Effective Marketing Writing - 2015 - San Francisco

Courtyard San Francisco Downtown
299 Second Street, San Francisco, CA 94105
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Effective Marketing Writing

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 extremely 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.

The morning of this one-day class will offer you a discussion-based refresher of what makes for successful marketing writing. You’ll enjoy our discussion of what’s good about bad examples and what’s bad about good examples. We’ll briefly review what grammar and punctuation rules are the same in business and marketing writing – and which are different.

Once we’ve refreshed your basic marketing writing tool kit, in the afternoon we will dive into the hands-on part of the day. You’ll try out exercises focused on the specific types of marketing writing you need to master. Not only will the exercises show you where you are doing well and where you need to improve. You will also – as time permits – have the opportunity for feedback on marketing writing samples you bring to class.

Throughout the day, you’ll review and work on best-practices writing techniques for:

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

Throughout the afternoon, you will individually assess your writing skills and create a customized action plan for continued progress in writing. Regarding the marketing writing samples you bring to the class, you can choose if you share with others or not.

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 initial words.
  • 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, highly compact sentences.
  • Project a highly competent image and set a conversational tone.
  • Review key 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 any of the following types of writing: advertising, branding, basic copywriting, social media, articles, blogs, case studies, and 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 February 27, 2015.

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 AM   Registration and Continental Breakfast
8:30 AM – 5:00 PM Program (Includes lunch and morning/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 
Courtyard San Francisco Downtown 
299 Second Street 
San Francisco, CA 94105  
Phone: +1.415.947.0700 
Fax: +1.415.947.0800 
Reservations: +1.800.321.2211 

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, indoor pool, and complete fitness room. 

Rates: $269.00 single/double (plus applicable state and local taxes, currently 16.25% + $0.13 CA tourism fee per night, which are subject to change without prior notice)
Includes complimentary high-speed internet.
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call +1.415.947.0700 or +1.800.321.2211 and reference Effective Marketing Writing to make reservations. The cut-off date for reservations is February 19, 2015. After February 19, 2015, reservations will be accepted based on availability and at the prevailing rate. 

In order to confirm a reservation, the hotel will require a credit card or first night’s room and tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival. Cancellations made after 6:00 p.m. on the day of arrival and no-shows will forfeit the initial deposit. 

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.  

Area Attractions and Events
Please visit San Francisco Travel Association​ for additional city information.

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 and Transportation
From San Francisco - SFO 
Distance: 14 miles N 
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom. 
Estimated taxi fare: $40.00 (one way) 

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3. Please call +1.800 BLUE VAN (+1.800.258.3826) for more information. 
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK 
Distance: 18 miles NW 
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right. 
Estimated taxi fare: $60.00 (one way) 

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call +1.800 BLUE VAN (+1.800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)

Parking at the Hotel
Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $54.00 plus applicable taxes, currently 14% (subject to change without notice)
Valet parking includes in and out privileges. ​

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