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

Post-Modern Customer Communications (Half Day)

How to Write for New Audiences and New Platforms
(Half Day Workshop)

Workshop Description
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. Finding and expressing your company “voice” has never been harder — or, in some ways, easier. This workshop will give you the tools, hacks, and rules you can apply immediately.

  • The attention span of everyone is becoming shorter and shorter
  • Younger customers “speak” in emoticons, memes, and images
  • We are facing the first five-generation workplace
  • 34 percent of your teammates and clients learned English as their second language
  • The range of platforms and media choices is almost overwhelming
  • Chatbots are playing an increasing role in the mix

We’ll build on what you already know, give you additional tools to stay in tune with your customers, and turn your “company communications” into meaningful, effective messaging. We’ll cover key aspects of PME (Post-Modern English) including new language, new spelling, the shift to visual communications and the new syntax and voices. You’ll master new 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?

Everyone in your marketing group needs to recognize that there are places where Post-Modern English is right…and where it is totally inappropriate. Equally important, everyone needs to learn the new rules of speaking to your customers.

Workshop Benefits

  • Learn the new “non-rules” of Post-Modern English
  • Understand where and how to use abbreviations, emojis and video
  • Respect the language differences between gen Z, millennials, and boomers
  • Techniques to ease your company into the new language
  • Know how to write multiple forms of English

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.