Effective Marketing Writing - 2014 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Moving from Angst to Zing

Listen to a sneak peek Effective Marketing Writing Podcast by Instructor Ben Shank, Owner, Writing Consultants, Inc.

Download Effective Marketing Writing Brochure >>

*Attendance will be limited for greater instructor interaction*

Many marketing professionals face triple responsibilities when they write. First, their messages must be clear and to the point. Second, their messages must stand out and engage increasingly distracted readers. And third, they must write effectively in a dizzying array of formats, from Tweets to e-articles, ad copy to blogs, case studies to video scripts.

Meeting these three writing responsibilities consistently can challenge the skill sets of even excellent writers. Effective Marketing Writing will provide you as a marketing professional with practical strategies to meet these challenges.

This one-day class will start with a fun, fast-moving refresher of the core principles of successful marketing drafting and editing. We’ll cover these using lecture, exercises, and discussion. You’ll enjoy our discussion of what’s good about bad examples and what’s bad about good examples. We’ll review what grammar and punctuation rules are the same in business vs. marketing writing – and which are different.

Once we’ve refreshed your basic marketing writing tool kit, we will dive into specific types of marketing writing for the platforms you need to master. You’ll review techniques for best practices in writing for:

  • Facebook
  • LinkedIn
  • Twitter
  • Blogs
  • Video scripts
  • Presentations

Following that review, we’ll use exercises so you can test drive writing for at least two of these six platforms.

Throughout the course, you can apply the various techniques to the real world marketing writing you bring to the class. You get to choose if you share your writing with others or not. You also will develop an assessment of your writing skills and an action plan for continued progress in writing.

Effective Marketing Writing delivers clear, sophisticated training that will ensure you can “up your writing game.” Immediately back on the job, you will apply the course’s tips and techniques to engage your readers/audience—and get better results.

Effective Marketing Writing – Learning Objectives

  • Identify current marketing writing bad habits and pitfalls.
  • Develop a reliable method for identifying key audience traits and needs.
  • Learn how digital and web analytics can help guide what you write. 
  • Review the three most valuable marketing principles.
  • Discover how to better hook readers with your first five words, then your first three words, then your first word.
  • Practice effective writing for at least two of these six: Facebook, LinkedIn, Twitter, Blogs, Video scripts, Presentations.
  • Profile your marketing writing strengths and areas for improvements.
  • Structure detailed messages to meet readers' expectations.

Engage/hook readers with emphatic openings.
Select the right quantity and type of information to cover.
Set up information in readable, inviting formats.
Use calls to action that motivate your readers to respond.

  • Construct consistently readable, concise sentences.
  • Project a highly competent image and set a comfortable tone.
  • Review the most important grammar and punctuation rules for marketing writing.
  • Put into practice a flexible approach to proofreading.

Effective Marketing Writing – Who Should Attend

  • Marketing writers (both traditional and online) responsible for advertising,  branding, basic copywriting, social media, articles, blogs, case studies, and/or PR.
  • Managers of all types of marketing writers.
  • Anyone responsible for designing and executing market campaigns, including digital and web analytic experts.

Effective Marketing Writing - Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email to cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after October 23, 2014.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Effective Marketing Writing – About the Instructor
Ben Shank

​Effective Marketing Writing – Agenda

8.00 – 8.30 a.m. Registration and Continental Breakfast
8.30 a.m. – 5.00 p.m. Program (includes lunch, morning and afternoon breaks)
 

Workshop structure and participant goals                                                                              

Reader/audience analysis                        

  • Formal vs. informal
  • Identifying key characteristics
  • Applying analysis to specific text/copy

Marketing writing core principles and guidelines

  • Clear and concise
  • Engaging
  • Platform specific

Improving the good, bad, and ugly: drafting and editing

  • Shorter is better
  • Word choices
  • Ease of reading
  • Layout
  • Subheads and lists
  • Highlighting: do and don’t

Common traps like clichés and why we still fall in them 

  • Traditional traps
  • Trendy traps

Openings that grab readers’ attention

  • Background: lame vs hooking
  • Main point: super clear and concise
  • What’s in It For the Reader (WIFR)

Body: Breaking information down into bite-size pieces 

  • General-to-specific patterning

Calls to action that get action  

  • Calls to action/Now what?/Next steps
  • Offer to help/Verbal handshake
  • Links

Social media writing guidelines for all platforms  

  • Honing headlines 
  • Buffing the first words and what follows 

Social media writing guidelines for specific platforms

  • Facebook: Tips, traps, and exercises 
  • LinkedIn: Tips, traps, and exercises 
  • Twitter: Tips, traps, and exercises
  • Blogs: Tips, traps, and exercises
  • Presentations: Tips, traps, and exercises 
  • Video scripts: Tips, traps, and exercises

Effective proofreading

  • Why is proofreading well so difficult?
  • Using a tailored approach

Creating action plan for continued improvement

Registration is not available at this time.

Training Series Location 
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)
For individual reservations, click here for the direct booking link.

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For individual reservations, contact the hotel directly at 312.601.3400 and ask for the "Summit Executive Centre Corporate Rate".

Comfort Suites
320 North Michigan Avenue 
Chicago, IL 60601 
Phone: 1 312.204.6902
Click here for the direct booking link.

For more information, please visit Summit Executive Centre Accommodations.  

A
rea Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.  

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.  
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Directions to parking 
Michigan Plaza 205/225 North Michigan Ave.

From Mich
igan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

F
rom the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage. Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass. Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012  
(subject to change without notice) 
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Webs
ites
Chicago Transit Authority 
Metra Rail 

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.