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Writing With Power & Persuasion: Crafting Compelling Requests, Reviews & Recomendations

Writing With Power & Persuasion: Crafting Compelling Requests, Reviews & Recomendations
When: November 20, 2013 8:30 AM - 4:30 PM EST

Great business writing is like a great ad. Grab the attention and tell a compelling story and move the reader to action. Whether you are writing a creative brief, conducting a competitive analysis or recommending a new breakthrough positioning or media strategy, you have to be succinct, engaging, easy to understand and impossible to resist.

Ineffective e-mails, rambling documents and dense presentations clog mail systems, delay schedules and turn people off (if they haven’t fallen asleep first). Fragmented thinking and unconvincing arguments require follow up and phone calls. And time is something in short supply in our fast-paced world.

In order to be successful and accomplish your busy objectives, at some point in your career you have to be able to write well.

What Participants Will Learn
This workshop will show you how to increase success with business communications, including: initiating assignments; providing analysis; expressing POV; and making recommendations to senior managers or clients. You will be pushed to go beyond the obvious in defining rational and emotional benefits. And you will be shown how to organize facts and ideas with a simple, relentless logic flow.

Learn how to anticipate likely reactions based on personal style and how to position a message for best response. Finally, discover how to strike the right tone throughout to build rapport and lead to a clear, articulate call to action. Email, documents and presentation forms will be covered in detail, and you will practice what’s preached by writing a case study as the day progresses.

Key learning points include:
1. Building Your Case
2. Addressing Your Audience
3. Structuring Your Argument
4. Fitting Your Form

Who Should Attend

The workshop is designed for junior and mid-level professionals across all disciplines, with emphasis on those responsible for initiating assignments, developing analyses, representing agency POV and making recommendations.

Workshop Leader
The workshop leader is Jeff Hiller, Director of Training for JB Training Solutions, a leading professional skills training company featured in the WSJ, NYT and CNN. Jeff brings a unique perspective from years of senior experience in account management, creative and as a client. He began his career at Leo Burnett/Chicago where he became the youngest VP Account Director in its history, earning 7 EFFIE Awards for superior business results. He was marketing/creative director for the Houston Rockets, running an in-house agency doing planning, media, creative and production for hundreds of projects a year from its #3 most trafficked NBA web site to TV commercials and direct mail. He also served as VP Marketing for entrepreneurial dynamo Four Hands, a three-time Inc. Magazine 500 Fastest Growing private company.

Seminar Schedule
8:30 AM     Registration and Continental Breakfast (included in registration fee)
9:00 AM     Seminar begins
12–1 PM     Lunch (included in registration fee)
4:30 PM     Seminar concludes (approximately)

Event Location:
1065 Avenue of the Americas, 16th Floor
(Enter at either 111 W 40th Street or 110 W 41st Street)
New York, NY
Main# (212) 682-2500

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Registration is open to 4A's members and non 4A's members

Registration Fees
$295 per person - 4A's members
$395 per person - Non 4A's members

Cancellation Policy
Excluding a $25 processing fee, refunds will be granted only if requests are received by 4A’s in writing by Wednesday, November 13, 2013. No refunds will be allowed after this date; substitutions will be allowed provided arrangements are made with 4A’s.


Logistics: Contact Cecilia Graham at 212-850-0756 or
Programming: Contact Bob Linden at 212-850-0750 or