Eulogy
Writing Standards
Thursday 22 May 2025
09.30-16.30
Venue
Eulogy, Third Floor,
Brownlow Yard,
12 Roger St,
London, WC1N 2JU
IMPORTANT
BEFORE THE WORKSHOP:
Complete the pre-work under ‘Preparation’ below.
About the Training
This full day workshop will teach you valuable techniques for writing impactful copy, for different needs and different audiences. You'll learn how to communicate in a compelling way and develop a methodology for planning and structuring work. You will gain the skills to write clearly, in a variety of styles, to deliver the central message.
Module 1. Planning
Know where to start
Gain clarity around the purpose of your copy
Use planning tools to create a logical framework for writing
Get the foundations right: Time management, planning and proof-reading
Module 2. Audience
Identify your audience need
Build awareness of your audience’s world
Know how and when to adapt your writing style
Consider you tone of voice
Module 3. Quality not Quantity
Use plain English to communicate with impact
Learn techniques for writing clearly and succinctly
Remember the importance of excellent grammar and punctuation
Elevate your writing by giving every word value]
Adopt a growth mindset and get comfortable with receiving feedback
Module 4. Attention Grabbing
Produce compelling thought leadership pieces
Find the balance between brand messaging and news
Consider layout and formatting
Strengthen your writing with a variety of literary device
Preparation
1. What is your key objective for the session?
2. Send an example of your most recent professional writing. For example, a press release, report or through leadership piece. Remember to bring a copy of this to the training.
Please send your responses to Gemma by Monday 19 May 2025.
Please remember to bring a laptop with you to the session.
““Isobel was very insightful, engaging and inclusive, making sure to address us all individually. I liked that she made it relevant and provided advice on real-life challenges we’ve come across from our experience in agency.””
““Isobel is a friendly, warm presenter and made me feel at ease. I’ve learned so much and I have more take aways from this than a lot of other courses I’ve done. I’d recommend to anyone – thank you!”
”
““I was really blown away by Isobel’s training. She provided practical and really useful insights. As well as that, she delivered the training in a positive and warm manner.””
About Isobel
Isobel is an expert trainer, facilitator and communications professional. She has been delivering bespoke workshops to marketing agencies, in-house teams and individuals for a number of years. Her talent is in tailoring training sessions to clients' specific objectives, and her style is known for being energetic and engaging.
She is rated extremely highly by her clients, which include Unlimited, FleishmanHillard, Four Communications, Lansons, Persimmon Homes and National Grid ESO.
She is licensed in Insights Discovery and has the privilege of being an accredited trainer for the Chartered Institute of Public Relations, where she runs training on a range of topics.
Before becoming a trainer, Isobel worked in the marketing industry for over 15 years, working both agency-side and as Head of Communications for Williams F1. As such, she brings deep understanding of communication, audience engagement, and influence and persuasion to all of her workshops.