Effective Writing For Any Platform

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Module #	1-Day Training Module	Length	Takeaway
1	Introductions to session & instructors	15 min	Objectives for the session Goals of participants Understand how course differs from “textbook learning” – real world applications
2	What is good writing?	45 min	The essence of good communications The “rules” of good writing Effective communication – engaging, accessible, compelling EXERCISE: Newspaper reporting. Evaluating paragraphs and texts and rate for “best written.”
3	From brief to platform	30 min	It all starts with the assignment brief Understanding the dynamics of a good brief Platforms are in the service of the objective not the other way around Agreeing on “voice,” “tone,” “manner” and “style” EXERCISE: What’s the objective? Assign the platforms
	BREAK	15 min
4	Finding Your Voice	45 min	The many voices of you. Matching voice to audience and assignment Select “practice voice style” for lunch assignment EXERCISE: Developing “voice styles” for writing
5	General Writing Tips	45 min	“Best practices” for clear, clean marketing writing in any medium
6	Lunch Assignment	15 min	EXERCISE: Hand out assignments for individual lunch work session
	LUNCH	60 min	20 minutes get food and eat 40 minutes lunchtime nourishment writing assignment
7	Writing Review	30 min	“Best writing” for your business and brands – audiences and voices Getting buy-in and agreement Action next steps
8	Digital Writing	30 min	What is it? Where and when to use it? Web, Email and Mobile How to manage/evaluate it
9	Social Media Writing Plus Campaigns & Ads	30 min	What is it? What are the Platforms? What are their common and different characteristics? How to manage/evaluate it How to manage brand hijacking
	BREAK	15 min
10	Twitter	30 min	“Billboard writing” Punchy, memorable and re-tweetable Review luncheon tweets for your brand and voice
11	Facebook	30 min	Who are you? Who do you want to be? Recognize the different audiences
12	New and Other Players	30 min	Foursquare, Pinterest, Instagram, Tumblr, Snapchat…and, whatever is next Tips & Techniques Anticipating and capitalizing on opportunities
13	Summary & Review	15 min	Good writing for any platform Let the objective lead the way Where do you go from here? Next steps Leading the organization in the new communications frontier What should you differently tomorrow?
	TOTAL:	8 Hrs

Instructors

Steve Lance

Creative Director and AI Coach

PS Insights

Three-time Emmy Award winner Steve Lance has created enduring campaigns and brand platforms, including Shark Week (The Discovery Channel), The More You Know (NBC), and “Othello: A Minute to Learn, a Lifetime to Master.” As Creative Director and AI Coach at PS Insights, he helps organizations strengthen messaging, respond to market disruption, and improve how marketers and creative teams work together.

Lance has been recognized for his work as creative director at NBC and executive copywriter for TLC, Animal Planet, History Channel, National Geographic, and PBS. As a marketing and advertising leader, he has developed campaigns for SONY, Crest, Citizen Watch, JIF, Post Consumer Brands, Verizon, Bell Atlantic, and Hyperion Solutions. His work has won Aurora Awards, Telly Awards, and MARC Awards. Lance has yet to win a Cannes Lion, but there’s still time.

An ANA faculty member and AI coach, Lance co-authored The Little Blue Book of Advertising, The Little Blue Book of Marketing, and Breakthrough! He also serves as board chairperson at Share The Care (ShareTheCare.org) and volunteers with Habitat for Humanity.