Writing With Impact: Writing That Persuades

Learn powerful writing skills from a University of Cambridge writing tutor.
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  • Lectures 73
  • Length 5.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 3/2015 English

Course Description

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 any type 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 practice 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!

What are the requirements?

  • A basic grasp of English
  • Pen and notebook
  • A willingness to roll up your sleeves and put into practice what you’ve learned!

What am I going to get from this course?

  • Gain confidence and find your voice as a writer
  • 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

Who is the target audience?

  • Someone who needs to write as part of your job
  • A manager with your sights set on a leadership position
  • A new graduate making the switch from academic writing to business writing
  • An executive seeking to articulate the case for clear writing in your organisation
  • An entrepreneur needing to win over customers or investors
  • This course is probably not for you if you’re looking for a course on grammar. We cover some grammar, but only the stuff you need to know to make your writing clearer and more persuasive.
  • This course is also not for you if you're an experienced business writer who has a confident grasp of the principles of good copy

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Getting started

Let's get ready to write!


Tell me and your fellow writers about yourself!


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


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


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

Introduction to writing
2 questions
Section 1: summary
Section 2: Knowing your reader

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


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


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


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


A little story about understanding what matters to your reader.


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


Features and benefits - and how to tell the difference.


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.


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


Complete this exercise to practise distinguishing between features and benefits.


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


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


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


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


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


Can you make this notice to customers a little friendlier?


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


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

Knowing your reader
5 questions
Section 2: summary
Section 3: Write less, say more

Why you should make your writing clear and concise.


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


How to charm your reader by saving them time.


An easy win for cutting extra wordage.


Wordy phrases to ditch for simpler alternatives.


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


Discover this handy tool for diagnosing wordy, sluggish writing.


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


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

Write less, say more
4 questions
Section 3: summary
Section 4: How to get your message across to the widest possible audience

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


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


Tips to stop you bamboozling your reader with specialist language.


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


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

Winning over a wider audience
4 questions
Section 4: summary
Section 5: How to craft sentences that sing

Ditch this habit for instantly more readable writing.


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


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


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


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


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

How to craft sentences that sing
4 questions

How to charm your reader by varying your sentence lengths.


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

Section 5: summary
Section 6: Telling your story

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


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


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


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


If only more business writing were like this.


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


A little trick for making your writing more dynamic.


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


Hone your ability to spot - and tackle - abstract nouns.


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

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.


Tips for building your metaphor muscles.


A writing challenge to warm up your metaphor muscles.


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


Another exercise to help you further develop your metaphor muscles!


Make your writing more dynamic by ditching dull passives.


Another big problem with writing that's too passive.


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


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

Telling your story: quiz 2
5 questions
Section 6: summary
Section 7: Bonus Material

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


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


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

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Instructor Biography

Dr Clare Lynch, 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.

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