Events:
Ann Wylie Writing Workshop

When: Tuesday, March 13, 2012, 8:00 a.m. to 5:00 p.m.

Where: SAS world headquarters, SAS Campus Dr., Cary, NC (Learn more about SAS.)

Directions: http://www.sas.com/contact/map.html

The IABC Triangle Chapter is proud to bring renowned communications specialist Ann Wylie to the Raleigh area. Wylie will present a full-day writing workshop on Tuesday, March 13, at the SAS Campus in Cary.

Her program will focus on business communication and web writing and is ideal for anyone responsible for crafting communications and marketing messages.

Register now: https://www.123signup.com/event?id=cpnpn

Workshop rates:
$150 for members
$195 for non-members
$100 for students

Registration is limited. Last day to sign up is March 6. No registrations will be taken after that date or at the door.

*Please note that all food and beverage is included in the cost of registration.

Module Details

Think Like a Reader
Move audience members to act

The secret to writing to persuade is to position your messages in your audience’s best interests. (Most communicators position their messages in their organization’s best interests.) In this session, you’ll learn a four-step process for making your message — and your organization — more relevant, valuable and rewarding to your audience. Specifically, you’ll learn:

• The formula people use to determine which messages to pay attention to
• Two rewards you can use to boost audience interest in your message
• The No. 1 question to answer on your reader’s behalf
• A two-minute perspective shift that focuses your message on the value to the audience
• A simple translation process that pushes audience benefits to the top of your message
• A three-letter word to use to make your message more relevant to your audience

Cut Through the Clutter
Make every piece you write easier to read and understand

Is your copy easy to read? According to communication experts, that’s one of the two key questions people ask to determine whether to read a piece — or toss it.

Fortunately, academics have tested and quantified what makes copy easy to read. Unfortunately, that research virtually never makes it out of the ivory tower and into the hands of writers who could actually apply it. But you’ll leave this session with “the numbers” you need to measurably improve your copy’s readability. Specifically, you’ll learn:

• How long is too long: For your paragraphs? Your sentences? Your words?
• Three ways to shorten your copy — and which is the most effective way
• How to cut your copy before you’ve even written the first word
• How to avoid causing your reader to skip your paragraphs
• A tool you can use (you probably already have it, but you might not know it) to quantifiably improve your copy’s readability
• A seven-step system for making your copy clearer and more concise

Write for the Web
How to write Web pages, blog posts and status updates that overcome the obstacles of reading on the screen

When reading on the screen, your audience members suffer physical ailments ranging from double vision to nausea to difficulty thinking. No wonder people avoid reading online! In this workshop, you’ll learn a six-step process for writing Web copy that overcomes the obstacles of online reading. Specifically, you’ll learn how to:

• Increase the usability of your copy by 124 percent with three simple steps
• Create Web copy that works with, not against, readers’ natural online reading habits
• Run a quick test to make sure your copy gets to the point fast enough
• Determine how long your Web page should be. (Beware: Many page-length recommendations are based on outdated research)
• Apply the 30-3-30-3 rule to give online readers what they’re looking for
• Chunk your copy instead of irritating the reader by chopping it
• Develop a voice for your online communications

SAS Executive Briefing Center
The workshop will be held in the brand new SAS Executive Briefing Center. You will benefit from state-of-the-art technology and comfort during this full-day event. Amenities include space and power for personal laptops, stadium style seating in ergonomic chairs, individual microphones at each chair to make it easier to ask questions and three large screens for easy viewing. To learn more, visit the SAS website.


Thanks to our sponsors!