Creating content
that changes action.
15+ years' experience defining communication and training needs... and developing the most effective way to deliver your message
If it doesn't change what your audience does, why bother?
That's the idea behind absolutely everything I'll do as I partner with you to get results.
Businesses advertise their products and services, managers train employees on a new process or tool, organizations send news out to their communities... But in the end, did it change anything?
Did more new clients contact you? Are your employees measurably more productive? Did your community work together more efficiently or handle that crisis well? Did your students ace those exams or get that great job?
You can spend endless time and money on websites, apps, social media, training, online help, newsletters, educational technology, outreach efforts and events… you name it. But if nothing changes, it was all a waste. . .
I’ll show you a better way.
McIntosh Writing and Communications
Writing, Editing, Training,
Content Creation
Technical and IT
Business and Organization
Training and Education
State/Local Government
Websites and Apps
Communications
. . . in multiple formats and media
I’m no newcomer to remote work—I have 7 years’ remote experience, with 5 of those in large global IT corporations.
My process
1. Determine your goal.
This is the big one.
What do you want your audience to DO differently after seeing your message?
Not just what you want them to know or understand, but what you want them to do. Based on this, we can accurately determine how to reach them—including giving them the knowledge and skills they need to do it.
And it may be easier, faster, or cheaper than you think. Maybe they don’t need a one-day class but just a one-page quick reference they can keep on their phone or by their workstation, along with a link to in-depth information on your website.
Or maybe all you really need is an edit of your existing content so that it sounds like it’s all from one voice and is consistent with your organization’s standards, brand, and style.
2. Identify your audience.
When your audience sees itself in your message, they listen. Who is your audience? I’ll quickly probe to learn as much as I can about your audience, and I'm skilled at customizing tone and vocabulary to fit them. I've worked professionally with high-level corporate executives in a large global IT company to high school students, and I'm at home with both. I'll also help you figure out the best delivery method to fit your audience, your content, your schedule, and your budget.
3. Communicate clearly, concisely, and correctly.
Changing style to fit your audience never means sacrificing accuracy or clear language. The clearest messages come from writers who know all those grammar, punctuation, and word usage rules—including when not to use them. I know how to build a message so that each activity and every word pulls its own weight, with no extra “junk” to confuse the point. And I’ve done it for more than 15 years in a huge range of subjects, including IT, leadership training, website design, financial systems, corporate security, city government, and large school districts… including teaching ninth graders how to write well without hating it!
4. Verify progress.
This is always your project, so I'll have you review a draft of the design and materials early on—to be sure I accurately understand your goal, message, and requirements. I won't wait until the end to ask if I'm on the right track, but I won't waste your time with endless reviews, either.
Whether I'm simply editing an internal company email or creating your web content and training materials, I make sure I'm doing it your way.