Effective Writing for Corporate Communications (Half 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.    

 This is a deep topic so this workshop covers the essentials. You will learn about the key aspects you need to know to develop effective corporate communications, including writing styles and voice, speaking like your audience, a best in class approval process, and more. This workshop is an excerpt of the ANA full day workshop “Effective Writing for Corporate 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:

  • Being able to communicate with customers in their voice
  • Putting customer benefits in the front of your message
  • Having a clear understanding of the ways marketing communication is changing

 Improve marketing efficiency by:

  • Better response to eMail messaging and social media platforms

 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




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.