Blog writing, email writing and web writing workshop
You’ve read the numbers. You know that more than half of your audience members are receiving your emails, visiting your webpages and engaging with your social media channels via their mobile devices, not their laptops.
Problem is … reading on a smartphone is as different from reading on the web as reading on the web is different from reading print. Reading your webpage on a mobile device is like reading War and Peace through a keyhole. It’s not easy to get the word out on a 3×6-inch screen.
“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, APR, manager, internet communications, Alberta Public Affairs Bureau
But in this three-in-one digital-writing workshop, you’ll learn best practices for overcoming the obstacles to reading on the screen when writing blog posts, emails or webpages.
- Email marketing writing
- Blog writing
- Web writing
(Just have one day? Choose the channel you’re most interested in.)
What you’ll learn
Whether you’re writing websites, blog posts, email newsletters or online marketing campaigns, you’ll learn how to:
- Get opened: Draw them into your email with “the envelope”
- Get to the point faster: Reach visitors on the first screen
- Think Like a Friend, Visitor or Recipient: Write copy that readers want to read
- Master the Temple Structure: It increases reading and sharing online
- Cut Through the Clutter Online: Because “short is too long for mobile”
- Lift Ideas Off the Screen: Reach nonreaders with display copy
- Get an Online Writing Workout With Wylie: Go from meh to masterpiece
Three days: You’ll learn all three channels in this Master Class with extra time for practice, perfection.
One hour or half day: Bring a keynote, breakout session or half-day workshop to your association chapter or conference. Choose an overview of either 1) Mobile writing; 2) Blog writing or 3) Email writing.
Draw them into your email with ‘the envelope’
Email recipients open just 32% of their emails. And unless they open your email, there’s not much chance that they’re reading your email. So how do you reach readers in their inboxes?
In this session, you will learn how to grab attention in the inbox to get your professional emails opened. Specifically, before you next write a formal email, learn how to:
- Go beyond the subject line. Before sending an email, make the most of the four key elements recipients consider before deciding whether to open your message — or to delete it without reading further.
- Craft the most overlooked element on your “envelope.” 24% of recipients check this before opening. Too often, senders forget to write it — or, worse, have never even heard of it.
- Avoid 3 common subject-line approaches that reduce opens. That trick you’re using to draw them in? It may be keeping them out.
- Write mobile subject lines. Chances are, yours is twice as long as the recommended benchmark.
“This workshop was extremely valuable. Even as writing director, I found great insights that I’ll be taking back with me and using on Day 1. Highly recommended!”
– Libby Waterbury, creative and copy director, Wellmark Blue Cross and Blue Shield
Get to the point faster
Web visitors spend most of their time above the fold
Web visitors spend 57% above the fold, or on the first screen of a webpage, according to Nielsen Norman Group research. They spend 74% on the first two screens.
But where’s the fold? Content that shows up above the fold on a 30-inch monitor can take as many as five screens on a smartphone.
So how can you reach visitors where their eyes are? In this session, you’ll learn to:
- Pass the 1-2-3-4 test to put your message where web visitors’ eyes are. Tip: Try this simple test on your smartphone for best results.
- Make it a mullet — and 4 more steps for writing effective web heads. (No. 5 is the most important thing you can do to improve the ROI of your site.)
- Make the most of the best-read element on your page. Most communicators drop it altogether.
- Steal headline-writing tips from the BBC — the source of the best news heads on the web.
“All writers of mobile content should attend.”
— Cean Burgeson, senior content creator, Whirlpool Corp.
Think Like a Friend, Visitor or Recipient
Write copy that readers want to read
It’s the secret of successful blogs, e-zines and content marketing pieces: Talking about yourself and your stuff works about as well on a blog post as it does at a cocktail party. But watch your online reach and influence grow when you start writing relevant, valuable, useful digital content.
Whether you’ve been WordPress blogging for years or are just now planning to start a blog, you’ll learn how to write a blog post, e-zine or intranet article or content marketing piece that gets the word out on the web. 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 good ideas they can use to live their lives better.
- Get more likes and shares with stories that better serve your audience.
- Tap the power of the most-retweeted word in the English language. And avoid the one topic nobody wants to read about.
“This workshop is especially effective for those of us who have been writing for a long time. Ann brings in the new research and new trends to keep us on our toes and to keep our writing strong and fresh.”
– Jean Kempe-Ware, owner, Kempe-Ware Public Relations
Master the Temple Structure
It increases reading and sharing online
Did you know that there’s a writing structure that that’s been proven in the lab to attract 300% more readers and 520% more reading, increase social media shares and boost understanding, engagement, interest, satisfaction and more?
In this session, you’ll learn how to get more people to read your blog, e-zine or webpage with this designed-for-the-web structure. Specifically, you’ll learn how to:
- Start your story with a bang with four types of online leads to try. Learn techniques you can steal from the fiction writers to write a good blog. (No, you won’t need a literary agent!)
- Fill in the blanks to the best tipsheet, survey story and case study you’ve ever written, using our easy templates and writing prompts.
- Avoid three leads that reduce online reading — including one that’s been proven in eyetracking studies to make people skip your first paragraph.
- Tap three secrets of successful subheads. This “may be the most important thing you do” to improve usability of your webpage, according to research by the Nielsen Norman Group.
“LOVED the recipes for different kinds of articles and focusing on the reader.”
– Megan Bultman, lead philanthropy consultant, Allstate
Cut Through the Clutter Online
Because “short is too long for mobile”
Did you know: It’s 48% harder to understand messages on a smartphone than on a laptop? People read 20% to 30% slower online? Attention spans on mobile devices are 50% shorter than on laptops?
In this environment, how do you avoid overwhelming mobile readers?
In this session, you’ll learn tips and tricks for writing readable emails, blog posts and webpages. Specifically, you’ll learn how to:
- Hit the right targets: What’s the most effective length of a blog post? A short story for your e-zine? A webpage? An online paragraph? A sentence? A word?
- Pass The 1-2-3-4-5 Rule for paragraphs that are easy to read on the small screen.
- Increase usability by 58% with one simple step.
- Make long webpages easier to read on a smartphone with three quick tips.
“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
Lift Ideas Off the Screen
Reach nonreaders with display copy
Even highly educated web visitors read, on average, just 20% of words on the page, according to a Nielsen Norman Group analysis of 50,000 page views of European computer scientists, psychologists, sociologists, engineers. The stats are even worse for blog posts and emails.
“People read paper,” says TJ Larkin, Larkin Communications Consulting. “They use the web.”
In this session, you’ll learn which words they’re reading, so you can put your key messages where their eyes are. Specifically, you’ll learn how to:
- 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 page, post or email by passing the Palm Test.
- Write better listicles with our 6-step list-writing makeover.
- Avoid getting your head cut off. What’s the right length for online headlines that don’t get cut off by email apps, social networks — or humans?
“Simply life changing!”
— Jose Romero, technical product manager, NXP Semiconductors
Get an Online Writing Workout With Wylie
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 get a great opportunity for reflection and improvement.
Bring your laptop and a story to work on. You’ll get 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.
I’m ready to learn to reach readers online and get the word out on the web! I’d like to:
- Book Ann for an in-house or association workshop.
- Register for Reach Readers Online, Ann’s three-day online writing workshop in Portland, Oregon, on July 24-26.
- Browse all writing workshops.
Questions? Contact Ann.