“Which is better?” I asked. “‘I need to capitalize on the time I’ve invested in writing.’ or ‘I need to leverage the time I’ve invested in writing.'”
Danielle said, “‘I need people to read my stuff.'”
Two lessons here, one obvious and one not so obvious.
1. Using plain language and simple words is critical – and often surprisingly difficult. But, when you use simple words in your marketing, you reduce the risk of something being misinterpreted. (Tweet This!)
2. Brainstorming by phone has a big advantage. I was looking at the sentences, hung up on the visual impact of the decision. How would the words look? Would they fit where I needed them to? When I read those two carefully crafted options out loud to Danielle on the phone, she immediately simplified the whole concept.
Isn’t brainstorming wonderful?!