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Effective Writing For Any Platform

This event is over.
Begins:Wednesday, May 14, 2014 at 8:30am
Ends:Wednesday, May 14, 2014 at 5:00pm

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Steve Lance

Three-time Emmy Award winner Steve Lance is co-author of “The Little Blue Book of Advertising” with his partner, Jeff Woll and co-author of “The Little Blue Book of Marketing” and “Breakthrough!” with his partner, Paul Kurnit.

Steve has worked on 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 and Hyperion Solutions. In the area of television and multi-media, he has been Creative Director of NBC and Executive Copywriter for numerous cable television networks including The Discovery Channel, TLC, Animal Planet, Discovery Communications, Inc., History Channel, Food TV, The Travel Channel, The Hallmark Channel, National Geographic Channel, PBS, As Creative Director of NBC, he established the first copy testing and focus group testing for the network. He conceived the format for "The More You Know," and wrote the first 17 spots for the campaign.

Steve’s won Aurora, One Show, Telly, Big Apple and MARC Awards for various advertising, marketing and PR efforts, including special events such as the dedication of the World War II Memorial in Washington, DC, (writer); the 2012 and 2013 Daytime Emmy Awards (writer); Ford Motor Company’s 100th Anniversary Tour (writer); governmental image campaigns for The Government of Hong Kong and speeches for corporate CEOs and celebrities, including John Hendricks, Chairman, Discovery Communications; Christos Cotsakos, Ph.D., Chairman, E*TRADE, Phil Falcone, Chairman, Lightwave Communications, Tom Hanks, Brad Pitt and former Presidents Jimmy Carter and Gerald R. Ford.

As new media and social media have shifted the focus of branding and marketing, Steve has expanded his work to include Branded Content for numerous clients, includingAmerica’s Tailgate Cookoff. Steve works for Habitat For Humanity and is a member of the advisory board of ShareTheCaregiving, Inc. He has two sons, Max & Dan, and builds houses for a hobby.


Module #

1-Day Training Module




Introductions to session & instructors

15 min

  • Objectives for the session
  • Goals of participants
  • Understand how course differs from “textbook learning” – real world applications


What is good writing?

45 min

  • The essence of good communications
  • The “rules” of good writing
  • Effective communication – engaging, accessible, compelling

EXERCISE: Newspaper reporting. Evaluating paragraphs and texts and rate for “best written.”


From brief to platform

30 min


  • It all starts with the assignment brief
  • Understanding the dynamics of a good brief
  • Platforms are in the service of the objective not the other way around
  • Agreeing on “voice,” “tone,” “manner” and “style”

EXERCISE: What’s the objective? Assign the platforms



15 min



Finding Your Voice

45 min

  • The many voices of you. Matching voice to audience and assignment
  • Select “practice voice style” for lunch assignment

EXERCISE: Developing “voice styles” for writing


General Writing Tips

45 min

  • “Best practices” for clear, clean marketing writing in any medium


Lunch Assignment

15 min

EXERCISE: Hand out assignments for individual lunch work session



60 min

  • 20 minutes get food and eat
  • 40 minutes lunchtime nourishment writing assignment


Writing Review

30 min

  • “Best writing” for your business and brands – audiences and voices
  • Getting buy-in and agreement
  • Action next steps


Digital Writing

30 min

  • What is it?
  • Where and when to use it?
  • Web, Email and Mobile
  • How to manage/evaluate it


Social Media Writing

Plus Campaigns & Ads

30 min

  • What is it?
  • What are the Platforms?
  • What are their common and different characteristics?
  • How to manage/evaluate it
  • How to manage brand hijacking



15 min




30 min

  • “Billboard writing”
  • Punchy, memorable and re-tweetable
  • Review luncheon tweets for your brand and  voice



30 min

  • Who are you?
  • Who do you want to be?
  • Recognize the different audiences


New and Other Players

30 min

  • Foursquare, Pinterest, Instagram, Tumblr, Snapchat…and, whatever is next
  • Tips & Techniques
  • Anticipating and capitalizing on opportunities


Summary & Review

15 min

  • Good writing for any platform
  • Let the objective lead the way
  • Where do you go from here? Next steps
  • Leading the organization in the new communications frontier
  • What should you differently tomorrow?



8 Hrs


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