Get it Write! How to Communicate Effectively With All Your Business Audiences (Regional Full Day)

(Full Day Workshop)

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.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving employee alignment.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • To communicate with customers in their voice
  • How to put customer benefits in the front of your message
  • How to get more engagement with your brand across all platforms
  • A clear understanding of the ways marketing communication is changing
  • How to reduce inconsistencies in brand messaging
  • How to make your corporate communications more “human”

This workshop helps attendees increase marketing efficiency by teaching them:

  • A better response to email messaging and social media platforms
  • How to receive positive feedback in the digisphere
  • How to leverage messaging through retweets, reposts and social media buzz

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How to communicate in the same voice
  • How to reduce the number of rewrites, revisions and spontaneous “strategy discussions”
  • How to get marketers and creatives aligned toward the same objectives
  • The 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.