Assume that your reader is extremely busy.
He/she may skim your message,
and save it to read more thoroughly later.
Be concise. Why use three words when one will suffice? For example: “I would like to thank you” and “thank you” communicate the same point.
- Remove the phrase “I believe that …” from your writing. (As in, “I believe that now is the best time to move forward.”) If you didn’t believe it, you wouldn’t be writing it.
- Instead of writing “The people who read the newspaper”, write “The newspaper readers.”
Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”
