The spice aisle
Good writing starts with good taste
Four-week sprint.
Starts Weds 18th March
Generic-sounding business writing is nothing new
It existed way before AI bust into the game. We're now just seeing much more of it.
This is the anti-slop sprint
Over four weeks, we get into what makes for writing that is:
-
distinctive
-
persuasive
-
and unmistakably human.
Whether you're writing with AI or not, this sprint is about showing there's been a human
hand in the mix – and understanding the psychology of why that’s so damn effective.
Get your ideas heard and remembered
You’ll learn how to:
-
create cognitive tension that pulls readers in
-
use behavioural triggers to increase persuasion
-
introduce moments of intentional friction to get attention
-
add surprise and use humour to make your message memorable.
Along with learning practical techniques and the science of why they work, you’ll train your writing judgement.
So you know what to add, how, when and where.
When it comes to writing, taste can be taught.
4 x 60 min virtual sessions | Weekly challenges and prompts | Cohort group chat | 1x post-sprint copy clinic
How the sprint works
Week one: Curiosity and cognitive tension
How attention works. How leaving gaps for your readers to fill in, pulls them in.
You'll learn how to rewrite flat openings with ones that lead with tension.
Good for: headlines, subject lines, opening paragraphs, titles, straplines.
Weds 18th March, 11am-12pm GMT. Zoom.
Week two: Persuasion and behavioural triggers
Why people act. And why they don't.
You'll learn how to play with behavioural insights to make people feel, and take action.
Good for: CTAs, internal buy-in emails, sales and marketing material, pitches, proposals.
Weds 25th March, 11am-12pm GMT. Zoom.
Week three: Personality and pattern disruption
Why distinctiveness makes ideas sticky.
You'll learn how to create unexpected twists so your readers take notice.
Good for: internal comms, reports, campaign messaging, social media.
Weds 1st April, 11am-12pm GMT. Zoom.
Week four: Emotion and humour
Why emotion helps build connections and humour helps with storytelling.
You'll learn how to use metaphor and similes, and a bit of wit, to make things relatable.
Good for: speeches, storytelling, brand narratives, announcements, marketing.
Weds 8th April, 11-12pm GMT. Zoom.
Plus... a small-group copy clinic
After the sprint
You'll join a 60 min live clinic (6-8 people) where you:
-
bring along some work
-
apply the techniques
-
get live feedback.
(We'll book these in with everyone at the start of the sprint.)
Along the way
You'll get:
-
a weekly creative challenge (15–20 mins) to apply what you’ve learned
-
practical checklists and tools you can use immediately
-
access to a private cohort chat to compare notes and swap ideas.
We developed and used the techniques in the sprint with...
Who's the sprint for?
Comms professionals. Marketers. Brand teams. Strategists. Copywriters. Business owners and solopreneurs too.
And curious people who want their writing to do anything but blend in.
Problems solved
Decks that don’t land
Your slides can’t be accused of lacking in information, they just don’t land. People listen politely but aren’t moved to act.
Solution: Curiosity and attention. Use the science of how attention works so your narrative arc gets people leaning in from the title slide to the final CTA.
Emails that sink to the bottom of inboxes
Professional-sounding, polished looking, but your outreach fails to really reach.
Solution: Cognitive tension. Learn to create ‘information gaps’ in your openings that pull readers in and make it physically hard for them to hit delete.
Proposals that don’t get picked up.
You spend hours on a pitch only to be met with weeks of silence. The value is there, but the urgency isn't.
Solution: Persuasion and triggers. Use behavioral insights to prime the reader’s brain for action, turning a ‘maybe’ into a definitive ‘yes’.
Reports that don’t get read
Your data and strategy hold up, but your stakeholders only skim before tuning out.
Solution: Pattern interruption. Give readers a shake awake with an unexpected subheading or single sentence that snaps people to attention.
AI writing that outs itself too readily
It’s not bad writing per se, but the reader can tell there’s not a real human being behind it, so it fails to connect.
Solution: Surprise and humour. Bring in your lived experience to use really relatable references and the odd, funny aside, so your reader knows there’s been a human hand involved.
What does it cost?
£295 + VAT
(You can pay in one go, or over three months.)
Includes:
-
4 x 60-minute live sessions
-
30-day replay access
-
Weekly prompts + tools
-
1 x small-group copy clinic
-
Private cohort chat
Ready to sprint?
295 British poundsLoading availability...
Loading availability...
Need to be invoiced instead of booking online? Email hello@thebetterwritingstore.com and we'll sort it.
This seat is saved
We've reserved five places in each cohort for:
-
early-career professionals and people looking to get into copywriting
-
people who are unemployed and looking to get back into work.
If that's you, send a short note with why you'd like to join:
hello@thebetterwritingstore.com
Get in touch before 6th March. If we get over subscribed, we can put you
on the list for the next cohort. But we'll be in touch to let you know.
Got a question?
Ask away.
We won't add you to our mailing list.
But if you'd like to sign up to our newsletter, it's down below.