June 28, 2017

Get Clicked, Read, Shared & Liked

Learn to write blog posts, content marketing pieces and status updates that get clicked, read, shared and liked

“The article I rewrote in Ann’s Master Class got nearly 3 times the average page views for our intranet home page stories. It was the second-most read story of 2016.”
– Michelle Esso, senior communications staff writer, Baker Law

Get Clicked: in-house social media-writing workshop imageHow do you triple readership for your blog post? Get people to read 520% more of your story? Increase shares, likes and followers?

The research is out there — some good, some bad, some simply ridiculous. We’ve sifted through the best of the best to come up with dozens of proven-in-the-lab best practices for writing social media pieces that travel the globe instead of just staying home on the couch.

Are you a social-media writer who would like to:

  • Learn how to identify which story angles readers want to read?
  • Get fill-in-the-blanks templates for building popular content marketing pieces?
  • Master the art of online storytelling to take advantage of the most powerful form of human communication?
  • Get targets for the most effective length of blog posts, Facebook status updates, tweets, Instagram and Pinterest captions and YouTube descriptions, as well as online paragraphs, sentences and words?
  • Get your message across even to nonreaders?
  • Master these new skills with time for practice and feedback?

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“Great step-by-step instructions on how to do it right.”
— Stacy Mayo, assistant account executive, Rhea + Kaiser

Think Like a Friend, Fan or Follower

Write stories that readers want to read

“There’s a lot of ME in social MEdia,” says Brian Solis. “And there’s a great big I in TwItter.” Sadly, talking about yourself and your stuff works about as well on social channels as it does at a cocktail party. Watch your social media reach and influence grow when you deliver relevant, valuable, useful content:

Specifically, you’ll learn how to:

  • Find the right story— and craft the best story angle — for blog posts, content marketing pieces and social media status updates.
  • Position your company as the expert in the field and draw readers in with news they can use to live their lives better.
  • Get more likes and shares with stories that better serve your audience.
  • Make sure your status updates are welcome guests, not intrusive pests, by passing the 70-20-10 test.
  • Tap the power of the most-retweeted word in the English language. And avoid the one topic nobody wants to read about.

Create Content Marketing Pieces That Almost Write Themselves

Fill in the blanks to tipsheets, survey stories and more

Are you using a structure that’s been proven in the lab to:

  • Attract 300% more readers (Groove HQ)?
  • Get more social media shares (Reuters Institute)?
  • Boost readership, understanding, engagement, interest, satisfaction and more (The Poynter Institute, The Readership Institute, the American Society of News Editors and the Newspaper Association of America)?

If not, why not? In this session, you’ll learn how to:

  • Master the temple structure, a designed-for-the-web story form that grabs reader attention, pulls them through the piece and leaves a lasting impression.
  • Write leads that drag readers into your piece with our 3-step test.
  • Fill in the blanks to the best survey story you’ve ever written, using our easy template.
  • Get a simple template for crafting a tipsheet that almost writes itself.
  • Write a great case study: It’s easy with our annotated example.

Master the Art of the Online Storyteller

Tap the Awwwww Factor

Adding a story to a blog post has been shown to increase reading by as much as 520%, according to Groove HQ testing. Learn to write stories that grab attention, boost credibility, make your messages more memorable and communicate better.

  • Find the desk-pounding moment that’s the gateway to every anecdote.
  • Choose from 3 types of stories that help you make the most of your blog posts and content marketing pieces.
  • Elicit juicy stories with the key question to ask during an interview.
  • Organize your material into a powerful story in just 3 steps with our simple storytelling template.
  • Start an anecdote with a bang — instead of a whimper.

Cut Through the Clutter on Social Media

Hit the right targets for posts, captions, status updates & more

Bookshelves buckle under the weight of usability research showing that the less readable your status updates, the less sharing you’ll see. That the more you pack into your paragraphs, the less people will read. That the longer your sentences get, the less your readers will understand.

But how long is too long? In this session, you’ll learn how to:

  • Hit the right targets: What’s the most effective length of a blog post? A Facebook status update? A tweet? An Instagram or Pinterest caption? A YouTube description? An online paragraph? A sentence? A word?
  • Execute a “reverse mullet” to put your message where their eyes are.
  • Get a paragraph-by-paragraph analysis of your piece to identify the best opportunities to radically increase readability.
  • Entice visitors to read more of your story by hitting one key on your keyboard more often.
  • Avoid using one “unretweetable” punctuation mark. It’s been proven in the lab to reduce sharing.

Get the Word Out to Nonreaders

Put your message where their eyes are

More than half of web visitors spend, on average, fewer than 15 seconds on a page, according to a study by Chartbeat. Learn to get your message across to skimmers, scanners and other nonreaders.

  • Avoid writing headlines that get filtered out by Facebook.
  • Write better listicles with our 6-step list-writing makeover.
  • Steal a one-two punch from the FBI for grabbing attention and communicating your key idea — in 140 characters or less.
  • Bust the myth of page view time. Help readers understand better, remember longer and enjoy your piece more — in half the time.
  • Tear down obstacles to reading your post by passing the Palm Test.
  • Write headlines that climb higher on search engine results pages and entice readers with wit and whimsy.

Get a social media writing workout

Take your blog post or status update from ‘meh’ to masterpiece

In the crunch of writing headlines and meeting deadlines, it sometimes seems as if there’s not enough time to pause and consider how you’re doing. But in our practice sessions, you’ll have a chance to:

  • Master the techniques you learn in the workshop by applying them immediately. (That’s how we put the “Master” in the Master Class!)
  • Analyze and improve others’ writing — the best skill you can develop for editing others or improving your own work.
  • Get feedback with specific ideas you can use to improve your work immediately.
  • Gain valuable insights on your work from your peers and from Ann.
  • Write and rewrite and leave with a totally transformed piece.

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“Other writing coaches tell you what to do.
Ann shows you how.”
— Roberta Laughlin, vice president, Mutual Funds Marketing, Northern Trust

About Ann Wylie

Ann Wylie photo

Reach Readers Online Leave with proven-in-the-lab best practices for reaching readers at Ann Wylie’s in-house writing workshops.

Ann Wylie runs a training, editing and consulting firm called Wylie Communications. She works with communicators who want to reach more readers and with organizations that want to get the word out.

Her workshops take her from Hollywood to Helsinki. There, she helps training clients at organizations like NASA, Nike and Nokia polish their skills and find new inspiration for their work.

Ann has earned more than 60 awards, including two IABC Gold Quills, for her communications. She is the author of more than a dozen learning tools that help people improve their communication skills, including RevUpReadership.com, a toolbox for writers.

Learn more about Ann

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“I learned more in this two-day class than I did in my two-year master’s program.”
— Rochelle Juette, communications specialist, Washington Closure Hanford

One-day writing workshop

  • Learn tips and techniques for Reaching Readers Online in a customized, six-hour writing workshop.
  • Practice your new skills on your team’s own writing samples.
  • Continue learning after the workshop ends with a three-month membership to Rev Up Readership for up to 30 members of your team.
[Note: Discounted communication association workshops do not include customization or Rev Up Readership memberships.]

Two-day Master Class

In the crunch of writing headlines and meeting deadlines, it sometimes seems as if there’s not enough time to pause and consider how you’re doing. But in our two-day Master Class, your team members will get a chance to write, edit and rewrite; get and give feedback; and leave with a totally rewritten piece. In the process, they will:

  • Master the techniques they learn in the workshop by applying them immediately
  • Get feedback with specific ideas they can use to improve your work immediately
  • Gain valuable insights on their work from their peers and from Ann
  • Learn to analyze and improve each others’ writing — the best skill you can develop for improving your own work

Half-day seminar

Just have half a day? Let’s focus on Thinking Like a Friend, Fan and Follower, and Mastering the Art of the Online Storyteller.

Add writing guidelines

Want to make sure everyone’s on the same page with your new web writing techniques — including your approvers and reviewers? Let Ann develop customized writing guidelines, based on best practices, for your team. This is “the book” that lets everyone know, “Here’s how we write it around here.”

Your web writing guidelines will include before-and-after examples of your team’s own headlines, leads, links and other story elements. That means your team will not only find out what they need to tweak, but how Ann would tweak it.

Add templates

Ever wish you had annotated models and checklists for writing your online messages? Let us develop formulas, templates and examples to make your online communications more effective and less time-consuming.

Your team will walk away with fill-in-the-blanks outlines they can use to write your most common types of web pieces, whether they’re tipsheets, survey stories, HR stories, product releases, webpages, brochures — you name it. Plus, you’ll get before-and-after versions of your own web content illustrating each of the templates.

WWAD? Find out with this service.

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What grads say about Catch Your Readers

Rating: 4.8 – 30 reviews4.8-star rating
“Fantastic! Within 90 minutes I was applying the ideas Ann presented.”
— Jennifer Uschold, senior manager, Internal Communications, Direct Energy
“LOVED the recipes for different kinds of articles and focusing on the reader.”
– Megan Bultman, lead philanthropy consultant, Allstate
“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, manager, Internet Communications, Alberta Public Affairs Bureau
“Information many communicators don’t consider when writing for the web. Web writing is in a completely different animal than print writing, which is just one reason it’s crucial to stay up-to-date on new web-writing techniques!”
— Lynanne Feilen, director of publications, Medical Library Association


“Ann Wylie really knows her subject. Her ideas are clear. She gives real-world examples. Her information helped us review our own website — and look at our client’s sites with a fresh set of eyes.”
— John Hahn, director, Caugherty Hahn Communications, Inc.


“An information-rich, incredibly useful and practical hour on writing for the web. I’ve used this information to guide the writing of every page of our new site. Ann’s approach is research-based, easy to understand and makes writing for the web easier and more effective.”
— Kathryn M. Reith, APR, director of communications, Lake Washington School District


“Cool fresh stuff.”
— Brian Schultz, ITHR Communications, Progressive


“Ann offers her professional expertise and makes this seminar fresh. Whether you are new or seasoned in social media, you will appreciate her insights.”
— Meiling Starky, social media coordinator, Rock Church


“A great course for virtually every level of web writer, from beginner to expert.”
— Jill Stueck, corporate affairs director, AT&T


“A great way to take a step back from your own company and learn some new tricks and techniques to make your own website stand out.”
— Susan van Barneveld, APR, Antarra Communications


“Good tips and how-to’s for punching up your online content and getting the job done in fewer words.”
— Sara Stewart, account coordinator, Maxwell PR


“Simply life changing.”
— Jose Romero, product manager, Online Experience, Freescale Semiconductor


Ann Wylie's writing workshops photo

Catch Your Readers Hundreds of communicators have learned to get the word out at Ann Wylie’s Master Classes.

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“A semester’s worth of knowledge in a few hours.”
— Amy Kappler, communications specialist, Burgess and Niple


We recommend that every communication team start their training with Catch Your Readers. In this essential workshop, you’ll learn to use the bait your readers like — in print and online.

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“If I were to write a headline and deck for Ann’s workshop, it would go something like this … ‘West Point for Writers: How to win the war for readers’ minds.’”
— Jim Rink, media relations specialist, The Auto Club Group

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Wylie Communications
949 NW Overton, Ste. 1102
Portland, OR 97209

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