Writing Effective Marketing Content

5 modules


Course Length
4 hours

Jeff Herrington

$0 - 349


   Presented by: Jeff Herrington

There is an art form connected to persuading someone to buy your product or service…or buy INTO a new policy or process. Whether your audience is an external customer/client, or your own employees, the goal should be to craft one’s content so it is relevant to, and resonates with, THEM.

This workshop will guide readers through a simple, proven process for developing messages that will be more likely to capture your audience’s attention and persuade them to buy whatever product or service you are selling, or accept whatever policy or approach you are needing them to adopt.

Jeff Herrington has had a career every business communicator dreams of.

He has been an editor -- crafting award-winning newsletters and magazines for the National Association of Purchasing Management, the Southern Methodist University Alumni Association and Diamond Shamrock Corporation.

He has been an independent writer -- traveling to more than 40 countries to write feature articles and web content for such firms as Whirlpool, Baxter Healthcare, NEC, John Deere and AT&T Corporation.

He has been a workshop facilitator -- developing learning programs for the communicators at such organizations as IBM, JPMorganChase, Alberta Economic Development and Roche Europe.

And he has been a consultant -- advising the communication teams at Whirlpool, Wausau Insurance, Bell Canada and Lubrizol Corporation.

In 2000, IABC Dallas named Jeff Herrington its Communicator of the Year.

IABC Members - Use the email address and password you use to access the members only area at IABC.com to see member price.


After this course, you will be able to:

  • Zero in on the specific objectives for your marketing piece
  • Learn how to go beyond features to benefits
  • Determine the emotions people attach to benefits and write scenarios that trigger those specific emotions
  • Move the reader to whatever action step you want them to take

Understand the nuances connects to EFFECTIVE headlines, subheads, body copy and conclusions


By completing/passing this course, you will attain the certificate IABC Academy

Learning Credits

It’s About the Customer, Not Your Product
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Effective Headlines and Taglines
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Effective Body Copy/Testimonials/Conclusions
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Marketing Piece Finesse Points
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Course Evaluation Survey
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The recordings and any materials are for the exclusive use of the purchaser.

Registration Fees:
Fees are shown in U.S. dollars. All credit card charges will be processed in U.S. dollars, and your financial institution will convert at the prevailing exchange rate. Checks will be accepted in U.S. and Canadian dollars at the published course rates; to inquire about paying by check, please email conference@iabc.com.

Confirmation of Registration:
You will receive confirmation of your registration by email. You will receive invoices only upon written request to conference@iabc.com. Invoices will be sent to you by e-mail. You will not be registered until payment is received in full.

A request for refund is available prior to the first session. An 80 percent refund of your paid registration is available before the first session event link is emailed.

Refunds will not be granted after the event link is sent. No exceptions will be made. All cancellations requests must be made in writing to IABC by email to conference@iabc.com.

No refunds will be granted for cancellations received for no-shows.

Credit card payments must be refunded to the card originally used to pay the registration fee. All refunds will be made after the conclusion of the event.

Substitutions may be made at any time, with written confirmation from the person registered. Non-member substitutes must pay the balance of a non-member registration if replacing a member.

In the event that the conference is postponed due to natural disaster or other cause beyond IABC's control, we will make every effort to reschedule. Any registration payments made will automatically be applied to the rescheduled event. If you choose not to attend the rescheduled conference, IABC will provide a full refund upon written request from the registrant.

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