Cut to the chase

I’ve been writing for the Web for decades, and the first lesson I learned was to get to the point. The necessity of doing so was reinforced recently after I was stung on the thumb by a bee.

My first thought: Eeeeyow, this hurts.
My second thought: What do I do now? Better check the Web for the best treatment.
My third thought, after having checked the Web: CUT TO THE CHASE!

When time is of the essence, and my thumb is swelling to the size of a big toe, I don’t want tips about how it’s best to avoid bees. It’s too stinging late for that. Now what?

Several articles began by listing the side effects of bee stings. Yes, it’s hot, red, swelling, and really, really painful. Tell me something I don’t know – like what to do now.

I sprinkled some baking soda onto the sting, based on a hazy memory of kitchen home remedies. But would an onion have been better? Steak sauce? A steak itself? I couldn’t remember.

C’mon Web, cough up an answer.

I stumbled upon a promising article titled, “How To Treat a Bee Sting,” and the first words were less than encouraging: Bee stings are either annoyingly painful or deadly… Then followed tips about avoiding bees. Argggggh.

Slate had a long article about the best remedies for a bee sting, but it was probably meant as future knowledge rather than a prescription for an immediate need. Before getting to any useful answers, I had to sort through the author’s own experience, his research, and then a laundry list of possible fixes, both good and bad.

While wading through all the words, I wrapped my thumb in ice – which, I eventually read, was a good thing. I also took Benadryl and Excedrin. Two other good things.

By the time I read that I had already done what was appropriate, the situation was well in hand (sorry, I couldn’t pass up the pun). The anxiety that was listed as a possible side effect was only a result of not finding the information fast enough.

My thumb returned to normal size and function in short order, but I learned a long-lasting lesson. When writing for the Web, especially “How to” articles, get to the point quickly. Don’t tell someone who asks the time of day how to build a watch.

Just cut to the chase.

An unseasonable season

These days, the Fourth of July can signal either the start or the end of summer’s high season.

It’s a great start if you’ve just made it to the beach, taken that first swim, begun to lose that whiter shade of winter pale.

More and more, however, the Fourth has become a harbinger of the upcoming fall season. Back-to-school sales are already underway (see below) and save-the-date announcements for holiday events are readily found.

Unseasonable and almost unreasonable temperatures have helped to push along the calendar this year. Heat waves made March seem more like May, and June more like August. So far July feels like we're living on the sun. My late summer flowers have bloomed and withered already, which leaves me wondering whether I can keep anything green until Labor Day.

The cycle of days, of seasons, of calendar dates seems to speed by with the years, but maybe that’s because I spend too much time anticipating what’s next – thinking about deadlines and scheduling new projects. Today, however, I’ll do none of that. My clients are either on holiday or their projects have slowed. This is the perfect time to sit back and enjoy the relaxed pace of summer, whatever the temperature.

* * *

Those of you looking for a jump start on end-of-season sales can start here:

• The Apple Store has special “education pricing” on Macs, with a free iPod touch, through September 7. 
• T-Mobile, AT&T, and other mobile carriers are (or will soon be) having back-to-school sales. Check their Web sites or an aggregator site like Bestincellphones.com.
  
• The latest on back-to-school sales and coupons at CouponClock.com. 
• More end-of-season deals at TheBarganist.com.  
  
  
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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.