Observed

Clients often give me content that is bulleted…or lends itself to be listed that way.  This usually turns into a teachable moment.

If they’re attorneys (a lot of them are), they tend to be VERY linear thinkers.  They believe the most important thought or item in the list ought to go first, with whatever follows coming more or less in descending order.

While they didn’t sign up for the lecture, I give it to them anyway.  It goes something like this:

I say, “Not all readers are as linear as you are.  Whether it’s a list, an article or magazine, studies suggest that people are likely to skip around.  They MIGHT even begin at the bottom.”

Once this heresy has soaked in for a moment, I offer them the science behind that kind of graze-as-you-go reading behavior. (more…)

The more abstract the concept, the more we seem to crave the tangible.  So, serpents, forbidden fruit and other such symbols help us wrap our brains around the notions of sin, obedience to the divine and the like.

This applies to a lot of business writing.  Especially the kind I often do, the kind dealing with intangibles such as quality, client satisfaction, professionalism, and trust. (more…)

This clip offers six best practices for client-satisfaction interviews and surveys. Doug Stern outlines how to get the most out of your investment–and how to really set yourself apart. (more…)