Foundations in Effective Marketing Writing - Chicago

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
11/8/2018 8:30 AM - 11/9/2018 4:30 PM
Register before 10/9/2018 11:59 PM for early registration fee

Foundations in Effective Marketing Writing

Engaging and Moving Readers to Action 

You face three challenges as a marketing writer: 

The messages you craft need to: 1) be extremely clear, 2) instantly engage, and 3) make the most of many formats, from tweets to blogs to white papers. 

For most writers, consistently meeting these challenges can be difficult. The AMA Foundations in Effective Marketing Writing Training Series event is a two-day workshop where you’ll get hands-on help to significantly raise the impact of your marketing writing.

 ​ 
What You'll Learn
Throughout the two days, you’ll learn, discuss, and practice what makes for excellence in marketing writing. Individually, you will assess your writing skills and create a customized action plan for continued progress in your writing.

Day 1 Covers:
  • Making your writing more concise, clear, and compelling  
  • Empowering and streamlining your writing process
  • Crafting attention-grabbing headlines, titles, and subject lines 
  • Making the most of the first 20 words
  • Weaving words and images so they pop together 
  • Writing in 2-3 exercises that focus where you can improve 

Day 2 Covers:
  • Major writing exercise: crafting two marketing pieces as part of a unified campaign
  • Honing editing skills: short sentences, effective word choices, ease of reading, etc.
  • Grammar and punctuation rules for marketing writing vs. business writing
  • Enhancing proofreading skills
  • Creating an action plan for continued improvement

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

Past Attendees Say: 

​Instructor
Owner, Writing Consultants, Inc.

Ben works enthusiastically to help professionals identify what’s needed to raise the impact of their words. His marketing writing classes are comprehensive, fun and loaded with opportunities to try out new techniques. Ben’s company, Writing Consultants, Inc. (WCI), provides writing training nationally on a wide range of topics. His clients regularly return to WCI to train in both new hires and veterans in need of “upping their game.” Beyond corporations, WCI’s training extends to offering classes for universities, government, and non-profit organizations. At WCI, Ben excels at helping participants in training learn how to make their every word count.
Who Should Attend

Marketing and public relations professionals with up to six years of experience in marketing writing. Newcomers or veterans in need of a refresher. 
 
Why Attend

Do you need to gain or recharge your marketing writing skills, enthusiasm and confidence? Are you looking for practical tips to enhance the efficiency and impact of your marketing writing? Do you want to know the traditions and latest trends in marketing writing? This program will ensure you can return to your organization with a well-grounded writing toolkit you can put to work right away. 

​AMA Cancellation Policies​

Foundations in Effective Marketing Writing – Agenda

Day One

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

Workshop structure and participant goals    

Getting ready to write 

  • How today’s readers scan
  • Key writing skills and how to integrate them 
  • How to link writing’s core phases: 
    • Planning
    • Drafting
    • Editing
    • Proofreading

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
  • Emails
  • Press releases
  • Presentations 
  • Elevator pitches
  • White papers/e-articles
  • Video scripts/YouTube
  • Blogs
  • Facebook
  • Twitter
  • Instagram
  • LinkedIn

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

Day Two

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

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
    • Punctuation/grammar 
  • Improving your proofreading
    • Why is proofreading well so difficult?
    • ​​Using a tailored approach
  • Creating action plan for continued improvement
  • Taking snapshot of reference materials   

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