If I’ve told you once …
The deck should expand on the headline, not repeat it
Your headline and deck — that one-sentence summary under your headline — are San Francisco real estate. Make sure each word does new work.
Don’t replicate yourself Don’t repeat words from the headline to the deck. Image by Morgan Wylie
So don’t repeat words from the headline in the deck.
That’s right: Not. One. Single. Word.
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“Every good title is a short story.”
— Russell Banks, American writer of fiction and poetry
Learn to write copy that moves people to act
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 the bag Learn to help readers 1) pay attention to your message, 2) understand it, 3) remember it and 4) act on it, with our tool bag of tricks Image by Cliff
Problem is, many of the techniques we’ve institutionalized in business communication writing are not the bait the reader likes. In fact, some of the standards in the corporate communicator’s repertoire are more likely to hinder than help your chances at getting the word out.
At Catch Your Readers — our two-day persuasive writing master class on March 22-23 in Las Vegas — we’ll debunk destructive writing myths. (You’re not still married to the inverted pyramid, are you?!) You’ll leave with scientific, proven-in-the-lab approaches for getting people to pay attention to, understand, remember and act on your messages.
Specifically, you’ll learn how to:
- Think Like a Reader: To move people to act, give them what they really want
- Go Beyond the Inverted Pyramid: Master a structure that’s been proven in the lab to reach more readers
- Cut Through the Clutter: Make every piece you write easier to read & understand
- Lift Ideas Off the Page: Draw readers in and reach nonreaders with display copy
- Get a writing workout with Wylie: Take your message from ‘meh’ to masterpiece when you practice your new skills on your own work
This is the only writing workshop we have planned in Las Vegas in 2017. Don’t miss out on your chance to Catch Your Readers in Vegas! Register now.
“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
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
Rather bring Ann in to train your whole team?
Save when you book a workshop while I’m in your neighborhood
Ask about piggybacking on my upcoming engagements in:
- Boston: June 19-20
- Chicago: May 18-19
- Dallas: Oct. 16-17
- Des Moines: Feb. 8
- Fresno, CA: Jan. 24
- Kansas City: Nov. 16-17
- Las Vegas: March 22-23
- Los Angeles: Feb. 23-24
- Miami: Dec. 11-12
- New York: Sept. 25-16
- Portland: July 27-28
- San Francisco: Aug. 17-18
- Washington, D.C.: April 6-7
Keep up with my calendar.