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The Robcan Group 31 Meridian Road Sherwood Park, Alberta Canada T8A-0N5

Phone: (780)-467-4112 Email: admin@robcan.ca Website: www.robcan.ca



I. Purposeful Writing

A. Knowing your audience.
B. Purpose of your message
C. Direction of your message
D. Writing for outcome

II. Effective Word Choice

A. Information words
B. Action words
C. Comparative words
D. Positive words
E. “Trigger” words
F. Persuasive words
G. Credibility words
H. Knowledge words

III. Writing Style for the Web

A. Readability
B. Attentiveness to style
C. The 5 “C” formula
D. Tone and overtone
E. Writing with fluidity vs. rigidity
F. Attract and appeal
G. Authoring web materials

IV. The “People” Approach

A. First person / third person
B. Active / passive
C. Ease of reading
D. Challenge for the reader
E. Getting action instead of reaction
V. The Importance of Accuracy
A. Enhanced expectations
B. Created emphases
C. Placing numbers on the web
D. The new meaning of “proof”

VI. Write for your Reader

A. KISSS
B. Formats to maintain attention
C. Supporting the quick reader
D. Organize your information for the best results

Write to express, inform and impress!

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