Web Writing: Start with your Audience
Wednesday, January 15, 2020
1:00-2:00 p.m. Eastern / 12:00-1:00 p.m. Central
Presented by: Casey Mank
In this webinar, you’ll learn to understand your busy digital audience, cut down on verbal clutter, and move online readers to specific actions and outcomes.
We know that, on average, online audiences read only 20% of the words on the screen in front of them. Amidst all the scrolling, clicking, and skimming, it’s hard to get your message to readers. This web writing webinar will help you better understand how your audience reads online so that you can craft online content -- emails, newsletters, web copy, and social media posts -- that grab readers’ attention and get to the point quickly.
Following a Plain Language approach, we’ll start with a deep dive into understanding our audience. To better meet your online audience where they are, you’ll learn the ART of audience awareness: the Audience you’re trying to reach, the Response you hope to get, and the right Tone needed to get it. You’ll learn why it’s more critical than ever to keep web content short, and how you can optimize text for maximum scannability. You will leave this webinar with proven, common-sense strategies for making every word count and moving your online audience from apathy to action.
Casey Mank is the Co-Founder of Bold Type, a women-owned consulting firm based in Washington, DC. She received her BA from Muhlenberg College and her master’s from Georgetown University. After over a decade in traditional classrooms and university writing centers, she began using her instructional design and tutoring background to create workshops, webinars, and individualized coaching packages for professionals. She has worked with writers from organizations including Kellogg, Boeing, Viacom Media, M. Booth PR, Venn Strategies, Sephora, MasterCard, The EPA Office of the Inspector General, and the US Special Forces.
Casey also teaches writing at Georgetown University's School of Continuing Studies and Medical Campus. She is an active member at the Center for Plain Language, serving as a judge for the Center’s annual Federal Plain Language Report Card and ClearMark Awards. Casey is proud to have helped thousands of writers get to the point and reach their audiences with greater impact.