Author

Whether authoring a book like The Customer Experience Revolution, writing business articles, press releases or web site content, the goal is to be effective. Being effective includes having the expertise to understand and engage the audience and meet objectives. It also means selecting the best way to deliver communications and connect to people with hardcopy, web sites, smartphones, tablets or other media.

This is true no matter what form the writing takes — be it brochures, proposals, speaking points, presentations, plans, recommendations or advertising copy.

To increase effectiveness, put the objectives in context before the writing begins. Let’s take web site content as an example:

After carefully reviewing a client’s current site, I will ask the client:
“What are the business objectives for the site? Exactly who are the visitors you want to attract and convert to customers? And what should the site ‘Do-For’ them?”

If more clarification is needed, I will say:
“Let’s do a job description for the site. If your web site was an employee you wanted to hire, what would its job description be?”

This has been tremendously helpful in setting the context and increasing the effectiveness of the content. This type of approach and others can be applied to any format to increase effectiveness.

Some of the companies that have benefited from this expertise in one or more formats include:

• AT&T
• Sprint
• IDriveSafely.com
• ComplianceMAX
• ProFlowers
• Red Envelope
• Websense
• Human Factors Research
• Quest Diagnostics
• Keystone Capital
• Promedia Telecom
• Extrabux
• LPL Financial

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