June 25, 2017

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 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

Catch Your Readers

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

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

Polish your skills at these Master Classes

Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for Master the Art of the Storyteller in Los Angeles: Ann Wylie's creative-writing workshop in Los Angeles on Feb. 23-24, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Las Vegas on March 22-23, 2017
Register for Cut Through the Clutter - Ann Wylie's Tight Writing workshop in Washington, D.C. on April 6-7, 2017
Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Chicago on May 18-19, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Boston on June 19-20, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Portland on July 27-28, 2017
Register for Cut Through the Clutter - Ann Wylie's tight-writing workshop in San Francisco on Aug, 17-18, 2017
Register for Master the Art of the Storyteller in New York: Ann Wylie's creative-writing workshop in New York on Sept. 25-26, 2017
Register for Catch Your Readers in Dallas: Ann Wylie's persuasive writing workshop in Dallas on Oct. 16-17
Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Kansas City on Nov. 16-17, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Miami on Dec. 11-12, 2017

Rather bring Ann in to train your whole team?

Catch Ann on the road

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.