Nobody likes to read anymore

At least that's what I said in my post as featured creative firm in the June 2010 edition of Philly Creative Guide. But, as a friend quickly emailed: "Saw your article. Was going to read it, but I don't read anymore. Can you podcast it to me?"

Well for those of you who still read, here's the story:

"Nobody likes to read anymore."

That’s often one of the first things potential clients tell me. Then they hire me to write a clear, concise, effective message to their employees, their shareholders, their customers, or their potential “all of the above.”

Whether one likes to read or not is a moot point. The reality is: reading happens. The constant challenge is to present content in a way that engages the reader. So let me amend my opening statement: “Nobody likes to read boring material.”

That’s why my first objective in starting AMY INK, back in 2000, was to bring fresh thinking and effective writing to the table. I had been in the corporate world for many years, working my way through the various disciplines and levels of the communications function. Eventually, I became vice president of corporate communications for two global corporations—and then I jumped to the freelance side of the fence.

As a corporate staffer, I had never dreamed of outsourcing the writing of annual reports, executive speeches, employee publications, marketing materials, Web sites. How could someone else quickly come up to speed on my company?

Now, I know. It’s how I make my living.

I still do many of the same kinds of projects I did while in the corporate world—but now I write for clients big and small, for global concerns and local players, and on everything from complicated science to the simplicity of choosing wallpaper. The common thread running though my work is a focus on communicating key messages with clarity and purpose.

I understand the stresses and demands on the people who have the corporate jobs I once held. I can anticipate their needs, fill the information gaps, and make sure nothing falls through the cracks. I see my job as making my clients look good —be they corporate communicators, design firms, or business owners—and to make their lives just a little bit easier. Maybe that’s the reason I have so much repeat business with long-time clients. They have come to rely on me, and they delegate projects with full confidence I will deliver.

I’ve had clients call me about new projects the day before Thanksgiving and on Christmas Eve. Apparently, it’s never too late to call a freelancer. The bad news is I work from home and can always be reached. The good news is I work from home and can always be reached.

Cleaning up

I recently attended a bridal shower where guests were requested to bring cleaning products for the Wishing Well. At first I thought that seemed quite sexist.

Then I remembered all the amazing products I've come to rely on -- ones I knew nothing about when I got married. So with the perspective of sharing some great finds, I assembled a few must-haves:

• Magic Eraser This product truly lives up to its name. It works like magic -- and it erases dirt from all kinds of surfaces. I was hooked after using it on white kitchen chairs I was preparing to paint. With a little water and virtually no elbow grease, those chairs came out so well, I put away the paint brush. Similarly, a go-round on my outdoor furniture saved it from the landfill. 
• Bar Keepers Friend You have to go to your friendly neighborhood hardware store for this one, but it's well worth the trip. Start in the kitchen with the powdered cleanser and you'll throw out all the other half-used and forgotten products under the sink. This stuff shines up everything from stainless steel, chrome, and copper to china, ceramic tile, and composition sinks.
• IKEA dish brushes OK, so you have to scrub a little with these brushes, but they're just so cute, cheap, and colorful you almost don't mind. And the rubber suction cup on the end allows them to stick upright and air dry. 

BTW: The shower was a lot of fun, and the bride-to-be got tons of wonderful stuff. In fact, she cleaned up.

Things that don't age well

I'm a saver by nature. I learned at an early age to put some of each paycheck aside. I save mementos from visits to other states and countries. And I always save room for dessert.

There are a few things, however, that should be used, used up, and never saved:

• Pharmaceuticals: Prescription drugs should not be shared with others or saved for the future. Several moves ago (my own and in helping others), I developed the habit of checking expiration dates. It's surprising how much old and questionable medicine can accumulate -- and how many people have stories about reactions and rashes from expired drugs. So...what's the best way to dispose of old drugs? Flushing is not the answer. The EPA and FDA advocate similar disposal methods, designed to keep drugs out of both the water supply and the hands of those who would abuse them.
• Wedding gifts: When I first married, the only glasses I had were the crystal ones I received as gifts, and so I used them on a daily basis. My mother was shocked. But I've been no less shocked to find beautiful, well-kept china, crystal, and other expensive items in the homes of elderly relatives -- rarely, if ever, used. Some were in the original packaging, decades after receipt. After 30 years of my own marriage, I've come to the conclusion that the Queen is never coming to visit, so there's no reason to save the crystal for company. Use and enjoy everything.
• Spices: Another of my wedding gifts (again, 30 years ago), was a fully stocked spice rack. I thought I was set for life. Not so. The McCormick spice company recently ran a series of educational/promotional ads about spices and their expiration dates. The pictures they used told the whole store: if you have these in your cabinets, they're wayyyyyyy old.
  

Got stuff?

Over the years, I've accumulated a fair amount of stuff. I've also moved several times, always taking the opportunity to sort through and donate unused stuff to good homes. Still, stuff accumulates.

I have stuff from my parents' house, as my mother cleans out closets and presses her treasures on me. I have stuff from the move my husband is making at work, as his office cleans out and discards usable items. And now I have stuff from an elderly relative I'm helping to transition into a nursing home.

At this point, I'm a little overstuffed and dealing with the uncomfortable feeling of excess. I've tried to share the wealth, inviting family members to come and take -- please. But they already have enough stuff; and the younger ones are filling their new houses with newer or better stuff. (And who can blame them?)

Luckily, there are always people who need stuff. The trick is finding them in your local area:

• Community Action Agency of Delaware County (Pa.) operates a donations warehouse for people who are leaving shelters and rebuilding their lives in new apartments. CAA also helps victims of domestic abuse, fire, and other disasters by partnering with local social service agencies. The best news? They come pick up your stuff with their own truck.
• The Salvation Army also transforms donated goods into good deeds by selling them to fund its adult rehabilitation centers. You can schedule a pickup, depending on locale, by calling 1-800-SA-TRUCK.
• Freecycle uses the networking power of the Web to connect givers with takers, with only goods -- no money -- changing hands. The Freecycle Network is a grassroots, nonprofit movement to encourage the reuse of good stuff, keeping things out of landfills. It's easy to find Freecycle groups within your community, which makes pickups convenient.

One way or another, I'll lighten my load of stuff. And while having an emptier basement will please me on a daily basis, I'll feel much better knowing that the recipients will find good uses for all the usable stuff I can't wait to give away.