Effective Writing for Corporate Communications (Full Day)
(Full Day Workshop)
Corporate communications tend to be about everything except what customers really want to hear. Great corporate communications engage your customers and make them want to engage with your brand. All too often, marketing collateral just speaks to an internal audience such as the product developers, engineers, or other powerful parties.
Compounding this, the way human beings process information is changing. Along the way, the “rules of grammar” seem to be falling by the wayside — and the attention span of our customers is becoming woefully brief. So how do you move toward a customer-centric voice, yet keep the “corporate” style your internal stakeholders adore?
We’ll address it all. You’ll learn about different styles and voices, dive into “speaking like your audience,” and explore the internal approval process that impacts the way you get approvals for this — or any — audience. You’ll see actual examples of how major corporations are addressing these issues and moving their communications to a more customer-friendly voice. Moreover, we’ll work specifically on some of your company needs, incorporating some of your recent or upcoming projects into the workshop. We’ll take what you already know and give you additional tools to stay in tune with your customers and markets and turn your “corporate communications” into meaningful “customer communications.”
Who Is This Workshop For?
As the new rules of messaging continue to evolve, everyone in your marketing group — from the actual writers to your marketers, strategists and senior management — need to understand how customers are engaging with brands and communicating about them. Equally important, everyone needs to learn the new rules of speaking to your customers.
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving employee alignment.
This workshop helps attendees improve marketing effectiveness by teaching them:
- How to put customer benefits in front of your message
- How to get more engagement with your marketing materials
- A clear understanding of the ways marketing communication is changing
- How to reduce inconsistencies in brand messaging
This workshop helps attendees increase marketing efficiency by teaching them:
- A better response to your internal and external communications
- How to receive positive feedback in the digisphere
- How to leverage messaging through retweets, reposts and social media buzz
This workshop helps attendees improve employee alignment and collaboration by teaching them:
- How to show all team members how to communicate in the same voice
- How to reduce the number of rewrites, revisions, and spontaneous “strategy discussions”
- How to get marketers and creatives aligned toward the same objectives
- Tools to win management approval of messaging in fewer rewrites
Steve Lance is a partner at PS Insights. His background as a copywriter and creative director includes a full range of advertising campaigns for such clients as SONY Entertainment, Crest Toothpaste, Citizen Watch, J&B Scotch, JIF Peanut Butter, Post Cereals, Verizon, Bell Atlantic, and Hyperion Solutions. He has been creative director of NBC and executive copywriter for numerous cable television networks including The Discovery Channel, TLC, Animal Planet, Discovery Communications, History Channel, National Geographic, and PBS.
Steve is a member of the ANA Faculty and a three-time Emmy Award winner. He is also co-author of The Little Blue Book of Advertising, The Little Blue Book of Marketing, and Breakthrough!. He has won Aurora Awards, Telly Awards, and MARC Awards for various advertising, marketing, web, and PR efforts. Steve also works for Habitat For Humanity and is a member of the advisory board of ShareTheCaregiving, Inc.