STOP WRITING THE OBVIOUS WITH LORRAINE FORRESTTURNER What

STOP WRITING THE OBVIOUS WITH LORRAINE FORREST-TURNER

What do I mean by ‘obvious? ’ Why settle for less? But don’t take our word for it What are you waiting for?

Something for everyone The perfect day out Great fun for all the family!

An exclusive development of 25 outstanding family homes Just minutes from… Nestling in the heart of…

We’re a solutions provider committed to excellence We put people at the heart of our business We’re excited…proud delighted… passionate…

Pushing the boundarie s Going the extra mile Raising the bar

Exciting Leadingedge Cuttingedge State-ofthe-art Revolutionar y

Going forward Reaching out Connecting

Wealth of experience Fully-trained staff Results driven

“Strategy, performance, responsibility and accountability are at the heart of our discussions. We interrogate each area to ensure high-quality decision-making, that in turn drives a culture of continuous improvement across the business. ”

HOW TO STOP WRITING THE OBVIOUS 1. Recognise you’re doing it 2. Establish the reason 3. Challenge the adjectives 4. Switch to verbs 5. Change the voice 6. Give yourself limitations 7. Tell it like it is

Exciting Leadingedge Cuttingedge State-ofthe-art Revolutionar y

HOW TO STOP WRITING THE OBVIOUS 1. Recognise you’re doing it 2. Establish the reason 3. Challenge the adjectives 4. Switch to verbs 5. Change the voice 6. Give yourself limitations 7. Tell it like it is

FOCUS ON WHAT SOMETHING DOES Little Red Riding Hood ? ? through the woods to her grandmother’s house.

FOCUS ON WHAT SOMETHING DOES • Our software is fast, intelligent and insightful. • Our software transfers your data at 100, 000 terabytes per second, auto-deletes duplicate files and predicts potential conflicts of interest based on your previous operations.

FOCUS ON WHAT SOMETHING DOES • The innovative, new Free Time kettle is superfast, super-clean and super-friendly. • The Free Time kettle boils a litre of water is less than 5 seconds, keeps it hot for an hour to save reboiling, descales itself weekly and switches itself on at the time you set.

HOW TO STOP WRITING THE OBVIOUS 1. Recognise you’re doing it 2. Establish the reason 3. Challenge the adjectives 4. Switch to verbs 5. Change the voice 6. Give yourself limitations 7. Tell it like it is

EXERCISE 2 – DIFFERENT VIEWPOINT • Write a ‘strongly worded’ complaint • In the voice of someone famous • Dead or alive; fictional or real • You have 5 minutes

HOW TO STOP WRITING THE OBVIOUS 1. Recognise you’re doing it 2. Establish the reason 3. Challenge the adjectives 4. Switch to verbs 5. Change the voice 6. Give yourself limitations 7. Tell it like it is

EXERCISE 2 – ADD LIMITATIONS • Write a ‘strongly worded’ complaint • In 5 word sentences… or • Alphabetical sentences • You have 5 minutes

HOW TO STOP WRITING THE OBVIOUS 1. Recognise you’re doing it 2. Establish the reason 3. Challenge the adjectives 4. Switch to verbs 5. Change the voice 6. Give yourself limitations 7. Tell it like it is

TELL IT LIKE IT IS • We’re going from strength to strength. • We’ve increased turnover from £ 2 M to £ 4 M in 5 years. • We’re reaching out to stakeholders and realigning our service offerings. • We’re asking customers what they want.

EXERCISE 3 – BANISH THE CLICHES 1. The event promises to be an exciting, fun-packed day with something for all the family. 2. We’re seeking new talent to join our fast-growing and dynamic team. 3. Our fully-trained staff are dedicated to your successful outcomes.

STOP WRITING THE OBVIOUS WITH LORRAINE FORRESTTURNER www. forrest-turner. co. uk