“What’s in it for me?” The most important question.
The three questions a prospective client is thinking (if not asking) are: Who are you? What do you want? What’s in it for me? The last one’s the kicker. Audiences of any kind – whether they’re customers, employees, volunteers or donors – don’t have time for anything else, especially today with so much “information” coming […]
How to Identify a Great Writer: 6 Skills Every Wordsmith Must Have
You and your business need content. Not just words and explanations but clear, useful, compelling and persuasive content that powerfully separates you from the competition and the clutter. Now that we’re into the new year, how do you find a good writer who can consistently provide the goods? It’s important to know the specific skills […]
Getting your team to be better writers. It’s essential.
tem: A brilliant process engineer at a major chemical company is trying to tell representatives from a personal care products giant about the cost-savings and performance benefits of a new hair-care ingredient. But she’s getting tangled up in minutiae and arcane data; she’s lost them before she even gets to the good stuff. Item: The fundraising team […]