Get clicked, read, shared & liked
with webpages, blog posts and social media messages
“A semester’s worth of knowledge in a few hours.”
— Amy Kappler, communications specialist, Burgess and Niple
“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.”
Indeed. 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 I.Q. more than smoking weed!) In this environment, how do we Reach Readers Online?
In this web-writing workshop, your team will 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.
Specifically, you’ll learn to how to:
- Think Like a Friend, Fan, Follower or Visitor: Offer news you can use, and watch your reach and influence grow
- Master the Art Of the Online Storyteller: Make your web copy more creative
- Cut Through the Clutter Online: Overcome the obstacles of reading on the screen
- Lift Your Ideas Off the Screen: Communicate to nonreaders with headlines, links and other online display copy
- Get the Picture With Social Visual Communication: Reach audience members through images, infographics and Instagram
- Build Buzz Through Digital Storytelling: Engage followers and inspire them to share your stories with their networks
- Write For the Small Screen: Prepare your messages for mobility
- Help Readers Find You: Get discovered, read and shared with these content marketing strategies
Fee: $895-$1,195 | Early-bird discount deadline:
Dec. 15 Jan. 15
“Great step-by-step instructions on how to do it right.”
— Stacy Mayo, assistant account executive, Rhea + Kaiser
Day 1: Reach Readers Online with Ann Wylie
Think Like a Friend, Fan, Follower or Visitor
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 delivering information that helps readers solve their problems, too many web writers churn out web content that focus on “us and our stuff.” In this session, you’ll learn how to write webpages, blog posts 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.
- Create tipsheets, survey stories and case studies that almost write themselves with our fill-in-the-blanks templates and annotated examples.
Master the Art Of the Online Storyteller
Make your web copy more creative
What makes people share online messages? Interesting, entertaining and funny content tops the list, according to a study by Chadwick Martin Bailey.
In this session, you’ll learn to make your messages more interesting than cat videos and Kim Kardashian with techniques that make your audience laugh, cry and hit “send.” Specifically, you’ll learn how to:
- Tap The Awwwwww Factor — the No. 1 tool you can use for crafting messages that go viral.
- Steal from the FBI. Model the masters of online storytelling to write pieces that readers love to read.
- Craft an online story in three simple steps.
- Start with the snake or choose a lead that readers actually want to read. (And avoid the most common lead approach that’s guaranteed to turn them away.)
- Write in the V.O.B. Develop a voice for your online channels.
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 this workshop, you’ll learn a seven-step process for writing web copy that overcomes the obstacles of online reading. Specifically, you’ll learn how to:
- Boost usability by 124% with three simple copywriting steps
- Tweak your tweets — make the most of 144 characters
- Choose the right reading grade level for Twitter and Facebook
- Increase reading by hitting one key on your keyboard more often
- Avoid irritating your visitor by chopping instead of chunking
Lift Your Ideas Off the Screen
Reach nonreaders and draw readers in with microcontent
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 messages 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 two minutes — or even just 10 seconds — on your webpage
- Craft the piece of display copy that 95 percent of people read — but that many communicators drop
- Run a simple test on your message to ensure that you get the word out to skimmers
- Make your copy 47% more usable by adding a few simple elements
- Pass the Palm Test to make your message more reader friendly
Day 2: Get the Word Out On the web with Shel Holtz
Get the Picture With Social Visual Communication
Transformation happens before our very eyes: Consider the rise of images as a primary communication form. Not only do people consume online images more than online text (Instagram, Pinterest, Facebook, Tumblr and others), they also engage more with images than they do with text.
Fueled by the mobile web’s integration into everyday life, image communication has become part of the mix for most of Interbrand’s top 100 global brands. In this environment, communicators must know how to craft images that tell stories for audiences immersed in visual channels. In this session, you’ll learn how to:
- Make images a critical part of your content marketing
- Select images easier and faster by using six types of images
- Make sure each image serves at least one key purpose
- Tell your story in a compelling infographic or infoposter
- Reach millions of people who can’t get enough Vine and Instagram videos
Build Buzz With Digital Storytelling
Research shows: Customers in B2B and B2C worlds have no interest in being pitched through social media and digital channels. There are ways, however, to connect with audiences in compelling ways that keep them coming back for more while inspiring them to share their experiences with their own networks.
Telling stories is a timeless means of drawing audiences to your message. Now the digital space has opened the potential for new techniques that leave audiences buzzing. In this session, you’ll learn how to:
- Make the most of transmedia, as well as multimedia, communication
- Get employees to tell stories that customers and others will want to share
- Use free tools available from services like Google and LinkedIn to tell great stories
- Show your brand’s human side and breathe life into your CSR activities
- Increase reach on services like Facebook and Twitter with stories instead of pitches
Write For the Small Screen
The world is going mobile — fast. Today’s schoolchildren will be the first in decades to live without a computer. Their smart-phones, tablets and smart TVs will meet all of their digital, connectivity and computing needs.
Communicating via mobile is much more than shrinking webpages to fit smaller footprints. People behave drastically differently with mobile devices than with tethered computers. So how you write — even what you write — requires a new approach. In this session, you’ll learn:
- Why you must use a mobile-first strategy
- Which mobile behaviors will drive your mobile content strategy
- How to write for WhatsApp and WeChat and other increasingly popular text messaging services
- How — and why — to write for SnapChat and other ephemeral messaging services
- How to write content to be viewed on FlipBoard and other popular content-compilation apps
Help Readers Find You
Everybody’s talking about content marketing. Few, however, do it right. And many find themselves suffering what consultant Mark Schaefer refers to as “content shock” — that point at which the time and money it costs to get your content found will exceed the value you get from it.
But you don’t need deep pockets and high production values to overcome content shock. Make sure your audience finds your content, pays attention to it, engages with it and shares it with these content-marketing techniques. In this session, you’ll learn:
- Why you don’t need a bazillion likes to produce the results you want from your content
- How get the attention of early adopters by identifying and tapping into new apps and services
- How to make sure people can discover your content based on search criteria that really matter
- Why you should target just one person with low-cost social communications
- How to multiply the value of your content inventory by re-using it for customer service and other purposes
“Other writing coaches tell you what to do.
Ann shows you how.”
— Roberta Laughlin, vice president, Mutual Funds Marketing, Northern Trust
Shel Holtz is principal of Holtz Communication + Technology. There, he consults with organizations on how to communicate effectively online, with employees and with other stakeholders. Shel is an IABC Fellow, a Founding Research Fellow of the Society for New Communication Research and a Platinum Fellow of the Mayo Clinic Center for Social Media. He has written six books on communication and co-hosts the first and longest-running communication podcast, “For Immediate Release.” He consults with the International Monetary Fund, Robert Half International and Intuit, among other organizations.
Ann Wylie is president of Wylie Communications Inc., where she provides writing, training and consulting services to organization like Toyota, FedEx and LinkedIn. Her workshops take her from Hollywood to Helsinki, helping communicators in organizations like NASA, Nike and Nokia polish their skills and find new inspiration for their work. She’s earned 60 communication awards including two IABC Gold Quills. She is author of more than a dozen learning tools, including RevUpReadership.com, a toolbox for writers.
“Makes me want to go back and revise everything I’ve done in the past three years.”
— Blythe Campbell, director, Communications & Marketing, NANA Development Corp.
Meet me in Santa Fe
Each year, thousands of writers, artists and other creative folks visit Santa Fe for inspiration and ideas. Named one of just nine “Creative Cities” in the world by UNESCO, Santa Fe is home to Georgia O’Keefe, native craftsmen, world-class culinary artists — and our spring writing workshop.
Why not make a long weekend of it? With rooms at the historic La Fonda on the Plaza — Santa Fe’s oldest, best known hotel — going for just $119 a night, you might as well stay a whole week!
Bring your Valentine. I’m bringing mine!
For years, my husband and I have visited Santa Fe in February to celebrate Valentine’s Day and my birthday (Feb. 13, if you were wondering, and it just happens to be my chocolate birthday. Again. Every year. And yes, there will be cupcakes.)
I, for one, will be staying long after the workshop ends to get a soak and massage at Ten Thousand Waves, dine at Geronimo and Coyote Cafe, shop for turquoise at Governor’s Palace, ogle the collections at the Museum of International Folk Art and take a long, scenic hike on Sangre de Cristo Mountain. (Oh, who am I kidding? I’m more likely to get another massage than take a hike — but I will love breathing the fresh mountain air!)
Maybe we’ll run into each other!
“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
|Non-member||Rev Up Readership member|
|Single||Double||3 or more||Single||Double||3 or more|
- Two days of training with Shel Holtz and Ann Wylie
- Lunch each day (Please do let us know about your dietary issues and aversions when you register)
- Coffee and tea each morning
- Ann’s birthday cupcakes
- Workbook for capturing your ideas and insights
Save up to $300, earn bonuses.
- Save $100 when you register by
Dec. 15. Extended to Jan. 15.
- Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.)
- Save $100 each when you bring two or more colleagues.
- Save $50 each when you bring one colleague.
- Earn a free, four-month Rev Up Readership subscription (or extension, if you’re already a member) — a $100 value — if you’re one of the first 20 to register.
- Earn a free, four-month Rev Up Readership subscription (or extension, if you’re already a member) — a $100 value — when you refer a friend. [Please choose either the subscription bonus OR the group discount.]
- Get a room at the historic La Fonda Hotel for just $119 a night until Jan. 12 only. Call 800/523-5002, press 1, and let the hotel know you’re attending the Wylie Communications conference.
Do you have 10 or more colleagues who would benefit from training? Contact Ann to schedule a customized, in-house writing workshop.
Don’t miss your chance.
Our Master Classes sell out quickly. If you’re interested in attending, please act now.
You’ll receive confirmation of your registration by email. Please white-list Ann@WylieComm.com and firstname.lastname@example.org to make sure you receive your registration materials. If they don’t arrive within an hour of your registration, please contact us directly.
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 other 2015 workshops. No charge to transfer.
- Don’t cancel! But if you must, please cancel via email:
- By Dec. 12 to receive a full refund.
- By Jan. 12 to receive a 75% refund.
- Sorry, no refunds after Jan. 12.
What grads say about Get Clicked, Read, Shared & Liked
“Would recommend to anyone!”
— Kyle Ashinhurst, writer/editor, Vanguard
“Provided insight into an entire world of digital communication I didn’t know about. I walked away with a treasure chest of resources to help improve the quality of share ability of my digital content.”
— Lauren Creiman
“How to make content more inviting and readable.”
— Marci Huberty, senior specialist, Communications, Allianz
“By the time I left, I learned there are dozens more sites and opportunities for writing, sharing and exploring on the web than I ever imagined. I actually feel somehow tech-saved me.”
— Diane Majeski
“This workshop is packed with good information! I received a wealth of usable tips and techniques and we had cupcakes!”
— Diane Majeska, writer, University of Michigan
“It’s fantastic! Highly applicable and adoptable information.”
— Traci Augustosky, lead technical writer-editor, CDC
“Utilizing readability statistics was immediately helpful. I emailed my team on the break to start using this and have plans to start frequent analysis.”
— Veronica Gracia-Wing, associate strategist, Piper & Gold Public Relations
“Great stuff – so much to do back at the office!”
— Sherlyn Manson
“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
The historic La Fonda on the Plaza
The historic La Fonda on the Plaza is Santa Fe’s oldest, best-known hotel. Located in the heart of the city across from the 1887 St. Francis Cathedral Basilica, La Fonda has been delighting visitors since 1900. (Its recent renovation makes it that much more delightful!)
Now you can book a room at La Fonda for just $119 if you act by Jan. 12. Call 800/523-5002, press 1, and let the hotel know you’re attending the Wylie Communications conference.
Santa Fe, NM, 87501
“Ann’s research-based, practical approach to writing yields results for communicators in the most important way — influencing your audience.”
— Ken Muche, PR manager, Verizon Wireless
Keep up with class plans. Find supplementary readings, special deals and workshop updates on our writing workshop LinkedIn page.
“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
La Fonda Hotel
Santa Fe, New Mexico