Teaching AGCO the core techniques of marketing writing

AGCO’s marketing team was creating collateral that was often too long, too technical and inconsistent in style. Time and time again, the writing didn’t convey key messages most effectively which is essential for standing out in an ultra-competitive environment.

“We decided to run a marketing writing training course as we were having to subedit quite a lot of the content produced by the marketing team. We wanted to enable people to get it right first time,” says Pete Winterbottom, Manager of Aftersales Marketing. “We wanted people to learn professional writing techniques which could be adapted for writing for our different brands, and also different channels, such as print, web and social media.”

The training solution: Structured Marketing Writing training to teach core writing techniques

Writing Machine Academy’s Structured Marketing Writing (Fundamentals) course covered all the techniques that Pete wanted the delegates to learn, including how to create competitive messages and ensure they are communicated in a clear, concise and compelling manner.

“Structured Marketing Writing training has empowered our team to convey key messages using less words and in a more engaging way,” says Pete. “One of the most powerful things we’ve learned is to think about our core message first, structure second and write last which means our writing is better planned and follows a logical structure. We’ve become more productive as a team too because we spend far less time rewriting. Equally important, our marcomms now resonate far more clearly with the target audience.”

Client feedback

Delegates were asked to give a score out of five on a list of feedback questions such as ‘Quality of the training content’, ‘Quality of the trainer’ and ‘I have learned new techniques that will enhance my writing’. The average score across all four courses was 4.4 out of 5.