Tag: content

How simple storytelling techniques can make you a better writer

I’m running a new online course, starting in January.

This guest blog post for Journalism.co.uk explains some of the techniques and insider tips I will share from some 20 years of freelancing.

Here’s a sample from the text:

People love to read about people.

Keep that idea in mind as you structure your draft, whether a feature, client copy or a press release, and you will build empathy with your readers.

Fail to grasp that, however, and the reader will simply scroll on.

Read the full post here.

And sign up for the Storytelling and Engagement Techniques Masterclass.

Read my latest newsletter for a quick catch-up on my media and travel projects

Travel has been off the agenda for the last few months.

But I’ve still been working and planning, combining journalism projects, media training and tours.

For the quick catch-up, read my latest newsletter.

Please post your comments below and feel free to share with you network. Thanks.

How to make a content job read like editorial

I would like to think I have the words for any subject.

That is, after all, the nature of life as a jobbing freelance writer.

So, when I recently found myself at Helsby High School [pictured above], talking about the surface of their sports floor, I didn’t bat an eyelid.

It was a copywriting job for a Cheshire-based company and I was there to bring more of an editorial flavour to the content for the website.

The answer? A case study-style piece based round a series of sub headings. The story needed a clear format and lots of direct speech to play up the human interest of the story.

Here’s a flavour of the final copy:

When Helsby High School, Cheshire, wanted a dual-use, versatile space for sports and community events, Sports Surfaces (UK) had the solution.

The new floor has a minimum lifespan of 15 years and is much easier, as well as cheaper, to maintain. More importantly, it has had a transformative effect on the school.

There are the health benefits to students of greater physical activity, plus increased engagement with community events, raising revenue for the school in the process.

“We have seen how both staff and students feel more confident with less likelihood of injury,” explains Helsby Facilities Manager Howard Woodfine.

“And we now have more enquiries from outside clubs, like touch rugby and cricket.”