it doesn't change what people do,
That's the idea behind absolutely everything I'll do as I partner with
you to get results.
Businesses advertise their products and services, managers train employees
on a new process or tool, organizations send news out to their
communities... But in the end, did it change
Did more new clients contact you? Are your employees
more productive? Did your team work together more
efficiently or handle that crisis well? Is your
non-profit group getting more donations and volunteers?
You can spend endless time and money on
brochures, flashy ads, speeches, conferences, outreach efforts, classes,
online training, documentation, white papers, reference manuals, you
name it—but if your results don't outweigh your expenses, it was all a
Here’s how I'll help. . .
your goal for the project.
I begin your project by
helping you pin down the answer to this critical question: What do
you want your audience to do
differently after completing the training or seeing your message?
Not what you want them to know or understand...but what you want them to
do. Based on this one critical
goal, we can determine how to reach them.
and focus on
When your audience sees itself in
your message, they listen. Who is your audience? I
quickly probe to learn as much as I can about your audience, and I'm skilled
at customizing training or writing style and vocabulary to fit them. I've
worked professionally with everyone from top-level corporate executives to
middle school students, and I'm at home with both. I'll also help you
figure out the best delivery medium to fit your audience, your content, and
clearly, concisely, and correctly.
Changing style to fit your
audience never means sacrificing clear language or accuracy. In fact, the
clearest messages come from trainers and writers who know all those grammar, punctuation,
and word usage rules thoroughly. These people know how to put a
message together so that each activity and every word pull their weight—there's no extra “junk”
to muddle the main point.
4—Conduct reviews with
you along the way.
This is always your
project, so I will ask you to review drafts of the design and materials early on—to be
sure I accurately understand your goal, message, and requirements. I
won't wait until the end to ask if I'm on the right track!
Questions? Email me at