Personal Style Guide

All good communicators can follow brand guidelines, but creativity is still a subjective discipline. Every creator has a unique sensibility that peeks through their work. Much of my style developed during my time in media, and I've since carried these five rules throughout my career.

CLEVER, NOT CUTE

Brands manufacture content to incite action. Everyone knows this. When marketers play coy, they're like a cat coughing up canary feathers. I'll turn the occasional phrase to win your audience, but you'll never find my tongue in my cheek.

CLEAR, NOT CRYPTIC

Marketing doesn't have time for intrigue. Like highway billboards, digital content is consumed en masse at high speeds. I can make sure your messages are heard, but I'm not going to pursue a Pulitzer to do it.

CONCISE, NOT CONFOUNDING

Good content is interesting; it's relevant to the right audience. Rabbit trails might be related, but they’re a great way to leave an audience lost in the words. I can keep content tight and focused on your goals, not overloaded with distracting details.

COHERENT, NOT CLUNKY

Stories carry audiences to new places. But the quality of the trip depends on how many speed bumps there are along the way. I can connect ideas and lead the way without using filler words and redundant phrases.

COUNTER-INTUITIVE, NOT CONTROVERSIAL

Attention is hard-earned and easily lost. Contrivance makes a lot of noise, but if the fanfare isn't forgettable, it's usually unforgivable. I can turn a topic to show a different facet without resorting to sensationalism.