Post-Modern Customer Communications (Half Day)

Understanding How to Write for the New Audience and New Platforms
(Half Day Workshop)

The way human beings process information is changing. Along the way, the “rules of grammar” are falling by the wayside. 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?

This is a complex, evolving topic so this workshop can only cover the basic essentials. Learn key aspects you’ve got to be aware of to communicate effectively in this new language: New writing. New spelling. The shift to visual communications. The new syntax and voices. You’ll come away with the additional tools to stay in tune with your customers and markets.

This workshop is an excerpt of the full day “Post-Modern Customer Communications” workshop. 

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 get more engagement with your brand across all platforms
  • 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
  • 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
  • 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.