Training
Bespoke training presentations and workshops for client teams
Broad overview training sessions for industry bodies, such as Media Trust
Training sessions at the end of larger brand storytelling, messaging and tone of voice projects.
The Magic 8 Storytelling Questions for Training
I offer a range of training sessions on topics including copywriting, writing for fundraising, writing with generative AI and digital storytelling. We’ll kick things off with the same questions as for copywriting and strategy projects, adapted for training.
What's the story?
(the brief, in a sentence if possible)
What are the topics and objectives of the training? For example, do we need training on storytelling, writing for audiences, AI storytelling, or writing for brand or fundraising? What are the specific goals for the participants?
Who are we telling it to?
What do we know about them?
As with Copywriting and Strategy projects, different audiences respond to different messages in different ways. For training: Who are the participants? What are their roles? Which departments or organisations do they represent? What's their current level of understanding?
Why should they care?
What's in it for them?
Training needs to leave people with practical tools they can apply to their day-to-day tasks. What sort of storytelling are our participants involved with? What examples will be most beneficial for them?
Why should they believe us?
What's our credibility in this space?
Training participants need to trust the information we're sharing. So, our training will be peppered with relevant examples from our experience to ensure that our advice and support resonate.
What do we want them to feel, do and think after hearing this story?
Hopefully, all our participants will end the training feeling inspired, better informed and ready to put their new skills into practice. We may also need to convey specific pieces of knowledge or practical applications.
Why are we telling it now?
Have we told it before? What's new?
What previous training has taken place and what's the reason for this training now? For example, it might be to welcome new team members or to introduce a new set of brand messages or tone of voice.
Who else is telling a similar story?
Why is ours different?
Why are participants attending this training? How does it complement equivalent sessions? For example, storytelling, messaging and copywriting training may dovetail with separate sessions on topics such as writing for PR or inclusive language.
Whose story is this?
How are they represented?
As with all storytelling for social good, we will ensure everyone featured in our training is represented fairly and equitably. Our training is another opportunity to challenge stereotypes and overturn bias and discrimination.