b. What makes plain English writing different? (4 Marks)  

Plain English writing is different because it focuses on the 3p’s: 

• Personal 

• Plain 

• Possible 

Personal 

• Plain English writing directly communicates to the specific audience using a conversational, personal, and active tone of voice. It heavily considers the audience needs and speaks to them in their own words about their tasks (Briscoe, W8-A-Plain Language Writing (W25).pdf, Slide 40). Furthermore, it is different because it connects with audiences and readers in an impactful and positive way. It helps them feel more valued and appreciated because plain English writing clearly and easily speaks to them. Ultimately, empowering readers much more than other methods. 

• It involves using simple everyday words that the specific audience is already familiar with to avoid confusion, misunderstanding, and uninterest. Using personal pronouns and a conversational tone makes plain English writing more engaging and welcoming. It makes writing and communication less dreadful to audiences. 

Example True Pilates Windsor (my business) 

Not using plain English writing 

• “Prior to starting a Pilates class at True Pilates Windsor, ensure to fill out the personal information form via the website.” 

Using plain English writing 

• “Before your first Pilates class at True Pilates Windsor, please fill out the personal information form on our website.” 

Plain 

• As described, plain English writing is “plain”. It uses clear and concise words that cut straight to the point and organizes information logically. This means putting the most important and relevant information at the very top, and addressing other details in accordance with their importance. This makes plain English writing different because it immediately promotes an effective flow of readability, improving overall comprehension and engagement. It also avoids the use of jargon and words with double meaning. Saving time, money, and effort. It encourages the specific audience’s ability to act on the message seamlessly and clearly. 

• It keeps the text and message as short as possible, with only the most important and relevant information being conveyed for the specific audience’s need and purpose. Furthermore, it uses specific words and vocabulary that fits the audience’s level of literacy. According to class discussions, only “13%” of people have a proficient literacy level, while “44%” have an intermediate level, followed by “29%” of people with a basic level, etc. (Briscoe, W8-A-Plain Language Writing (W25).pdf, Slide 37). People are naturally interested in plain English writing because it cuts to the point as quickly as possible (Briscoe, Lecture, February 26, 2025). It is inclusive to those with disabilities, lower literacy levels, and to those who have difficulty reading things properly due to visual impairments. With this said, plain English Writing is such an effective medium in communicating messages because it is inclusive to all and avoids the use of unfamiliar words (based on the specific audience). If people can clearly understand your message, they can trust you more. Increasing the likelihood for action. 

Example True Pilates Windsor (my business) 

Not using plain English writing 

• “Hook up with the hottest Reformer Pilates Instructor today!” 

Using plain English writing 

• “Book your session with an experienced Reformer Pilates instructor today.” 

Possible (action driven and oriented) 

• Plain English writing is different because it is possible. Meaning, it is formatted and structured using action-oriented words and vocabulary. This includes the use of active verbs, making messages and text easier to engage with and understand. Not only does this increase effectiveness and likelihood for action, but it also reinforces a more positive and helpful solution, enabling people to understand what to do or what can be done instead of what is missing or unspecified (Briscoe, W8-A-Plain Language Writing (W25).pdf, Slide 49-52). It is different because it directly and clearly empowers readers to take action without confusion or frustration. It is structured for the specific audience, goal, need, and purpose.  

• Moreover, plain English writing is different because it is designed for reading. Making information easier to scan, follow, digest, and act on (Briscoe, W8-A-Plain Language Writing (W25).pdf, Slide 57-60). Plain English writing is formatted for clear, quick, and easy understanding by using bullet points, f-patterns, lists/tables, clear fonts, etc. Plain English writing makes messages possible, meaning it is usable to fulfill the specific audiences’ purposes and needs. 

The 3p’s ensure that specific audiences can: 

1. Find what they need 

2. Understand it 

3. Use it to fulfill their purpose 

1.We spoke about Plain English writing in class. Please answer the following in detail:  

a. How would you explain to someone what “Plain English writing” is? (4 Marks)  

Plain English writing is the process of writing content for specific audiences using the right tone and voice for the message to be: 

1. Clear 

2. Concise 

3. Direct/Correct 

The goal is to help readers quickly and easily understand what your message is about without using additional words or complex vocabulary/information that may be confusing or unclear. Plain English Writing is the process of clearly breaking down your message in a way that is easily digestible to respect the specific audience’s time and needs. This is especially important because people do not want to waste their time reading something that is scattered, unordered, overly informational, and unclear. Doing so results in frustration, uninterest, confusion, and misunderstanding. 

For example: 

Not using Plain English Writing 

Prior to proceeding to the fitting room at Garage, it is imperative that you organize the quantity of garments in your possession to help facilitate an efficient and effective retrieval from store associates in the designated area. Kindly state your name and quantity of garments that you intend on trying on. After this, you must follow directions and instructions given to you by the associate. Only then are you able to try on your clothes in a fitting room assigned to you. 

Using Plain English Writing 

To use the fitting rooms at Garage: 

1. Organize the items of clothing 

2. State your name and number of items 

3. Follow the associates’ directions 

4. Try on your clothes 

As you can see, Plain English Writing is not about dumbing things down, it’s about respecting and speaking to your specific audience/reader in a way that makes them feel like they matter! With the above example, the audience and readers (at Garage) do not have the time to read all the above information, as they want to get in and out of the fitting room as quickly as possible. To respect their time and ensure that the message is being communicated in an effective manner, we use Plain English Writing. This way, when people at Garage are ready to try their clothes on, they know exactly what is expected from them and what they need to do to fulfill their purpose (trying on clothes seamlessly) (Briscoe, Lecture, February 26, 2025). 

Altogether, Plain English Writing all comes down to your audience. By understanding who you are specifically speaking to you can: 

1. Find what they need 

2. Understand it 

3. Use it to fulfill their purpose 

It is appropriate for the medium and is consistent with the way people behave online (Briscoe, W8-A-Plain Language Writing (W25).pdf, Slide 18). In simpler terms, plain English writing is used to communicate your message in a clear, concise, and direct tone. This helps your specific audience to stay engaged, interested, valued, and welcomed, making it much easier for them to act on the message (Briscoe, Lecture, February 26, 2025). 

2. In a previous assignment, you wrote an introduction article in the “F” pattern. Based on what we discussed in class and based on the feedback provided in class, write a new introductory “content” incorporating “plain English writing for the web” in the “F” pattern including visuals. You are to include your “revised version” (if the version you submitted was not in the F-Pattern). Ensure that it addresses the three main objectives of plain English writing. As a reminder, this is an introductory post for your business. Ensure you list it in your hardcopy. (12 Marks) 

Why Pilates is More Than Just a Workout 

Welcome to True Pilates Windsor! 

Affordable, Inclusive, and Community-Driven  

At True Pilates Windsor, we believe movement should be empowering, inclusive, and accessible. Whether you’re new to Pilates or looking to try something new, we’re here to help you build strength, confidence, and balance. 

Why We Started True Pilates Windsor 

Too many Pilates studios felt exclusive, expensive, and intimidating. We wanted to change that. Our goal is to provide high-quality Pilates without barriers. Our expert instructors, welcoming community, and flexible schedule help you feel stronger, motivated, and supported throughout your wellness journey. 

Why Choose True Pilates Windsor? 

We believe Pilates should be accessible and inclusive for everyone. Here’s what sets us apart: 

What We Offer: 

• Affordable Classes – Quality classes at a great price. 

• All-Level Workouts – Whether you’re a beginner or advanced, we’ve got you! 

• Mat, Reformer & Power Pilates – Options that fit your goals. 

• Guidance & Support – Our instructors are here to help. 

• Inclusive Community – Feel empowered and motivated. 

• Flexible – Find a time that works for you. 

• Meditation & Yoga Classes – Improve your body and mind. 

• Online Classes – Practice from anywhere. 

• Eco-friendly Wellness Products – Support your well-being and the planet beyond the studio. 

What is Pilates? 

Pilates is a low-impact workout that builds strength, improves flexibility, and increases overall well-being. It builds control, engages your core, and helps you live a stronger and healthier life! 

The Benefits of Our Pilates Classes 

1. A Strong Core for a Healthier Life 

Your core is an important foundation of your body. Building a strong core improves posture and decreases back pain. Helping you feel stronger in everyday activities. 

2. Enhances Mind-Body Connection 

Pilates helps you breathe, focus, and move with control. It balances your body, mind, and spirit. 

3. Improves Flexibility & Mobility 

Pilates helps you improve mobility, flexibility, and reduces the risk of injury. Making daily movements easier long-term. 

4. It’s Fun! 

Pilates is a lifestyle that keeps you motivated. Each class challenges and engages you to build strength and confidence. It’s the ultimate form of self-care. 

Find the Right Class for You! 

We offer different types of Pilates designed to meet your fitness levels and goals: 

1. Mat Pilates – Beginner-Friendly 

• All you need is a mat. 

• Builds strength, balance, and flexibility with your body weight. 

• Great starting point! 

2. Reformer Pilates – Low-Impact & High-Results 

• Uses a machine with springs, ropes, and pulleys for resistance. 

• Builds strength, control, and tones muscles. 

• Great for those looking to take Pilates further. 

3. Power Pilates – Strength Meets Movement 

• A mix of traditional Pilates and strength training. 

• Uses weights, bands, and sliders for a full-body workout. 

• Perfect if you want a more intense session. 

Choose what Pilates moves you and book your first Pilates class for free! 

Join Our True Pilates Family 

We’re a supportive community here to help you build strength, find balance, and have fun! We are excited to meet you! 

Book Your First Class for Free! 

We’re offering your first Pilates class for FREE! Experience True Pilates Windsor and transform your health and wellness today! 

Location: 333 St. Clair College Riverside Campus, City Centre, Windsor, ON, N9B 2H4 

Contact Us: 226-000-0000 

Stay Connected 

Join our True Pilates Newsletter for updates, tips, and exclusive offers! Let’s move, grow, and glow together. 

6. You are to create a headline about the 2nd year digital classes in this program. The audience will be 1st year students. Please provide the headline and your reasoning behind it. (4 Marks) 

Headline:  

“Hey 1st Years! Ready or Not, 2nd year is Your Time to Prove Your Digital Skills!” 

Reasons & Justifications 

I structured this headline to provoke a sense of curiosity and action. I wanted the headline to immediately be engaging and relatable. This makes the messages feel so much more personalized than the first years. Without this, they would be less engaged because it doesn’t mention them in an engaging way. The tone is very welcoming and inviting, further encouraging first years to look further into the article. 

I wanted the headline to create a strong curiosity gap. The play on words “Ready or Not”, creates excitement, and curiosity, and grabs the audience’s attention because it differentiates itself from other headlines that they are used to hearing and seeing all the time. To add on, it makes the audience more encouraged to click on the headline as they do not know what to expect in the upcoming year. This creates feelings of intrigue as if you want to know what is yet to come. The headline is made in a way that creates the fear of missing out. The first year will want to click on the headline and read more because it leaves them wondering what type of information they can use to their advantage 2^nd year, motivating them to stay involved by clicking on the headline.  

Lastly, this strongly aligned with me personally as a student who has gone through both the first and second years. I am sick of seeing the same boring and generic headlines used in most of Saint Clair College’s marketing messages. Not only so, but I am sick of seeing the same boring messages in all schools. I am more likely to stay involved when something really stands out to me and speaks to me personally. My goal with this headline was to create something that would capture my own attention when I was in my first year. And ultimately create something that would align with students at SCC as a whole. 

5. Create a headline for an article about the SCC Advertising Program targeted to local graduating high school students. I am specifically not telling you what to do or the questions that need to be asked. Please provide the following: 

a. Provide the headline  

“Calling High School Grads: Kickstart Your Creative Career with SCC’s Advertising Program Today!” 

b. Provide an overview of the elements missing in the instructions required for this task.   

1- Platform 

The first element missing in the instructions of the assignment is the platform the article is being written for. Is the article going to be featured on the home page of SCC’s website? Is it being made for a website outside of SCC? Where specifically is this going to be featured? As we know, objective + goals = platform. However, in this case, I am fully assuming that the article is going to be featured somewhere on the SCC website. I am guessing that it is, meaning that my article headline will not be as accurate and effective as it could be because I do not know where it is going to be featured.

2 – Tone/Voice/Style 

The instructions simply ask to create the headline for the SCC Advertising Program targeted to local high school graduates. However, nowhere does it say how to write it. Who to write it for. What voice to use. What stone is important, and so on. I am completely assuming how to write it based on what I’ve learnt about making headlines. However, what I created for the headline can completely miss the mark because I do not know what the defining goal is. In addition to this, I do not have enough information about my audience’s demographics and psychographics. 

c. Explain the headline you created, why, and any other reasons/justifications you need to provide to me for the headline you created. (6 Marks) 

I used and created this headline for several different reasons. Firstly, it directly addresses who my audience is and what the subject matter is. By clearly defining that the program is calling to local high school graduates, they can understand that the article is personalized to them. It feels more personal, much more important, and immediately grabs attention because it concerns them. Without the inclusion of the audience, the headline loses its relationship with the goals and objectives for the headlines. Furthermore, by including Saint Clair College Advertising Program in the headline, local graduates immediately know that “SCC”, stands for “Saint Clair College”. And if they do not, they are sure to be curious to find more information. 

Another reason that I used and created this headline is because it is action-oriented. The word “kickstart” is one of the driving words that lured me in when initially looking through the content slides. The power word has such a strong kick to it that it immediately inspired me to use it. The same reason I used it in the headline, is the same reason high school graduates will read more into the article. It is inspiring, motivating, and aspirating. Students will feel empowered to take the next step of learning more about the Advertising program. 

Not only does the headline highlight the program, but it greatly highlights its value. It promises students that the program will help them launch their careers. Not only that, but it is clear and concise. The headline wastes no time adding in unnecessary words, it directly explains what the targeted audience will read about. It stays between the recommended character limit of 60-100 and ensures it provides as much curiosity to the audience as possible (94 characters).  

Lastly, the headline creates a sense of urgency in the targeted audience. The inclusion of the word “today”, entices graduates to join immediately. It makes them feel like they will miss out on a great opportunity if they don’t take the time to read more and follow through with enrollment. Using this word was necessary to make students act. Causing them to engage in the contents and the program offerings. 

4. Now you are going to apply what you have learned in class. As per the class discussion, please provide me with three different headlines for the story (article in Question #3) and outline your reasoning(s) and explanation for each. Please ensure you base your answer on the different elements of headlines we spoke about in class. Please go into detail for each. (12 Marks) 

Headline #1  

“Break Free from Your Phone Addiction: The Detox You Need Start Today”  

Reasons & Justifications: 

The headline utilizes power words including “Break Free”, “Need”, “Start”, and “Today’. The integration of these power words ensures that it stands out amongst other standard and generic headlines (Briscoe, W6 – B – How to Build the Perfect Headline (W25).pdf, Slide 20). Moreover, it triggers a psychological and emotional response to readers, causing them to associate the headline with urgency, driving them to read and engage more with the content of the article (Briscoe, W6 – B – How to Build the Perfect Headline (W25).pdf, Slide 20). 

The headline clearly promises a solution to a serious problem that many relate to. It is structured to motivate people to implement an impactful and everlasting change in their lives. This highlights the benefits and outcomes of breaking free from an addiction and encourages people to act with a strong call-to-action (Briscoe, W6 – Headline Secrets (W25).pdf, Slide 14). By doing this, the headline creates a strong sense of desire and motivation to not only change but to learn more about the positive impacts. 

Lastly, this headline directly targets pain points by directly addressing the audience’s struggle with phone addiction (Briscoe, W6 – Headline Secrets (W25).pdf, Slide 13). By understanding the major problem being faced by the reader, the headline can be crafted to directly address those problems. The headline directly highlights a pain point and guides readers to read more about the solutions.  

Headline #2  

“5 Simple Steps to Quit Phone Addiction and Reclaim Your Life” 

Reasons & Justifications 

The headline includes uneven numbers because it is psychologically known that they promise more structure than a number that is fully typed out. Moreover, the inclusion of the number “5” promises some kind of structure to the audience. Numbers are known to be easily digestible because they give a sense of order, making the headline that much more enticing (Briscoe, W6 – D –How to Write Headlines – Step-by-Step Guide, (W25).pdf, Slide 6). In fact, 36% of people prefer having a number in a headline, making it one of the most engaging ways to grab the most attention (Briscoe, W6 – D –How to Write Headlines – Step-by-Step Guide (W25).pdf, Slide 5). 

The headline is extremely effective because it clearly outlines the result, which is “Reclaiming Your Life”. The inclusion of this phrase makes the headline makes readers feel a sense of motivation and engage with it to seek further guidance and inspiration. It uses a unique rationale that provides an underlying reason why something (quitting phone addiction) should be done (to reclaim your life) (Briscoe, W6 – D –How to Write Headlines – Step-by-Step Guide (w25).pdf, Slide 13). Further encouraging overall engagement, curiosity, and interest in reading. 

The headline is exactly 60 characters long, making it the optimal length for competing with spots in search engines (Briscoe, W6 – B – How to Build the Perfect Headline, (W25).pdf, Slide 17). If headlines are too long, the headline will be too long and risk getting cut off. This makes it harder for users to guess what the missing elements to the headline might be, resulting in a loss. The headline clearly states the value of the article before reading it and ensures that it is direct and clear. There is no room for confusion or frustration, as it is simplistic and straight to the point. 

Headline #3  

“Are You Struggling to Quit Your Phone Addiction? Here’s How You Can Take Control Now” 

Reasons & Justifications 

The headline engages readers by using a question that directly addresses a critical and relatable pain point. It is a question that makes readers feel like they are being spoken to personally. The headline incorporates one of the classic formulas known to create award-winning headlines. The formula has a closed–ending, meaning the answer is very obvious (Briscoe, W6 – C – How to Create Winning Headlines in 9 Simple Steps (W25).pdf, Slide 17). This ensures that readers don’t have to fill in any blanks and avoids risks of confusion and irritation. 

It is crafted to promise a clear solution to readers. By making the problem and solution very clear, readers feel as though they can gain something valuable. This causes them to engage further with the content due to the headline. Furthermore, it conveys a sense of urgency with a strong call to action (Briscoe, W6 – D –How to Write Headlines – Step-by-Step Guide (W25).pdf, Slide 32). The sense of urgency is strongly conveyed with the words “Take Control Now”. 

Finally, the headline creates a big curiosity gap, encouraging readers to try and find answers (Briscoe, W6 – Headline Secrets (W25).pdf, Slide 8). Because it is formulated in a question, it leaves readers eager to fill in the rest of the information they do not know. With this headline, readers are most likely to be curious about how you can take control of your life by quitting phone addiction. They do not know the answer, but they know a solution will be provided. Encouraging them to want to find out more about the unknown, making this a great way to grab attention and click through to the article (Briscoe, W6 – Headline Secrets (W25).pdf, Slide 8). 

3. As discussed in class, why do you feel Headlines are so important in web content? Please provide me with an example of a headline you clicked on recently (submit the exact headline including a screenshot) and outline in detail why you clicked it. In question #1, I asked why it resonated with you. For this question, I am asking why you actually clicked on it. This cannot be the same headline as question #1 (8 Marks) 

Headlines in web content are so important because they are the very first thing that the modern digital user reads and looks at. We know that it takes about 3 seconds to make their mind up about whether they will read your content or not. The modern user skims! This means that what they skim has to immediately stand out to them. The header and headline are one of, if not, the most critical components in ensuring that content is attention-grabbing and engaging to the user. A headline in web content cannot simply just be a headline. It needs to be backed up by scientific and psychological facts that prove to resonate with modern users. Headlines determine whether a user will click on it or not, stay, and actively engage with the content. In web content, people want to be told exactly what to do and how to do it. Headlines are so important because they are the very thing that guides how users interact with what you have to offer. 

Headline: 

“How to End your Phone Addiction (Social Media Detox Protocol) 

Screenshot: 

Reasons & Justifications 

A headline that I recently clicked on was from a YouTube video from Abraham. The video was about ending phone addiction. The reason I clicked on this is solely because I heavily relate to the topic. One of my biggest addictions for years has been my phone addiction. It has completely altered my brain to the point where I have shifted to a shorter attention span, I have lost the ability to do things I once excelled in, and I have lost the desire to challenge myself. I find that without my phone, everything is boring. My phone addiction, especially to social media, is one of the worst things that has happened to me over time. I have lost my love for reading, for walking, for watching movies, and countless other things. 

I am overly aware of this and constantly hope that one day, this will all change. However, this addiction has been part of my routine for so long now that it has become harder to do.  I constantly find ways to improve my being by trying to do things that excite me, but I always seem to end up on my phone. It is an extremely vicious cycle that keeps me away from the bigger picture in life. The loop distracts me from my goals, my ambitions, my motivations, etc. It also has damaged my mental health and heavily spiked my anxiety levels. It is not easily admittable, but it is true.  

Recently, my boyfriend completely deleted all social media apps because he understood how negatively it was impacting his ability to complete schoolwork. It took up all of his time in the blink of an eye. I clicked on this video because I wanted to know more about addiction and about the results of completely detoxing. It’s easier for me to relate to headlines and content that pushes a transformational journey. It’s personal yet deeply motivating. I clicked on this headline to not only understand the benefits of quitting but also to find the motivation to do so. 

2. As per the headline in Question #1, was the headline representative of the article? Please explain your reasoning in detail. (4 Marks) 

The headline was extremely representative of the article as it directly spoke to the content as well as the goal and purpose of it. The headline felt extremely personal to me, and this was heavily reflected throughout the entire article. While reading the article, I felt extremely heard, seen, and valued because it felt like a real and important conversation I needed to have. The article left me feeling extremely inspired and provoked to not only learn more about myself but also learn more about the type of job that I would best align myself with in the future. I felt really connected to the subject matter due to the personal writing style. The article was just as, if not, more personal than the headline was. 

The headline clearly states that it will offer value by providing questions that will help me make stronger decisions when picking my future job. The promise of value was met because it provided me with a helping hand throughout the entire article. It had a great impact on my ability to understand myself and my values. I am at a point in life where I must start making bigger decisions in relation to work, and this article made me feel less alone in the process. I usually always try to determine what is best for me by using my emotions, but the article gave me hard and straight facts that encouraged me to think outside of my normal box. The article changed my perspective on the way I view work life and pushed me to look at things from a more logical standpoint.  

The article provided exactly what the headline stated, which is 6 questions to help me make a decision in the future. This makes the number extremely accurate to the content. The questions were also organized in a way that felt easy to understand and follow. It was very digestible and ordered. I knew exactly what to expect as I kept reading with no surprises. I felt more at ease knowing that it was formatted in a step-by-step way, and it is exactly what I wanted to get with the help of the headline. Each section and question from the article had a unique angle and purpose that highly resonated with my personal life experiences and struggles. The questions and sections were extremely value-filled, exactly as the headline suggested. 

Lastly, the article matched the headline as it was straight to the point. It was full of information that was relevant to the topic and did not include any unnecessary words or facts. It skipped right to what mattered the most. The headline includes the number 6, which psychologically makes me feel as though I will attain information that is ordered, factual, informative, and brain candy. The article focuses exactly on those key points by raising questions that really matter and providing proven facts in relation to the topic. From the header to the body, to the footer, the article focused on following a chronological order and heavily reflected the importance of decision-making. Relating back to a clear, ordered, and helpful headline. 

1. Find one (1) headline that you came across recently and thought it was great. You are to explain why it resonated with you. Please ensure that you base your answers only topics discussed in class. Meaning, based on course content discussed in class, you are to tie specific elements that we discussed constituted a “good” headline or “elements” of a good headline and how this specific element is referenced in the headline that resonated with you. (6 Marks) 

Headline: 

 “6 Questions to Help You Decide What You Want in Your Next Job” 

Reasons & Justifications 

This headline resonated with me for several different reasons. The number one reason why it resonated with me emotionally is because it correlates with my personal life experiences. I have worked various jobs where I have felt unvalued, taken advantage of, and undermined. Since then, I have taken it upon myself to never work at any workplace, where any higher power makes me feel unworthy and discouraged in myself. The headline does an amazing job because it deeply resonates with my emotions. It taps into the relatable human experience of being unsure and uncertain in life (Briscoe, W6 – Headline Secrets (W25).pdf, Slide 55).  

Furthermore, the headline cuts straight to the point by being short, concise, and direct. The headline is not confusing at all, does not make me feel dumb by including niche puns, and directly informs me what I will learn about. The headline stays between the recommended 60 or less to 100 characters in length. In fact, the most powerful headlines are ideally right at the 60-character length (Briscoe, W6-B-How to Build the Perfect Headline (W25).pdf, Slide 5). This headline has exactly 61 characters, making it an extremely ideal headline that modern digital readers, such as myself, can easily skim through and still be impacted by. 

Another reason why this headline resonated with me is that it includes “power words” that convey empathy, understanding, and a desire to help (Briscoe, W6-B-How to Build the Perfect Headline (W25).pdf, Slide 22). The words “help” and “decide” emotionally triggered a response that made me feel seen, valued, and heard. Not only so, but these are words that align with customer service power words. The use of these words strongly relates to what the article will do for me. It will guide me, help me, and enable me to decide on the factors that are really important in a work environment for long-term happiness.  

The headline stood out from others by using a number word instead of a lettered word. The number is under nine, which is the recommended number to stop at when creating headlines (Briscoe, W6-D-How to Write Headlines – Step-by-Step Guide (W25).pdf, Slide 11). Not only did the use of the number psychologically cause me to stop skimming it for longer as opposed to others, but it created a sense of order in me. I felt as though I would get the most important and relevant information as opposed to a headline with the number “15” or “20”. This caused me to be more curious, emotionally engaged, and more invested in getting the most important information and facts related to the topic of the article. 

Lastly, it uses psychological biases that make me feel like I am the center of the spotlight. The headline makes it feel like it is directly speaking to just me by using personal pronouns such as “You” and “Your”. This makes the headline pop out amongst others because it feels personal to me and my own interests. Personal pronouns make the headline feel that much more personal, tailored, and one-on-one as opposed to headlines that speak generically to the masses. People love to read things about themselves that relate to them, in this case, to me (Briscoe, W6 – Headline Secrets (W25).pdf, Slide 19). 

What is your intended goal and why?

My inteded goal for my introductory online campaign is to provide my audience with insightful messaging about my business objectives, goals, and purpose by clearly outlining what sets it apart to competitors. It is accessible, affordable, and community driven. It reassures potential clients that Pilates is for everyone.  

Many people may not know what Pilates is and how it can benefit them. It was important to integrate benefits and additional information into the campaign to explain core values in an engaging way. By highlighting educational information along with my business overview, I can eliminate barriers that might stop others from trying Pilates. The goal is to reassure potential clients that they will always be supported in a community-driven space such as True Pilates Windsor.  

My campaign is the first impression people may get from my business. By making it relatable, accessible, and fun, I can help people feel confident in taking the first step. I will be able to foster long-term relationships with my audience. 

Who are you writing for and why?

The online campaign is written for Gen z and Millennials, because they are the most interested in health and wellness, especially in Pilates. I am writing in “big sister” tone and voice to guide people in the Pilates journey. We’re reaching those who are actively shaping their lifestyle around balance, meaning, and well-being. They want it to feel more accessible and community driven. 

We are primarily writing for women, but open for everyone to see and try. I am writing for an audience who appreciates high-quality and aesthetic-driven experiences. Our brand offers an affordable yet premium experience that appeals to those who want high-quality movement, strong connection, and welcoming environments. The goal is to write for an audience that is not just looking for a regular Pilates studio, but for a brand and lifestyle that makes them feel empowered and inspired every step of the way. 

Including a more playful form of writing helps engage with the audience in a more personable manner. This highlights my core mission and values. 

What type of “Experience” will you be creating for the visitors? 

I will be creating an experience that feels elevated, welcoming, and inspiring. Every moment from someone discovering the online campaign to their first Pilates class is meant to feel intentional and meaningful. 

Our audience is lifestyle-driven and appreciates beautiful yet inspiring atmospheres to feel elevated throughout their journeys. We are making people feel as though they will be part of an extremely impactful community. It’s not just about working out and feeling cute, it’s about building confidence, personal growth, and prioritizing self-care in a community that supports the entire process. The campaign post relays this impactful message and helps users feel as though they can be part of something special, because that is what True Pilates Windsor is all about.