How to turn your expert analysis into exceptional documentsGary Woodward
The next 30 minutes
Engaging your readers and encouraging them to act
Presenting your information with maximum visual impact
Writing efficiently
Ask your questions in the chat box as we go along
Engaging your readers
Avoid the data dump by asking yourself• How much do they know about the subject?
• What issues most concern them?
• Which aspects of my analysis feed into those issues?
• How important is the topic to them?
• How are interested are they?
Be more selective
Writing for a varied audience?
1. Use simple language throughout
2. Summarise the key points at the start
Structuring your document for different readersA = info important for all
Main text
B = info important for some only
Appendix/attachmentBox-outChart/graphic/tableHandoutFootnote or endnote
Summarising is vital
Drafting a simple summary: answering their questions
Why am I reading this?Give the brief purpose and context
Drafting a simple summary: answering their questions
What do I need to know more than anything else?State the key messages, headlines or ‘story’ of the longer
document
Drafting a simple summary: answering their questions
What do you want from us, if anything?Be clear whether you want them to approve a course of action
or give you a decision
Writing a summary: top tips
Make it visually appealing – the more engaging the summary, the more likely they are to read the detail
Make sure it can stand alone. Does it tell a story by itself?
One page is a good length, but it can be a bit more or less than that
Presenting your research: don’t do this
Adding value to your research
Answering this question can help you move from information to insight
Moving from data to insight
A new way of presenting information?
Jon Moon
‘WiT’ – Words in Tables
(www.jmoon.co.uk)
We need to do more to promote cycling
Not enough women are cycling
Males (of all ages) make over three times as many cycle trips as females (28 to 9). Males cycle four times as many miles as females (95 to 22). 20% of men and 7% of women cycle more than twice a month.
Not enough people are cycling to work
In England and Wales, 2.8% of working residents aged 16-74 cycle to work. In Scotland, 1.4% of people in employment aged 16-74 cycle to work.
Not enough children are cycling to school
Travel by car for education contributes significantly to peak-time traffic: it is responsible for about 29% of trips between 8am and 9am, with an additional 21% escorting others to education. Around 2% of children aged 5-10 and 3% of children aged 11-15 cycle to school.
Market growth: new opportunities for 2017This is an overview of what’s going on. Here is some more text, here is some more text. Here is some more text. Here is some more text, here is.
Challenges from 2016
Infrastructure changes from 2016
Here is some more text explaining some details of the point to the left, and elaborating them. Here is some more text, here is some more text, here is some more text.
Another point This text explains the point to the left a little more. Here is some more text, here is some more text, here is some more text.Here is yet more text. And here is a figure: 0.9 per cent rise since 2014 means significant thing for point to the left that reader is interested in.
We need to consider this
This text elaborates on the thing we need to consider to the left. It doesn’t have to be long.
And also this This text also explains the headline to the left more. You can see how this is developing your line of argument in an effortless way. Here is some more text, here is some more text, here is some more text, here is some more text.
Here’s a final point
More text, you say? More text. Here is some more text. Here is some more text. Here is some more text. Here is some more text. Here is some more text.
Opportunities for 2017
We’re doing well
Here are some figures that show we’re doing well: we’ve seen a 20% increase in this abbreviation, which I will explain if I’m not sure my reader will understand why it’s relevant.
We could do better
It’s an exciting time, but we can do even better in future. We estimate that 10,000 widgets will be sold if we make the most of this opportunity, leading to over £1.2m in profit.
We have to act We cannot afford to ignore this opportunity. The public is demanding widgets, but past trends suggest the rate of growth shown in Figure 1 will not continue indefinitely.
Jan Feb Mar Apr May June July Aug0
20406080
100120140
Figure 1: 2017 will be great
2017Diff.
Going from analysis to impact: summary1. Categorise the data somehow into two more groups
2. Summarise the content of each group with a heading
3. Put the points within each group in a logical order or hierarchy
4. If possible, add a conclusion or headline at the start of your analysis
5. Put the information into columns within a table to add further visual impact
Don’t fire blanks: be careful with bullet points1. Do you really need them?
2. Avoid long lists of them
3. Try to sort them into a logical order and groups
4. Keep each line short (put them in columns?)
5. Use for one hierarchy only
6. Number them instead – they are easier to refer back to
Let’s take one or two questions
Tables vs graphs: which should I use?
Tables vs graphs
Tables are for detailed numerical information
Graphs work better to show patterns, trends and insights
Let’s transform
your tables
Transform your tables
Top tips for terrific tables1. Put the rows and columns in a logical but reader-centred sequence
2. Remove unnecessary gridlines, especially vertical ones
3. Put the rows close together
4. Use bold and other emphasis selectively
5. Add a title and a caption
Transform your tables
Making an impact with language
Good writing is invisible
It’s time for some style techniques
Remove the mystery from your sentences
Technique one: put the main clause first
Owing to the state of China’s economy, fears over Brexit, a gloomy trade forecast and increased regulation, we recommend option one
Putting the ‘what’ before the ‘why’
We recommend option one because of:• the state of China’s economy• fears over Brexit• a gloomy trade forecast• increased regulation
Technique two: keep your ‘doing’ words doing
NounsGive consideration toMake an announcement Lead to a reduction inMake a decisionFind a solutionUndertake the implementation of
VerbsConsiderAnnounceReduceDecideSolveImplement
Verb power in action
We aim to help your company achieve reductions in costs and improvements in efficiency through the simplification of processes (19 words)
We aim to help your company reduce costs and improve efficiency by simplifying processes (14 words)
Technique three: favour the active voice
A decision will be made by the Prime Minister next week (passive – 11 words)
The Prime Minister will make a decision next week (active – 9 words)
The Prime Minister will decide next week (active – 7 words)
Think reader Ask reader-centred questions before you start. Be more selective with your information. Avoid the download.
Turn analysis into insight
Answer the ‘so what?’ question. Categorise your data. Start with your conclusion. Summarise your groupings with headings.
Add visual impact Consider using ‘WiT’. Bring your numerical tables to life. Use bold selectively for typographical contrast.
Use language efficiently
Use verbs more than nouns. Favour the active voice. Put the primary clause first.
Let’s recap
Let’s take one or two questions before closing
Thank you for joining us
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