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 Communicate
your message clearly, concisely, correctly…and effectively.
 Streamline
and focus your existing content; or combine
multiple documents into
a seamless package.
 Use
your web site or online media to reach a widely-dispersed audience around the clock…even with rapidly changing content.
 Determine
the primary goal of your project…and base content, style, and format on targeting this message to
your audience.
Words that
change
what your audience does. |
If it doesn't change what your audience
does,
why bother?People write what they want their audience to know.
Businesses describe their products and services, managers tell employees
about a new policy or process, and organizations get news out to their
communities.
But in the end, did the message change anything?
Did more new clients contact you? Are your customers coming back
for more? Are the employees more positive and productive?
Did your community or organization work together more efficiently or
handle that crisis well?
If
it doesn't change what your audience does, either now or in the future,
what
was the point?
You can spend endless time and money on web sites, brochures, flashy ads, speeches, conferences, classes, outreach efforts, you
name it—but if your results don't balance your expense, it was all a
waste. These days, you don't have money or time to waste.
I won't let you do this. Here’s how . . .
1—Determine
your goal for the project.
I begin your writing project by
helping you pin down the answer to this critical question: How do
you want your audience to act
differently after seeing your message? Not
what you want them to know or understand . . . but why are you doing a
communication project in the first place? Based on this one critical
goal, we can determine how to reach them.
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2—Write to
your
audience . . . in their "language" and in the right medium.
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 my 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 message, and
your budget.
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3—Communicate
clearly, concisely, and correctly.
Changing writing style to fit your
audience never means sacrificing clear language or accuracy. In fact, the
clearest messages come from writers who know all those grammar, punctuation,
and word usage rules thoroughly. These writers know how to put a
message together so that each word pulls its weight—there's no extra “junk”
to muddle the main point. I've practiced those skills almost daily for
17 years, and I’ve been blessed with a natural ability with written words, paired
with analytical thinking,
since childhood.
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4—Conduct reviews with
you along the way.
This is always your
project, so I will ask you to review drafts of the material early on to be
sure I accurately understand your message and your requirements. I
won't wait until the end to ask if I'm on the right track!
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