Written Communication Best Practices

Documentation protects you… unless it buries your point. Many years ago, I wrote the most detailed audit report of my life. We’re talking 40 pages 🤦🏽♂️ → Charts. → Narratives. → Appendices. → Footnotes. It was bulletproof. At least, I thought so. I handed it to the client expecting appreciation. What I got? “Can you just tell us what you want us to do?” They didn’t care about the 18 pages of background. They didn’t want the full history of the control environment. They wanted direction. Clarity. Action. That’s when it hit me: I wasn’t writing for them. I was writing for me. → To protect myself. → To prove I did the work. → To make it look complete. But complete ≠ compelling. Documentation only matters if someone reads it. Here’s what I learned the hard way. People won't: • Act on what they don’t understand. • Sift through clutter to find the message. • Thank you for being thorough if they feel overwhelmed. So I started writing differently. → Clearer summaries → Shorter sections → Visuals that guide, not distract → And I stopped trying to include 𝘦𝘷𝘦𝘳𝘺𝘵𝘩𝘪𝘯𝘨—        only what mattered Because when your business writing reads like a novel, nobody finishes it. But when it reads like a conversation? → People engage. → They listen. → They act. Struggling to balance clarity with completeness? Our trainings help you communicate in a way that gets results. P.S. Ever write a report so long even 𝘺𝘰𝘶 didn’t finish it?

✋ 10 Things I Hate About Policies (and What We Should Do Instead) Let’s be honest: most corporate policies aren’t helping people make good choices. They’re long. They’re vague. They’re legally sound, but practically useless. I’ve worked in legal and compliance long enough to say this with love: most policies are written by lawyers for lawyers—not for the humans they’re meant to guide. Here are 10 things I hate about traditional policies—and what I believe we should do instead: 1. Written for lawyers, not people. They sound like a deposition transcript. Real people need real words. 2. Law citations before guidance. I don’t need to see “FCPA, UKBA, ISO 37001” before you tell me what to do when someone offers me playoff tickets. 3. “Including but not limited to.” The unofficial mascot of policy clutter. Retire it already. 4. The exception maze. Don’t bury nuance at the bottom. Acknowledge gray areas like grown-ups. 5. Training required just to understand it. If I need a course to decode the policy, the policy has failed. 6. All “don’ts,” no “do’s.” Fear-based rules freeze people. Clarity-based ones empower them. 7. Walls of text. White space is your friend. So are headers, visuals, and clean design. 8. Peanut butter approach. Stop sending the credit card policy to everyone. It’s lazy compliance. Target people who actually need it. 9. Undefined audience. Who is this for? Managers? HR? Everyone? I shouldn’t have to guess. 10. Assume we’ll figure it out—or else. Bad policies punish. Good ones guide. ✨ Want better policies? Start here: - Use clear language. - Show people what to do, not just what not to do. - Make it role-relevant. - Design it like you want someone to actually read it. Let’s write policies that help people make good choices—with confidence and clarity. #Compliance #Culture #PolicyReform #MakeGoodChoices #LegalDesign #HumanCompliance #Ethics #Leadership #UserExperience

Here's how to simplify your pitch and 10x your sales: 1. Talk less, sell more. Short sentences = more sales. Hemingway once bet he could write a story in 6 words that'd make you feel something: "For sale: baby shoes, never worn." Your pitch should pack the same punch. 2. Complexity is for people who want to feel smart, not be effective. The worst salespeople make simple things sound complicated. The best make the complex simple. 3. Complexity says, "I want to feel needed." Simplicity limits to only what is needed. 4. Read your pitch out loud. I remember when I'd asked my COO to read the manuscript of my book. He chose to do it aloud. All 258 pages. Ears catch what eyes miss. The final version reads like butter. 5. "Be good, be seen, be gone." This was the best sales advice I ever got. - Good: Deliver value - Seen: Make an impression - Gone: Don't overstay your welcome People buy from those they remember, not those who linger. 7. Speak like your customer, not a textbook. We like to sound sophisticated. "We create impactful bottom-line solutions." But we like to listen to simple. "We help small businesses explode their sales." Which one would you buy? 8. Every word earns its place. Your pitch should be lean and mean. - Be specific - Avoid cliches - Check for redundancy - If it doesn't add value, cut it out 9. Abstract concepts bore. Concrete examples excite. ❌ "We'll increase your efficiency." ✅ "We'll save you 10 hours a week." Paint a picture. 10. People buy on emotion & justify with logic So tap into their feelings: - Fear of missing out - Desire for success - Need for security Then back it up with facts. 11. The "Grandma Test" never fails. If your grandma wouldn't get your pitch, simplify it. No jargon. No buzzwords. Just plain English. 12. Benefits > features. Dreams > benefits. ❌ "Our group hosts 10+ events per year." ✅ "Our program helps you close deals." 🚀 "Let's take back Main Street through ownership." 13. Use power words: - You - Free - Because - Instantly - New These words grab attention and drive action. Two final things to keep in mind... Simplicity isn't just for sales. Apply these principles to: - your business operations - your thinking processes - your next investment - your relationships - your to do list Sales isn't just for car dealerships. You pitch when you: - Negotiate a raise - Interview for a job - Post on social media - Hire someone for a job - Talk to an owner about buying their biz If you found this useful, feel free to share for others ♻️

Last week Glenn Kramon, a professor at the Stanford University Graduate School of Business gave a master class on cold emailing in our class (Lean Launchpad). Glenn was an editor The New York Times for more than 25 years and has supervised reporters that have won 10 Pulitzer Prizes. I always start my emails with “How are you? Hope you are well!”. It turns out I have been doing this wrong for decades - violating rule #3  in Glenn's list (see below). I recommend you listen to Glenn in this YouTube video (minute 38 to roughly 45). It does not do justice to his full lecture but you will get a sense of his wisdom. TLDR: ✍ When writing cold emails instead of being one OF a million, be one IN a million.  🌟 To make yourself one in a million, make them feel like one in a million. Ai writing software makes emails look the same. Ask ChatGPT to write you a cold email - you will be one OF a million. Spend time following Glenn’s rules and you can stand out, making someone feel you care about them.  At the end, the person you are reaching out to is a human and your goal is to establish a connection with them that goes beyond the transaction. Glenn’s ten rules below: 1️⃣ Know something about the person to whom you’re writing, and exploit it.  2️⃣ Clear, personal subject line indicating urgency.  3️⃣ Start fast. Get to the point quickly, not at the end.  4️⃣ Begin with something she doesn’t know, not with something she does know. 5️⃣ Name someone you know whom the person you’re writing about also knows (and respects).  6️⃣ Try to compare yourself to the person you’re writing to.  7️⃣ Can you tell a story you know will make that person smile, even laugh?  8️⃣ Keep it short. Make sure there’s an “ask” or next step. And keep the ask as small as possible. Make it easy to say yes.  9️⃣ Offer something in return. Maybe you know something, or someone, that she doesn’t.  🔟 Check for accuracy, then check it again, before sending. For fun, I used ChatGPT to write a few emails and noticed that they violate many of Glenn’s rules! https://lnkd.in/gjN6j24Z

The “Eternal Struggle”: PR vs. Legal – And how to bridge the gaps. There’s an old adage in corporate crisis management: You’re either at the table, or you’re on the menu. And nowhere is this more evident than in the frequent tug-of-war between PR teams and legal departments during a crisis. I’ve been on both sides of this debate—as a former lawyer and now a public affairs advisor. Here’s the truth: the “say nothing, do nothing” approach that worked 30 years ago will destroy a company’s reputation today. But going rogue with an unchecked PR strategy can tank a future legal or regulatory case just as fast and may get you fired. So how do we navigate this proverbial minefield? Here’s how to bridge the gap: 1. Understand the Stakes - Legal’s priority: Protect the company from lawsuits, fines, and regulatory action. - PR’s priority: Protect the company’s reputation in the court of public opinion (where your customers, investors, and employees live). Both priorities are 100% valid—and both are existential risks. 2. Build the Crisis Playbook Collaboratively - Pre-plan messaging for likely crisis scenarios before the heat is on. - Agree on who leads which part of the response and when. This can be tough, but dedicate the time. - Include Legal in your media training—they’ll thank you when it’s time to deliver tightly-worded, low-risk statements under pressure. 3. “Be at the Table” - Legal needs to respect PR as more than a “spin machine.” PR shapes reputations that can directly influence jury pools, regulators, and decision-makers. - PR needs to recognize legal’s expertise in risk avoidance. Reckless comments can lead to billion-dollar costs. The key: If both teams collaborate early, they can find solutions that protect both reputation and the bottom line. 4. Manage the Message - Words matter: Even a single phrase can change the narrative. Use legal-approved, precise language that aligns with PR’s strategy. - Stay human: A robotic, overly cautious response (“We are investigating and will provide updates soon.”) simply doesn’t work anymore. - Own what you can: Show accountability where it’s safe and strategic. 5. Play the Long Game The court of law and the court of public opinion don’t always operate on the same timelines. But public perception often shapes the legal and regulatory outcomes. - Losing trust with customers can lead to more aggressive scrutiny from regulators. - Winning public support can soften legal blowback or even help settle cases faster. Bottom Line: The PR vs. Legal conflict doesn’t need to be a zero-sum game. The best organizations recognize that reputation and liability are two sides of the same coin, and build a unified approach to protect both. When you’re in a crisis, it’s not just about avoiding mistakes. It’s about showing leadership when it matters most. And leadership starts with getting PR and Legal on the same team. What’s your take? Drop your thoughts and “war stories” below.

10 Copywriting Rules (From a Dad of Twin Teenagers Who Knows a Thing or Two About Persuasion) Growing up with twin teenage daughters has been the ultimate crash course in persuasive communication. If I can get two teenagers to agree on dinner plans without an eye roll, selling anything to anyone becomes a breeze. Crafting a compelling copy? Surprisingly similar. It’s all about: • The right tone • Catchy phrasing • Knowing exactly what they want (even when they don’t). Here’s how these lessons translate to copywriting: 1/ Strong CTA = More Conversions Convincing teens to choose one restaurant? Like a CTA, it needs a “what’s in it for me” factor. “Click Here” works if paired with why they should care. Example: “Click Here for Mouthwatering Dinner Ideas.” 2/ Highlight What Matters In family debates, shouting the best option works (sometimes). In copy, highlight with: ✔️ Bold text ✔️ Visual cues ✔️ Testimonials Give readers reasons to trust—and choose—your offer. 3/ Symbols Speak Louder Than Words Teenagers scan for emojis. Readers? Scanning for key symbols. Use: ✔️ $ for discounts ✔️ ❌ to show what they’re missing without you. 4/ Numbers > Words “Be home at 1” is clearer than “Be home at one.” Numbers grab attention. Use them in headlines, discounts, or stats. 5/ Follow the “Goldilocks” Rule Too many options = indecision (or teenage rebellion). Limit choices to make decisions easier—group into 3-4 options. 6/ Meaningful Hooks “Dinner options” sounds boring. “Let’s try sushi tonight!” sparks curiosity. Same with copy: Your “Plans & Pricing” page? Rename it. Try “Find Your Perfect Plan.” 7/ Picture It Like a Conversation Persuading teens means sitting down and talking face-to-face. Write your copy like you’re chatting across the table with your audience. 8/ Explore Layers of Benefits Teens need more than “it’s good for you.” They want specifics: “You’ll feel great and your friends will love it.” Your copy needs the same. Features are nice, but benefits sell. 9/ Showcase Your Best Dinner debate strategy? Start with the best suggestion first. Your copy should, too: Feature best-sellers or top reviews upfront—don’t bury them. 10/ First & Last Impressions Matter In family arguments, what you say first and last is what gets remembered. Structure your bullets the same way: • Strongest point first • Close with a powerful takeaway Master these rules, and whether you're selling products or settling family debates, you'll win every time.

I've written dozens of product updates only to have stakeholders complain that they didn’t know what was going on. Turns out, I was making a few basic errors. I grew tired of writing updates that nobody read. Five reasons why stakeholders aren't reading your updates: 1️⃣ Too long | Everyone is busy. Respect their time by keeping your updates easy-to-read and short. Allow links for people to deep-dive if they want. 2️⃣ Too much jargon | One of my clients once sent a release note that read "Created User DMS pipeline for data extraction from Platform DB". If your PMs don't know what it means, your marketers definitely won't. Make sure your updates are in user language, not technical language. 3️⃣ Wrong channel | The people who needed to read my update were getting over a hundred emails a day, yet I was sending emails. Make sure you're sharing your update in places that work well for them. 4️⃣ Everyone everywhere all at once | How many product teams are there at your company? Is every team sharing updates in different ways at different times, or is it coordinated together? Having everyone's updates be in the same place at the same time makes it easier to follow. 5️⃣ No context | At first, I would just provide status updates. What I learned was that if I included the WHY behind what we were building, I got fewer repeat questions about what I had written. Addressing these five issues will go a long way towards making sure everyone knows what the product team is up to. What are the best methods that you've used to get everyone on the same page?

I'll be the first to admit - When I started posting on LinkedIn regularly, my content fell flat. I made some rookie mistakes like writing long-winded posts that rambled on without a clear point. But over time, as I studied what worked (and what didn't) from the posts that drove surges in new followers, I noticed patterns emerge. Little tweaks that dramatically improved engagement. I'm still learning and evolving, but here are 6 key lessons I wish I knew from the start: 1. Structure matters Successful posts have a clear structure that grabs attention quickly.  Use techniques like: - brief numbered tips, - short punchy sentences, - and easy-to-scan bullets. Think about it this way: If an email has bullets neatly nested, you go straight to those to get the gist.  Apply that same thinking to your posts. 2. Stories > lecturing Guide don't preach...People want to hear your experiences. Rather than lecturing, share personal stories allowing readers to draw their own conclusions. Guide them through your journey. I usually weave in parenting lessons to lessons in business. Because art is life, and vice versa 🙂 3. Simplifyyy Aim to write at a 3rd to 5th grade level using simple, conversational language.  Write like you speak...Read it out loud if unsure. Hemingway App is a great tool that spits out a reading level for your draft. AND gives recommendations on how to make it easier to read. 4. Visuals = engagement… but ONLY with great copy. Relevant images increase reach 15-20%.  Selfies by 30%.  And carousels a whopping 1.6x over text/image posts alone. The second I started adding images, the more I saw engagement increase. That being said — make sure the images aren’t the only thing providing value. If the copy itself is not specific or actionable, it’ll just look like a sponsored post. Take one of my top posts from the last 90 days: I attached a preview image of the article I referenced. Not a carousel. Not even something branded. But it worked because the copy itself was loaded with tons of my own data and insights. 5. Optimize for mobile Keep posts concise and visually-appealing. With the majority (88%) browsing LinkedIn on mobile, optimizing for THAT experience is #1. Add line breaks so that they read like a slippery slope… Getting your reader to get all the way… To the end. Add carousels, or even graphics from other creators (with credit!). They’ll add scroll-interrupting dimension to your audience’s feed. These aren't earth-shattering revelations. But small, intentional tweaks like these made a big difference for me.  I'm still figuring it out, but wanted to share what's helping so far. Let me know if any of these lessons resonate with you or if you have other tips to share! I'm all ears.