October 17, 2017

Writing For the Web and Mobile Workshop

Learn to reach readers online in this digital writing class

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

Writing for the mobile web: It’s not easy to get the word out on a 3.5-by-6.5-inch screen. In fact, reading your webpage on an iPhone can feel like reading War and Peace through a keyhole. And no wonder:

  • Reading on a mobile device cuts comprehension by 48%, according to University of Alberta research.
  • Visitors read 30-milliseconds-a-word slower on smartphones, says usability expert Jakob Nielsen.
  • But although mobile reading takes longer, people spend half the time on mobile sites as they do on desktops, according to a study by the Nielsen Norman Group.

In this environment, how do we reach readers online? Best practices for web and mobile copywriting can help. In fact, just 3 simple tweaks have been proven in the lab to boost usability more than 124%.

In this online writing workshop, you’ll learn to write webpages that draw mobile and desktop visitors to your site; help them read faster, remember more, understand better, find what they’re looking for and enjoy the experience enough to come back.

Save $100 when you register by Oct. 11 Nov. 11 – deadline extended.

Writing for the web and mobile - Ann Wylie's online writing workshop on Dec. 11-12, 2017 in Miami

Miami | Dec. 11-12

Agenda

“Other writing coaches tell you what to do. Ann shows you how.”
— Roberta Laughlin, vice president, mutual funds marketing, Northern Trust

Writing for Mobile Websites

Get the word out on the small screen

What’s annoying on a desktop can be overwhelming on a smartphone. In fact, there are 335 obstacles to reading on the small screen, according to the Nielsen Norman Group’s eyetracking research. Learn to get the word out on the small screen:

  • Pass the 1-2-3-4 test. Make sure mobile visitors can get your key messages from just 4 key elements on your webpage.
  • Cut the type of material that makes mobile visitors “visibly angry” with our red-pen, yellow-highlighter test.
  • Stop publishing a common story form that’s virtually unusable on a smartphone.
  • Get mobile visitors past the first screen with two simple tricks.
  • Get read on an iPad with our proven-in-the-lab tablet writing tips.

Reach Readers Online

Put your key points where web visitors’ eyes are

People devote 86% of their time and attention to the upper two-thirds of a mobile screen, according to a study by Briggsby. Learn to reach them where their eyes are:

  • Organize your webpage using the temple structure. Designed for the web, it’s the most effective way to help visitors find what they’re looking for online.
  • Choose from 5 types of web leads that work. And learn 3 common approaches to avoid.
  • Tear down obstacles to reading your webpage by passing The Palm Test.
  • Get found and clicked. Help Google and humans figure out what your piece is about with 6 quick tricks.
  • Pass the 80/20 test. Put your key messages where readers will be 84% more likely to find them.

Cut Through the Clutter Online

Make every webpage you write easy to read and understand

“Short is too long for mobile,” says king of usability Jakob Nielsen. Indeed, the longer your webpage gets, the less people read. Make your web copy brisk and clear even on a smartphone.

  • Make your webpage 58% more usable with one simple trick.
  • Hit the right targets. How long is too long for your webpage? Your mobile headlines? Your mobile paragraphs?
  • Stop cutting the No. 1 element that convinces visitors to do business with your organization. It’s usually the first thing to go in the editing process.
  • Make your webpage measurably easier to read with a cool, free tool that does everything but rewrite sentences for you.
  • Help people read faster, understand better and remember longer by making messages measurably more readable for mobile.

How to Write Web Headlines, Links & More

Reach skimmers and nonreaders with microcontent

Web visitors don’t read. They skim. Make sure skimmers get the gist of your webpage with microcontent that gets the word out.

  • Steal 4 tricks from the BBC for writing world-class web headlines.
  • Get the word out with bulleted lists with our 6-step list-writing makeover.
  • Stop writing the most common type of link. It reduces skimming, clicking and accessibility.
  • Pass the Goldilocks test. Make sure your links aren’t too long or too short.
  • Bust the myth of page view time. Help readers understand better, remember longer and enjoy your webpage more in half the time.

Get a writing workout

Take your message 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.

Don’t miss this opportunity to learn the latest best practices for getting the word out on mobile and traditional websites.

Save $100 when you register by Oct. 11 Nov. 11 – deadline extended.

Participants’ comments

“Simply life changing.”
— Jose Romero, technical product manager, NXP Semiconductors

 

“The article I rewrote in Ann’s Master Class got nearly three 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

 

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

 

“Ann Wylie really knows her subject. 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.

 

“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

 

“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

 

“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

 

“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

 

“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

 

“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

 

“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.

 

“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

 

“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

 

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

 

“Super powerful. Loved the pacing, images/illustrations, tools, techniques. Ann is a super dynamic teacher and presenter. It’s not easy keeping the energy and excitement going for a whole day, but she did it!”
— Eden Dabbs, communications and outreach representative, Portland Bureau of Planning and Sustainability

 

Instructor

Ann WylieAnn 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 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.

Images from past trainings

Ann Wylie's writing workshops photo

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 Miami

Atton Brickell Hotel

Location

Atton Brickell Hotel

1500 SW 1st Ave,
Miami, FL 33129

Hotels near the Master Class

Directions and parking information.

Please contact hotels directly for room rates and booking.

Daily schedule

8:15 a.m. Registration
9 a.m. Workshop begins
Noon Lunch
1 p.m. Workshop resumes
4 p.m. Workshop ends

Meals

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

Meet me in Miami

You know what you’re going to need in December: Some sun. Some sand. Some surf. Some stone crab. Some kinda frozen drink delivered to your cabana. A cabana. You are definitely going to need a cabana.

Meet me in Miami

Life’s a beach Hit the sand after our December Writing for the Web and Mobile Master Class. Image by haRee

Why not take your dead-of-winter, pre-holiday beach break on your boss’s dime? You can, when you join me for our Get Clicked Master Class in Miami.

After class, you can ogle the candy-colored Art Deco buildings on Ocean Drive, go people-gawking in South Beach, get your foodie fix in the Wynwood Arts District, return to the Gilded Age at Vizcaya Museum and Gardens — or just hit the beach.

Why not make a long weekend of it?

Fellow art geeks: If Miami Art Basel is on your bucket list, this is your chance to hit America’s largest international art fair and become, for a moment at least, the coolest person your friends know. Our Master Class commences on the Monday after the show.

Buy your Art Basel ticket now, and you’ll get invited to the parties. I can just see you now — sipping champagne, checking out the Basquiats, a warm breeze riffling the palm trees as the sun sets over the surf.

Join me. Not because you want it. Because you need it.

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
$256 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 Oct. 11 Nov. 11 – deadline extended.
  • 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 Oct. 11, to receive a full refund, minus a 20% handling fee.
    • by Nov. 11, to receive a 75% refund.
    • Sorry, no refunds after Nov. 11.

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 when you register by Oct. 11 Nov. 11 – deadline extended.
  • 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.

I booked my ticket without applying the discount code. Or I received the code after booking the ticket. Can I get a refund for the discount?

Sorry, but you need to apply the discount code when you purchase. We are not able to apply discounts after the fact.

I booked my individual ticket, and now I’m bringing colleagues.

Can I still get the group discount? Please email us, and we’ll send you a special discount code your colleagues can apply to get the discount.

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.

Can you you accommodate special needs (accessibility, nursing mothers, etc.)?

Yes, we will do everything we can to accommodate your request. Please contact us by email and let us know what you need.

Will you sell my personal information?

No. We never share personal information with other companies.

Do you have any advice on what to tell my boss about why I should attend this writing workshop?

Here is a draft letter that you can use to help convince your boss. Also attached is a one page fact-sheet about our workshop.


Save $100 when you register by Oct. 11 Nov. 11 – deadline extended.

Register now

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


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