Words, voices, decisions . . .
I’ve written advertisements, web content, brochures, news releases, headlines, slogans, newspaper stories, fiction, nonfiction – you name it. Words have led me into all kinds of voices, and those voices have led me into all kinds of words. Through it all, I’ve learned how to write the way people think, in a way that gets their attention, opens their eyes to new possibilities and helps them make the right decisions.

Your words, your voice
Your communication starts with the words you use to describe who you are and how you can help. Words express your unique and special voice, which is a critical part of your brand. With your words, you serve your readers.

Impressions happen
Because of your words, your readers will surely develop impressions about

• You
• The integrity of your company
• The usefulness of your product
• The quality of your service
• The validity of your ideas
• The overall experience of doing business with you

Your words are alive and have the power to create and to destroy.
There is no such thing as a neutral word.

Why marketing is a mess
When marketing writing fails, it’s usually because it tries too hard. Writers who refuse to (or cannot) write the way people think construct their messages with way too much drama. It ends up sounding like marketing – overbearing, self-conscious company-speak that talks down to the reader and stifles rather than sells.

There’s no substitute for credibility
Marketing writing also fails when it’s just plain sloppy. If it looks like an amateur wrote it, that’s exactly the credibility level it’s going to project. This inattention to detail is how otherwise excellent companies, organizations and individuals lose the trust of their audiences.

Two rules to live by:

Sense and sensibility
Outstanding communication – no matter what you’re writing about – comes from a combination of voice, flow and structure that makes sense to the reader. When done right, good written communication is like a conversation that touches the emotions and the intellect without putting up any barriers.

That’s about all the philosophy I have at the moment. If it makes sense, call me, and let’s do something great.