As a corporate communicator, you write web content and newsletters and marketing materials and social media and back again.
Sometimes, in a morning.
But are you sure what you’re writing is truly communicating, in each medium, on every subject and to every audience?
Jeff Herrington will show you how to make that happen.
This is the only workshop that grounds professional communicators in the revolution that’s recently changed how readers really access and absorb content. And the only one that teaches you the new ground rules that will help your writing succeed—regardless of who you’re writing for or what you’re writing about.
Over three consecutive days, in just 90 minutes per day—and without leaving your office.
001 -- Responding to the Reader Revolution (Tuesday, March 10, 2020)
Your audiences no longer read content. They hopscotch through it. They don’t access it from their desk, they access it from a train platform, shared-ride vehicle or in their kitchen while making oatmeal.
And, they are more likely to see it on the screen of a smart phone than the screen of any desktop, laptop or tablet.
This session will help you gauge whether your organization is acknowledging the revolution in reading that has taken place. Or, producing content one needs a machete (and a huge amount of patience) to hack through.
You’ll learn how:
- The revolution has dramatically altered people’s reading patterns—and how writers need to respond
- Some companies have ridden that revolution while others are ignoring it ever took place
- The definition of ‘Getting to the Point’ has changed—and what you must do about it
002 -- Serving the Highly Distracted Reader (Wednesday, March 11, 2020)
Many organizations continue to produce sentences longer than the Mississippi River and paragraphs deeper than Great Bear Lake.
This session will equip you with an understanding of how too much text leads to far less readership. As well as a set of tools that ensure your content comes across as accessible, not insurmountable.
- The new guidelines for effective sentences (and how to write them)
- The new guidelines for effective paragraphs (and how to construct them)
The difference between subheads that pull readers along and those that push them away
003 -- Making Our Writing More Appealing (Thursday, March 12, 2020)
Who cares that our content’s more functional, if it’s also drier than week-old cornbread?
In this session, you’ll master several secrets top writers use to both capture their reader’s attention and retain it. They include:
- Choosing powerful vocabulary
- Offering similes and metaphors your readers can relate to
- Identifying and using memorable direct quotes
- Emphasizing humans over objects and concepts
Decent writers think they can improve their craft. Good writers know they can.
At only $595—and with no travel expenses or time out of the office—“How to Write Everything (The Webinar)” is the most convenient and economical way to get better.
Register Yourself, Register Your Colleagues, Register Your Whole Staff
The Professional Speechwriters Association believes that “How to Write EVERYTHING (The Webinar)” ought to be standard professional development for every communication department. That's why we offer a standing four-for-the-price-of-three group rate. To take advantage, contact Benjamine Knight at email@example.com.
Meet Jeff Herrington
Jeff Herrington has traveled to more than 45 countries on five continents as a writer for the internal and external publications of IBM, AT&T, Whirlpool, Baxter Healthcare and John Deere, among many other companies.
He has written and overhauled websites, directed social media activities, crafted communication campaigns and created award-winning content for many of the largest organizations in the world. In top-rated sessions at industry conferences and intimate workshops around the world, Jeff has taught thousands of communicators how to write for every corporate medium.
Communication managers who have brought Jeff into their organizations have thanked him for the "rave reviews" of their colleagues, praised his workshops as "phenomenal" and "fun and informative" and called them "the inspiration for our success." A communicator who recently had him teach her whole staff said, “My colleagues who attended raved about him, and I’m already hearing our team reference and repeat the mantras he taught us.”