NextStage Class:
Mastering Push and Pull Writing

Class Overview:
Creating good copy is an art, creating good copy on demand is a science and this is the class that provides the training for good, on demand copy. NextStage's vast experience in how people receive, interpret and understand information is used to explain Push and Pull writing; how to draw them into one topic and away from others. Elements of this class were the basis for Headlines that Attact Attention.

Most often Push and Pull writing happens without people knowing it. They write some content or copy and their own thoughts color content, copy, headlines, teasers, ... instead of writing to pull readers and visitors in, they might be pushing them away. What's important is not that you Pull or Push, but that you know when to use either or both to achieve your goals. This class provides the tools to apply the science to the art you already have.

This half day class is effectively a training in the psychology of "Push/Pull" followed by rapid fire, RoundRobin sessions, first with the instructor (be ready to laugh) then class wide (be ready to work) with participants learning to think in push/pull terms.

Class participants learn about:

  • The basics of Push/Pull Philosophy
  • The Push/Pull Psychology
  • Writing for familiarity (Pull) and writing for contempt (Push)
  • Relevancy
  • Defining Benefits
  • Asking Questions and Giving Answers
Class Requirements:
  • Time - The class is a half day in length from 1pm to 5pm.
  • Location - This class is conducted at the host company's facilities or another suitable location. Cell phones, pagers, etc., must be turned off during the class.
  • Class Size - 10-30 students, 10 students minimum
  • Certification - This class is given without grading of any kind, including Pass/Fail. While this class is a prerequisite to further NextStage classes, participants will be given a Certification of Training (time in class) only, not a certification of ability.
  • Class Materials - NextStage provides the class materials for all of its classes, seminars and trainings. These materials include notebooks and handouts. In some cases a projector or DVD player and a screen will be requested by the hosting company or provided by NextStage for advanced studies. Students are encouraged to bring examples of writings (theirs or others) for the RoundRobin session at the end of the class.
Class Goals:
  • Understanding Push/Pull
  • Recognizing Push and Pull in the environment
  • Recognizing Push and Pull in your work
  • Recognizing Push and Pull Psychologies
  • Working with Push and Pull Psychologies
  • Improve Writing Performance
  • Learning to Think in Push/Pull terms
  • Applying Push/Pull
Class Outline:
  1. Greeting and open discussion of class goals
  2. Power Point Presentation
  3. Demonstration of Exercises
    1. Example
    2. Practice
  4. Discussion
  5. Break
  6. RoundRobin with Instructor
  7. Class wide RoundRobin
  8. Closing
Costs:
  • Onsite
    1. US$595/student (minimum 10 students)
    2. Faculty travel and expenses extra
    3. US$2,500 non-refundable fee due upon registration
  • At NextStage Training Facilities
    1. US$695/student
    2. Student travel and expenses to NextStage Nova Scotia training facilities extra
    3. US$350 non-refundable fee due upon registration
 Contact , , for more information on this class.
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