Copywriting series 5: You took the words right out of my mouth. A professional speechwriter advises (and rants).
“Ladies and gentlemen, thank you for inviting me to talk to you this evening about…”
There you have it - the classic ‘start-of-speech’ opener. The line every speechwriter tries to avoid; the line every speaker or speaker’s ‘team’ inevitably sneak back in when your back’s turned. Still that’s life - and if you’re looking for fame or ‘final cut’ don’t become a speechwriter.
‘Writing an engaging CSR report’. That’s what I’m supposed to be writing about. And I will – just hang on a sec while I take a step back and consider the first three words.
As any organisation in need of a new copywriter will tell you, its people are its most valuable asset. Behind the cliché is an important truth. With more and more services being outsourced, it’s vital that an organisation has a good relationship with its core employees.
As a veteran writer of more annual reports than I care to think about, I'm often asked how best to write one. I find it helps to keep in mind at all times the four basic questions below. Here I'm talking about companies traded on a stock market, although much of what I say relates equally to not-for-profit organisations too.
A friend of mine recently told me she thinks the sales letter is dead. I beg to differ. In fact, I totally disagree.
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