Converting Connection into Commitment
When there’s so much competition for time, attention, and resources, getting the right people to see you as right for them—quickly—is critical. But what do you do when all your reasons for being “right” aren’t right for those you’re talking to?
In this practical and energizing keynote, 25-year message strategist and nonprofit veteran Tamsen Webster will show you how to get people invested (literally and figuratively!) in all you have to offer, starting with the easiest elements for your audience to identify with: the principles that provide common ground for even the most uncommon ideas.
The result? You’ll be able to summarize your strategies in a sentence and your manifesto in a minute. This workshop is specifically designed for marketing professionals and agency leaders who need their social content, campaigns, and client pitches to convert more reliably. Learn a groundbreaking framework for crafting messages that drive action by building on beliefs your audience already has.
Online | June 4, 2025 | 10:00 AM-12:00 PM Central Time
Key Takeaways
- Recognize why challenging customer beliefs backfires (and how to leverage existing beliefs instead)
- Identify who is, and isn’t, an ideal fit for your ideas, initiatives, and offers—and why—so you can focus your efforts where they’ll have the greatest effect
- Identify the three essential elements every high-converting message needs (and how to find them in your own)
- Measure and optimize your message’s effectiveness using real audience signals
Attendees will leave with:
- A proven template for crafting high-converting messages
- Specific examples of before/after message transformations
- Clear criteria for evaluating message effectiveness
- Actionable steps to implement immediately in their next campaign or client pitch
Want to join as a group or team? Get 10% off pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
Are you an AMA Professional Certified Marketer®️? This training is worth 6 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
Tamsen Webster
Bestselling Author, Keynote Speaker, Founder of Message Design InstitutePart message designer, part English-to-English translator, and now part doctoral student, Tamsen Webster helps leaders quickly craft their case for long-lasting changes in thinking and behavior. In addition to her work in and for major organizations such as Harvard Medical School, Fidelity Investments, and Klaviyo, she’s a judge and mentor for the Harvard Innovation Labs, a professional advisor at the Martin Trust Center for MIT Entrepreneurship, and has spent over 10 years as the Idea Strategist for one of only nine legacy-level TEDx events in the world.
She was named to the Thinkers50 Radar in 2022 and is the author of two books, Find Your Red Thread: Make Your Big Ideas Irresistible and Say What They Can’t Unhear: The 9 Principles of Lasting Change. She lives in Boston with her husband, two sons, and two brindle Greyhounds, Hazel and Walnut.
Who Should Attend?
Perfect for: Marketing managers, agency professionals, and social media strategists working with B2B and B2C businesses who need their messages to drive real results.
Pre-Requisites
This intermediate-to-advanced session requires no advance preparation, but bring your current marketing challenges—you’ll want to apply these principles right away.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A and Group Discussions
- Access to recording and resources for three months