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October 23, 2012
Catch Your Readers: A Writer's Workshop with Ann Wylie
So powerful is the written word in connecting with your customers, prospective customers and the public. Yet in today’s fast-paced, 24/7, social media-driven environment, how do you get your reader’s attention and create the response you want?
Whether you’re looking to take your writing to the next level, or you need a jumpstart to reinvigorate your creativity with the pen, PRSA Northeast Wisconsin has a perfect opportunity for you.
Ann Wylie, one of America’s most talented and respected writing consultants, will be joining us at our annual professional development program on October 23, 2012. More than a writer herself, Ann is one of the foremost business writing trainers in America. She has authored dozens of learning tools, blogs, books, workshops, webinars and coaching manuals for communications professionals and has earned more than 60 communications awards. Through her company, Wylie Communications, Ann travels North America consulting with Fortune 500 companies to polish their messages, improve ROI, and spark creative inspiration. Ann has been designated a “Recommended Speaker” by the International Association of Business Communicators and serves as the national writing coach for the Public Relations Society of America.
Ann’s program is so full and action-packed we’ve blocked the entire afternoon for a workshop-style program.
Date: Tuesday, Oct. 23
Time:
11 a.m. – noon Registration, Buffet lunch and Networking
12:00pm – 1:30pm Think Like a Reader
The secret to writing to persuade is to position your messages in your audience’s best interests. (Most communicators position their messages in their organization’s best interests.)
In this session, you’ll learn a four-step process for making your message (and your organization!) more relevant, valuable and rewarding to your audience—no matter if they’re reading a news release, a byline article or a social media post. Specifically, you’ll learn:
- The formula people use to determine which messages to pay attention to
- Two rewards you can use to boost audience interest in your message
- The No.1 question to answer on your reader’s behalf
- A two-minute perspective shift that focuses your message on the value to the audience
- A simple translation process that pushes audience benefits to the top of your message
- A three-letter word to use to make your message more relevant to your audience
1:30pm – 3:00pm Cut Through The Clutter!
Is your copy easy to read? According to communication experts, that’s one of the two key questions people ask to determine whether to read a piece — or toss it.
Fortunately, academics have tested and quantified what makes copy easy to read. Unfortunately, that research virtually never makes it out of the ivory tower and into the hands of writers who could actually apply it.
But you’ll leave this session with “the numbers” you need to measurably improve your copy’s readability, whether it’s on the web, the social media sphere or in print. Specifically, you’ll learn:
- How long is too long: For your paragraphs? Your sentences? Your words?
- Three ways to shorten your copy — and which is the most effective way
- How to cut your copy before you’ve even written the first word
- How to avoid causing your reader to skip your paragraphs
- A tool you can use (you probably already have it, but you might not know it) to quantifiably improve your copy’s readability
- A seven-step system for making your copy clearer and more concise
3:00pm – 4:30pm Rev Up Readership
Sixty percent of your audience members aren’t reading your copy, according to estimates by professors at the University of Missouri. So how can you craft communications that reach nonreaders?
In this program, you’ll learn how to use your display copy — headlines, decks and subheads, for instance — to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers.
Specifically, you’ll learn how to:
- Reach “readers” who spend only three minutes — or even just 30 seconds — with your piece
- Reach audience members with the piece of display copy that 95 percent of people read — but that many communicators drop
- Run a simple test on your copy to ensure that you lift your ideas off the page for flippers and skimmers
- Make your copy 47 percent more usable by adding a few simple elements
- Use a dollar bill to make your copy more reader friendly
- Increase reading for skimmers and those whose attention is beginning to wane
Place: The Marq, De Pere
Ann Wylie's seminars usually cost HUNDREDS to attend, but PRSA brings her to you for a fraction of that cost - with no travel expenses. This is an opportunity that doesn't come around often, and you'll begin to see return on your investment immediately. Don't miss out on your chance to reignite the fire of the writer within you! |
