Category Archives: Marketing Collateral

How to Make the Leap from “Good Enough” to “Great!”

In any business communication to customers, prospects, or employees, the difference between mediocre and memorable writing is enormous.

Mediocre writing can make readers dismiss your message as junk, but clear, incisive writing has the power to boost your credibility and make your organization a trusted expert and industry leader.

Which image would you prefer?

This is how many companies end up with communications that are just “good enough”:

  • Competent in-house writers are unaware there’s an important distinction between composition and copywriting, so they write marketing materials all about what you do and how great you are — and they fall flat.
  • Brilliant engineers write technical descriptions of great products, but without editing for the target audience, readers scratch their heads and ask, “So what?”
  •  Typos appear in expensive, glossy brochures, newsletters, and website text because nobody took time for proofreading. Simple mechanical mistakes aren’t just embarrassing — they erode credibility on every level.

Every waking moment, people are bombarded with meaningless words and tune them out.

That’s why your words must matter. Your message must be sharp enough to cut through information overload.

I have helped many businesses improve their:

  • Ad copy
  • Blogs
  • Brochures
  • Direct mail
  • Internal communications
  • Manuals & user guides
  • Marketing collateral
  • Newsletters
  • Website content

First, I help you pinpoint your target audience, then I learn about your products and services so we can figure out exactly what you want readers to know about them — in language they can understand — so they’ll remember and choose to do business with you.

If you plan any investment in graphic or Web design, printing, or postage, you owe it to yourself to get the most for your money with writing that’s not just good enough, but Great!

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