Think Like a Reader

To move people to act, give them what they really want


Availability
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Category: Techniques & Tactics

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.

If you want to reach readers, you need to write to and about your readers, not about “us and our stuff.”

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.)

In this webinar, 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.

Presenter

Ann Wylie, president, Wylie Communications

Photo of Ann Wylie Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.

Accreditation

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