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
- Video scripts
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
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."
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.
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