Post-Modern Customer Communications (Full Day) | School of Marketing | ANA

Post-Modern Customer Communications (Full Day)

Effective Writing for the New Audience and New Platforms
(Full Day Workshop)

The way human beings process information is changing. Along the way, the “rules of grammar” seem to be falling by the wayside — and the attention span of our customers is becoming woefully brief.

How do you reach them? By engaging them. How do you engage them? By talking to them in their own language. But what is that “language” today? A mix of Post-Modern English you never learned in school: memes, icons, emojis, abbreviations and visuals. And a key question becomes: How do you talk to them without sounding phony and in a way that wins the approval of your senior management?

We’ll address the key aspects you’ve got to be aware of to communicate effectively with this new language. We’ll practice different styles and voices, dive into “speaking like your audience,” and explore the internal approval process that impacts the way you get approvals for this — or any — audience. From newspeak to new platforms, 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 and collaboration.

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
  • 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

This workshop helps attendees increase marketing efficiency by teaching them:

  • A better response to email messaging and social media platforms
  • 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 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


  • Steve Lance

    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.