Effective Writing for Corporate Communications (Full Day)

Corporate communications tends to be about everything except what customers really want to hear. Great corporate communications engages your customers and makes them want to engage with your brand. All too often, marketing collateral just speaks to an internal audience such as the product developers, engineers, or other powerful parties.     

Compounding this, the way human beings process information is changing. Along the way, the “rules of grammar” seem to be falling by the wayside—and the attention span of our customers is becoming woefully brief. So how do you move towards a customer-centric voice, yet keep the “corporate” style your internal stakeholders adore?

We’ll address it all. You’ll learn about different styles and voices, dive into “speaking like your audience,” and explore the internal approval process that impacts the way you get approvals for this—or any—audience. You’ll see actual examples of how major corporations are addressing these issues and moving their communications to a more customer-friendly voice. Moreover, we’ll work specifically on some of your company needs, incorporating some of your recent or upcoming projects into the workshop.  We’ll take what you already know and give you additional tools to stay in tune with your customers and markets and turn your “corporate communications” into meaningful “customer communications.”

 

Who Is This Workshop For?

As the new rules of messaging continue to evolve, everyone in your marketing group—from the actual writers to your marketers, strategists and senior management—need to understand how customers are engaging with brands and communicating about them. Equally important, everyone needs to learn the new rules of speaking to your customers.

 

Workshop Benefits

Increase marketing effectiveness by:

  • Putting customer benefits in the front of your message
  • Getting more engagement with your marketing materials
  • Having a clear understanding of the ways marketing communication is changing
  • Reducing inconsistencies in brand messaging

Improve marketing efficiency by:

  • Better response to your internal and external communications
  • Receiving positive feedback in the digi-sphere
  • Leveraging messaging through re-tweets, re-posts and social media buzz

Improve employee alignment and collaboration by:

  • Showing all team members how to communicate in the same voice
  • Reduce the number of rewrites, revisions and spontaneous “strategy discussions”
  • Getting marketers and creatives aligned towards the same objectives
  • Having tools to win management approval of messaging in fewer rewrites

 

Download the full agenda here

 

 

trainer

Steve Lance

Steve Lance is a partner at PS Insights. His background as a copywriter and creative director includes a full range of advertising campaigns for such clients as SONY Entertainment, Crest Toothpaste, Citizen Watch, J&B Scotch, JIF Peanut Butter, Post Cereals, Verizon, Bell Atlantic, and Hyperion Solutions. He has been creative director of NBC and executive copywriter for numerous cable television networks including The Discovery Channel, TLC, Animal Planet, Discovery Communications, History Channel, National Geographic, and PBS.

Steve is a member of the ANA Faculty and a three-time Emmy Award winner. He is also co-author of The Little Blue Book of Advertising, The Little Blue Book of Marketing, and Breakthrough!. He has won Aurora Awards, Telly Awards, and MARC Awards for various advertising, marketing, web, and PR efforts. Steve also works for Habitat For Humanity and is a member of the advisory board of ShareTheCaregiving, Inc.