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I remember how my eighth grade history teacher used to drone on and on about battle dates and generals’ names and lots of other facts and figures that didn’t interest me. It wasn’t until I started learning about how everyday people lived during those same time periods, and the strategies and issues behind those battles, that I started to find history exciting. As with many things, how and what the teachers chose to present made a world of a difference.

If you’re struggling to determine what to present about your company, products and services, give me a call. As your marketing writer, I’m here for you.


What’s for dinner tonight? Will it be “beef, potatoes and vegetables” – or Orange Teriyaki Marinated Flank Steak with Herbed Oven Roasted Potatoes and Grilled Zucchini Ribbons? Quite often how you present something makes a big difference in how it is perceived.

This concept applies to many aspects of your marketing program. For example:

  • How you make use of graphic design – Never underestimate the value of good graphic design. I can write absolutely brilliant text for your tri-fold brochure. But if the end product looks like your 8-year-old designed it and you printed it out on photocopy paper, the message will not be well-received.

  • How you refer to your product – Are you selling “used cars” or “pre-owned vehicles”? “Sales meetings” or “free consultations”?

  • How you gloss over the negative – In our society, death is a very negative subject.That’s why estate planners will say “you really want to avoid probate” instead of “you really want your heirs to avoid probate after you die.” After all, whether you do estate planning or not, you will avoid probate. You’ll be dead.
  • The order in which you list things – Studies have shown that items listed near the end of a list are the easiest to recall, followed by the items at the beginning of a list. The things in the middle are most likely to be forgotten. Which means that in a bulleted list of the benefits your firm offers, you should consider putting the most important ones first and last.
  • How you deliver your service – One of my clients provides landscape maintenance services. They distinguish themselves by having all of their gardeners wear nice, spiffy uniforms. Customers feel like they’re getting a high-end service – even if it’s the same “mow and blow” that all the other gardeners in town provide.


If you think that men aren’t interested in getting manicures and pedicures, think again. As the Hammer & Nails | Grooming Shop for Guys has proven, many men really are interested in taking care of their hands and feet. And if you provide these services in a decidedly “manly” atmosphere, they’ll look forward to coming in month after month.

How does Hammer & Nails present their services? Think “man cave nirvana.” We’re talking low lighting, oversized leather chairs, personal flat-screen TVs, relaxing music, free beer. Looking for a new business opportunity? Check out the Hammer & Nails Franchise Opportunity website that I wrote for them.

What Others Are Saying

"Everyone LOVED your work for both the brochure and the site!"

Michael Elliott
Founder and President, The Hammer & Nails Salon Group, LLC