Author: Michelle Troutman

Michelle Troutman has spent more than a decade crafting attention-getting newsletters and other content for service providers. She specializes in creating standout e-newsletters for law firms and economic development organizations. Her marketing and business administration background and education enhance clear and persuasive copy that speaks to the right clients. Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires service professionals to create engaging content. She enjoys helping businesses that sell their expertise reach their ideal customers.
writing advice, writing better

5 Steps to Personalized Content Made Easy

Personalized content feels like it was written just for your reader — because it was. Whether it’s a blog, an email, or a headline, these five steps help you craft copy that starts a conversation.

1. Speak to your reader – When you share your experiences, the pronoun “I” helps you connect with your audience.

But in marketing, the age-old, yet effective advice still holds: focus on your reader. Write less about yourself and more about their challenges. Use “you,” “your,” and sometimes “me” (from their perspective) to make the message more personal. Don’t just name them — speak to them

Example: Tell Me More About 24/7 Financial Planning

2. Write naturally – Unless you’re writing to others in your industry, resist any urges to lapse into jargon or pompous-sounding “big” words. Formal writing has its place. But stiff sentences and buzzword soup? Readers tune out fast.

Two older women, dressed in white shirts and wearing glasses, share a moment of connection as they read a greeting card together. The card evokes the essence of personalized content, fostering a sense of closeness and shared experience.

Read your writing aloud or use a voice-to-text app to capture a more natural tone. Make your reader feel like they’re talking to a friend or a client they trust, without losing them in a corporate memo.

Example: Berkshire Hathaway 2024 letter to shareholders

Warren Buffett’s annual letters to Berkshire Hathaway shareholders are famous for their authentic, down-to-earth tone, free of dry financial jargon. He explains investing concepts like he’s chatting with a friend over coffee.

"This letter comes to you as part of Berkshire’s annual report. As a public company, we are required to periodically tell you many specific facts and figures.

'Report,' however, implies a greater responsibility. In addition to the mandated data, we believe we owe you additional commentary about what you own and how we think. Our goal is to communicate with you in a manner that we would wish you to use if our positions were reversed – that is, if you were Berkshire’s CEO while I and my family were passive investors, trusting you with our savings."

It contrasts sharply with one from former energy company Enron, written in 2000: 

"Our retail energy business achieved its highest level ever of total contract value. Our newest business, broadband services, significantly accelerated transaction activity, and our oldest business, the interstate pipelines, registered increased earnings…"

The jargon and references to Enron’s complex monetary structures later contributed to challenges in understanding the company’s true financial health.

3. Show your personality – When appropriate, whether your tone is witty, warm, or no-nonsense, let it shine. After all, you are your brand. You don’t have to give too much information, but sharing your stance can help your business or organization stand out.

Example:

❌ Welcome to our blog, where we share industry insights.
✅ Let’s discuss what works (and what doesn’t work) in content marketing.

4. Hyper-personalize smartly – Customize content and SEO strategies based on users’ behavior to boost engagement and rankings.

Examples:

  • SEO: Use location-based keywords (e.g., Best financial planners in [Your City]) to attract local searches and the right audience.
  • Website copy: Personalize homepage headlines based on users’ past interactions. Show returning visitors tailored headlines based on their prior browsing behavior. Highlight products they viewed or content categories they engaged with.
  • Emails: Add dynamic content, like product recommendations based on purchase history or past clicks.

5. Be yourself – Swipe files, AI, or templates can save time and inspire you. Use your unique words, examples, and experiences, which are more distinct and personal, to keep your audience tuned in.

Example:

❌ Dear Valued Customer, here’s our weekly update.
✅ Hey [First Name], our comfy hand-knit sweaters are just your size!

Real personalized content marketing goes beyond a “first name” basis. It’s in the details that say, “I see you,” the reference only they’d get, or the phrasing that sounds like them — because you did your homework to make it feel that way.

What does personalized content look like to you? Feel free to comment below.

Learn how to create content that connects with clients who value and respect you and your business

get YOUR checklist — START creatING content that reaches the right clients

Quotes

“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.” ~ Jay Acunzo

“If you can take your personality and inject it into the message you share, you’ll be one step ahead in the content marketing game.” ~ Jason Miller

editing, editing your writing, improve your copyediting, improve your editing, improving your copyediting, improving your editing, improving your writing, proofreading

5 Ways to Improve Your Editing

1. Read – Well-written books and articles can help you improve your editing through exposing you to different words and writing styles. Grammar and editing guides also offer plenty of advice on English usage.

2. Cut – Try removing words from your sentences; if they don’t add to the overall meaning, they’re often not necessary.

3. Get expert help – If you’re uncomfortable with words, or feel you need more than a little advice, talk to someone you trust who knows English well. Ask them to mark up one of your pieces so you can see where you need to improve. Or talk to an experienced pro (like me). Many of us are better at editing others’ work than we are at our own.

4. Use software – Grammar apps and software with spell-check can help. If time is tight, they can ease the editing process, but they don’t catch everything.

5. Practice – As your confidence grows and you gain a better understanding of the basics of good writing, edit others’ work. One way to do this is to join a writing group.

What has helped you improve your editing? Feel free to comment below.

Need help with your editing or proofreading? Contact me to fix the flow and sound like a pro.

Quotes

“In art, economy is always beauty.” ~ Henry James

“When in doubt, delete it.” ~ Philip Cosby

Comments? Suggestions? Need help with your communications? Contact me.

business communication, business writing, editing, editing your writing, proofreading

5 Do-It-Yourself Proofreading Hacks for Business Communication

by

Michelle Troutman

1. Know your weaknesses – Do you tend to write long sentences, repeat certain words, or have other verbal tics? Being aware of your bad habits can help you focus on what to cut in a pinch. For example, you can search your copy for repeated words or phrases and replace them with appropriate synonyms to improve the flow.

2. Change the font size or color – This is one of the most effective proofreading hacks — it truly helps you see your copy differently. Errors seem to pop out more, especially after I get used to reading the same text over and over. Just remember to change it back to normal later, if necessary. 🙂

3. Remember readability – Microsoft Word and similar software use the Flesch-Kincaid readability scale to score your writing by grade level. Grade eight or nine is common for easy reading, but some grammar experts suggest you aim for a sixth-grade level. The Hemingway App follows an algorithm. To improve readability, use few, if any, words with three syllables or more. And shorten your sentences.

Example: Individual (five syllables: in/di/vid/u/al)
Revised: Person (two syllables: per/son)

4. Use a checklist – Grammar and style books sometimes have lists of common errors at the back, which can be especially helpful for new writers. This is among the proofreading hacks that are best to save for last. My newsletters also offer some usage tips.

5. Keep it in context – Does everything make sense? Does it add up? Names and numbers can be easy to gloss over. Even if every statement is correct, your wording could confuse readers. This is a sometimes overlooked part of making your writing easy to understand.

What are some of your favorite proofreading shortcuts? Feel free to comment below.

Need help with your editing or proofreading? Contact me.

Quotes

“Let the reader find that he cannot afford to omit any line of your writing because you have omitted every word he can spare.” ~ Ralph Waldo Emerson

“Write without fear. Edit without Mercy.” ~ Unknown

business communication, business writing, editing, editing your writing, wordiness, writing advice, writing more clearly, writing professionalism, writing well

5 Ways to Say More With Less in Your Business Writing

Ever slogged through a sentence like this — when you could say more with less?

“We’re writing to let you know that we’ve made several important updates regarding the current policies in effect, which we believe will make a difference going forward.”
A handwritten French assignment with red ink corrections and critical comments like "BAD" and "Careless copying." A note says, “A very poor paper, showing that you have not learnt your work.”

It’s like swimming through molasses. Clear writing (and decent editing) cuts the drag.

The secret to finding the sweet spot?

Balance brevity and clarity: use enough words so readers get the full meaning. Don’t meet them halfway through run-on sentences or fragments; sometimes a few extra words give them the context they need to prevent confusion.

❌ Because regulatory approval is still pending.
✅ We delayed the product launch because we’re still awaiting regulatory approval.

Work harder so your readers don’t have to. Pretend you’re editing a movie: if it doesn’t move the plot forward, it hits the cutting room floor.

How to Say More With Less

1. Cut the qualifiers – “Very,” “really,” and other qualifiers can bloat your writing. Remove them to say more with less.

Example: “We’re really excited about our new product.”
Revised: “We’re excited about our new product.”

(Or better yet, show why.)

Bonus tip: Scan your drafts for these fillers and ask, “Does the sentence lose meaning without it?” If not, leave it out. Or as William Strunk, Jr. and E.B. White said in “The Elements of Style,” let every word “tell.” Don’t use two words when one will do.

2. Watch your adverbs – These words usually end in “-ly.” Use adverbs sparingly, only when you need to make a point. They’re usually a sign you should trim the fat because your verb isn’t working hard enough. Instead, try a stronger one.

Example: “The car rolled down the driveway slowly.”
Revised: “The car crawled down the driveway.”

One word > three.
More meaning, less mess.

3. Adjective objectivity – Not all descriptors are bad, but many are unnecessary. Often, you don’t need them unless they’re relevant to your subject matter.

Example: “Made of high quality steel, these knives are tough enough to slice tin cans.”
Revised: “Made of quality steel, these knives slice tin cans easily.”

Another example: Our innovative, groundbreaking, world-class solution improves workflow.

What does “world-class” add that “improves workflow” doesn’t already imply? Can you show the result instead — like “cuts busywork by 50 percent”?

Keep what matters. Cut the rest.

4. Save on specifics – Sometimes less detail = more clarity. Your readers want the takeaway, not the entire backstory. Move from the specific to the general:

Example: “We toured every split-level between 3rd and Pine before settling on our fixer-upper.”
Revised: “We toured dozens of homes before choosing our fixer-upper.”

Need to give more context? Instead of writing a description or explanation, link to more information or add a visual. You don’t have to cram every fact into one sentence.

5. Think visual appeal – You can also say more with less by changing how your words appear. Help readers see the point.

  • Highlight key points; use bold sparingly
  • Chunk information blocks into two columns
  • Turn a long paragraph into a tidy list
  • Consider a chart or infographic when things get complex — and attract attention

Bust the wall of text to give their brains a rest — and their eyes a place to land.

Great writing doesn’t stop at fewer words. It aims for the right ones to make a point. It’s “He moved quickly” vs. “He dashed.” One word = more impact.

Word choice, not word count, matters the most.

When you hit “delete” on that clever metaphor you spent ten minutes crafting, it can hurt (been there, done that!). To soothe the pain, know your readers will see the meaning clearly without the clouds — and your words hold more weight.

And if you’re unsure, a second set of eyes can help you prune your words for stronger phrasing.

Sharpen your image

What are some of your favorite ways to say more with less? Feel free to comment below.

QUOTES

“I would have written a shorter letter, but I did not have the time.” ~ Blaise Pascal

“The poem is a form of texting…it’s the original text. It’s a perfecting of a feeling in language — it’s a way of saying more with less, just as texting is.” ~ Carol Ann Duffy

building trust, web copywriting, writing advice, writing better, writing in plain english, writing more clearly, writing professionalism, writing well, writing with clarity

5 Steps to Trustworthy Website Content

1. Double-check – According to the Nielsen Norman Group (NNG), a trustworthy website has error-free copy. “Fuzzy” facts and spelling, punctuation, and grammatical mistakes can make your business or organization look sloppy.

2. Transparency – Upfront disclosure — giving patrons information they need — helps increase the chances of a sale. This can include listing prices and any taxes or shipping fees or a return policy. You don’t need to go into great detail, but offer enough information to satisfy people’s curiosity.

3. Thoroughness – Like the NNG study, a report by Huff Industrial Marketing, KoMarketing, & BuyerZone reveals visitors want more details about a company or organization. Contact, product, or service info, and an “about” page with team bios can help. Research reports, news releases, and client lists or testimonials may also add to your credibility. Show your full range of products or services to appeal to as many people as possible.

4. Go jargon-free – The Huff study also states that website copy should be free of terms that appeal only to others in your industry (unless they’re your target market). It should be clear and easy to understand.

5. Stay up-to-date – Both studies suggest that trustworthy website copy should be current. Old content can make your business or organization look “out of touch,” like you don’t care enough to update it.

What do you think about building trust through your website? Feel free to comment below.

Need to improve your web pages to increase trustworthiness? Contact me.

Quotes

“What we now consider a ‘quality’ website design looks very different from a reputable website of the past, but what influences the perception of quality has not changed and will not change in the future.” – Aurora Harley, Nielsen Norman Group, “Trustworthiness in Web Design: 4 Credibility Factors”

“State what your company offers — and the challenges you solve — in jargon-free language.” ~ Huff Industrial Marketing, KoMarketing, & BuyerZone, “2015 B2B Web Usability Report”

Comments? Suggestions? Need help with your communications? Contact me.