Effective Writing for Corporate Communications (Half Day)
(Half Day Workshop)
Corporate communications tend to be about everything except what customers really want to hear. Great corporate communications engage your customers and make 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
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:
- How to communicate with customers in their voice
- How to put customer benefits in front of your message
- A clear understanding of the ways marketing communication is changing
This workshop helps attendees increase marketing efficiency by teaching them:
- Better response to email messaging and social media platforms
This workshop helps attendees improve employee alignment and collaboration by teaching them:
- How to show all team members 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
- Tools to win management approval of messaging in fewer rewrites
Download the full agenda here
Author and Emmy Award-winner 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 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 Board Chairperson at Share The Care (ShareTheCare.org)
Steve Lance