Writing workshop: Catch Your Readers On-Site Training
Learn to move people to act - in print and online - in this two-day Master Class.
Catch Your Readers
Learn to move people to act - in print and online
“Absolutely the best money I've ever spent. I learned more about writing for my audience from Ann in one day than I have in any other seminar.”
In all economic times, the communicators who thrive - and those who help their organizations thrive - are the ones who know how to write copy that sells: not just products and services, but programs, plans and positions, as well.
Let's face it: Organizations can't afford to communicate just to get the word out. They need communicators who know how to move the needle on the bottom line.
Sadly, most communicators were taught to report and inform, not to write copy that moves readers to act. In fact, many of the standard practices in business communication and PR writing today actually do more to put readers off than to persuade them.
But now there's a way to become one of the small minority of communicators who know how to write copy that catches readers ...
In April, just 60 writers will
In this class, you'll learn how to:
In two days, you'll have time to cram your writer's tool bag with tricks - hard-to-find but easy-to-implement techniques that will make your copy more persuasive, make your writing decisions easier and give you the information you need to have a successful conversation with management about what works in writing and why.
If you're a good writer, this Master Class will quickly equip you with a bigger, better bag of writing tricks. If you're struggling, the program can give you the tools you need to get up to speed almost immediately.
Wherever you are on the learning curve, you'll be a much better writer when you walk out the door at the end of this class.
On Day 1, you'll learn to Catch Your Readers in my most popular one-day workshop:
Think Like a Reader
The secret to writing to persuade is to position your messages in your reader's best interest. (Most communicators position their messages in their organization's best interest.)
In this session, you'll learn a four-step process for making your message and your organization more relevant, valuable and rewarding to your audience. Specifically, you'll learn:
Go Beyond the Inverted Pyramid
Our old friend the inverted pyramid hasn't fared well in recent research.
According to new studies by such think tanks as The Readership Institute and The Poynter Institute, inverted pyramids:
In short, researchers say, inverted pyramids "do not work well with readers."
In this session, you'll learn a structure that will:
Specifically, you'll learn:
Cut Through the Clutter
Is your copy easy to read? According to communication experts, that's one of the two key questions people ask to determine whether to read a piece or toss it.
Fortunately, academics have tested and quantified what makes copy easy to read. Unfortunately, that research virtually never makes it out of the ivory tower and into the hands of writers who could actually apply it.
But you'll leave this session with the numbers you need to measurably improve your copy's readability. Specifically, you'll learn:
Lift Your Ideas Off the Page or Screen
Sixty percent of your audience members aren't reading your copy, according to estimates by two professors at the University of Missouri. So how can you craft communications that reach non-readers?
In this program, you'll learn how to use your display copy? headlines, decks and subheads, for instance? to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers. Specifically, you'll learn how to:
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