“Leave out the parts that readers tend
to skip.”
Elmore Leonard
Exceptional writing
I’ve been writing professionally for a long time. I never stop learning but here are four steps I always take:
1 Gather compelling material
This comes from a combination of thoughtful research, knowing how to interview people, and the experience to identify what will work.
2 Create a powerful story
Whatever you want to communicate to an audience, you can create a story that makes them sit up and take notice. I share techniques for this in my Learn The Art Of Storytelling course.
3 Strip it back
Critically reviewing and filtering what you've written is crucial. As the author Elmore Leonard wrote: “Leave out the parts that readers tend to skip."
4 Give it every chance
While I focus on creating great content, I also work with experts who can give the story maximum impact. That includes outstanding photographers, illustrators, designers and SEO experts.
L to R: IQ magazine, an interview with Professor Brian Cox; a feature in CA Magazine; and the Library of Mistakes
What do I write
I create web copy, white papers, reports and video scripts. I write speeches and blogs for business leaders. I produce and present podcasts. And I’m also an experienced magazine editor and features writer.
Who have I written for?
Some of the brands I've worked with: Bank of Scotland, UK Department of Business & Trade, Equiniti, Hampden & Co, Heriot-Watt University, ICAS, Lenvi, Lloyds Banking Group, Maersk Oil, Morgan Stanley at Work, Prudential, Royal Bank of Scotland, Royal Mail, Royal Town Planning Institute, Scottish Power, Scottish Provident, Scottish Widows, Somerfield, Standard Life, Total, University of Strathclyde, VISION Consulting.
What am I working on today?
Since 2022, I've been Editor-in-Chief of IQ (the magazine for Mensa members, published by Think). I also contribute regularly to CA Magazine (the magazine for members of ICAS, published by River), work for several other clients on content and podcast projects, and am social media curator for the Library of Mistakes.
© 2024 Fraser Allen Communications / DESIGN: lennondesign.co.uk