The Client of My Client Is Also My Client

I ran into a problem creating text for a client’s website earlier this year.

We had a full-day workshop, during which she talked excitedly about the history of her business, how she helps her clients, and what she wanted out of the new website text.

During that full-day workshop, I took extensive notes.

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Take Your Text from Jargon to Cliché to Your Brand Voice

I have a problem with jargon. Many businesses think that using a lot of industry-specific terminology in their marketing materials makes them sound more impressive.

“Pimp your SEO for killer ROIs!”

But it doesn’t make you sound impressive. It sounds fake. It sounds like one of any number of jargon-spewing social media accounts I see out there featuring some 20-something guy in a suit standing next to an expensive car and claiming to make six figures per month. Continue reading

How I Get to Know My Client’s Unique Voice

Do you remember when the theatrical show STOMP hit the scene in the early ‘90s and – suddenly – every advertisement had the same percussive stomping audio track? No matter whether it was cars or sports shoes (maybe even bathroom cleaner?), for a while there, it seemed like one advertising agency was using the same ad format and sound for all of its clients.

For businesses that create content for other businesses, how do you avoid having all of your clients’ materials sound exactly the same?

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