work so you say what you mean (and mean what you say)
  • Craft sentences that are clear, succinct and persuasive
  • Use online tools for assessing and boosting your readability
  • Distinguish between words that build bridges and words that build barriers
  • Find and tell compelling stories that make people see the world your way
  • Use the latest findings from neuroscience to craft messages that stick

Enrol now - and change the way you write forever!

Who is the target audience?
  • Take this course if you have to do any kind of writing for your job
  • Take this course if you're a manager with your sights set on leadership
  • Take this course if you're a new graduate making the switch from academic writing to business writing
  • Take this course if you're an executive seeking to articulate the case for clear writing in your organisation
  • Take this courseif you want to learn the skills to be a professional copywriter
  • Take this course if you want to win over more customers, clients or investors
  • Do NOT take this course if you're only interested in creative writing such as poetry or fiction. The course focus is primarily on professional writing.
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Curriculum For This Course
73 Lectures
Getting started
6 Lectures 09:47

Tell me and your fellow writers about yourself!

Activity: Introduce yourself!

What to do when you're faced with the horror of the blank page.

Three tips for overcoming writer's block

What's the one thing all powerful writers do? Hint: it's not about the writing.

Preview 02:23

Get into the habit that sets great writers apart - a willingness to edit their own work. 

Practice activity: get into the #1 habit that sets great writers apart

Introduction to writing
2 questions

Section 1: summary
Knowing your reader
19 Lectures 01:05:07

Great grammar? Perfect punctuation? Nah, the secret to brilliant writing is knowing who you're writing for.

Introduction: Why knowing your reader is the starting point of all great writing

A little tip for making your writing more engaging and direct.

Don't write for readers!

Identify the one person you want to reach with your words.

Practice activity: Who's your reader?

Adopt this little mind trick if you really want to please your reader.

How your reader really sees you

A little story about understanding what matters to your reader.

Preview 03:28

The writers of the following three pieces have all buried their ledes. How would you open the extracts differently?
Identify the ledes in these extracts
3 questions

Asking these questions is the first step in crafting a message that resonates with your reader.

The three questions you need to ask before you even start to write

Features and benefits - and how to tell the difference.

Does your writing pass the "so what" test?

Build a profile of your reader, using the guide in the resources, which is yours to download and keep for all your future writing jobs.

Practice activity: use this guide for your next writing project!

Complete this exercise to practise distinguishing between features and benefits.

Practice activity: apply the 'so what?' test

Journalists are masters at getting their message across. Here's what you can learn from them.

How readers read...

Ways to help your reader find the information that matters most to them.

...and what to do about it

Why you may need to "unlearn" a lot of what you learned at school.

Preview 05:28

Can you help this business writer do a better job of winning over their reader?

Practice activity: can you make this letter more compelling for the reader?

It's every professional copywriter's favourite word. Here's why you should incorporate it into your writing.

The one word no reader can resist

Can you make this notice to customers a little friendlier?

Practice activity: how would you respond?

In these two examples, the writers were so keen to impress their bosses, they forgot their end readers.

Two real-life reader awareness FAILS - and how to fix them

Try this technique for understanding how your reader experiences the world - so you can target your words at their needs and desires.

NEW: A brilliant technique to get inside your reader's head (added January 2017)

You've seen me demonstrate a brilliant technique for getting inside your reader's head. Now it's over to you!

NEW practice activity: Build an in-depth profile of your reader (added Jan 2017)

Knowing your reader
5 questions

Section 2: summary
Write less, say more
10 Lectures 34:33

Why you should make your writing clear and concise.

Three reasons to write less

Discover what you can learn about business writing from Bill Clinton's denial of his relationship with Monica Lewinsky.

The writing habit that makes you sound like a liar

How to charm your reader by saving them time.

Trimming the fat: where to start

An easy win for cutting extra wordage.

Ditch these unnecessary words

Wordy phrases to ditch for simpler alternatives.

Flabby phrases to avoid

The road to hell is paved with certain types of words. Learn how to spot them - and avoid them.

The lazy descriptors that will weigh your writing down

Discover this handy tool for diagnosing wordy, sluggish writing.

A brilliant online tool for making your writing leaner

Practice removing unnecessary words to make your writing bold, clear and easy to read.
Cut the lazy, unnecessary descriptors
4 questions

Mind maps just create mental clutter. Here's a method for cutting through that clutter and getting straight to the point.

Mind maps are evil - here's what to do instead!

This writer got a bit carried away with her word count. Can you add some punch to her prose?

Practice activity: Edit this text to make it shorter and more compelling!

Write less, say more
4 questions

Section 3: summary
How to get your message across to the widest possible audience
7 Lectures 26:36

It's not about how clever you look, but how clever your reader feels.

Why there's really no need to worry about dumbing down

Why being an expert can be a weakness not a strength when it comes to getting your message across.

How to get your message across to the widest possible audience

Tips to stop you bamboozling your reader with specialist language.

How to avoid the curse of knowledge

Check out this tool for dramatically simplifying your writing - and take the challenge I set you at the end of the lecture!

Practice activity: Try out this online tool for banishing the curse of knowledge

What the history of the English language can tell us about better business writing.

Preview 05:41

Eight top tips for finding the best words for the job.

Tips for choosing the best words

Winning over a wider audience
4 questions

Section 4: summary
How to craft sentences that sing
9 Lectures 40:05

Ditch this habit for instantly more readable writing.

The number one writing habit that's turning your readers off

When it comes to sentences, how long is too long?

Burn this figure into your brain!

How to develop an eye and an ear for overlong sentences - plus an online shortcut for weeding them out.

Three quick ways to identify a sentence that will send your reader scuttling

A step-by-step guide to unpicking a meandering sentence.

How to tame a sentence that's out of control

How to structure your sentences to make life easy for your reader.

How to present your ideas in an order that makes sense to your reader

A chance to put your sentence-slashing skills into practice!

Practice activity: turn these sentences into something beautiful!

How to craft sentences that sing
4 questions

How to charm your reader by varying your sentence lengths.

Now we're ready to put a little music into your writing

A writing exercise on sentence length that will get your creative juices flowing.

Practice activity: Use sentence length to tell a story with music and drama

Section 5: summary
Incorporating stories into your business and technical writing
19 Lectures 01:31:34

The idea of telling stories in business has become a bit of a cliche. But here's why there's something in it.

What do we mean by storytelling anyway?

Some age-old advice for would-be novelists is also applicable to business writing.

Show, don't tell

Scared of storytelling because you're not exactly the world's greatest raconteur? Here's why you don't need to worry.

Your endless source of stories

A revealing exercise that will show you why you need to root your writing in the real.

Preview 02:41

If only more business writing were like this.

An unforgettable story

Does your writing need to go on a diet? This free tool will tell you.

A brilliant tool for making your writing more vivid

A little trick for making your writing more dynamic.

Nounitis - the all-too-common ailment that's weighing down your prose

Let's add some life to your prose by ditching some nouns!

More thoughts on nounitis - how to spot it, how to cure it

These writers have a very noun-heavy style. Can you make their writing more dynamic by introducing more verbs?
Cure these terrible cases of nounitis
10 questions

How to make your reader's brain light up - so your message sticks.

The neuroscience of stories

Telling your story: quiz 1
5 questions

Metaphors are a great way to make your writing more vivid, concrete and, most importantly of all, persuasive.

How to get to the "why" with a metaphor

Tips for building your metaphor muscles.

How to hit on the perfect metaphor

A writing challenge to warm up your metaphor muscles.

Practice activity: metaphor challenge #1!

Here's how to boost the persuasive power of numbers.

How to use storytelling techniques to bring data to life

Another exercise to help you further develop your metaphor muscles!

Practice activity: metaphor challenge #2!

Make your writing more dynamic by ditching dull passives.

Preview 06:25

Another big problem with writing that's too passive.

Building trust: another reason to make your story active

Rework these passive sentences to make them more active. When you're done, check your answers against my suggestions, provided in the resources.

Practice activity: tackle these passives!

Tips for getting them to click on, forward or like your story.

The secret to making your story go viral

Telling your story: quiz 2
5 questions

Section 6: summary
Bonus Material
3 Lectures 51:42

How to stay in touch - and a chance to get discounts on all my other courses!

Discounts on my other courses!

A lecture to Cambridge post-graduate students on how to sell your big idea.

Cambridge post-graduate lecture 2015 - Dr Clare Lynch

Easy-to-access links to the online tools mentioned in the course.

Online writing tools
About the Instructor
Clare Lynch
4.5 Average rating
1,103 Reviews
10,447 Students
4 Courses
Writing tutor, Cambridge University

Teaches writing at Cambridge University - the ONLY Udemy writing instructor who does!

The ONLY Udemy writing instructor who's actually written documents for leading organisations like these:

Aberdeen Asset Management
BNP Paribas
Brunswick PR
Deutsche Bank
King's College, Cambridge 
Misys International Banking Systems Ltd
Prudential UK and Europe
Royal Bank of Scotland
TowerBrook Capital Partners
Tradition (interdealer brokers)
REA Group

And trained students and executives to write at:

European Banking Authority
Judge Business School, University of Cambridge
Language Centre, University of Cambridge
Mavens of London
Prince's Trust

Creator of Good Copy, Bad Copy, which Copyblogger named in its list of 15 copywriting and content marketing blogs that will make you more money

Former Financial Times journalist

I'm Dr Clare Lynch and I love helping anyone in business find their voice as a writer.

I've trained and coached people at a variety of organisations. I've helped executives break through the career roadblock created by poor, underconfident writing. I also teach academic writing and professional communication at the University of Cambridge.

I'm also a director at Cambridge Language Education and Research Associates (CLERA), which provides English language training and consultancy to governments, universities, the private sector and schools, both in the UK and overseas. 

And for the past two decades, I've made a very good living as a business writer myself. After receiving my PhD in Old English from Cambridge, I founded Doris and Bertie Ltd. As the managing director of Doris and Bertie, I head a team of business writing experts that works with anyone who needs to write as part of their job. 

I'm also the author of the business-writing blog Good Copy, Bad Copy. It's named on Copyblogger's list of 15 copywriting and content marketing blogs that will make you more money.

But for me, the best part of my job involves sharing my knowledge of business writing with others. I love giving other people in business the confidence to write in a way that allows them to connect with others. With their clients, their customers, their team, their bosses, the Board or potential investors – whoever they need to win over.