1. Hello, I’m Ann Videan…
Book shepherd, author, editor, illustrator, composer
A professional writer since 1981
Rhythms & Muse
Song of the Ocarina
Enchanted Faerie Portals
Owned award-winning firm, vIDEAn Unlimited, LLC,
Editor: for corporate, publishers, & 50+ client books
Co-owner Absolutely Wild! Enchanted Faerie Portals
& Other Whimsy—inspired by Fae characters in Song of
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
5. Write for interaction
Always ask for action Ask a question.
Request a comment.
Suggest they share.
Ask for referrals.
6. Capture feedback
in your marketing
Capture any input:
7. Choose compelling words
Use active VERBS Inactive/"to be" verbs =
is, was, has, have, be, been
Active verbs =
jump, withered, embraces, sobs
The groom’s eyes were teary as his fiancé was walking
down the aisle.
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
verbs followed by
words ending in
“-ed” or “-ing”
Start sentences with
the subject and use
an active verb to
describe what the
Passive voice =
is jumping, are shouting, have enticed
Active voice =
jumps, shout, enticed
The song was mesmerizing to the bride.
The song mesmerized the bride.
9. Write concisely
Remove unneeded words:
that, then, as if, seem
I hope that you won’t smash the cake
in my face.
I hope you won’t smash the cake in my
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
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 thisFollow 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!