November 19, 2017

Who’s ‘Me’?

You can’t write a WIIFM without the M

If you wanted to keep teens from smoking weed, what message might you communicate?

Who’s your reader?

Love is love is love is love … How do you keep the kids from smoking weed? Not by threatening their sex lives Image by Bart LaRue

One health organization, reports Guy Kawasaki in his book Enchantment, used the message that young people who smoked weed were five times more likely to engage in sex.

Have you ever met a 17-year-old football player? For that matter, have you ever met a 58-year-old writing coach?

Many humans — except perhaps for those who work for this one particular health organization — actually enjoy sex. I myself have met several people who feel their lives would be much less interesting without it.

Not to say that the five-times-less-sex message wouldn’t work on a different audience. If you were trying to convince parents, teachers or school board members to campaign against teen weed-smoking, then that data point might be compelling.

For most other audiences, though, the promise of five times more sex might just convince the most sober among us to wake and bake, nod off on the couch during all-day “I Love Lucy” marathons and come to surrounded by empty Cherries Garcia cartons.

And that’s the problem with this message: It has a WIIFM, or a “What’s in it for me?”

It just focuses on the wrong M…..

3 ways to put the M in the WIIFM >>>

Related stories

“Your reader is a narcissistic 2-year-old saying, ‘Me, me, me. What’s in it for me?’”
— Anonymous

Think Like a Reader

To move people to act, give them what they want

It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic. The reader is always the topic.

Catch Your Readers

Where’s the love button? Get more love when you focus messages in the reader’s best interest. Image by Jez Timms

Indeed, 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. Which is fine, as long as you’re talking to yourself.)

At Catch Your Readers — our two-day persuasive-writing master class on Nov. 16-17 in Kansas City — you’ll learn a four-step process for moving readers to act by giving them what they really want.

Specifically, you’ll learn how to:

  • Take advantage of the formula readers use to determine which messages to pay attention to (and which to toss).
  • Tap two rewards of reading you can use to boost audience interest in your message.
  • Answer the No. 1 question your reader is asking, regardless of your topic, medium or channel.
  • Make a two-minute perspective shift to focus your message on the value to readers — not on “us and our stuff.”
  • Use a three-letter word that magically makes your message more relevant to your readers.

Don’t miss your last chance to learn to Catch Your Readers in 2017.

“This was the best writing workshop I’ve ever taken. It was packed with best practices backed up by research.”
— Liz Carmack, senior communications specialist, Texas Association of Counties

Book Ann now and save

Lock in this year’s fees for next quarter’s programs

Because of increasing demand for my training, I’ll be increasing my fees for in-house workshops on Jan. 2. But now, for a limited time, you can lock in 2017 fees for first quarter 2018 programs.

Happy New Year!

Happy New Year! New year, new fees — but not if you lock in my 2017 fees for your first quarter 2018 workshops. Image by Brooke Lark

To lock in this year’s fees for next year’s January, February and March workshops, you’ll need to complete booking (that is, get a signed contract and deposit to me) by Dec. 31. To book a program, contact me directly.

I look forward to working with you next year!


Polish your skills

Learn to Catch Your Readers and more at these Master Classes

Register for Catch Your Readers in Kansas City: Ann Wylie’s persuasive-writing workshop in Kansas City on Nov. 16-17, 2017

Last chance in 2017!
Kansas City | Nov. 16-17

Register for Write For The Web and Mobile: Ann Wylie’s online-writing workshop in Miami on Dec. 11-12, 2017

NEW!
Miami | Dec. 11-12

Register for Get Clicked, Read, Shared & Liked - Ann Wylie's social media-writing workshop on Feb. 6-7, 2018 in Los Angeles

Only chance in 2018!
Los Angeles | Feb. 6-7, 2018

Register for NOT Your Father’s News Release - Ann Wylie's PR-writing workshop on March 19-20, 2018 in Santa Fe

 
Santa Fe | March 19-20, 2018

Register for Cut Through the Clutter - Ann Wylie's concise-writing workshop on April 17-18, 2018 in New York

Only chance in 2018!
New York | April 17-18, 2018

Register for Master the Art of the Storyteller - Ann Wylie's creative-writing workshop on July 25-26, 2018 in Portland

Only chance in 2018!
Portland | July 25-26, 2018

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:

  • Atlanta: Nov. 13-14, 2017 & Sept. 10-11, 2018
  • Chicago: June 12-13, 2018
  • Dallas: Oct. 2-3, 2018
  • Denver: May 1-2, 2018
  • Kansas City: Nov. 16-17
  • Los Angeles: Feb. 6-7, 2018
  • Miami: Dec. 11-12
  • New York: April 17-18, 2018
  • Portland: July 25-26, 2018
  • Santa Fe: March 19-20, 2018
  • Washington, DC: Nov. 7-8, 2018

Keep up with my calendar.

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