Effective Marketing Writing - 2017 - Austin, TX

Embassy Suites by Hilton Austin Downtown Town Lake
300 South Congress Avenue - Austin, TX 78704
4/26/2017 8:00 AM - 4/27/2017 4:30 PM
Register before 3/31/2017 12:00 AM for early registration fee

​REGISTER SOON - 2 spots left!

Engaging and Moving Readers to Action 

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 websites to 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, a two-day workshop, will provide participants with practical strategies to meet these challenges. 



Throughout the two days, participants will work on best-practices writing techniques in a range of types/media/platforms, such as: 

  • Marketing copy
  • White paper
  • Press releases
  • e-articles 
  • Proposals
  • Brochures
  • Facebook
  • LinkedIn
  • Twitter
  • Video scripts
  • Presentations

Throughout the two days, participants will individually assess their writing skills and create a customized action plan for continued progress in writing. Regarding the marketing writing samples they bring to the class, they can choose to share with others or not.

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


  • A reliable method for identifying key audience traits and needs
  • An understanding of how web and digital analytics can help guide your writing
  • An ability to construct consistently readable, highly compact sentences that project a competent image, set a conversational tone, and motive response
  • Writing guidelines for all social media platforms 
  • A tailored approach for effective proofreading

See the Full Agenda >>​

Note: Attendance will be limited for greater instructor interaction. You will also – as time permits – have the opportunity for feedback on marketing writing samples you bring to class.

Here’s what recent attendees said

"Effective Marketing Writing was a great place to learn new skills and brush up on some forgotten ones. No matter how much of a marketing pro you are, this workshop will re-energize your writing."

"I thoroughly enjoyed this class and have acquired new skills that will advance my marketing writing."

"Great, relevant examples you can use in your everyday job."


Ben Shank​
Owner, Writing Consultants, Inc.
Ben works enthusiastically to identify what’s needed to raise the impact of the written word. His company provides a wide range of expert training, coaching, and editing. His clients regularly return to him to train in young new hires and veterans in need of refreshers. His teaching also extends to offering classes for universities, government, and non-profit organizations.


Are you responsible for designing and executing marketing campaigns? Do you dabble in advertising, branding, PR, social media or blogging? Are you occasionally responsible for writing articles, case studies or white papers? Excellent! Mark your calendar and attend this event.

The first day focuses on best marketing writing practices including a discussion-based refresher of key marketing writing principles. The discussions will involve a wide range of current writing in the marketplace, including writing for social media such as Twitter and Instagram. Analysis will highlight best practices as well as what’s good about the bad examples and what’s bad about the good examples. 

Another popular part of this first day is a review what grammar and punctuation rules are the same in business and marketing writing – and which are different. 

In the last phase of the first day, participants will get the chance to review their own writing samples in light of the principles, guidelines, and tips they’ve covered throughout the day. Finally, after an initial revision, as guided by their instructor, they will set writing and revision goals for the second day. 

Once participants have refreshed their basic marketing writing toolkit on the first day, they will move on to practical applications in the second day. First, participants will try out exercises focused on whichever types of marketing writing they need to master. Second, participants will design and work on two-three marketing pieces linked into the same marketing campaign. For those that can, they will focus on marketing pieces they can use currently on their jobs. For the rest, they will pick between two more generic, different campaigns: B2B or B2C.       

Effective Marketing Writing - Cancellation Policy

All Training Series 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 April 12, 2017. 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. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org.

Effective Marketing Writing – Agenda

Day One
8:00 to 8:30am. Registration and Continental Breakfast
8:30 am to 4:30pm Program (includes lunch, morning and afternoon breaks) 

Workshop structure and participant goals    

Getting ready to write 

  • Big picture: earning marketing writing star
  • Integrated approach  
  • Scanning and reading patterns            
  • Common traps like clichés and why we still fall in them       
    • Traditional traps
    • Trendy traps
  • Marketing writing core principles
    • Engaging
    • Educating
    • Persuading 
  • Turbocharging creativity
    • Assumptions
    • Warm-up and prep
    • Essentials
Refreshing writing toolkit
  • Planning
    • Brainstorming: Picturing audience needs, fears, triggers
    • SWOT (Strengths, Weaknesses, Opportunities, Threats) Marketing Analysis
    • Reader/audience analysis
      • ​Formal vs. informal
      • ​Identifying key characteristics
      • ​Applying analysis to specific text/copy
  • Improving the good, bad, and ugly (drafting and editing guidelines)
    • Shorter is better
    • Word choices 
    • Ease of reading
    • Punctuation/grammar 
  • Honing headlines/titles/taglines      
  • Openings that grab readers’ attention 
    • First words: lame vs. hooking
    • Main point: vague vs. super concise and focused 
    • What’s in It For the Reader (WIFR) 
  • Body: Breaking information into attractive bites
    • Weaving together graphics and text
    • Formatting
    • List building 
  • Closings that get results
    • Call-to-action tips
Day Two

8:00 to 8:30am. Registration and Continental 
8:30 am to 4:30pm Program (includes lunch, morning and afternoon breaks) 

Putting tools to work: Application

  • Practicing use of writing principles, guidelines, and tips for the appropriate subset of:
    • Ad copy
    • Press releases
    • White papers/e-articles
    • Video and audio scripts
    • Presentations 
    • Blogs
    • Facebook
    • Twitter
    • Instagram
    • Pinterest
    • Tumblr 
    • LinkedIn
    • YouTube
    • Websites
    • Google+
  • Effective proofreading
    • Why is proofreading well so difficult?
    • Using a tailored approach
  • Designing, writing, and critiquing 2-3 marketing pieces on a single campaign theme 
  • Creating action plan for continued improvement 
    • ​Staying ahead of the competition

Registration is not available at this time.

Training Series Location ​

Embassy Suites by Hilton Austin Downtown Town Lake
300 South Congress Avenue 
Austin, TX 78704
Phone: +1.512.469.9000

Room Rates:
$249.00 Single Occupancy (plus applicable state & local taxes, currently 15% per room per night, subject to change without notice)

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 Reservations at +1.800.EMBASSY (+1.800.362.2779) and ask for the American Marketing Association Effective Marketing Writing room block. The cut-off date for reservations is April 4, 2017. After April 4, 2017, 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 deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations within 24 hours prior to arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

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 a room(s) becomes available. Guests checking out early will 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.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services & Accommodations
Please visit Embassy Suites by Hilton Austin Downtown Town Lake for a full list of services & features. 

Area Attractions, Events and Tourism
Please visit the Austin Convention and Visitors Bureau 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 Live Experience Team, 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 7:00 a.m. - 7:00 p.m. CDT 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.

Area Airport
Austin-Bergstrom International Airport – AUS (approx. 10 miles)
riving directions:
Exit airport, turn left onto Hwy 71 W (Ben White Blvd) approx. 8 miles, take S. Congress exit (Loop 275). Turn right at first light onto S. Congress, approx. 2.6 miles. Hotel is on the left on the corner of S. Congress and Barton Springs.

From IH-35 Southbound - Exit Riverside Dr. and turn right. Follow for one mile to Congress Ave. Turn right onto Congress and follow one block to Barton Springs Rd. The hotel entrance is on the left.

From IH-35 Northbound - Exit Riverside Dr. and turn left. Follow for one mile to Congress Ave. Turn right onto Congress and follow one block to Barton Springs Rd. The hotel entrance is on the left.

Taxi Cabs
Taxis are readily available at the Austin-Bergstrom International Airport. Rates are approximately $30.00 one-way (rates are subject to change without notice).

Airport Shuttle Service (Operated by SuperShuttle)
SuperShuttle provides airport transportation to and from the Austin-Bergstrom International Airport. Please visit SuperShuttle​ for more information or call +1.800.258.3826 (1 800 BLUE VAN).
Approximate fare: $16.00 one-way (subject to change without notice)

Parking at the Hotel
Valet parking overnight - $35.00
Self-parking overnight - $30.00​

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