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Marketing Writing 101

Chicago, IL

Engaging and Moving Customers to Action

You need to create messages that are extremely clear, instantly engaging and relevant across an array of formats from websites and email to sales sheets and tweets. This two day, classroom style AMA Training Series event will let you share your writing samples and learn how to be a more efficient writer. Best of all, you’ll leave better equipped to engage your customers.


Pricing

Early Bird (Before 10/21/19)Standard Price
AMA Member$1,395$1,495
Non-Member$1,745$1,869
For early-bird pricing, use the code “EFFECTIVE2019” at checkout.

“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.”

Past Attendee

What to Expect

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:

  • Concise, clear and compelling writing
  • Streamlining your writing process
  • Crafting attention-grabbing headlines, titles and subject lines 
  • Weaving words and images for deeper storytelling
  • Writing improvement exercises

Day 2 Covers:

  • Major writing exercise: crafting two marketing pieces as part of a unified campaign
  • Honing editing skills
  • Grammar and punctuation rules for marketing writing
  • Enhancing proofreading skills
  • Creating an action plan for continued improvement

Breakfast, lunch and breaks are provided each day of the event.


AMA Event Policies 

Wednesday, November 20

Registration and Hot Breakfast

We’ll kick off the day with breakfast. You’ll also get lunch and breaks throughout the day.

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

Thursday, November 21

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

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 an action plan for continued improvement
  • Taking a snapshot of reference materials

Ben Shank

Owner, Writing Consultants, Inc.

Ben Shank 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. Shank’s company, Writing Consultants, Inc. (WCI), provides writing training nationally on a wide range of topics. Beyond corporations, WCI’s training extends to offering classes for universities, government, and non-profit organizations.

Training Series Location

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premiere hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.

Recommended Hotels

Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)

Swissôtel Chicago 
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago – a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount 
Walking Distance to AMA Support Center (15 minutes)

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events

Please visit Choose Chicago 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 Support Center, 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.

 

 

Marketing Writing 101