Get it Write! How to Communicate Effectively with All Your Business Audiences
This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.
If you’re like most marketers, you’re constantly shifting between four “voices” when it comes to your business communications. The Executive Suite wants the formality of “good corporate communications.” Your B2B audiences prefer a more casual style that’s focused on price, metrics and deliverables. Your B2C messaging comes from your own creative team or a half-dozen outside agencies, while your social, digital and mobile platforms demand a shorthand that challenges everyone with its emojis, memes, icons, abbreviations and visuals.
How do you satisfy all your different customers? By engaging them. How do you engage them? By talking to them in their own language. So the key question becomes: How do you talk to them without sounding phony and in a way that wins fans while continuing to win the approval of your senior management?
We’ll address it all. From classic corporate communications to the newspeak to ways you can move your business forward without alienating your existing customers or your management team. We’ll take what you already know and give you additional tools to stay in tune with your customers and markets.
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.
- Setting the Stage (30 min)
- What is Good Writing? (30 min)
- B2B? B2C? It's all B2Human! (30 min)
- Examples of Distinct Corporate Voices (25 min)
- Break (15 min)
- Managing the Creative Process (45 min)
- General Writing Tips (25 min)
- Digital Writing Tips (15 min)
- Shifting Writing and Concepts from Worst to Best (25 min)
- 5 Good Habits of Managing Writing (10 min)
- Lunch (60 min)
- The Language Revolution (20 min)
- Finding Your Voice (55 min)
- Writing for the New Media: Social Media Writing (20 min)
- Engaging in the Conversation (20 min)
- Break (15 min)
- The "Rules" of Writing (and why they matter) (45 min)
- Final Exam Tweet Your Way to Fame and Glory (20 min)
- Summary & Review (20 min)
- Closing (15 min)
Start: Wednesday, September 13, 2017 at 9:00am
End: Wednesday, September 13, 2017 at 5:00pm
100 Public Square
Cleveland, OH 44113
|ANA||Associate Gold||Associate Silver||Associate Individual||Non Member|
|Register||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
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.