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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

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.


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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