1. The Writing Refresher
with
David Thomas
TMG David Thomas Media Ltd Writing Refresher

2. Writing refresher
● Understanding the reader
● Content, style and layout
● Traps and tips
● Supporting each other
● Next steps
TMG David Thomas Media Ltd Writing Refresher

3. TMG David Thomas Media Ltd Writing Refresher

4. Message
TMG David Thomas Media Ltd Writing Refresher

5. Message
Reader
of your message
TMG David Thomas Media Ltd Writing Refresher

6. Message
Reader
of your message
Medium
TMG David Thomas Media Ltd Writing Refresher

7. Message
Tone Reader
of your message
Medium
TMG David Thomas Media Ltd Writing Refresher

8. Message
Tone Reader
of your message
Medium
TMG David Thomas Media Ltd Writing Refresher

9. How many ways can you say sorry?
TMG David Thomas Media Ltd Writing Refresher

10. What’s the message?
TMG David Thomas Media Ltd Writing Refresher

11. Before you write...
TMG David Thomas Media Ltd Writing Refresher

12. Before you write...
➡ what do you want the reader
to do?
➡ what do you want the reader
to understand?
➡ what do you want the reader
to remember?
TMG David Thomas Media Ltd Writing Refresher

13. What stops people understanding
you?
➡ language used
➡ structure of arguments
➡ inappropriate medium
➡ time available
➡ attitude or frame of mind of reader
TMG David Thomas Media Ltd Writing Refresher

14. Clear and concise - the 5 As
TMG David Thomas Media Ltd Writing Refresher

15. Clear and concise - the 5 As
1. A
2. A
3. A
4. A
5. A
TMG David Thomas Media Ltd Writing Refresher

16. Clear and concise - the 5 As
A
1. Acknowledge
2. A
3. A
4. A
5. A
TMG David Thomas Media Ltd Writing Refresher

17. Clear and concise - the 5 As
A
1. Acknowledge
A
2. Adapt to the reader
3. A
4. A
5. A
TMG David Thomas Media Ltd Writing Refresher

18. Clear and concise - the 5 As
A
1. Acknowledge
A
2. Adapt to the reader
A
3. Active verbs and phrases
4. A
5. A
TMG David Thomas Media Ltd Writing Refresher

19. Clear and concise - the 5 As
A
1. Acknowledge
A
2. Adapt to the reader
A
3. Active verbs and phrases
A
4. Action
5. A
TMG David Thomas Media Ltd Writing Refresher

20. Clear and concise - the 5 As
A
1. Acknowledge
A
2. Adapt to the reader
A
3. Active verbs and phrases
A
4. Action
A
5. Avoid complicated jargon, complicated structures
with, for example, lots of commas and subclauses,
and lengthy sentences a bit like this one.
TMG David Thomas Media Ltd Writing Refresher

21. Jargon, clichés & circumlocutions
TMG David Thomas Media Ltd Writing Refresher

22. Jargon, clichés & circumlocutions
● ongoing, on an ongoing basis
● add value to
● deliverables
● going forward
● with respect to
● outside of
● prior to
● commence
TMG David Thomas Media Ltd Writing Refresher

23. Richard Evans' article on 29/10/2011 "New tricks to boost
income". Under "State Pension" the last sentence says "The
State Pension is paid automatically....so tell the DWP in good
time if you want to defer it"
This is incorrect. I am looking at my Wife's State Pension
due next year and the booklet from DWP + their website say
that if you wish to defer you should do nothing. You can then
claim when you want the pension to commence. This is the
opposite way round to what the article suggests.
TMG David Thomas Media Ltd Writing Refresher

24. Dear Mr Smith,
I am writing in response to your email concerning the article
by Richard Evans.
Thank you for taking the time and trouble to write to us and
to bring this to our attention.
Having spoken with Richard, he has asked me to forward on
his apologies. The information was given to him by a leading
accountant and he had no reason to doubt this.
We value your readership and appreciate your comments.
...
TMG David Thomas Media Ltd Writing Refresher

25. Clear and concise - layout
● Make it easy on the eye
● Keep capital letters to a minimum
● Short paragraphs (one or two sentences for
web)
● List items and processes as a vertical list
● Use white space to avoid daunting readers
● Mark sections clearly with headings
● Be consistent
TMG David Thomas Media Ltd Writing Refresher

26. Proof reading
TMG David Thomas Media Ltd Writing Refresher

27. Working with others
● Give clear notes on:
– The message
– Reader
– Medium
– Tone
● Check understanding
– for yourself - proof-reading
– for others - ask them
TMG David Thomas Media Ltd Writing Refresher

28. Common problems
● its or it’s
● your or you’re
● their (means belonging to them)
TMG David Thomas Media Ltd Writing Refresher

29. Templates
• the 5 As
• format/presentation
• language and grammar
• addressing the real needs
• contact details
TMG David Thomas Media Ltd Writing Refresher

30. Saving time
● Templates
● Dictionary
● Style guide
● Checking
● Double checking
TMG David Thomas Media Ltd Writing Refresher

31. Commonly confused words
• compliment (praise); complement (go
together) (NB ‘complimentary’ can also mean
free, e.g. ‘a complimentary copy of the book’)
• dependant (noun); dependent (adjective)
• disk (computer); disc (record)
• enquiry (general); inquiry (official)
• practice (noun); practise (verb)
• principle (noun – moral rule); principal
(adjective – first in importance; noun – holder
of most important position in an organisation)
TMG David Thomas Media Ltd Writing Refresher

32. Thank you!
david.thomas@davidthomasmedia.com
TMG David Thomas Media Ltd Writing Refresher