How to Tell Your Business Story with a Blog

katharine fraser

My business blog about digital communications showcases my guiding principles for how to improve communications in daily practice, whether in your own blogs or newsletters, on the About Us page of your business website, and in other venues for the written word and speech.

My blogs provide free tips and insights as well as further samples of my writing style. Here you will find #DigitalDo advice as well as #DigitalDon’ts.

The consistent theme is that your should integrate all of your digital marketing so there is a cohesive brand throughout newsletters, blogs, websites and social media. Moreover, these must connect to each other to maximize your opportunities and exposure with customers/clients and prospects.

Not finding what you want? Reach out directly through the Contact Us page to schedule a consultation. Adroit Narratives offers content creation for a variety of formats, such as speech writing, presentations, white papers, blogs, advertorials and news-style stories.

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Adios from Adroit Narratives

After five years of flying solo as a marketing consultant and freelance editor and writer, I am closing the Adroit Narratives, LLC shop. From this experience, I learned there is a myth regarding entrepreneurship: no one builds a business by herself.

While there is tremendous satisfaction in running your own payroll to direct deposit to yourself, the reality is it takes a village to raise a business. First, you find trusted vendors, such as lawyers and CPAs, and figure out which platforms you will use to run the business (I recommend QuickBooks and ADP). Next, you must find customers or clients. 

For starters, get your website and social media accounts up and running. I also recommend crafting a logo with a graphic artist, not downloading a generic one. And, yes, good old-fashioned business cards are a must. In the days before social distancing, in-person business networking is essential. At the outset of my business, I was active in BNI, a networking group that meets weekly to reinforce marketing messages among members and to give each other referrals.

The most important people to an entrepreneur are customers. These are the people who see the value in your service or product and pay you on a recurring basis. This is the backbone of a business. Over time, you develop strong working relationships with these people and appreciate them professionally and personally.

Now, the only constant in life is change. Earlier this year, I saw a LinkedIn post about a role at a public relations firm that really intrigued me. It involves the energy industry, which is one of my favorite topics and an opportunity for professional development in a new, but related realm for me. I start the Monday after Thanksgiving! In this tumultuous year, I am very grateful for a new professional opportunity. 

I am also very grateful to my mainstay clients for supporting my business and for being understanding that I was wrapping it up. If you get the opportunity to start a business or want to scratch the entrepreneurial itch, I recommend it. You learn a lot about business and a lot about yourself. No matter what you do, be open to learning, be outgoing, and be appreciative.

Katharine Fraser

katharine.fraser@icloud.com

making a point

What’s Your Point? Are You Making It Effectively in Content Marketing?

When you scroll through the LinkedIn news feed at lunch, ever find yourself feeling unsated by the offerings of article links? Although the attached articles are purportedly written for a B2B or B2C audience, they often lack the most important function of storytelling: conveying a point.

For example, did the article on resiliency really give you actionable pointers or resources on becoming more resilient? Was it more like a pep talk than a TED Talk? Did the trade publication article quickly give your insight or did it drive you into a bunch of Google searches?

The information superhighway is jammed with useless information. Assuming most purveyors of clunky articles were trying to showcase a product or service, we can apply the following rule here: the road to Hell is paved with good intentions.

Pro tip: the opening of an article should immediately make your point. See above. The problem of poorly crafted content is identified. Plus, the solution is offered right away; you must convey a point.

In news writing, the direct approach is called for with the so-called inverted pyramid. In this schematic, the most important information is placed at the top. As the story continues, it winnows down to the smaller details and background. Far too often, content marketing fails because the most crucial information is buried. Perhaps people don’t want to give away the farm, so they try to tease the audience into following along through a long, drawn-out (i.e., boring) story.

Your article headline and first paragraph should clearly state what your pitch is all about. Avoid metaphors, flowery language and ambiguity. You are trying to tell a story, so stop wasting time  – that of yours and others — with fluff.

If you are not a talented writer, hire one with extensive business writing experience. Do not seek the cheapest option. The old adage of you get what you pay for applies to content writing and editing. You don’t want to have to re-do it yourself, but if you go cheap, you will end up doing that.

Another pitfall is cutesy or coy writing. Again, write with direct language. I currently subscribe to a couple of free email newsletters that are supposed to be headline services. The headlines are so darned cute and dripping with whimsy, I have to stop and read further – as in elsewhere – to know what they are trying to say. Headlines should not be ambiguous or vague. Headlines should be specific and explicit.

A headline that is not clear on its subject is also likely to get lost in the search-engine optimization game. Make sure your topic is a noun in your headline.

You are not just attempting to place a thumb-stopping speed bump in front of people. You are seeking to reach an audience that will buy your widget or service. Tell them why. Tell them how. Above all, tell them exactly what it is at the outset. You don’t get another chance several paragraphs into the article because many people won’t get that far. If you have reached this point and want to hire Adroit Narratives to write or edit your company blogs, newsletters, and social media, then contact katharine@adroitnarratives.com for more information and to discuss the rate schedule for content management.

Marketing in the Storm: How to Adjust Your Messaging During Disaster and Unrest

It’s not what’s happening to you, but how you respond. That’s true whether you are reacting personally or professionally to crisis.

And crises are abounding at this moment. The COVID-19 pandemic has taken the lives of more than 100,000 Americans and now our country is experiencing civil unrest the likes of which we hadn’t seen in decades. Plus, hurricane season is underway and a tropical system appears to be heading to the Gulf Coast by the end of this coming weekend. If you are in Houston, like me, or any other hurricane-prone location, you know that can easily exacerbate business disruptions and add to people’s personal distress.

So, what to do? First, do what you need to do to collect and steady yourself. For example, as I type, I moved my office to a picnic table in a local park. If you also have been in working from home mode due to the pandemic, I highly recommend such a respite, especially if you might potentially be stuck inside again with a hurricane.

Now, back to messaging in mayhem. There is no playbook: your response must be a natural extension of your existing brand.

Take a look at your LinkedIn and Instagram feeds, for examples, to see how other businesses are responding. Some are taking risks. Southern Living, the lifestyle brand that usually focuses on home décor, recipes and beauty tips, posted a Black Lives Matter image to Instagram. It was simply white block lettering on a black background. The editors’ note spoke of unity for all Southerners. And, of course, a commenter said they are cancelling their subscription to the magazine.

Similarly, Texas Parks and Wildlife posted to Facebook about Black Birders Week, stating that nature belongs to all of us. One commenter aptly noted, “cue, angry white people.” Indeed, some other commenters suggested it is “racist” to focus on a particular race, even if the post by this public agency was intending to be welcoming and inclusive.

Perhaps your visceral reaction is you don’t want to alienate customers with a Black Lives Matter banner. You know your customers better than anyone else. On the other hand, you may want to reject negative reactions as an Houston Astros player just did. In response to his anti-KKK tweet, it was suggested he stick to baseball. Alex Bregman then said he is fine with losing white supremacist fans.

What if you are not feeling compelled to say something? Silence could be construed by customers and employees as tacit, blissful ignorance of the strife.

“We cannot remain silent,” Dentons, the global law firm, stated in a LinkedIn post. Better yet, be specific in how you are contributing to problem-solving. Bloomberg Philanthropies posted to LinkedIn about working with World Central Kitchen to serve more than 1 million meals to front-line workers dealing with the pandemic. Airlines are providing hygiene kits to flyers.

If you are a small business, you can also participate in a constructive, positive discourse by calling for unity. You can also generally state that, despite these trying times, your business is remaining steadfast in providing quality service to all valued customers.

But there is a central, abiding need to be kind. Be kind and professional to your customers; they need normal business to be a respite from the concerns engulfing our society.

Finally, listen. Be willing to listen to viewpoints that may differ from yours. You may learn something valuable you can incorporate into your business activities. You may also respectfully disagree. While remaining open for business, be open to new ideas. The world is changing rapidly and you may need to adjust on the fly. Just adjust thoughtfully and sincerely. Authenticity still matters.

And, yes, #blacklivesmatter.

Katharine Fraser, Adroit Narratives

Digitally Speaking: Virtual Meetings Require Strong Public Speaking Skills

One thing that the new normal has laid bare is how bad some people are at public speaking. Yes, it was always obvious in a business meeting when a participant (or leader) was lacking in the communications department, but there were distractions (note-taking, reading on the phone, getting coffee). Now, with eyes trained on the screen, there is no escaping a painful reality: people should better prepare for meetings by practicing public speaking.

Have you ever given a speech to the mirror? Perhaps you should start. People trained in public speaking often train themselves by practicing in the mirror. It’s not just the words of the speech, but how those words are enunciated and punctuated with facial expression.

When giving a speech in person, an experienced communicator will seek to take command of the space with proper posture and walking in the stage space. They might firmly plant their feet and use their diaphragm like a singer to modulate their voice. By contrast, a zoom speaker might slouch over the computer while looking down at a spreadsheet and, wait for it, drone on.

Stunningly, a software company promoting its meetings platform is running a TV ad that can politely be termed as from Hell. The spot is meant to be inspirational, I suppose, depicting teams in live-action problem solving, but golly, it’s as wonderful as listening to nails on a chalkboard. Why? Because it depicts poor communications. The speakers halt, hem and haw to get their sentences flowing. The viewer is groaning. Feel familiar? Don’t be that speaker.

Here’s How to Improve Your Computer Speaking Skills

  1. Look at the camera while you are speaking as if you are looking into the eyes of your audience. This requires extemporaneous speech (more on this in a moment).
  2. Sit up straight and breathe out your words so they actually flow and you feel/appear poised and gracious. This will calm your audience so they can focus on what you’re actually saying. Hemming and hawing creates restlessness in the audience because they get annoyed wondering what you are trying to say.
  3. Prepare. Even if you are not giving a formal presentation, write out your main points and then bring your notes to a mirror. Standing or sitting up straight, breathe in and make your points so you are confidently speaking to the mirror without looking down at your notes.
  4. Smile. In the olden days, salespeople were told to smile as they worked the phones so that the person on the other end of the line would hear confidence and warmth in the voice of the caller. These is even more important on a computer screen. Smile. It goes a long way to engage your audience and to give you confidence as well.
  5. Listen. Just like pre-covid public speaking in a space with other people present, be sure to listen to points being made by other people and favorably respond to new ideas. It’s OK to say, “that’s interesting. I had not thought of that,” or, “that’s new. Tell me more.” Anything you would do or say to shut down someone in an in-person meeting that could be uncomfortable for other participants will be even more obvious within the confines of a group video chat. Be a leader by engaging as a welcoming, kind presence. We could all use a little more kindness these days.

Also, be mindful of time. Just because many meeting participants are stuck working from home does not mean time has become less valuable. On the contrary, time might be more of the essence as some decision-making has accelerated to meet the quickly evolving circumstances to function as a business amid a pandemic. Respect people’s time and they will respect you. In a trying economy, the economy of words is as important as ever.

If you are interested in a public speaking training session, contact me at katharine@adroitnarratives.com.

Market Forces Move the Covid-19 Response: Informing Your Customer

The debate on whether to reopen the economy appears to be shifting from partisan politics to the economy itself as consumers on the demand side will decide how much they want to go to businesses and as businesses themselves differ on whether to reopen or how to reopen.

Here in Texas, a movie theater chain has moved its business online, using the handle “Alamo At Home,” and while the governor is allowing restaurants, retail stores and theaters to reopen May 1 at 25% normal capacity, this particular business isn’t ready.

“We will not be opening our Texas theaters this weekend. Opening safely is a very complex project that involves countless new procedures and equipment, all of which require extensive training. This is something we cannot and will not do casually or quickly,” Alamo Drafthouse tweeted on April 27. Well, that’s crystal clear. This is an excellent example of a business managing expectations and clearly stating an objective.

And, though there was a political backlash against Harris County (home to Houston, the largest city in Texas and fourth-largest city in the U.S.) issuing an order requiring people wear masks while out and about, businesses are deciding how to handle that. For instance, HEB, the largest grocer in Texas requires employees in its stores to wear them, period. “All Partners in customer-facing roles are required to wear masks,” according to its website. Personally, I would feel more comfortable if customers were required to wear masks in the store, so because they are not, I will stick with curbside pickup for groceries. Still, I wonder how many germs the non-mask customers are spewing about the inventory as they shop carefree.

On the other hand, some consumers and businesses find the social distancing requirements to be draconian or unnecessary and are pushing to reopen. One local restaurant, Federal American Grill, decided to reopen for dine-in customers, but only at 30% capacity and reservations are required. The staff wear masks and gloves and have temperature checks. Personally, I will enjoy a cocktail on the patio in our backyard. The owner of this restaurant has been quoted in the local news saying he understands this is about personal choice.

What do your customers, clients, business associations and employees expect from you? Regardless of where you fall on the health and safety spectrum when it comes to know risks and exposure, you must clearly communicate the policies you are instituting. Are you allowing employees to work from home indefinitely? Fine, let them know. Are you calling for a skeleton crew to come in and follow proper sanitation and social distancing protocols? Lay out the rules for that.

We still lack clarity on how the novel coronavirus affects populations (e.g., can people be reinfected?) and there is a lot of confusion and concern about what to do with key business sectors. For instance, President Trump may order meat processing plants back online when they have closed due to the illness spreading among employees. If your business environment means you can unilaterally decide whether to open, make that decision based on the best medical information available and add several doses of conservative precautionary measures. It is essential that you not only communicate what those measures are, but that you are hearing and incorporating feedback from employees, customers and social media commenters.

Bear in mind, please, it’s not just about your risk tolerance. There is a difference between rugged individualism and reckless selfishness.

For some businesses, there has not been a slowdown in activity even with social distancing. This morning, I dropped my dog off at the vet, in the parking lot, and the vet tech told me, through a mask, that their business is a busy as ever. (Perhaps all the new stay-at-home workers are paying more attention to the needs of their furry friends.) When you drive in, big signs on the front door urge customers to stay in their cars and to call the office for a vet tech to emerge. The staff informed me over the phone that they would use their own lead on the dog and that his collar and harness could not come in. I was handed a clipboard with paperwork to sign and informed the clipboards are sanitized between uses. I paid over the phone.

Business was conducted safely and now I once again have a happy hound. For marketing and communications consulting from Adroit Narratives, you’ll find me at home. Be safe.

Staying in Touch without Touch: Covid-19 Communications

The bad news is most of the business world is staying at home for the foreseeable future. The good news is you have a captive audience.

For example, my investment advisory firm just sent a 9-page analyst note on the CARES act federal bailout and the macroeconomics of the global pandemic. Would I normally stop everything to read a newsletter from my broker? Probably not. They have sent seven market updates this month, up from two in late February and none in January. This is the inverse of the old corollary that everyone’s a genius in a bull market: the investment firm is holding itself out to clients as the sage guide through a crisis. Smart.

Are you too reaching out to clients and in doing so, trying a new approach in light of current events? In my last blog, I cautioned against sending email blasts to every single contact you’ve ever had. I maintain that position, but go ahead and reconnect with past paying customers. For instance, a fine food purveyor has included me on its recent email marketing campaigns. I only made a purchase from them once for a Christmas gift a couple of years ago. Now, they are kicking into high gear with the digital marketing. After all, they are a website catalogue-based retailer. I believe I first encountered them in a Facebook ad. Smart.

Now, they are hosting a virtual happy hour with a chef from a hip restaurant to discuss recipes that no doubt will use the olive oil they sell. I think I’ll tune in. Note: this is effective cross-marketing, especially for the restaurant that cannot serve in-house at the moment.

Stay on point. Offer an immediate solution. I just took a minute to watch a hand-washing tutorial video embedded in an email from Real Simple magazine. I had forgotten I was on their email list. Instead of unsubscribing from their emails, I know feel a heart-warmed desire to keep hearing from Real Simple, to which I used to subscribe in print. And, oh, I now realize I really should be changing the hand towels every day.

What is the net result of these digital interactions? I’m not likely to yank my investments from the firm that demonstrates they are on top of the situation. I might by some fancy foodstuffs online from a business I had forgotten about. And, I might start paying attention to Real Simple magazine again. After all, their brand is all about tidying up and enjoying your home. That’s where we’re all going to be for a while. Enjoy!

Best Practices: Marketing and Communications in COVID-19

You’ve activated emergency plans and all non-essential workers are logged on from home. Any essential workers are socially distanced. You’re using email to update employees and customers what’s going on. What’s next?

If you are rolling out a new service in response to the slow-motion natural disaster, by all means, let people know. Start with your email marketing mailing list. You may also consider Facebook advertising, especially if this product can be delivered or sold as curbside pickup. Or, if you’re in the specialized deep cleaning business, communicate that.

Before sharing examples of good communications, please let me advise on some don’ts.

And, now for the great examples of businesses staying on brand with their COVID-19 communications:

  • Tractor Supply’s latest email addresses its customers with “A Message to Our Neighbors.” If you live in a small town with a Tractor Supply, it’s where you go for everything from chicken feed to overalls, dog food to cookbooks and a bunch of around the farm and house stuff in between. It’s all about basic supplies for survival. And their branding is homey and comforting. The message is about easily ordering online for quick pickup and how they are treating their employees. All good stuff.
  • Team Beachbody wants you to know their on-demand exercise sessions are there for stress relief and exercise. The supply chain for their nutritional supplies is uninterrupted and ready to deliver wellness to you. The email reminds you how their products and services can make you feel healthy.
  • Next Level Urgent Care got right to the point in its message line: “Get Tested for COVID-19!” If ever there was an appropriate use of an exclamation point in a marketing email, this is it. The content of the email is straight to the point. If you are experiencing symptoms, it gives text directions to download the app for a virtual visit. “Once you complete your video visit and receive your test order, we can direct you to the nearest drive-through testing location.” This is the best COVID-19 marketing email I have seen. It immediately identifies the pain point and offers a remedy. Short and direct. Boom.
  • Who else is out in front on good COVID-19 communications? Big Brown, a.k.a., the people who bring goods right to your home. “Many people are asking the same question: is it safe to receive and handle a shipment? The WHO and CDC have stated that the likelihood of catching the COVID-19 virus by touching cardboard or other shipping containers is low.” Comforting, right? So, go ahead and get those things delivered by UPS.
  • Even Discount Tire is reassuring. If you need your vehicle to be able to roll on down the road, you can get your tires fixed… by making an appointment ahead of time, please. Usually, you can just park and walk in, but not so fast anymore. They include the link to book an appointment for “essential customer needs,” which include flat tire repairs and replacement of tires with unsafe tread. You can hold off on tire rotation and rebalancing. Discount Tire is.

All of the good COVID-19 communications share the same hallmarks:

Emphasize health, safety and well-being of customers and employees.

Explain what has and what has not changed with your product offerings or services.

Speak confidently about crisis management and warmly about a shared future in which we can all resume normal operations.

Stay well and keep communicating.

Illustration of happy story in business

Nailed It – How to Tell a Business Story for Success

What is storytelling when it comes to marketing a business? It’s simply telling the story of how your company resolved a problem.

Any good story has a beginning, middle and an end. The beginning of your story is the how you came to identify a problem or challenge. This could be a so-called pain point that consumers are facing until someone builds a better mousetrap. Or, it could be a question of figuring out how to arrive at a better price to bring more value to the marketplace. Or, it can even be finding or acknowledging a shortcoming and turning around a better product or service. The message around the latter can simply be a cheerful, we listening to you and we now offer the new and improved widget.

The middle of this kind of story is relating how you evaluated how to solve the problem. This part of the story might involve character development (a valued employee or star player), appealing to stakeholders (clients/customers/vendors). Here, you decide how much of the backstory is needed to convey your plot. Too many details, and you will lose your audience. The key is to winnow down the details to the essential specifics. This is true for any medium in which you tell this business story, but specific wording can be crucial for search engine optimization. Just like a search engine is crawing website seeking results with specific words, your target audience is also looking for the specifics that relate to their situation.

The middle of the story should also involve action that illustrates the concrete steps taking to resolve a problem. As you tick off the action items, be sure to check them again the classic storytelling list of who, what, when, where, how and why. Decide which of those elements are critical to your story and include them. You can generalize here to obscure a customer or client’s identity, e.g., a mid-size manufacturer in the U.S. Southeast, as opposed to the company’s name. (Also, check with the customer to make sure they are OK with this. Who knows? They might want you to name them and link to their website. This kind of strategic alignment in marketing could help you to if they link back to highlight your company as a trusted resource.)

The end of the story should provide a tangible result, ideally with some numbers to illustrate a positive change. We published more than 130 blogs that drove traffic to the website, boosted visits to the Twitter profile by 550%, and bested similarly situated businesses in Facebook post reach. The bottom line for most businesses is what am I going to get and how much is it going to cost me. Be sure your business story gives prospects of sense of that value proposition so they embrace it when you give them your pitch. Facts always drive business decisions, so the more specifics you provide in your storytelling, the better.

B2B connections illustrated with puzzle pieces

Stay on Point: B2B Content Marketing with Purpose

The whole point of content marketing, e.g. blogging and vlogging (video blogging), is to showcase your business expertise. This must be the mainstay of B2B marketing. When you get too far off point, your intended audience will not realize you are trying to reach them.

I was reminded of this while watching a TV special on the greatest Super Bowl ads of all time. There it was: the memorable video from 2000 of cowboys on the range wrangling with kittycats. There’s even the expression of herding cats. Everyone loved this TV ad. That’s so great, but can you name the company whose ad it was? “EDS, managing the complexities of the digital economy” is the spoken tagline at the end of the ad. Well, that’s still a fine tagline today. (EDS was later acquired by HP.)

To be sure, a commercial with office workers clashing over IT management would not make for a compelling storyline. Perhaps a viable alternative would interlacing the cat herding imagery with references to the “complexities of the digital economy” so that the audience would know exactly what the ad was for. That way the memorable message would be inextricably tied to the product and/or service being offered.

There’s no shortage of businesses leaving their lane for promotions. The latest example is Popeyes of fried chicken fame. Kudos for Popeyes for previously snagging eyeballs and attention in social media, and by extension news media, for creating a sensation over its chicken sandwich by positioning itself head to head (beak to beak?) with a competitor. But now, it is selling athleisure clothes. Do what, you ask? Well, it is harkening Beyonce’s clothing line, Ivy Park, with its own line dubbed “That Look from Popeyes.” I could be wrong, but I would not recommend other business try this tactic, especially if your company is not already a household name retail brand that sells tasty food. I also am speculating that Popeyes’ people talked in advance with Beyonce’s people about this promotion as to avoid a cease and desist response. If this is an example of a strategic marketing alliance, then good for them. If Popeyes succeeds in selling a lot of clothes for charity, that’s wonderful. Will it help them sell more chicken? I’m not so sure.

Take Adroit Narratives. What is for sale? Editing and writing services. Look at the Adroit Narratives blog and you will see that entry after entry is about the power of blogging and content marketing. It does not stray into other business sectors. Does this jibe with the business offerings of the company? Yes, Adroit Narratives is in the business of providing outsourced content creation and digital dissemination with blogs, videos, newsletters and social media.

Your business can also create (or outsource the creation of) consistent digital content that is delivered on a systematic basis to reach your customers and prospects. Focus on the topics that align with the top revenue drivers you already have. These are the areas where you are the subject-matter expert. Your core content should reflect your core competencies. Decide which specific lines you want to emphasize and create a scheduled plan for delivery content to match. This should be a long-term plan, as in months, not weeks. Keep on it. And, stay on topic!

Looking to outsource your business marketing? Contact Katharine at Adroit Narratives: katharine@adroitnarratives.

editor

B2B Blogging with Polish and Panache

Need to convince your audience that you know your stuff? Then you better know your audience first. Now, you can better address them.

Ask yourself (or better yet ask them) how much do you already know about this topic? How interested are you in learning more? Why do you want to hear about it from me?

Now that you ideally have the audience’s attention, you must keep it. One surefire way to lose their interest is to misspeak. In writing, the equivalent is a glaring typo. Nothing says I don’t quite care about getting this all right like a big, fat spelling error. In this day and age of social media and texting, we’ve gotten quite used to seeing spelling and grammatical errors, but are we completely inured to these shortcomings?

If your senior management sends an email with a new company directive and you spot typos, just how seriously are you going to take the memo? It might inspire you to dust off your resume rather than fall in line with the new policy or initiative.

Likewise, how would your customer take it if you dashed off a proposal to them and it was riddled with errors? You get the idea. The same goes for website content, blogs and social media posts by businesses. No matter how casual we may become in tenor and tone, no business wants to leave a tweet hanging out there with a typo.

What about the style of your business blog and digital marketing? Are you striking the right chord? This might be one of the more challenging aspects of social media and blogging. Yes, you want to have a little fun, but certainly not too much. A seasoned editor can ensure your content captures just the right balance between informative and entertaining.

To be sure, you cannot please all people all the time and critics may still emerge. You just want to showcase as much good material as possible. To do so, hire professional, experienced marketers and copy editors. If you write your own content for websites, blogs, etc., then bring in an editor to review the material before it is published.

If you attempt some panache but it comes out as frilly or silly, the editor will put a stop to it. The editor might even add an appropriate flourish. This is what people in the craft call “good writing.” Yes, that is the technical term. This ability is not God-given. It is a talent honed with extensive practice.

When it comes to content marketing and good writing, employing a great editor will make your efforts more effective.

For more information, contact Katharine Fraser at katharine@adroitnarratives.com.