August 19, 2017

Move from event to impact

Focus news stories on MOI

Screenwriter Nora Ephron long remembered the first day of her high school journalism class.

Move from event to impact

Me, myself and I Your reader’s favorite topic is the same as yours: myself. So focus your message on the reader and the reader’s needs. Image by Ben Raynal

Ephron’s teacher announced the first assignment: to write the lead for a story to appear in the student newspaper. He told them the facts:

“Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a colloquium in new teaching methods. Among the speakers will be anthropologist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund ‘Pat’ Brown.”

Ephron and the other budding journalists condensed the who, what, when, where and why of the story into a single sentence: “Governor Pat Brown, Margaret Mead, and Robert Maynard Hutchins will address the Beverly Hills High School faculty Thursday in Sacramento …”

The teacher reviewed the leads, then paused for a moment.

“The lead for this story,” he said, “is …

Read full article >

“IAMS: It’s About Me, Stupid.”
— BuzzWhack

Change your perspective

Pass the MOI test

Want to reach more readers? Make like Miss Piggy, and write about MOI — that is, focus on “My Own Interests,” from the reader’s perspective.

Pass the MOI test

MOI, and MOI alone Want to reach more readers? Position your message in the readers’ best interest. Image by Ben Raynal

The secret to reaching readers is to position your messages in your audience’s best interests. (Most communicators position their messages in their organization’s best interests.)

At Catch Your Readers — a two-day writing Master Class on April 20-21 in Atlanta — you’ll learn how a four-step process for making your message more relevant, valuable and rewarding to your audience.

You’ll find out the formula people use to determine which messages to pay attention to. You’ll discover two rewards you can use to boost audience interest in your message. And you’ll walk away with a two-minute perspective shift that focuses your message on the value to the audience.

Our early bird tickets for this workshop are long gone. But you can still nab a seat — and save up to $100 each if you bring a friend or two.

Don’t miss out. Register now.

Register now

“Excellent — I wish I had attended years ago!”
— Christina Cox, senior copywriter, Saint-Gobain

Polish your skills at our 2016 Master Classes

Learn to Catch Your Readers, Get Clicked, Cut Through the Clutter and more

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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:

  • Atlanta: April 20-21
  • Bloomington, Indiana: April 5
  • Chicago: May 11-12
  • Englewood, Colorado: March 16-17
  • Houston: Nov. 2-3
  • New York: Sept. 28-29
  • New Orleans: June 6-8
  • Portland: July 27-28
  • Raleigh, North Carolina: May 3-4
  • San Diego: June 28-29

Keep up with my calendar.