Written

Do more with less.

This means that our content has to work harder to be memorable. 

Make it personal. Make it motivational.

Back up your statements with proof points. Include real, honest stories of the work we’re doing. 

Give the audience a clear call to action, so they know exactly what you want them to do (or know, or feel) with the information. 

Make it easy to read and relate to.  Make it clear and powerful.

Vary the cadence of your writing. Mix short sentences with longer ones to avoid a repetitive feel. Check for rhythm and flow by reading aloud. Don’t be afraid to write like we speak. 

Focus on the point you’re trying to make. Every communication can’t contain every detail, so highlight what’s most important. Use bold, direct statements to capture attention, and get to the purpose of your communication as quickly as possible. 

Make headlines work harder.

A headline should be more than just a label for the topic we’re talking about. Since it may be the only thing our audience reads as they scan the copy, make sure it’s interesting and informative.