Whether you’re writing an article for your company’s internal newsletter, a feature for a consumer publication or a white paper for a B2B audience, you face the same challenges: communicating your message effectively and making sure your copy gets read.
In this half-day seminar and luncheon, national communications expert Ann Wylie will help communicators learn how to think like a reader, cut through the clutter and rev up readership. Attend the seminar, the luncheon or both (and save $10!).
SEMINAR PART I
Think Like a Reader: Move audience members to act
- The formula people use to determine which messages to pay attention to
- Two rewards you can use to boost audience interest in your message
- The No. 1 question to answer on your reader’s behalf
- A two-minute perspective shift that focuses your message on the value to the audience
- A simple translation process that pushes audience benefits to the top of your message
- A three-letter word to use to make your message more relevant to your audience
SEMINAR PART II
Cut Through the Clutter: Make every piece you write easier to read & understand
- How long is too long: For your paragraphs? Your sentences? Your words?
- Three ways to shorten your copy — and which is the most effective way
- How to cut your copy before you’ve even written the first word
- How to avoid causing your reader to skip your paragraphs
- A tool you can use (you probably already have it, but you might not know it) to quantifiably improve your copy’s readability
- A seven-step system for making your copy clearer and more concise
Rev Up Readership: Lift your ideas off the page or screen with display copy
Sixty percent of your audience members aren’t reading your copy, according to estimates by professors at the University of Missouri. In this program, you’ll learn how to use your display copy — headlines, decks and subheads, for instance — to pull readers in and make your piece more inviting.
Specifically, you’ll learn how to:
- Reach “readers” who spend only three minutes — or even just 30 seconds — with your piece
- Reach audience members with the piece of display copy that 95 percent of people read — but that many communicators drop
- Run a simple test on your copy to ensure that you lift your ideas off the page for flippers and skimmers
- Make your copy 47 percent more usable by adding a few simple elements
- Use a dollar bill to make your copy more reader-friendly
- Increase reading for skimmers and those whose attention is beginning to wane
Date: Wednesday, May 15, 2013
Seminar: 8:30 a.m. to 11:30 a.m. (Registration begins at 8 a.m.)
Luncheon: Program from noon to 1 p.m.; food served at 11:30 a.m.
Location: Arizona Bridge to Independent Living (ABIL) Conference Center, 5025 E. Washington St., Phoenix
IABC/PRSA Member Pricing (before May 10): Seminar/Luncheon, $125; Seminar only, $105; luncheon only, $40
Register: Register for the Ann Wylie Workshop.