If you want to Catch Your Readers, you need to think like a reader. Then you need to use the bait your reader likes, not the bait you like …
In fact, some of the writing techniques communicators use every day are more likely to hurt than help your chances at getting the word out:
We write about
“us and our stuff.”
Our readers want to read about themselves and their needs.
We write thick, complicated messages.
Our readers are looking for information that’s easier to read.
We write for readers.
Our “readers” want to skim and scan.
So how can you write content that draws readers in and moves them to act?
How can you write messages that sell your products, services, programs and ideas?
In Ann Wylie’s persuasive-writing training, you’ll learn scientific, proven-in-the-lab techniques for getting people to pay attention to, understand, remember and act on your messages.
“I have been a journalist for 30 years, published more than 10,000 times, and I have learned more about writing in the past two days from Ann than I have in all that time. I so needed this!”
— Jim Masters
internal communications specialist,
Accenture
Agenda
for this persuasive-writing training
In this persuasive-writing training, you’ll learn to how to:
Think Like a Reader.
Write the message your readers want to read — not the message you wish they wanted to read. Walk away with a four-step strategy for drawing readers in and moving them to act.
Think Outside the Pyramid.
Master a structure that’s been proven in the lab to outperform the traditional news format. Grab readers’ attention, pull them through the piece and leave a lasting impression.
Cut Through the Clutter.
Make every piece you write easier to read and understand with techniques and targets based on 130 years of readability research. Leave with cool, free tools for measuring, monitoring and managing readability.
Reach Nonreaders With Words.
Even highly educated web visitors read fewer than 20% of the words on a webpage. So how do you reach “readers” who won’t read your paragraphs? Learn a system for getting the word out — even to flippers, skimmers and other nonreaders.
Outcomes from this persuasive-writing training
After this training, you and your team members will be able to:
Draw readers in with reader-centric messages.
Increase reading with livelier, more interesting content.
Boost understanding with clear, readable writing.
Get the word out — even to skimmers and other nonreaders.
Move readers to act with persuasive-writing techniques. (And every piece you write must be persuasive, even if you’re just persuading people to read it!)
Use proven-in-the-lab best practices vs. habitual, that’s-the-way-we’ve-always-done-it approaches.
“My mind was blown in the first hour.”
— Kelly Whitman
senior marketing specialist, Magna International
Persuasive-writing
training formats
Whether you have an hour or 10, you’ll find a training format that works for you.
|
Master Class Master Ann’s full system for content writing. |
Everything in this agenda | ✔︎ | ✔︎ | Five 2-hour sessions | Two 6-hour days |
|
Workshop Learn Ann’s full system for content writing. |
Everything in this agenda | ✔︎ | ✗ | Four 90-minute sessions | One 6-hour day |
|
Mini Master Class Master one topic. |
A single topic from this agenda | ✔︎ | ✔︎ | Two 90-minute sessions | Three-hour session, available at Ann’s full-day fee |
|
Webinar Learn one topic. |
A single topic from this agenda | ✔︎ | ✗ | One 90-minute session | 90-minute session, available at Ann’s full-day fee |
Add writing guidelines to any training
Get everyone on the same page with written checklists and guidelines — all customized with before-and-after examples of your team’s work.
Bonus
Your team will see during class “how Ann would have written it.”
About your persuasive-writing trainer
Ann Wylie, CSP, works with communicators who want to reach more readers and helps organizations that need to get the word out.
Her workshops take her from Hollywood to Helsinki, helping communicators in organizations like Coca-Cola, Toyota and NASA polish their skills and find new inspiration for their work.
She helps organizations like FedEx, Sprint and the Mayo Clinic launch or revitalize their communication channels and produce more engaging messages.
Before starting her writing-training firm, Ann worked as a PR professional in a boutique PR firm, produced an internationally-award-winning employee communication channel for Hallmark Cards and served as editor of an executive magazine.
Ann’s work has earned more than 60 awards, including two International Association of Business Communicators’ Gold Quills — the Pulitzer Prizes of business communications.
Learn new writing tricks, trends and techniques
81% of ‘readers’ don’t read
Are you
ready to
make your
readers
We can’t wait to work with you!