Jack Appleman can deliver a dynamic, hands-on business writing workshop or webinar, leading participants through a series of challenging individual and team exercises using PowerPoint slides and handouts. Each will set personal goals and walk away with the confidence to write more effective emails and better business documents—to produce more favorable outcomes.

Typical learning outcomes

  • Write concise, explicit and well-organized documents that generate results faster.
  • Gain more confidence in choosing text with correct grammar and style.
  • Identify and work on areas that need to be improved.

Typical program outline

Introduction: why good writing is critical for organizational success

Step 1: Tap the power of simplicity

  • See how simple language motivates readers
  • Use a straightforward approach

Step 2: Know where to take readers

  • Identify audiences and define the message
  • Start naturally

Step 3: Write clearly and concisely

  • Be explicit with straightforward language without confusing jargon
  • Drop unnecessary words

Step 4: Upgrade grammar and style

  • Learn key rules
  • Avoid common mistakes
  • Use a style appropriate for your organization and industry

Step 5: Write with rhythm to hold readers

  • Make text flow
  • Write parallel sentences with smooth transitions

Step 6: Organize to promote understanding

  • Separate ideas to promote clarity
  • Arrange ideas in a logical order

Step 7: Write more persuasively

  • Unleash verb power
  • Use convincing language and address readers’ trigger points

Step 8: Write with a professional tone

  • Criticize constructively without being harsh or condescending
  • Respond civilly to offensive emails

Step 9: Enhance email efficiency

  • Write explicit and complete emails to get the desired results faster
  • Use compelling subject lines

Step 10: Apply skills to frequently written emails and other documents

Closing: Commit to improving writing on an ongoing basis

Documents typically addressed

  • Internal emails
  • External emails to clients, vendors and others
  • New business proposals
  • Executive summaries
  • Performance review


  1. Needs assessment – Conversations with key people at the company to shape the program and distribution/ analysis of participant questionnaires
  2. Program design – Development of course to meet the needs of the participants
  3. Course delivery – Presentation of workshop/webinar and distribution of handouts, business writing guidelines and other valuable resources
  4. Post-course discussion – Conversation with key individuals at the company to evaluate the success of the program and discuss potential next steps
  5. Follow-up coaching (if desired) – Through a series of private one-on-one phone sessions with Jack, participants can address their specific challenges and improve the quality of their on-the-job documents, all in a comfortable, non-threatening setting. Learn about dedicated coaching programs »