Writing Content That Clicks
How to deliver the
right message at the right time
to the right audiences.
New Dates Coming Soon!
- Do you think the noise is too
loud for you to break through?
- Do you freeze up when you have
to update your website or post on social media?
- Do you wonder where you should
not true that people aren't reading anymore.It's just that they graze through content and consume it in more formats
on more devices and in more places than ever before.How has this changed how we write?There's no room for artifice, embellishments
or dense paragraphs (usually).There are
no absolutes, but there are guidelines and best practices, and in this workshop
we'll explore the ones governing writing for the web.
this hands-on introductory workshop, we'll start where every good writer does:
with the audience.You'll learn how to write
for your readers and give them the information necessary to get them to engage
with your organization, product or idea.
for the web and social media is both art and science.You need laser focus on your mission and a
sense of confidence that you can express yourself clearly, quickly and
engagingly.Do you have a clear vision
of your visitors?Do you understand how
visiting your website is going to change their lives?Have you explored how your product and/or
service benefits address your customer's pain points?
a two-hour class discussion and two-hour group coaching session, this
introductory program will help you hone
in on your purpose and strategy, identify your USP (unique selling proposition
– yes, it's still relevant!), and create custom templates to keep you on track
for clearly expressing your value proposition, benefits and customer pain
talk about how writing for the web is unique, and how many nanoseconds you have
before someone clicks away.We'll look
at samples of writing that get attention, examine the role headlines and
subheads play, and how much time you should spend writing them.It takes time to write well, but you can make
every minute count when you focus on your mission, understand your brand, and
write with your visitor in mind.
- How writing for the web is
different from other forms of writing
- What people expect of you and
your brand in social media
- Uncovering your unique selling
- How to express products and
services as customer benefits
- Why headlines and subheads are so
- Tools to help you overcome web
workshop will equip you to:
what's most important to your reader
the right amount of time writing headlines and subheads
web copy with search engine optimization in mind
a clear picture of your reader when you write
- Be clear about your value
proposition, benefits and customer pain points
the workshop you will be able to:
your website with confidence and purpose
copy that attracts visitors and converts them into customers
home tools to help keep you focused and on track
- Businesspeople who know their
web copy could be better
- People who update their website
late at night, alone with popcorn
- Non-writers who have to write
for the web (since no one else will)
Jeanine Moss is a branding and marketing strategist who has also been a publisher,
journalist, media relations director, digital communicator, advertising
copywriter, media buyer, membership marketer, entrepreneur and strategic
communications advisor to the Undersecretary of Defense for Personnel &
Readiness. Moss is also the founder and president of Turning Point
Solutions, Inc., providing branding and marketing strategy, thought leadership
marketing, positioning and messaging and integrated marketing campaigns for
clients like Accenture, Hewlett-Packard, The September 11th Fund,
New York City, United Way, Lighthouse International, and other technology,
healthcare, association and non-profit organizations.