samples of my work
As you can imagine, I have lots of examples of my work. I’ve selected a few. If you want to see more samples, have questions about what’s here or are ready to discuss your project, let me know.
I write — and ghostwrite — articles for trade journals, advertising supplements, newsletters, general interest publications, conferences and more.
Most people scan a website for few seconds. If they don’t see what they’re looking for right away, they click away. Your website has to capture your visitors’ attention immediately. Let them know how they benefit from what you do. And because your site reflects what you’re like to work with, make sure it’s easy to navigate. The content must be informative, objective, brief and free of jargon. And the grammar has to be perfect.
Brochures serve as tangible and easy-to-share introductions and leave-behinds. They represent you and need to be attractive, informative and printed on good paper stock. They also need to match the look and feel of your other promotional materials.
The challenge is to get people to read and respond to your electronic and/or print newsletters in a timely fashion. Your newsletters must reflect and reinforce your organization’s values without being pedantic or dull. I engage readership with easy calls to action, useful content, good graphics and an inviting layout. I use a conversational journalistic style and pepper the copy with human-interest stories.
Media releases and advisories have to be about something newsworthy — which is not as easy as you may think. Make sure it’s easy for media people to access your logo and photos with captions and credits — usually from your website. Be willing to spend money and time to jumpstart and develop your distribution list of online and print outlets, publishers, reporters, writers, editors and bloggers. I like to work with Business Wire, which I also use as a clipping service.
YouTube and Google are the two top search engines, giving you global reach. Stand out with an imaginative approach, a good story, and excellent production values.
Direct mail, direct response and email marketing all require the same elements — a good offer, a good list, a good call to action — and a good way to measure success.
I start speeches with the take away and work backward — what do you want this particular audience to do, feel and understand? I conduct audience audits to find out what the listeners care about, what they already might know and the best way to approach them. I check on mikes, computer hookups, presentation equipment, the room layout, directions, placement in the program and who to contact if there’s a problem. I need to know if you’re on a panel or the keynoter and the time of day. It matters if you’re the speaker after lunch or the last one of the day.
I enjoy working on all sorts of human resources and employee communications projects. I know that the most effective employee and human resources communications are straightforward and clear so everyone in the organization understands and knows where they fit. Every communication must reflect and reinforce your company’s values, goals and culture. Although it’s important to communicate all the time with everyone, it’s super important to over communicate during particularly stressful times.