WHAT’S IT ALL ABOUT?

Alchemy is a two-part workshop designed around five key questions every writer should ask, before they start. It’s fast-paced, fun-packed and full of tips and tricks to help you craft words that people actually read.

• Explore how people read and how most people don’t.

• Learn simple tricks to tighten what you write.

• Play with words and ideas to help your message land.

Most people can write, but not everyone’s a writer. The difference is the way you ask and answer these five questions.

WHO ARE YOU TALKING TO?

Great writing feels personal. So push past ‘customer’ to really know 'your ‘human’ and craft your message to them.

 TIP: If you love your audience, they’ll love your words.

WHAT DO YOU WANT TO SAY?

Most people only remember one thing. So you need to know the most important thing you want to get across.

 TIP: Write a two-sentence story and focus on them.

WHAT DO PEOPLE CARE ABOUT?

People are interested in their stuff not yours. So dig for what matters to them and craft your message around that.

 TIP: Ask yourself, honestly, why will anyone care?

WhERE DOES IT SHOW UP?

Different words work best in different channels, shapes and places. Where you write changes what you write.

TIP: Draw before you write in a context-shaped box.

HOW WILL YOU MAKE IT MAGIC?

Keep it tight, use short and long sentences. Look for rhythm and punch and interestingness and energy.

 TIP: Read everything out loud and listen to how it feels.