Write for Wow! - for Event Ensemble
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Key tips for punching up written marketing through stories and compelling words
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Write for Wow! - for Event Ensemble
- 1. Hello, I’m Ann Videan… Book shepherd, author, editor, illustrator, composer A professional writer since 1981 Author: Rhythms & Muse Song of the Ocarina Enchanted Faerie Portals Owned award-winning firm, vIDEAn Unlimited, LLC, since 1996 Editor: for corporate, publishers, & 50+ client books Co-owner Absolutely Wild! Enchanted Faerie Portals & Other Whimsy—inspired by Fae characters in Song of the Ocarina Other career highlights: 2007 – Selected by peers for the Public Relations Society of America's top honor: the PERCY Award 2005 – Selected by national panel for Crown Jewel Award: top U.S. home-based business 2004 – Served as catalyst to reintroduce white rhinos to the Phoenix Zoo. 1996 – Enticed 15,000 extras to Sun Devil Stadium in Tempe, AZ, to film football movie scenes for Jerry Maguire
- 2. Write to engage. A MARKETING EDITOR’S TOP TIPS TO COMPEL CUSTOMERS INTO ACTION
- 3. Connect Emotionally Tell relatable stories
- 4. Sell a dream The 5 Why’s to determine the dream you sell
- 5. Write for interaction Always ask for action Ask a question. Request a comment. Suggest they share. Ask for referrals.
- 6. Capture feedback Use Wow! customer moments in your marketing Capture any input: - Feedback - Comments - Experiences - Reactions
- 7. Choose compelling words Use active VERBS Inactive/"to be" verbs = is, was, has, have, be, been Active verbs = jump, withered, embraces, sobs Inactive: The groom’s eyes were teary as his fiancé was walking down the aisle. Active: The groom’s eyes overflowed with joyful tears as his fiancé stepped slowly toward him.
- 8. Choose compelling words Use active VOICE Passive voice often uses inactive verbs followed by words ending in “-ed” or “-ing” Start sentences with the subject and use an active verb to describe what the subject does. Passive voice = is jumping, are shouting, have enticed Active voice = jumps, shout, enticed Passive: The song was mesmerizing to the bride. Active: The song mesmerized the bride.
- 9. Write concisely Remove unneeded words: that, then, as if, seem No: I hope that you won’t smash the cake in my face. Yes: I hope you won’t smash the cake in my face.
- 10. Learn more… Tempe Public Library Sat., Sept. 22, 2018 9:30 –11:30 a.m. My Words Jump Off The Page! Award-winning editor, Ann Videan, will help you discover her top editor tips to build visual imagery and emotion, which subliminally entice readers into your story or message.
- 11. Ask for support Words.Music.Village blog: http://ANVidean.com Ann Videan ann@annvidean.com 602.769.8316
Editor's Notes
- OPENING SCREEN DURING INTRO
- Today, the topic is how to enhance your written marketing THE key techniques you can use to connect with and wow potential customers
- The reason people take action is because they feel emotion You’re more likely to get a customer if you connect with their emotions You can’t write compelling copy for your marketing until you understand how to do that Best way for humans to connect = stories So, tell a story about you, about your customers, about your service/product Share your inspiration, a happy customer experience, the dream you sell LONG: Here’s what I tell my author clients about my experience and what I do can do to inspire and help them… B2TF box of books and the feeling of receiving one SHORT: Here’s a customer success story… One marketing piece, published in SF newspaper Written to connect with certain type of client result: $1M client Think about what you can do to connect with your clients
- Sometimes you don’t know what story to tell What focus or words do you use to connect with people? Start with the dream you’re selling to customers… something to wow them The 5 Why’s Use this as the foundation of all of your marketing. So, I write. You bake, entertain, serve, photograph… In your marketing, show how customers benefit from this dream Once you have your BIG PICTURE frame work to emotionally attach customers, you can focus on some specifics Let’s talk about FIVE writing ideas to help you make your story create vibrant mental pictures and make connections
- Whatever story you tell, always ask for an action After B2TF story, I tell authors I can help them reach their dream box of books All they have to do is contact me: consult, editing, publishing
- Anytime you receive feedback, especially if someone was wowed, you can use it in your marketing But you have to capture it and use it That’s one reason interactivity is so important Better to have 3rd party endorsement
- The way we talk is inactive The way we should write is active, to create visual images and make what you say more poignant Related to this…
- To take the active verbs one step farther, use active VOICE Just more clear and creates direct mental pictures
- Taking out unnecessary words seems ridiculous, but subliminally, people will react better emotionally When it’s not bogged down with boring words, the joy pops out in the writing • Tell stories • Base those stories in the framework of a dream you sell • Make everything interactive • Ask for action and gather the feedback • Use active verbs • Write in active voice •Take out unnecessary words, especially ”that” Next step is for you to apply this Follow through by getting more information.
- If you want more details on how to do these things Workshop at TPL on Sept. 22 Geared to authors, but much of it can apply to marketing writing, too
- Remember, I told you, I ask for the action? Contact me for FaceTime. I do Book Shepherding consulting Deal $50 ($100 value) for workshop to sit with me for 1 hours to chat about anything writing or marketing oriented. Schedule by end of August. Pls take advantage if you feel you could use some help. I encourage you, now... go wow your customers!