Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
If you’re like most smart, highly educated professionals, you may not be aware that the front page of the Wall Street Journal is written at the ninth-grade level. That’s right — high school.
What do the editors of the WSJ and other professional communicators know that you don’t? Are CEOs, investors, lawyers, investment bankers, financial executives, and others that unsophisticated? Of course not. But effective communicators understand that readability is a highly desirable attribute, especially in today’s message-saturated market. Copy that is easy to read is easy to digest. It’s read more thoroughly. And it’s read more often.
What makes content more readable? There are numerous readability indexes and formulas that measure this. The two major factors are sentence length and word length. The shorter, the better. Why say “utilize” when “use” makes the same point?
For search engine optimization purposes, Google News loves headlines that are written with fewer than 65 characters. Characters, not words. Yet the majority of press release headlines far exceed that number. SEO value is a very practical reason to sharpen prose and cut fluff.
Back in the dark ages, before PCs, faxes, and the Internet, my writing teachers drilled one thought into my head: Respect your reader. Don’t waste their time. Be a considerate writer. Get to the point. Cut any filler.
Aristotle would agree. More than 2000 years ago, writing in Poetics, he argued: “. . .the most persuasive individuals use simple everyday language, known to the common man.” This “father of rhetoric” understood that simplifying a message did not dumb it down. It amplified and fortified it.
Communication begins here.
321 Tenth Avenue, Ste. 1107 San Diego, CA 92101
I brought Leah on board to help my business grow to the next level. With her brilliant marketing techniques and drive, Leah has helped me transform my business into a thriving 1031 Exchange firm and allowed me to focus more on my clients. Leah has been instrumental in my PR, branding and marketing initiatives and I have come to depend on her extraordinary marketing contributions. She is a delight to work with and her tenacity is extremely motivating.
Bill Exeter, President and CEO
Swearingen Communications provided us with both solid marketing strategies and creative ideas and implementation. This spanned our branding, website, and more. Leah Swearingen helped us think differently and see our company from a client’s perspective. We thoroughly enjoyed our professional relationship with her and highly recommend her services.
Jack Shirley, CPA, CGMA, Friedman Brannen LLP
You are the epitome of professionalism, and your work is of the highest quality.
Patricia J. Lane, Director of Administrative Services, DENTONS, Past President, Association of Legal Administrators
One of the best marketing people I know is Leah Swearingen, of Swearingen Communications. She shines when it comes to professional services firms. I personally have seen the work that she has done on behalf of a wealth management firm and a law practice. Great stuff.
James E. Tenuto, CEO, Renaissance Executive Forums
I retained Leah in my role as Executive Director of a prominent San Diego law firm. Leah successfully led the firm in developing a firm-wide marketing culture, marketing plan, and guiding our attorneys. When I launched my own company, Leah was instrumental in helping me create my brand, communicate my services, and develop marketing collateral. My company continues to benefit from her outstanding work.
Nancy Thornton, Founder, Foster Thornton LLC
You make a huge difference in the way our company is perceived in the marketplace. From your good ideas to your execution and follow through, it is fortuitous to have you on board. We have great things to say about you and don't mind shouting them from the rooftops.
Craig Brown, President, Rancho Financial Mortgage