Written Communication Best Practices

Recently, I made a post about building an online presence and creating content on LinkedIn & Instagram, and I received so many questions like: 👉 How can we create engaging content? 👉 Is there any right time to post? So, let’s talk about it! First of all, there’s no fixed rule that guarantees rapid growth on any platform. From my experience, the key is simple: Create what your audience needs. But how do you figure out what your audience actually wants? 1️⃣ Pick 5-10 verticals (topics) you want to post about – This helps you stay consistent and gives variety to your content. 2️⃣ Post regularly and rotate between these topics – Try this for at least 30-45 days. This gives you enough data to analyze what’s working and what’s not. 3️⃣ Analyze your best-performing posts – Once you have a good number of posts, check which ones got the most engagement. Identify patterns in topics, formats, and writing styles that work best. 4️⃣ Test different content formats – Try text posts, carousels, polls, short videos, and storytelling-style posts. Experimenting will help you understand what your audience enjoys the most. 5️⃣ Hook your audience in the first 2-3 lines – The first few lines decide whether someone will stop scrolling or move on. Start with a question, bold statement, or interesting fact to grab attention. 6️⃣ Keep your content concise and easy to understand – Avoid overcomplicating things. The simpler and clearer your message, the better engagement you’ll get. 7️⃣ Use pointers in your posts – Structured content is easier to read and keeps people hooked till the end. 8️⃣ Engage with your audience – Reply to comments, ask questions, and keep the conversation going. Engagement builds a loyal audience over time. 9️⃣ Find the right posting time (but don’t overthink it) – Different audiences are active at different times. Test different time slots to see when your posts get the best reach. LinkedIn engagement is usually higher on weekdays, while Instagram tends to perform well in the evenings. 🔟 Stay consistent & have patience – Many people give up too soon when they don’t see instant engagement. The truth is, it takes time to build an audience. Keep posting, refining your strategy, and improving with each post. At the end of the day, there’s no perfect formula—the more you experiment, the better you’ll understand what works. Keep posting, keep learning!

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

Never Forget that Academic Writing is an Emotional Process. I often exhort my students to remove the emotion from their words. Be concise. Be focused. Be critical of your work. But. That does not mean writing is not emotional labor. If you take the emotion of your writing, especially deep in a draft, you lose not just clarity — you lose connection to the topic - and that comes through in your words. Which. Translates to writing that feels flat, distant, or like someone else could’ve written it - which results in rejection. If you find that happens to you, here are seven tips to connect your emotion to your writing. 1. Return to your core question. What first grabbed your attention? What problem or pattern did you feel in your bones? Re-engage your curiosity. 2. Find your original voice. Reread an early note, email, or messy draft before you polished it. Find the line that made you care. Re-engage your intellect. 3. Write the paragraph you’ve been avoiding. That uncertain, vulnerable section? Start there. That’s usually where your voice is waiting. You have to start somewhere? Right? 4. Talk, don’t type. Explain your argument out loud — to a colleague or your cat. Listen for energy in your voice. That’s your entry point. 5. Stop mid-sentence. Draft without editing. Let the page fill with half-formed thoughts. Emotions arrive before structure does. You can use Grammarly later - right? 6. Read something that moved you. Academic or not. Feel the rhythm. Let good writing stir your own. Sometimes, the way to start writing, is to not write. Right? 7. Let yourself matter in your work. You’re not just reporting results. You’re asking questions that matter. Let your writing show that. You don’t have to pour your heart onto the page. But you do have to care enough to sound like yourself again. Once you reconnect, you will find it easier to do again and again! Best of luck! #AcademicWriting #PhDLife #WritingWithVoice #ScholarshipThatMatters #ResearchIsPersonal

So you've dabbled a bit too much with your favorite LLM and are struggling to write well, or authentically, without it. Here's some prompts to help — for you. Not your LLM. This post was inspired by a few conversations with professionals of all ages who wanted to regain confidence and authenticity in their own writing but didn't know where to restart, especially when the gulf between ChatGPT or Claude-levels of polish and their own thoughts seemed so wide. They wanted to re-learn (or some cases, learn for the first time!) what it meant to write in their own voice. I've distilled my suggestions into four prompts to feed into your biological, onboard superintelligence (that is to say, your brain). "How do I feel about [topic], and why?" Naming our emotions is one of the most powerful things we can do to arrive at a unique point-of-view. Are you feeling anxious? Astonished? Playful? Suspicious? Look up the "Emotion Wheel" for a great way to visualize and name your emotions. To go further, introspecting beyond "what" you're feeling into the "why" can connect your immediate thoughts to your unique life experiences and perspectives. This is the core of what makes you "you." "What do I hope to express by writing?" Writing is a deeply personal act. Yes, even when it's professional or academic-sounding! You're writing because you have something to say, and that special something overpowered the easy inertia of saying nothing at all. That's admirable already. But putting that "something" into words can help you hone and focus your intent, to raise the odds that after you hit "post" or "send" or "publish" that you can look at what you've written with pride. "What do I hope to achieve by writing?" One of the powers of great writing, beyond personal expression, is its ability to influence people's thoughts and behaviors. Writing can inspire, teach, connect, challenge, and so much more. Knowing what you want to achieve with your writing — who you want to reach, how you want them to feel, and what you want them to do differently after reading what you wrote — gives your writing added purpose. "What stories can I tell to express and achieve what I want to?" There's a reason we're so drawn to storytelling: because stories are windows into each others' worlds. Through stories, we share our thoughts, our feelings, our perspectives, our wisdoms, and our experiences. No one in the entire world can share the same stories that you can. And doing so with intent and purpose, even if those stories lack polish, naturally draws people in to your world. There's vulnerability in these questions, because ONLY YOU can answer them for yourself. And that same vulnerability is why so much AI-generated writing can feel so hollow: it doesn't know how you feel, what you want to express, what you hope to achieve, and what stories you want to tell. The combination of these things that makes your writing feel human. So sit with them. Sit, think, and write.

Last night, former President Obama and First Lady Michelle reminded us of the power of compelling storytelling in their speeches at the Democratic National Convention. But what’s the secret behind these moments of excellence? Jon Favreau, Obama’s former director of speechwriting, shared five golden rules that are just as applicable to our business presentations as they are to political speeches. Here are five insights you can apply when delivering your next presentation, whether on stage, in a meeting, or in the boardroom: 1. The story is more important than the words Too often, we focus on the right words, but the real question is, “What story am I telling?” Before writing a speech, Favreau would always begin with a conversation, drawing on Obama’s ability to outline a clear narrative first and build the words around it. Always start with the story you’re trying to convey—it’s the backbone of your message. 2. Keep it simple Long presentations may feel thorough, but they are often forgettable. Favreau emphasized brevity: aim for twenty minutes or less. "A speech about everything is a speech about nothing." Narrow your message down to the essential points. 3. Address counterarguments upfront Don’t wait for the Q&A to address objections. In business, as in politics, it's key to acknowledge opposing views and deal with them during your presentation. When Obama delivered his Health Care Reform Plan, he anticipated objections and tackled them head-on. 4. Empathy is key Knowing your audience isn’t enough. You have to step into their shoes. Obama’s speeches resonated because they were written in a language his audience understood. Whether you're presenting to colleagues, clients, or an entire audience, connect by understanding their challenges and perspectives. 5. Persuasion requires inspiration Logic alone won’t motivate. The best way to connect is through stories that touch the heart. In Obama’s 2008 victory speech, Favreau chose the story of Ann Nixon Cooper, a 106-year-old woman who had seen the full spectrum of progress in America. Her story was the perfect reminder that change, though slow, is always possible. Whether you're stepping on stage or presenting in the boardroom, these timeless tips from Obama’s speechwriting playbook can help you connect with your audience, deliver your message effectively, and inspire action. What stories are you sharing in your presentations? #Leadership #PublicSpeaking #Storytelling #Empathy #Inspiration

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

We had a beautiful customer newsletter... and no one cared. Up until the end of 2023, we had a highly designed version of the newsletter. It looked great, but it took a ton of time to pull together. Every send required custom images, specific copy lengths, and with no real guardrails on content, we tried to include ✨everything.✨ And it did… fine. But not fine enough to warrant the time it required and no clear strategy, so we stopped doing it. This year, I relaunched our customer newsletter — and doubled our engagement score and click-through rates. Here's the 4 steps I took to do it: 1️⃣ I redefined the purpose. The newsletter needed to be a valuable touchpoint for account managers — something that kept customers informed and encouraged them to explore more of the Lattice ecosystem through features, events, and content. Not salesy. 2️⃣ I scrapped the overly designed template and went plain-text. The emails now come directly from Account Owners (because who’s Kerry Wheeler anyways?). 3️⃣ We segmented our customers into three key groups and tailor content to each one based on what’s most relevant to them. 4️⃣ I implemented strong content guardrails. Every send now includes just two of the most relevant product updates, events, and resources — and it must be actionable today (no “coming soon” teasers). The results? Open rates held steady at ~50%, but engagement took off. Click-through rates more than doubled, and we’ve heard great feedback from both customers and AMs on how the newsletter has kept them informed and engaged.

Excellent tips here illustrating how a subtle change in tone can have a massive influence upon how your message is received. 1) Acknowledge Delays with Gratitude "Sorry for the late reply…" "Thank you for your patience." 2) Respond Thoughtfully, Not Reactively "This is wrong." "I see your point. Have you considered [trying alternative]?" "Thank you for sharing this—I appreciate your insights." 3) Use Subject Lines That Get to the Point "Update" "Project X: Status Update & Next Steps" 4) Set the Tone with Your First Line "Hey, quick question…" "Hi [Name], I appreciate you. I wanted to ask about…" 5) Show Appreciation, Not Acknowledgment "Noted." "Thank you for sharing this—I appreciate your insights." 6) Frame Feedback Positively "This isn’t good enough." "This is a great start. Let’s refine [specific area] further." 7) Lead with Confidence "Maybe you could take a look…" "We need [specific task] completed by [specific date]." 8) Clarify Priorities Instead of Overloading "We need to do this ASAP!" "Let’s prioritize [specific task] first to meet our deadline." 9) Make Requests Easy to Process "Can you take a look at this?" "Can you review this and share your feedback by [date]?" 10) Be Clear About Next Steps "Let’s figure it out later." "Next steps: I’ll handle X, and you confirm Y by [deadline]." 11) Follow Up with Purpose, Not Pressure "Just checking in again!" "I wanted to follow up on this. Do you need any additional details from me?" 12) Avoid Passive-Aggressive Language "As I mentioned before…" "Just bringing this back in case it got missed."

I’ve sent 10,000+ cold emails in my career. Those emails have generated $100M+ in revenue. Here are 11 tips to help you 10x your response rates: 1. Set Your Expectations If you're new to cold emailing, expect a 5% response rate. As you improve, you can boost that to ~20%+. It's important to know that the best cold emailers still hear "No" far more than they hear "Yes." But you only need a few "Yeses" to win. 2. Email Multiple Contacts Most people send one email to one contact and give up. Emailing multiple people increases your surface area for success. You never know who you'll catch at the right moment! I personally recommending emailing 5 different people at your target org. 3. Your Subject Line Data from multiple sources shows that subject lines with the highest response rates: - Are 2-4 words long (Boomerang) - Ask a question (Yesware) - Are ambiguous (Boomerang) My favorites are: - Quick Question? - Mentioning You? - [Result] In [Y] Time? 4. Write Like A 3rd Grader Data shows that emails written at a 3rd grade level see the highest response rates. That means: ✅ Use plain, simple language ❌ Avoid complex words and jargon I love HemingwayApp's Readability score for this. 5. Be Positive! Data also shows that a positive tone can boost response rates by ~15%. Aim to have a casual, positive vibe in your writing. To get there, pretend like you're writing this email to a friend. Also try to write the way that you speak. 6. Use A 3 Second Hook Most emails start with something like: "Hope you're having a good day!" That's boring. Instead, hook your contact with a personalized, value-driven statement. Ex: "Hey Tim, I want to help [Company] 3x your CVR in 30 days, below are 3 ways to do it." 7. Over Deliver On Value People avoid click bait. Your hook might seem that way, so follow it up with even more value: - Share relevant ideas - Show how to implement them - Provide real data The goal is to get your contact to take action and see real value. 8. Use Social Proof Social proof is one of the most effective trust builders. Weave it into your email in the form of: - Mentioning a mutual contact - Linking to case studies - Including testimonials The key is to do this naturally, not like a brand marketing email. 9. Use An "Exit Clause" No one wants to feel pressured. Everyone wants control. Tap into both by ending your email with an "Exit Clause." This is a statement when you recognize their time and give them an easy "out." 10. Follow Up! 44% of cold emailers give up after the first attempt. But 60% of prospects say "No" four times before they say "Yes." If you want to win? You need to follow up! I personally recommend four follow ups every 5 business days. Use Yesware to automate these.

Writing is at the heart of digital marketing, yet so many marketers overlook why certain content works. Effective writing isn’t about clever phrasing—it’s about shaping behavior, inspiring action, and guiding people through a logical journey. Audience-first approach: Don’t write for search engines—write for the human being. Understand their pain points, goals, and motivations. Structure matters: Organize content so it’s easy to scan, with headings, bullets, and clear takeaways. Storytelling: Facts inform, stories resonate. Show a scenario your audience can relate to—this is what makes content memorable. Clarity over cleverness: Being witty is great, but clarity wins every time. Make sure the reader can understand your message immediately. Iterate and test: Headlines, calls to action, and messaging should be tested. Small tweaks can have a huge impact on engagement and conversion. Writing skills aren’t limited to blog posts—they apply to social media, emails, ads, and even presentations. Strong writing is a strategic advantage. When you focus on the audience’s needs and use language that connects, you can turn ordinary content into a conversion machine. Always test your messaging, iterate, and refine—your best insights come from observing real responses.