1. Conversational
Writing

2. Conversational Writing
Informed intelligent
communication, written in the style you would
use in conversation. Conversational writers
use words, phrases, and sentence structure as if
having a one-on-one conversation with a
neighbor

3. Writing for Impact Be concise & direct Get to story focus quickly
Use simple, declarative sentences
Avoid needless words
Avoid cliches
Tell the customers why they should care
Deliver WIIFM. What’s In It For Me?

4. Basics of Broadcast Writing
As you write, ask yourself: would I say it that way?
Use common, conversational language.
Use simple, short sentences.
Use active voice verb and present tense.
Avoid dependent clauses.
If you don’t understand it, don’t expect anyone else to.
Always remember, it’s oral. It’s heard, not read.

5. “Pregnant I” SELL TELL TAG SELL TELL TAG Gets viewers’ attention
Tells viewers what story is about
Tells why they should care
SELL
TELL
TELL
Body of the story
TAG
Give the story closure. More information, extra fact, how to help.
TAG