Why You Should Attend This Course

This course teaches the writing strategy to employ to convince the reader that it is in his best interest to change his stance and buy in.

Learning Outcomes

• Present a logical argument to make the reader see the benefits of switching position

• Make the reader see the value and scarcity of the product/service

• Use the language that the reader can identify with

Course Outline

• Learning to communicate clearly and concisely
• Keeping the objective in mind
• Keeping the reader’s preferences in mind
• Applying the Empathy Index
• The Matrix of Persuasion
• Organising the main points in a strategic build-up
• Being aware of context and timing
• Setting expectations
• Offering what is possible and leaving the choice in the right hands
• Creating a sense of scarcity when describing the product
• Creating a sense of urgency
• Painting a picture of the benefits
• Speaking the same language to gain rapport
• Minding the tone and vocabulary choice

Target Audience:

Anyone who writes email to persuade the reader to arrive at a desired outcome. Ideal for sales and admin staff seeking sponsorship.

Trainer Profile:

Valerie Valberg-Yeoh, Managing Consultant of Vying Communications, brings to the course 26 years of experience in communications. The top graduate of her cohort of teacher trainees became Editor of Singapore Airlines’ award-winning house newspaper, Outlook. Her particular expertise is linguistics which she majored in at The National University of Singapore. In 1993 she founded Vying Communications and has been conducting training in both written and spoken communications since then. In 1993 she also won the PAN SEAsian Toastmasters’ Speech Competition and has added presentation skills and speech training to her workshops. She is an accredited member of The Institute of Public Relations.

Among Valerie’s corporate clients are the Singapore National Employers’ Federation, Visa International, Singapore Technologies, GlaxoSmithkline, and The Monetary Authority of Singapore. ’