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I was once asked to critique a 100 page business plan for a client that was applying for financing to start a multi-million dollar pharmaceutical company. Most bankers would have turned down the applicant because the business plan was full of jargon, written in highly technical language, and hard to understand. The first 40 pages of the plan were vague and spoke in general terms. They did not clearly convey what the loan applicant was trying to sell or how they planned to generate revenue to pay back the loan. There was no clearly defined business strategy or marketing plan; just a lot of information about the medical/homeopathic results of the applicant’s technical research. To say the least the business plan didn’t even have an opening abstract to let the reader know what the key points of the document were. Read More→

Categories : Copywriting
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Have you ever received a resume with a typo or seen an ad with a misspelled word?  What sort of impression did those errors make? Did you feel confident to hire the applicant or buy the product? The first impression prospects and clients have of your business is the most critical.  If that impression is a poor one, it could be the end of a potential lucrative business relationship. You don’t have to be a language expert to improve your prose.  Below are a few quick tips to help you start writing with confidence. Read More→

Categories : Copywriting
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