It’s easy to think that communications is about polishing words until they sound corporate or, worse, “intellectual.” (For the record – we love smart people, but writing to make yourself look intelligent isn’t what smart people do.) The fact is that effective writing isn’t about showing off. It’s about creating a genuine connection with the people reading, viewing or hearing what you have to say. It’s about understanding what they want to hear. It’s a two-way street.

That means stripping away jargon, steering clear of language that feels like a legal brief, resisting the urge to over-explain, and choosing words that are clear, relatable and human. Writing “simply” is often the hardest type of writing to achieve – but it’s what makes messages resonate and stick.

At its heart, a communicator’s role is to help clients share information in a way that engages, tells a story, and can be easily understood by the people who matter most. Achieving this isn’t easy. In fact, it’s challenging as heck – and we love it when we see our client’s message land and mean something to people. That is why we come to work every day. Of course, it’s also why you can see our writers looking off into space as they work through the language of the story they are helping a client share.