Context Is Everything

Five phrases best left out of content: “I’m going to prove to you” reeks of condescension. “Are you still using X company?” demeans the intelligence of anyone who is. “We don’t do rust removal/dessert/windows” encourages prospects to focus on your shortcomings. “We...
The Power of Empathy

The Power of Empathy

      In addition to projecting empathy yourself, appeal to your reader’s empathy. The best way to encourage donations to a worthy cause (or purchases where a share of the proceeds will be donated) is to tell the story of one person who has been deeply affected by the...