Writing workshops, communication consulting and writing services
Screenwriter Nora Ephron long remembered the first day of her high school journalism class.
Ephron’s teacher announced the first assignment: to write the lead for a story to appear in the student newspaper.… Read the full article
If you wanted to keep teens from smoking weed, what message might you communicate?
One health organization, reports Guy Kawasaki in his book Enchantment, used the message that young people who smoked weed were five times more likely to engage in sex.… Read the full article
You know that the topic is never the topic: The reader is the topic.
You’ve acknowledged that readers don’t care about “us and our stuff”; they care about themselves and their needs.… Read the full article
What information do employees seek from their organizations?
According to communication consultant Roger D’Aprix, author of Communicating for Change: Connecting the Workplace with the Marketplace, they want answers to these questions:
It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic.… Read the full article
“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article
Having trouble finding reader benefits? Maybe you need to ask different questions.
Having trouble finding your benefits?
Try prompting your subject matter expert with the line “that means they will …” The end of that sentence is likely to be a benefit.… Read the full article
If you were giving away a Hawaiian vacation to people who signed up for your webinar, which would you lead with?… Read the full article
