Writing

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?

I analyzed 20 successful pitches that have gotten our clients into publications such as The New York Times, WIRED, TechCrunch, and Forbes. Here’s what I found: Landing top-tier coverage is about ruthless efficiency in answering three core questions upfront: 1. Nail the Value Proposition (Answer: "What's in it for their audience?") Crystal Clear Offer: interview, data, exclusive, op-ed. Examples: "May I forward [NAME]’s exclusive article on how overlooked bathroom accessibility is quietly impacting restaurant profitability?” (Modern Restaurant Management). Audience-Centric Angle: Frame the story around the publication's readers, not your client's news. Examples: “How employers like Coca-Cola and CVS are using credit-building tools to support underserved workers—and why it’s the new frontier in employee benefits” (Employee Benefits News). 2. Establish Immediate Credibility (Answer: "Why listen to this source?") Signal Authority: Clearly state the source's relevant expertise, title, or company. Example: “[CLIENT NAME] was the youngest [INDUSTRY] founder to raise VC at 18, a Thiel Fellow, and a Forbes 30U30 honoree” (CNN, Forbes). Show, Don't Tell: Use specific proof points–funding amounts, user numbers, notable clients/investors, past awards. Examples: “Over 50,000 users and $41M in payments processed” (Business Insider). Leverage Validation: Mentioning previous high-profile media hits or partners adds weight. Example: “He’s previously been quoted in Reuters, Bloomberg, and CNBC on high-profile trademark cases” (TechCrunch). 3. Demonstrate Urgent Relevance (Answer: "Why now and why me?") Timeliness Hooks: Connect to breaking news, current events, trends, data releases, or awareness weeks. Example: “Neuralink filed a trademark for ‘TELEPATHY’ yesterday—here’s what it could mean for brain-computer interfaces” (WIRED). Laser-Focused Targeting: Show you understand the journalist's beat and the publication's focus. Example: “I know you’re all over the EU startup scene, so I wanted to offer you an exclusive on [CLIENT NAME] atom-by-atom printer” (TechCrunch). Brevity & Clarity: Deliver the core message quickly and make the call-to-action easy. Short paragraphs, clear language, direct asks, etc. Example: Ending with a simple question like “May I forward the article?” or “Interested in speaking?” Here’s a checklist that puts it all together: ✅ Value Proposition Clear? (Offer + Audience Focus + Assets?) ✅ Credibility Established? (Authority + Proof + Validation?) ✅ Relevance Obvious? (Timeliness + Targeting + Clarity?) Questions? Ask me in the comments section 👇

Creating a course can be overwhelming. Luckily, AI can make it 10x easier: Quick context: Over the past few weeks, I had to create 4 different modules for a new cohort I was running. Each module needed to be very in-depth & comprehensive (3-5k words each). And I had a tight deadline to finish them. Luckily, I found a way to use AI to streamline the whole process (without sacrificing quality). Let’s break it down: Step 1: Outline your module The best thing you can do before you start creating your course module: Outline it. That will give you clarity over the direction you’re going before you even start writing. Now, what does “outlining” mean exactly? For me, I means: 1/ Clarifying the overarching structure & sections of the piece. 2/ Brain-dumping some initial ideas for what could potentially go inside each section. Now, I typically do my outlines manually because I feel good about doing that without the AI’s help. But if you’re new to creating big, long-form pieces like this, you can definitely get AI to help you with this too. Step 2: Clarifying the outline (with AI) After I have the v1 of my outline, I share it with my AI tool (Claude) so it can: • Analyze it • Look for potential gaps • Suggest potential tweaks or additions This is super helpful because even though I am the “expert,” there’s usually things I forget or overlook. So this is a great & very easy way to identify those blindspots. Now, after reviewing & implementing some of the AI’s suggestions, I create my final outline & move onto the next step: Step #3: Drafting your module (with AI) With my outline finalized, I then ask Claude to help me start drafting my module. Now, this is probably one of the most nuanced steps in the process. Because if you don’t do a good job with your prompting here, the quality of the output will suffer - a lot. So, here’s a few things I do to avoid that: First, I share with Claude any pieces of content I have on this topic. That way, it can use them as a starting point. Second, I also prompt Claude to ask me any necessary clarifying questions. The goal is to make sure it has access to all the specific knowledge & context it needs to draft the module without hallucinating. Lastly, I share a few of my best pieces of writing so it can mimic my writing style & voice. Then, once Claude is done making the first draft, I move onto the final step: Step 4: Editing the draft At this point, I usually just move Claude’s draft to a Notion doc so I can make all the final edits. (But you can explain the changes you’d like to make to your AI, and have it execute them.) Either way, this step is crucial. Because no matter how great your outline & your prompts were, the draft will never be perfect. And that’s OK. The goal is not to create a “perfect” draft. The goal is to have the AI do 80% of the heavy lifting so you can just fill in the gaps at the end. Anyway - hope this was helpful. Have any follow-up questions? Lmk below.

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 ♻️

Every speaker asks, "How should I start my talk?" Here's the best AND easiest framework. Three Ps. • Pain Point • Problem • Promise. This framework is the result of writing and delivering hundreds of unique talks over the last five years. Here's how it works. 1️⃣ PAIN POINT (The symptom — 3 min) → Start with a pain point that resonates emotionally. → It should be something immediately relatable. → You're the doctor building trust by naming their symptoms. PAIN POINT EXAMPLE: "We all experience the frustration of being overlooked or undervalued at work. We lack the influence we want. We feel isolated and often stuck. For many, this looks like..." 2️⃣ PROBLEM (The diagnosis — 1 min) → Reveal the underlying cause of the pain point. → Name the disease behind the symptoms. → Go after the root cause. PROBLEM EXAMPLE: "It's easy to blame other people. And sometimes it's not your fault. But for many of us, the real issue is our inability to deeply listen to and empathize with our employees, co-workers, and supervisors. This may look like..." 3️⃣ PROMISE (The medicine — 1 min) → Tease the solution that your talk will offer. → Promise a strategy to overcome the problem. → This will keep them hooked for the rest of your talk. PROMISE EXAMPLE: "Today, I'm going to share with you three tools that can help you become a better listener and grow your career. Here’s the first step:" That's it. The first few minutes of your talk are not for... ✖️ Thanking the host ✖️ Making a lame joke  ✖️ Sharing your resume The first few minutes of your talk are for... ✓ Pain Point.  ✓ Problem.  ✓ Promise. Check the infographic for more examples! Works every time. You've got this! P.S. The May "Write Your Signature Talk" cohorts are open! Here's all the info: https://lnkd.in/gwX7nd4e ____ Hi, I'm Vince. I help execs, consultants and teams develop and deliver compelling speeches. Need help? Send me a DM!

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

In 2 years, I've helped B2B leaders generate $130k contracts, features on Bloomberg, CNBC, WSJ, and Cheddar TV, inbound interest from Apple and PwC, and 5-figure days from info products — ALL through LinkedIn content. Here's my 7-step playbook for building a LinkedIn content engine that actually converts: Step 1) Focus on substance over style - Way too many LinkedIn creators obsess over formatting and engagement metrics - Instead, we obsess over creating content that speaks directly to decision-makers - Every post starts with a clear, compelling idea that solves a real problem/tells a genuinely insightful story Step 2) Write how you actually speak - Skip the buzzwords, flowery language, and corporate jargon - Express technical concepts conversationally and confidently - Read your writing out loud; if it sounds unnatural, rewrite it Step 3) Use ALL your company knowledge There is $1,000,000+ worth of content sitting in your internal docs/podcast features/company drive/people’s heads: - Start with transcripts, blogs, podcasts, and other existing materials, then move to direct interviews - This preserves an authentic voice and provides pre-approved language for a dedicated writer (which you should have) - It's easier (and more effective) to edit and restructure than create from scratch Step 4) Format for mobile readability - Break up text every 2-4 lines for easy mobile consumption - Use arrows, lists, and dashes to maintain flow between line breaks - Keep paragraphs short and punchy, but don't sacrifice substance Step 5) Target a defined audience that can write checks - Identify the specific decision-makers who need your solution - Understand their urgent problems and articulate them clearly - Focus on converting qualified leads, not maximizing likes and comments Step 6) Vary content formats strategically - Written posts for thought leadership and quick insights - Infographics for compelling visual concepts that demand attention - Carousels for deeper dives that create stronger psychological connection (these convert like crazy) - Video for maximum authenticity and relationship-building Step 7) Prioritize conversions over vanity metrics - Success isn't measured in likes or comments - Success is measured in contracts, opportunities, and brand awareness among decision-makers - Always include a clear next step for interested prospects The foundation of all of this? Expressing clear confidence and competence in your field. When done right, LinkedIn becomes less about "building awareness" and more about creating a direct pipeline to the exact people who need what you offer. TL;DR: Step 1) Focus on substance over style Step 2) Write how you actually speak Step 3) Use ALL your company knowledge Step 4) Target a defined audience that can write checks Step 5) Target a defined audience that can write checks Step 6) Vary content formats strategically Step 7) Prioritize conversions over vanity metrics Ask any questions in the comments!

Want to take the pain out of giving updates? 🤕 Ditch the old way and try this instead ... 👇 Fifteen years of giving status updates to everyone from interns up to the CEO taught me what works, and what doesn't, when giving an update. I learned how simple changes to how we structure and deliver updates can make a BIG difference in how they are received. Why? Because short, clear, and relevant updates lead to: ✅ Shorter, more productive conversations. ✅ More focused and engaged recipients ✅ Clearer understanding of next steps. ✅ More time spent on valuable topics ❌ And end to boring descriptions of what happened last week If you want to turn your updates into future-focused discussions about the most relevant topics, try this... _________________________________ 1️⃣ Start with a summary intro: Outline the number of topics and briefly state the key impact of each. 2️⃣ Let your audience add, remove, or reorder topics to align priorities. 3️⃣ Use a structured format for each update. No background noise or unnecessary detail—focus on what matters. 🥅  𝗚𝗼𝗮𝗹: What outcome are you aiming for? ⚠️  𝗣𝗿𝗼𝗯𝗹𝗲𝗺: What’s making it difficult to achieve the goal? ‼️  𝗜𝗺𝗽𝗮𝗰𝘁: What effect does this problem have on the goal? 🛠️  𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: What are you doing (or plan to do) to address it? 4️⃣ Ask what (if anything) they would like to discuss in more detail. 🔑 Why It Works: This approach prioritizes what your audience needs to know. It focuses on what happens next and avoids an unnecessary, boring, and overly detailed walk through lists of tasks. ___________________________________ Want to see an example? Hit the follow button and you'll see it in another post later this week.

📖💡#UnforgettablePresence Insight of the Week: It’s worth spending an hour to write a one-sentence email. Here’s why 👇 In my recent conversation with Kim Scott, author of Radical Candor, Radical Respect, and co-founder of Radical Candor LLC, we dove into the intricacies of communicating with senior leadership. One key takeaway that stood out was her "email haiku" strategy—a practical approach to ensure that your emails are clear, concise, and considerate of a leader's time. Kim shared that when communicating with teammates, especially through email, it's essential to make your message fit within your phone screen without needing to scroll. That means you have to make your key points easily digestible to respect other people’s time (and yes, that takes time!). Here's what I learned from Kim’s "email haiku" strategy: ✅ Summarize the key points.  Make your main message clear right at the top. Assume that your teammate might not have time to scroll or open attachments. ✅ Use formatting wisely. If more details are necessary, format your email so that it's easy to skim. ✅ Save time.  You should be saving your boss time, not adding to their workload. My take: Don’t forget that while your work is going to be priority #1 to you, your boss is likely dealing with dozens of other people who think the same thing. It’s important to make sure you learn how to cut through the noise and only share the most important things your boss needs to know. You’ll stand out if you can be a curator of information. 💬 Have you tried the "email haiku" approach or something similar? Let me know in the comments! ************** Do you feel like you’re doing everything right but struggling to be seen as a leader? In my upcoming book 𝘜𝘯𝘧𝘰𝘳𝘨𝘦𝘵𝘵𝘢𝘣𝘭𝘦 𝘗𝘳𝘦𝘴𝘦𝘯𝘤𝘦, I share my personal strategies and lessons from top business leaders to help you build the presence needed to thrive in your career. Sign up for updates and bonuses: lorraineklee.com/book #UnforgettablePresenceBook #BookInsights #UnforgettablePresence

How the military writes emails: I served in the Navy. And I learned a few tactics that changed how I approach email at work. The secret? Let's call it military precision. In the military, precision isn't just about the drill. It's about how folks communicate: Everything from mission briefings to day-to-day emails. Here's the breakdown: - BLUF: Bottom Line Up Front ↳ Always start with your main point. - Start emails with action-oriented subject lines ↳ e.g., "INFO: Q4 Sales Report" or "REVIEW: Client Proposal Due 12/15" - Use Active voice and BE direct ↳ "The team completed the project" is leagues better than "The project was completed by the team" - Follow the 1 idea per paragraph rule ↳ (It really forces you to be clear and concise) - Use bullet points where possible ↳ The bullet points aren't just a layout choice. They force you to be concise. Here's the result: Faster responses. Quicker decision-making. Clearer communication. This approach wasn't just about being formal. It's about getting things done. Whether it's a military mission or a corporate task... Clear and decisive communication wins the day, every time. Try it and see what difference it makes. What’s your take on effective email communication? Any protocols that give consistent results? ♻ Repost to help folks in your network email with military precision. ➕ Follow Kabir Sehgal for daily tips on growth, productivity, & building your portfolio career.