May 24, 2017

Get Clicked, Read, Shared & Liked in Portland

Learn to write webpages, blog posts and social media messages that reach readers online in this digital-writing workshop

“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, manager, internet communications, Alberta Public Affairs Bureau

Online, constant problem-solving (to click or not to click?) and divided attention (you’ve got mail!) lead to cognitive overload. (One researcher even found that reading on the screen temporarily lowers your IQ more than smoking weed!)

“Try reading a book while doing a crossword puzzle,” writes Nicholas G. Carr, Pulitzer Prize-winning author of The Shallows: What the Internet Is Doing to Our Brains. “That’s the intellectual environment of the internet.”

So, in this environment, how do we reach readers online?

In this online-writing workshop, you’ll learn techniques for overcoming the obstacles of reading on the screen to get the word out on the web, in social media and via content marketing.

Save $100 when you register by May 27

IABC Oregon-Columbia logo

Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop on July 27-28, 2017 in Portland

Portland | July 27-28

Agenda

“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

Offer news you can use, and watch your reach and influence grow

“Our readers don’t want to read stories,” writes Brian J. O’Conner, editor at Bankrate.com. “What they really want is a big button they can push that says, ‘Solve my problem.’ It’s up to us to be that button.”

Sadly, instead of helping readers solve their problems, too many digital writers churn out content that focuses on “us and our stuff” — not on the reader and the reader’s needs.

But offer news you can use to live your life better, and you’ll see your online reach and influence grow.

In this session, you’ll learn how to write webpages, blog posts, email messages and social media status updates that grab and keep reader interest with relevant, valuable, helpful information.

Specifically, you’ll learn how to:

  • Find the right story — and craft the best story angle — for webpages, 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

Get our fill-in-the-blanks templates for tipsheets, survey stories and more

You wouldn’t let some 1860s-era technology stink up your webpages, blog posts and content marketing pieces, would you? Yet every day, communicators let a 150-year-old story structure stink up their online messages.

This structure — invented for the telegraph wire, just to give you an idea of how current it is — has been proven in the lab again and again to reduce reading, sharing, engagement, understanding and more.

But there is another option — a different, newer structure that’s been shown to grab readers’ attention, pull them through the piece and leave a lasting impression.

In this session, you’ll master the more-effective story structure — and walk away with templates and recipes for crafting content marketing pieces that almost write themselves.

Specifically, you’ll learn how to:

  • Fill in the blanks to the best survey story you’ve ever written, using our easy “recipe.”
  • Use a simple template for crafting a tipsheet that almost writes itself.
  • Model the masters to a great case study: It’s easy with our annotated example.
  • Write leads that drag readers into your piece with our checklist of three elements of a great lead — and seven types of leads to avoid.
  • End with a bang, not a whimper by using our three-step test.

Cut Through the Clutter Online

Overcome the obstacles of reading on the screen

When reading on the screen, your audience members suffer physical ailments ranging from double vision to nausea to difficulty thinking.

No wonder people avoid reading online!

In fact, shelves buckle under the weight of usability research showing that the longer your webpage is, the less of it your visitors read. That the lower your Facebook and Twitter readability scores, the less sharing you’ll see. That the more hyperbole you pack into your paragraphs, the less people will understand, remember and enjoy your message.

In this session, you’ll learn a six-step process for writing web copy that overcomes the obstacles of reading on the screen to get the word out online.

Specifically, you’ll learn how to:

  • Bash the myth of page view time. Help readers understand better, remember more and feel more satisfied about reading your message when you make it easier for them to get what they want quickly and move on.
  • Get visitors to read more of your webpage 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.
  • Boost usability by 27% by cutting one simple element from your message.
  • Increase sharing when you target the right reading grade level for Twitter and Facebook.

Lift Ideas Off the Screen

Draw visitors in, increase open rates — even reach nonreaders — with microcontent

Jakob Neilsen once wrote an article called “How Users Read on the Web.” The first paragraph: “They don’t.” Instead, he says, they skim.

Indeed, in one analysis of page views by computer scientists, engineers and other highly educated professionals, Nielsen found that web visitors read only about 20% of the words on the average webpage.

The rest they skim, getting information from the microcontent — web heads, subject lines and links, for instance.

So why not put your messages where your readers really are: in the microcontent?

In this session, you’ll learn how to use your microcontent to draw readers into your online message; make your emails, blog posts and webpages more inviting; and get the word out to nonreaders.

Specifically, you’ll learn how to:

  • Take advantage of the No. 1 element people read on a webpage. (Most communicators drop it altogether.)
  • Make your message 124% more usable in three simple steps.
  • Optimize web heads for humans as well as for Google. Increase your chances of getting found and read.
  • Write subject lines that get your emails opened. Plus: How long to make subject lines for mobile users.
  • Pass the Goldilocks test. Learn to write links that aren’t too short or too long but just right.

Get an online writing workout with Wylie

Take your blog post, webpage or status update from ‘meh’ to masterpiece when you practice your new skills on your own work

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 get a great opportunity for reflection and improvement.

Bring your laptop and a story to work on. We’ll give you a chance to write and rewrite, get and give feedback, and leave with a totally rewritten piece.

In these practice sessions, you’ll:

  • Master the techniques you learn in the workshop by applying them immediately. (That’s how we put the “Master” in the Master Class!)
  • Gain valuable insights on your work from your peers and from Ann.
  • Learn to analyze and improve others’ writing — the best skill you can develop for editing others or improving your own work.

Participants’ comments

“Great – a must! High“This is my first workshop, but have been to two of your other presentations. I love how much you are so “into” this stuff. Your excitement is contagious! I’ve learned solid tips for changing up how we do things, and really appreciate that. Thanks!”
– Sharon Loudon, editor/digital content specialist, Bryan Medical Center

 

“I love how interactive it was and that we went through real-life examples of others’ work.”
– Elyssa Bernstein, communications specialist, Commonwealth Partnerships

 

“Wonderful! Loved the focus on data. This is the first class I’ve taken in which I’m likely to review my notes.”
– Caroline Kipp, senior community relations specialist, Town of Castle Rock

 

“A wealth of knowledge presented in a relatable way. The information about how people read and process information (or don’t!) will help me make the case to leaders and communicators who are reluctant to change.”
– Wendy Sauvageot, communications lead, Internal Communications, Department of Defense

 

“This was the best writing workshop I’ve ever taken. It was packed with best practices backed up by research.”
– Liz Carmack, senior communications specialist, Texas Association of Counties

 

More participant comments
“Awesome! I was feeling burnt-out when I arrived. Thanks for reviving me!”
– Dora McAlpin, senior editor, Department of Defense

 

“I found the research shared extremely valuable because it helps me to make my case at work for shorter online copy. The templates are also very useful because they’ll save me time and help me to keep my content focused and structured.”
– Gordana Goudie, communications officer, Georgia Tech Professional Education

 

“I love it! There was so much knowledge packed into two days. I can’t wait to take my learnings back to my company.”
– Dan Kimball, social media manager, re:group, inc.

 

“This workshop was great! I feel like I’m equipped with better tools to be an effective writer on all my projects moving forward.”
– Courtney Frappier, senior account executive, RED PR

 

“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, manager, Internet Communications, Alberta Public Affairs Bureau

 

Instructor

Ann WylieAnn Wylie runs a training, editing and consulting firm called Wylie Communications. There, 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 and to organizations like NASA, Nike and Nokia. She has earned more than 60 awards, including two IABC Gold Quills, for her communications.

Location & accommodations

“Makes me want to go back and revise everything I’ve done in the past three years.”
— Blythe Campbell, director, communications and marketing, NANA Development Corp.
Meet me in Portland

Meet me in Portland

Location

Billy Frank Jr. Conference Center

Ecotrust, The Natural Capital Center
721 NW 9th Ave #200
Portland, OR 97209


Directions, Maps and parking information

Hotels near the Master Class

Please contact hotels directly for room rates and booking.

Daily schedule

8 a.m. Registration
9 a.m. Workshop begins
12 p.m. Lunch break
1 p.m. Workshop resumes
4 p.m. Workshop ends

Meals

Your ticket includes morning coffee and tea, lunch and afternoon refreshments.

Fees

“Absolutely the best money I’ve ever spent. I learned more about writing for my audience from Ann in one day than I have in any other seminar.”
— Carie Behounek, marketing communications coordinator, COPIC Companies
Silver
$1,195
Gold
$1,295
Save $100+
Platinum
$1,395
Save $300+
Diamond
$1,795
Save $700+
Training, lunches, workbook
$275 worth of learning tools for $100
$297 subscription to Rev Up Readership for $100 more
30-minute one-on-one phone consult with Ann ($500 value)

Discounts

  • Save $100 when you register by May 27.
  • Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.)
  • Save $100 each when you bring two or more colleagues. (Big group? If you have 10 or more colleagues who would benefit from training, contact Ann to schedule a customized, in-house writing workshop.)
  • Save $50 each when you bring one colleague.

Payment policy

Your registration is not complete until you have paid in full. If your company requires an invoice, please use either the printable invoice or the email confirmation you will receive. Both will include the details of the workshop, including the dates and the workshop fee.

Payment methods

You may pay by credit card or check.
Amex, Mastercard and VIsa credit cards accepted

Cancellations/substitutions

Can’t make it?

  • Send a colleague. We’ll miss you! But please feel free to send a friend in your place. No charge for substitutions.
  • Transfer to a different Master Class. Choose one of our upcoming workshops. No charge to transfer.
  • Don’t cancel! But if you must, please cancel via email:
    • By May 27, to receive a full refund, minus a 20% handling fee.
    • By June 27, to receive a 75% refund.
    • Sorry, no refunds after June 27.

Course cancellations

We reserve the right to cancel workshops. If we do, we will apply your registration fee to another workshop or refund your fee. But we will not be responsible for any additional costs you have incurred, such as airfare or travel expenses.

Confirmation

You’ll receive confirmation of your registration by email. Please white-list Ann@WylieComm.com and orders@eventbrite.com to make sure you receive your registration materials. If they don’t arrive within an hour of your registration, please contact us directly.

Don’t miss your chance.

Our Master Classes sell out quickly. If you’re interested in attending, please act now.

FAQ

Frequently asked questions

May I pay by check or purchase order?
Yes, please contact us at Ann@WylieComm.com. Let us know how many and what type of tickets you need, attendee details and your preferred payment method. We will issue an invoice or purchase order if you need one.

Do you offer any discounts?
We have no doubt that the Master Class will be the best money you invest this year on your professional development. But here are six ways to reduce that investment or boost your return on it:

  • Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.) Save $100 if you’re a PRSA member. (Join PRSA.) Click “Enter promotional code” and enter your promo code.
  • Save $100 each when you bring two or more colleagues. (Big group? If you have 10 or more colleagues who would benefit from training, contact Ann to schedule a customized, in-house writing workshop.)
  • Save $50 each when you bring one colleague.

Should I bring a laptop?
Yes, please bring one. You’ll need it to edit your work and get feedback from your peers and Ann.

Should I bring my writing sample to the workshop?
Yes, please bring your writing samples to the workshop. You’ll write, rewrite and edit and leave with a totally rewritten piece.

How do I contact you?
Please email us at Ann@WylieComm.com.

May I update my registration information?
Yes. Please go to Eventbrite and update your registration information and dietary information.

Should I bring my printed ticket to the workshop?
Yes, please bring a copy of the ticket to the workshop.

What is the dress code for the workshop
Business casual.

Do you accommodate special dietary preferences?
Please specify your dietary preference when you register.

Will you sell my personal information?
No. We never share personal information with other companies.

Questions? Ann@WylieComm.com; +1 (503) 954-2289.


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