Ann says training is a top ten priority.

As you might imagine, I’m tickled pink by Ann Handley’s recent article, 10 Ways to Create a Culture of Writing; there, at the climax of the list, at big number ten, is the concluding tip: Invest in Training.

You know I’m all about training in-house teams in marketing writing and content creation. And I’ve had the privilege of participating in MarketProfs writing bootcamps. But if you’re seriously considering writing training for your own organization, here are a few things you should consider:

  • Customized curriculum: The cliche is true–one size does not fit all. You should ask for, and get, a curriculum tailored to your objectives; your team should be trained in the skills urgently relevant to your company.
  • Hands-on exercises: Passively enduring a PowerPoint presentation is torture, not training. Real learning begins by doing real work. Live. In practice. In the moment. Demand writing exercises from your trainer, not a dog and pony show.
  • One-on-one attention and feedback: The true magic lies here, in the personalized feedback a skilled writing teacher can give to teams, small groups and, best of all, to each participating individual.

If you agree with me, you’ll understand that webinars and most other forms of digital “learning” have limited value; they can point to good ideas, but only direct engagement can actually inculcate effective writing skills. Live, hands-on training equals real learning.

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