Foundations in Effective Marketing Writing
Wednesday, February 27
Registration and Hot Breakfast
We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.
Getting Ready to Write
- How today’s readers scan
- Key writing skills and how to integrate them
- How to link writing’s core phases:
Reviewing Broad Range of Marketing Writing
Discuss several marketing writing types. As a group, you will pick 2-3 from the following for your writing exercises.
- Ad copy
- Press releases
- Elevator pitches
- White papers/e-articles
- Video scripts/YouTube
Refreshing Your Writing Toolkit
- Improving your drafting
- Initial tips
- Hooking scanners with headlines/titles/subject lines
- Engaging readers with dynamic openings
- First few words: do they reach (or miss) the reader?
- Main point: is it super concise and focused?
- What’s in It For the Reader (WIFR) and WIFR sandwich
- Body: sharing details in easy bites
- Closings and calls to action (CTA)
- Improving your marriage of words and images
- Improving your planning
- Brainstorming: Picturing audience needs, fears, triggers
- SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis
- Personas and reader/audience analysis
- Formal and informal
- Identifying key reader characteristics
Thursday, February 28
Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.
Refreshing Your Writing Toolkit (Continued)
- Major writing exercise: crafting and discussing two linked marketing pieces
- Improving your editing
- Shorter is better
- Ease of reading
- Better branding
- Better word choices: two templates
- Better sentences
- Improving your proofreading
- Why is proofreading well so difficult?
- Using a tailored approach
- Creating an action plan for continued improvement
- Taking a snapshot of reference materials