Translating complex information
for general audiences

No one likes to stumble their way through a story. As a writer, I break down dense information and present it in ways that broad audiences can relate to and understand. Note, for instance, how I describe “external-facing business intelligence applications” in a ghostwritten blog post: 

Given the relatively new and evolving focus on external audiences in business intelligence (BI), developers and companies alike are scrambling to figure out how to create and implement these apps — and for what purpose. In many ways, external-facing BI app development is like the Wild West, where rules and laws are not yet written, and lines on maps not yet drawn.

TELLING A GOOD STORY

Every day, a ton of new content gets published online, and to stand out, you need to make what you create not only polished and accurate but also clear and compelling. As both a writer and editor, I use active, descriptive language that “shows” instead of “tells”; integrates real-life examples; and flows from one section to the next — like a good story. See, for example, my intro for a press release for an urban school district:

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Replacing asphalt with natural surfaces, using real-life energy-saving projects to teach math and empowering students to lead greening efforts at home and school — these conversations and others will fill the halls of Mergenthaler Vocational-Technical High School (MERVO) at the first-ever Sustainability Day in Baltimore City Public Schools.

Collaborating

I might work primarily from home, but I love collaborating — and have spent 15 years working closely with graphic designers, software and web developers, business development professionals, marketing gurus, videographers, and countless others. I often interview and ghostwrite articles and blog posts for executives and experts across many different fields. This interaction is major motivation and driver of my work. 

SUPPORTING IDEAS WITH RESEARCH

I’m married to a research scientist and did my time in graduate school (with two master’s degrees). I understand research and back up my writing with highly credible sources. Over the years, I’ve seen many writers resort to sub-par sources, and I take pride in my ability to go above and beyond to produce thoroughly researched, high-quality work.


 
 

Strategizing

You can tell the best story in the world, but if you don’t have a plan for sharing what you write with your target audiences, then it does no good. Likewise, you want your content (every piece of it) to align with your overall goals and to reflect your core values. After many years working for non-profit organizations, private companies, and government agencies, I know how to align content and collateral with key objectives. I also know how to develop solid strategies. Consider the opening of a social media plan I wrote for an ed-tech startup:

This plan offers a rationale and ideas for shifting our existing social media approach to one that drives traffic to the site, with the ultimate goal of conversion. Right now, we push out a great deal of content across our social channels but do little to inspire action. This new plan presents a different approach: instead of “pushing” out pre-planned, thematic content, we keep our fingers on the pulse of day-to-day discussions in the social space and join the conversation in ways that build brand awareness and direct our target audience (and others) to our site, where a new design will prompt users to sign up.