writing advice Archives

5 Ways to Say Thank You

1. Tell a story – Among the many ways to say thank you, describe how the receiver of your message made you feel. Detail how they helped you or your company/organization and why their actions were memorable.

Example: “DeShawn, I’ll never forget the time when you and the team collected donations for our local food bank. Your efforts built morale as everyone worked together for the greater good. Thank you for coming up with this idea and for inspiring us to serve people in need in our community. We couldn’t have done it without you.”

2. Highlight the good – Name the qualities you admire in the person.

Example: “Mary, I truly appreciate your attention to detail. I never have to worry about an error in our inventory reports. Your quick response to my questions has also meant a lot to me. Thank you so much for all of your help.”

3. Simplify – Even a short sentence or two can make an impact.

Example: “Taylor, you’re the best. Thank you for your business throughout the year. Whenever you need more toner for your printouts, we’ll be happy to serve you.”

4. Be human – Imagine the person you want to thank sitting in front of you. What would you say to them? Write like you would speak — ditch the jargon and lose the formality. Express warmth and kindness sincerely and naturally. Add some enthusiasm. An appropriate quote can also make an impression.

Example: “As Shakespeare wrote, ‘Some are born great, some achieve greatness, and some have greatness thrust upon them.’ John, thank you for contributing to another profitable year. Your great dedication to our customers has added to our success. You’ve made quite a difference! As the new year approaches, I’d love to work with you again. All the best to you and yours.”

5. Borrow – If you’re struggling to find the right words, read 15 Different Ways to Say Thank You in the Business World or 20 Best Thank You Messages and Quotes to Show Customer Appreciation. Make the wording your own.

Could your “thank you” note use a dash of class? Feel free to comment below.

Quotes
“As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.” ~ John F. Kennedy

“I would maintain that thanks are the highest form of thought and that gratitude is happiness doubled by wonder.” ~ G.K. Chesterton

advertising guidelines, writing advice

5 Types of Industry Advertising Guidelines to Follow

1. Law – Based on a landmark 1977 case (Bates v. State Bar of Arizona, 433 U.S. 350, 377), in 1988, the American Bar Association (ABA) issued its Aspirational Goals for Lawyer Advertising. It offers “essential ideas on how lawyers can advertise in an effective yet appropriate fashion.” Beyond industry ethics, you may also need to follow laws in the state where a firm or organization practices, apart from any content or privacy rules.

2. Real estate – The National Association of REALTORS® has its own Code of Ethics & Standards of Practice for its residential real estate agents. They include advertising guidelines. Beyond the federal Fair Housing Act requirements, REALTORS® may also need to meet state and local fair housing laws.

3. Senior living communities – The Fair Housing Institute effectively summarizes terms these communities can use in their advertising to comply with the federal Fair Housing Act. Like real estate agencies, these residences should also comply with the Housing and Urban Development’s Fair Housing Advertising, Part 109 rules.

4. Health care – The Health Insurance Portability and Accountability Act (HIPAA), enacted in 1996, was intended to “improve the efficiency and effectiveness of the health care system” and includes protections for the privacy of health information. What does this have to do with marketing or advertising? If you run a health care organization, you need to get permission before you gather information. Among the steps to take, you should remove any personally identifiable information. This extends to testimonials and reviews posted publicly, which shouldn’t include the patient’s name or the specific nature of any health issues they disclose. Violations can lead to severe fines.

5. Advertising in general – The Federal Trade Commission has published several advertising and marketing rules. “Under the law, claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. For some specialized products or services, additional rules may apply.” They cover such issues as:

advertising to children
standards for endorsements and testimonials
online advertising (including COPPA, the Children’s Online Privacy Protection Act and the CAN-SPAM Act for commercial emails)
telemarketing
claims in ads regarding health, the environment, and “Made in the USA.”

Which rules do you need to follow in your writing? Feel free to comment below.

Need help complying with industry guidelines in your content writing? Contact me.

Quotes

“Following the rules of your industry will only get you so far.” ~ Max McKeown

“There are rules to everything, even if nobody made them up, even if nobody calls it a game. And if you want things to work out well, it’s best to know the rules and only break them if you’re playing a different game and following those rules.” ~ Orson Scott Card

Published October 5, 2021

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

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 Checks for Trustworthy Website Content

How do you check if a website is trustworthy? The answer can make the difference between prospects who contact you or click away. Because trust is more than a feeling.

You might want to revisit your site to to improve key parts to send the right trust signals: signs visitors look for before they contact you or decide to buy. Use this checklist as your guide to what to consider and why it matters. Then try some of the steps and see how your site converts visitors into leads.

How to Know if a Website Content is Trustworthy

1. Transparency – A Huff Industrial Marketing report reveals visitors want more details about a company or organization, like:

Contact info
An “about” page with team bios
Pricing
Taxes or shipping fees

These all boost the chances of a sale. You can offer just enough information to satisfy curiosity.

Pricing: “Should I show prices or keep them private?” is a question service providers ask, fearing transparency could derail sales or that they’re limiting their income options. But the opposite might be true: being upfront helps you weed out the wrong customers — those who can’t afford you.

A hand marking a checklist with a black pen — a concept for a trustworthy website check to ensure quality and credibility factors are met.

A way around price-based objections is to show a starting price or a fee range. Adding what’s included in the pricing emphasizes the value customers get for their money.

Example: Our estate plans range from $1,200 (a simple will) to $4,500 (a will or trust, power of attorney, living will), depending on the complexity. For a custom estimate, contact us.

Contact info: A clear identity shows you have nothing to hide — and that you stand behind your expertise. If a visitor isn’t sure who’s behind a website or how to contact them, they’re more likely to look elsewhere. Have an easily accessible “About” page, physical address, phone number, and an email.

Service providers can waffle over whether to offer just a phone number or a contact form. To cover all the bases, show both, along with hours of operation or scheduling options that are easy to spot. If applicable, show directions and a map.

Example: Add your phone number as a clickable link and a “Book a 15-minute consult” button in the web page header and sticky footer with an hours block.

Offer a sample of deliverables, the onboarding process, or project scope: Lack of time, a fear of potential legal hassles, or of oversharing are among the reasons providers leave this out.

Something as simple as a “what’s included” or “what to expect” table under each product or service, or a link to a file clarify an offer. It removes friction, easing the buying process. Buyers know what they’ll get, must do, or how long it will take.

Example:

How A+ Accounting works in 3 steps:

Intake and documents (week 1): 30-minute call + send paperwork.
Complete and review (week 2): We send you the complete drafts; you review.
Finalize, pay, and file (week 3): You pay, sign, and we file for you.

State your support terms, guarantee, or refund policy: Companies can avoid offering guarantees and similar assurances because they might have to honor them. But they reduce customers’ perceived buying risks, including the cost and commitment involved — and show your dedication to providing quality work.

Example: If we don’t meet deliverables in 30 days, we’ll [fix/credit/refund X%]. See terms. (Link to short policy.)

Questions to ask for a trustworthy website check:

Can I tell who is behind this website?
Is there a physical address, phone number, and an email listed?
Do potential customers know the value they’ll receive for their money?
Do they know what to expect if they buy from me?
Have I given visitors enough information to reduce their risks (or objections to) buying from/working with me?

2. Professional Design – When you visit pages that load in minutes or feel lost while internet surfing, you know how frustrating that is for visitors. Other issues, like broken links, outdated information, or technical errors make a site seem abandoned or unreliable.

Questions to ask:

Does my website look professional, or does it look like it was patched together?
Are there broken links or confusing menus?
Is the website easy to use on my mobile device?
Is the design consistent?

3. Content Quality and Timeliness – The Nielsen Norman Group (NNG) reports that a trustworthy website has error-free copy. “Fuzzy” facts and spelling, punctuation, and grammatical mistakes can make your business or organization look sloppy. But quality, up-to-date, and accurate information helps your site stand out. It shouldn’t rehash content available elsewhere.

Jargon: The Huff study also states website copy should be free of industry-specific terms (unless your target market uses them). If it’s not clear and easy to understand, it can confuse readers and increase their fear of buying.

Example:

Estate planning your way. What to expect:

A one-hour planning call + checklist
A drafted will or trust document (1–2 revisions)
A signed plan delivered and stored securely

A checklist of five elements for a trustworthy website check including transparency, professional design, content quality, security, and social proof.

Timeliness: Both studies reveal trustworthy website copy should be current.

Show your expertise: Visitors want to know who they’re working with and their level of experience. Offer author bios with titles and credentials and link to professional profiles. Photos and personal touches such as likes or dislikes build trust and reliability.

Example: Jane Smith, Partner — 14 years’ handling elder law and estates. Admitted: NY (2011). Published in State Bar Journal. [LinkedIn] [Full bio]

Reveal your sources: Businesses sometimes don’t disclose sources for claims due to the work involved and potential data privacy concerns. Articles should be well-researched, accurate, and answer customers’ questions. Reference claims through naming and linking to sources, press coverage, or show screenshots of data.

U.S. Federal Trade Commission rules require that advertising claims be truthful, non-deceptive, and evidence-based.

Questions to ask:

Is the information on my website accurate?
Is the content outdated? (e.g., copyright year, last blog post)
Are there lots of spelling and grammar mistakes?
Does the content seem original, or is it generic and copied from elsewhere?
What are the content writer’s qualifications?
Is the information cited from credible sources?
Does the author or organization have a clear bias?

4. Security and Privacy – Visitors need to feel that their personal and financial information is safe, especially on e-commerce sites. A secure connection and clearly displayed privacy policies and terms of service protect user data and build confidence.

Businesses can find this to be too technical and emphasize the website’s look and feel, but trust and security signals, including for accessibility, show you’re up-to-date with industry best practices.

Questions to ask:

Is my website secure? (e.g., does the URL start with “https://”)
Is there a privacy policy that clearly explains how visitor data will be used?
Does the site have any security badges or certifications?

5. Social Proof and Community – People often look to others to validate a website’s credibility. Highlight testimonials, client lists, customer reviews, and other third-party verifications (like industry awards or mentions in reputable media).

Businesses don’t show credentials or mentions because getting permission takes time, yet outside endorsements carry more weight.

Example: “As seen in / partners / press” with direct links.

Testimonials: How many do you need — and where should they go? When customers make decisions, quality beats quantity. Three to five short quotes can be convincing.

Reviews: Businesses often prefer to hide any negativity. But an honest display of reviews, including mistakes, can enhance your credibility. Your response to problems — whether you try to resolve them or remain silent — shows how you work with customers and affects your image.

Example: We post and respond to reviews — here’s an example and how we resolved a customer’s problem.

Case studies: They can be time-consuming and require permission from the people you feature. But real numbers and concrete — rather than generic outcomes — outside of promises — can convince visitors your products or services are effective.

If you must do so, keep client names confidential. Sharing metrics like A/B test results can reveal competitive tactics or client agreements.

Example:

Case snapshot: Estate cleanup
Problem: Client faced probate delays and missed filings.
Action: Reorganized estate plan and filed petitions; coordinated with trustee.
Result: Case closed in 5 months vs typical 10+ months; client reported reduced legal costs. [Read more / download PDF]

Questions to ask:

Does my website have testimonials, reviews, or case studies from real customers?
Are my reviews and social media activity genuine?
Has my business been featured in other credible publications or organizations?

To get started, for quick credibility wins, focus on the first three items: contactability, a smooth user experience, and timely, quality content. These reduce the most decision friction for clients and are easy for a firm to do without selling.

As time permits, follow through with more transparency about how your business handles security and privacy and with evidence to support your claims.

Trustworthy website content is crucial for gaining the right clients because when they see your value, they’re more likely to work with you.

get the checklist to reach the right clients

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

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”