Please note that this training course is now FULL TO CAPACITY. If you would like to be added to the waiting list, please e-mail Jo Goldsmith directly (jo@thejlc.org).

This is the session for those keen to write emails and proposals that get noticed, read, and actioned in our fast-paced, multi-channel world.

The focus is on how to craft compelling written communication that captures attention in seconds across devices.

You'll master the proven AIDA framework (Attention, Interest, Desire, Action), discover how to create urgency using the active voice, and learn to leverage AI and video tools whilst maintaining authenticity.

This interactive and practical workshop, facilitated by Debra Sharron from MST, will help you consider the needs of your reader and sharpen your approach to all written communication.

This is a half-day in-person workshop

Cost: £48 for JLC member organisations, £55 for non JLC member organisations

The course will be held in a NW London venue, which will be disclosed nearer to the event

• Aims

  • To understand how clients engage with email in 2026.

  • To learn what we know about our readers: attention spans, priorities, and decision triggers.

  • To discover how to make your email stand out in crowded inboxes.

  • To create urgency and prompt action through strategic language and the active voice

  • To master a proven structure for every sales proposal

  • To leverage AI tools to enhance writing quality without comprising authenticity

• Outcomes

  By the end of this session, participants will be able to:

  • Write subject lines and openings optimised for mobile readers with 8-second attention spans.

  • Adapt their writing style for different personality type reader stakeholders.

  • Save time by applying the AIDA framework to structure proposals and emails.

  • Have a checklist of ‘essential elements’ to include in emails and proposals.

• Facilitator

  Debra Sharron