The ability to generate response with our messages has become more complex. Three factors have changed the total demographic: the surge of new electronic “social” media as challengers; the resulting dramatic increase in competitive media choices; and shortened attention spans. In concert, these developments have altered the direct marketplace. “Old-timers,” still thinking in twentieth century terms, inevitably lose market share. This workshop supplies ammunition for competitive superiority in this brutal new environment.
NOTE: The workshop continues as a single piece. Segments may begin or end based on participation.

Saturday, October 9
Part I: Prekude
10:00 A.M. – 12:30 P.M.
We’re in the fourth era of force-communication. Will there be a fifth? Surprising new discoveries can be helpful or deadly, depending on your willingness to understand and adopt them.
Words have octane. The professional communicator should be able to recognize and implement variable language for fractional differences in impact that can have a profound effect on response.
For example, what is the difference between “3” and “three”? Between “buy,” “purchase,” and “acquire”? The jump in effectiveness can be surprising.
Learning Points:
• Twenty minutes of understanding will forever end casual and thoughtless word choice.
• Getting rid of confusion and weakness, once and for all.
• Here are typical examples you can start using effectively, today.