Learn to write and edit some of the most popular genres on the web.

Become a versatile Web writer or editor, able to handle whatever your boss--or client--throws at you.

Develop a deep portfolio to show future employers and clients

You'll see how each genre has evolved as a virtual conversation between thousands of users, and thousands of writers, over time. Each element in the standard structure responds to a particular type of question asked by a lot of users. When you understand the give-and-take of this exchange, you can write the individual components much more easily.

For each genre, then, we focus on what your users want, and what standard elements you need to write or edit, to respond.

You'll also learn how to tune your style for particular audiences. Some want extremely personal rants; others talk like Sergeant Friday, saying they just want the facts, M'am. As you adjust your tone for different groups, and different purposes, you became a more flexible, and accomplished web writer.

And you'll learn to write web content that works--persuasive marketing copy, press releases that get picked up by journalists, FAQs that help users navigate your site, news stories that provoke discussion, successful e-mail newsletters, entertaining webzine articles, a Weblog giving your personal vision to the world, and an electronic version of your resume.

Should I take this workshop?

Yes, if ...

• You want to become a more flexible and versatile web writer or editor.
• You want to make a career as a creator of content for the web, and beyond.
• You enjoy learning the patterns, techniques, and style for major genres.
• You are serious about creating professional samples for your portfolio.

No, if ...

• You have trouble with the mechanics of good writing. This is an advanced course. I will be glad to correct occasional gaffes, but I expect that you can put together a decent sentence, to begin with. Or…
• You have never done much writing or editing. This course is labor intensive. You need to write a lot, quickly. If you have any doubts about your ability to turn out a lot of words on a tight schedule, do not take this class.
• Note: This is a professional Master Class. We assume that you are already a professional, or want to be.

How it works

This is an intensive course of writing and editing. You will, as far as possible, write about topics you know well-from your own work, or study. You will be creating samples for your own portfolio.

I critique your writing, giving concrete suggestions for improvement, and I expect you to make at least one revision of each assignment. Web writing is almost always a continuous process.

You will need to work quickly, too. In general, web writers and editors have less time than any other content creators, whether journalists, teachers, technical writers, marketers, or PR folks. Part of the course is learning the purpose of each component, and internalizing the ideal structure of each genre, so that you can move through the material quickly.

In each module, you focus on one of the genres, creating and revising a sample based on your knowledge of the material, the audience, and the purpose of the genre.

Note to training directors and managers: Because participants have to write so much, we find it best to deliver this workshop in a computer classroom, or online, so that people can use software to write, edit, and revise.

Benefits

By the end of the course, you'll be able to create a wide range of Web content aimed at informing your visitors, and persuading them to respond, take action, and buy. You will have learned to create at least five of these genres. (You may do more, if you want). Check them off:

• Write marketing copy that persuade your customers to act.
• Organize and write news releases that journalists will really use
• Create answers to Frequently Asked Questions (FAQs)
• Create embedded assistance and help for your web site
• Create news articles for Web publication
• Write a successful e-mail newsletter
• Craft your own Web log (blog)
• Produce Webzine articles that provoke discussion
• Convert your resume for delivery by e-mail and the Web
• Create a portfolio of samples of your work

You'll also learn how to

• Capture a reader's attention on the web
• Personalize your prose, when that is what your audiences want
• Identify the function of standard components of any genre you are assigned to write or edit

Agenda for the in-person Workshop (3 days)

Day One

• Getting and giving attention on the web.
• Writing marketing copy that works on the Web
• The components of a good product description
• Structuring news releases so journalists will really use them
• Creating FAQs that really answer your users' questions
• Embedding assistance--labels, tips, and clues
• Creating help pages
• Wrestling with your privacy policy
• Responding to customer email

Day Two

• Creating news articles that work on the Web.
• Writing an e-mail newsletter.
• Making your own Web log (blog)
• Developing your own persona when the audience wants to hear your voice.
• Webzine articles that provoke discussion
• Pitching a webzine editor

Day Three

• Creating an e-mail resume
• Creating a Web resume
• Reviewing your work
• Creating a portfolio of samples

Agenda for the online workshop (6 weeks)

Week 1

• Getting and giving attention on the web.
• Writing marketing copy that works on the Web
• The components of a good product description
• Structuring news releases so journalists will really use them

Week 2

• Creating FAQs that really answer your users' questions
• Embedding assistance--labels, tips, and clues
• Creating help pages
• Wrestling with your privacy policy
• Responding to customer email

Week 3

• Creating news articles that work on the Web.
• Writing an e-mail newsletter.
• Making your own Web log (blog)

Week 4

• Developing your own persona when the audience wants to hear your voice.
• Webzine articles that provoke discussion
• Pitching a webzine editor

Week 5

• Creating an e-mail resume
• Creating a Web resume

Week 6

• Reviewing your work
• Creating a portfolio of samples

Your instructor