expertise

How to write so you sound every bit as smart as you are

writing to sound smarter

I recently handled a project for an organization full of extraordinarily smart people, something you might not recognize if you read the copy they wrote. Their words were so unfamiliar, their sentence structure so complex only their peers could grasp what they tried to convey … and their peers weren’t the audience. You were. No, … Read more

ALL OPINIONS ARE NOT CREATED EQUAL

I once worked for an advertising agency at which every logo design and brochure had to pass an incredibly difficult test. At the end of the workday, one of the partners would put the piece in his briefcase, bring it home, and show it to his wife. As a result, we produced a lot of work that looked alike, usually using the same two or three colors (which I assume also dominated their home’s décor).

You might chuckle at the idea of a high-powered advertising executive basing his decision about what was best for client needs on Mrs. Executive’s personal likes and dislikes, but are you guilty of the same approach?

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