Flawless grammar? A vast vocabulary? A distinctive style? The real mark of a great writer is adaptability—the ability to shift tone, voice, and approach depending on the audience, industry, or message.
Writing is not one-size-fits-all
A compelling marketing campaign doesn’t read like a legal document. A training manual shouldn’t sound like a lifestyle blog. Every industry, every platform, every piece of content demands a distinct tone, style, and approach. A skilled writer understands this and adjusts accordingly, ensuring the message resonates with the right audience.
Mastering the right voice for impact
Voice isn’t just about personality—it’s about purpose. A tech company’s white paper requires a confident, authoritative tone, while a nonprofit’s fundraising letter calls for warmth and emotional connection. Writers who can seamlessly switch between these voices are the ones who create the most impact.
Balancing creativity and clarity
Adapting doesn’t mean losing creativity. It means knowing when to infuse storytelling, when to rely on data, and when to simplify complex concepts. It’s about crafting content that’s not only engaging but also effective—whether it’s a social media post, a thought leadership article, a technical guide, or academic curricula.
The takeaway
Good writing isn’t just about self-expression—it’s about communication. The best writers aren’t just wordsmiths; they’re strategic thinkers who can mold their craft to fit any need. Whether writing for a Fortune 500 company or a local startup, adaptability is the key to delivering messages that matter.
How do you adapt your writing to different audiences?
Creating impactful educational content requires a strategic approach that ensures clarity, engagement, and instructional effectiveness. Whether you’re developing learning materials for corporate training, K-12 education, or professional development, the following steps will help ensure your content is impactful and aligned with learner needs.
Step 1: Define Learning Objectives
Before developing content, establish clear learning objectives that outline what the learner should know or be able to do after completing the material.
Use the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework to structure objectives effectively.
Here’s an example:
Ineffective Objective: Understand email etiquette. Improved Objective: By the end of this module, learners will be able to compose professional emails using appropriate tone, structure, and formatting.
Step 2: Know Your Audience
Tailor your content to the needs, experience level, and learning preferences of your target audience. Conduct surveys, interviews, or research to determine your audience’s challenges, motivations, and preferred content formats.
For example:
Are they mostly visual learners, or is the content better presented visually? If so, use videos.
Do they prefer hands-on learning? Incorporate interactive activities or simulations.
Is the subject complex and best understood through discussion? Include case studies or group discussions.
Are they on tight schedules and need quick access to key points? Use concise, well-structured text or infographics.
Step 3: Structure Content Effectively
Organize content into digestible sections, using the following instructional design principles:
Chunking: Break down information into smaller, manageable segments.
Scaffolding: Build upon prior knowledge by introducing foundational concepts before advancing to complex topics.
Active Learning: Incorporate exercises, discussions, or real-world applications to enhance engagement.
Step 4: Create Clear and Engaging Materials
Use a mix of instructional methods to cater to different learning styles:
Text-based Content: Keep language simple, concise, and free of jargon.
Visual Aids: Use infographics, charts, and videos to reinforce key concepts.
Interactive Elements: Use quizzes, case studies, and simulations to increase participation.
Step 5: Ensure Accessibility and Inclusivity
Make content accessible to diverse learners by following best practices:
Use clear, high-contrast fonts and colors.
Provide captions for videos and alternative text for images.
Follow WCAG (Web Content Accessibility Guidelines) for digital materials. These guidelines focus on making web content perceivable, operable, understandable, and robust (POUR), helping ensure websites, apps, and digital documents are user-friendly for individuals with visual, auditory, cognitive, and motor impairments.
Step 6: Test and Revise
Test your content with a small group of users before implementing it fully. Gather feedback through surveys or focus groups and make necessary adjustments to improve clarity, engagement, and effectiveness.
Step 7: Measure Success
Evaluate learning outcomes through assessments, performance metrics, and learner feedback. Adjust content based on results to continuously improve its effectiveness.
Conclusion
Effective educational content is a blend of strategy, creativity, and learner-centered design. By following these steps, you can develop instructional materials that not only inform but also engage and inspire learners.
Planning a weekend in beautiful Asheville? There are so many things to do in this vibrant city. Located in western NC in the Blue Ridge mountains, it’s a city for practically anyone. There are so many ways to build the perfect Asheville itinerary—and don’t expect to fit every one of these bucket list items into one weekend. Trust us; you’ll want to come back. Here are some of our favorite things to do in Asheville.
For the Beer Drinker: Breweries in Asheville
Asheville is famously home to many craft breweries. You can take a walking tour, you can ride a hop-on-hop-off bus, or you can walk (which we highly recommend because, let’s be honest, it’s good to walk it off a bit when sampling beers all day). If you’re going to check out the breweries by foot, you’ll be able to check out the city’s vibrant art scene as well. And be sure to include this To-Do on your Asheville itinerary: Bring home a 4-pack of your favorite beer and some of the creatively designed brewery t-shirts or hats.
For the Foodie: Restaurants in Asheville
Not only is Asheville a beer-drinker’s heaven, but this fantastic city is also full of great places to eat. You can find just about any type of food you want in any price range, and the best part is that many places serve locally-sourced and locally prepared food. There is terrific variety in the venues as well. You can eat out every meal and still have a whole list of Must-Not-Miss places. For foodies, Asheville is a delightful and varied culinary adventure.
For the Outdoorsy Folks: Weekend Adventures in Asheville
If you guessed that this is our favorite way to spend a weekend in Asheville, you are correct! Sign up for a canopy tour at The Gorge, and ride on a zipline through the trees, descending 1100 feet into the beautiful Green River Gorge. The canopy tour includes additional adrenaline-pumping elements such as a suspension bridge, 3 free-fall rappels, and a hike. If you finish this tour and want more, sign up for an adventure at Green River Adventures, where you’ll be able to choose from exciting activities such as whitewater trips, waterfall rappelling, kayak trips, and more. If you like to be outdoors but enjoy a little less risk, Asheville is the perfect place to hike, bike, and camp.
Have fun building your perfect Asheville weekend itinerary!
I was fortunate to spend many waking hours – most weekends and many afternoons and evenings with my grandmothers. This picture of 4 generations — my grandmother, my daughter who turned 1 that day, me, and my mom — popped up in my Memories yesterday. I remember celebrating my daughter’s birthday with friends and family, and it didn’t seem unusual to me at the time that there were 4 generations together that day. It seemed simply normal. My mother requested the photo. I’m so grateful she thought of that.
The gift of the moon
Last night, I walked out on my deck to view an incredible moon rise. And the memories came flooding back. My grandmother, Grammy, gave me the moon when I was very young, probably 2 or 3 years old. She told me it was hers to give. Of course I believed her, and I was ecstatic to see “my” beautiful moon in the night sky for many years. At some point I understood that the moon wasn’t actually mine, but I have always been thankful that she crafted that story for me. I lost that grandmother a little over 20 years ago, and I still think of her when I look at the moon – pretty much every day.
The gift of stories
Grammy told the most wonderful stories. We drove to her home in little Washington, NC, on many Fridays for the weekend until I was around 15. She would smoke – with the windows rolled up – and I would complain. She was stubborn, though. She refused to believe that smoking was dangerous — for her or for me in the backseat cloud that stunk and burned my eyes and made it hard for me to breathe. She could always make me stop pouting by telling me stories as she drank her “Co-cola” out of a glass bottle and smoked cigarettes that she put out in a beanbag ashtray for the 2-hour drive.
The gift of the blue rock
Around the same time I received the gift of the moon, my Grammy also gave me what she called a blue rock. It was beautiful. I have kept it on my bedside table for years because it always reminds me of the fantastic stories she told of how she came to own the blue rock. She had such a vivid imagination, and she could pull off an entire story, unrehearsed and off the top of her head, with flourish. Tell me how you got the blue rock, Grammy, I would say every time we were in her car. She would smile and tell me all about her adventures finding the treasure on “my” moon or in a castle or under the ocean or in caves filled with jewels. In one story, it rained blue rocks and she was lucky enough to catch one. I love my blue rock. Once I realized it was really just a hunk of blue glass, I didn’t care because she never did tell me where it came from. I loved her sense of mystery.
Other treasures
Grammy was very proper. I loved going to her house and sitting at her dressing table, playing dress up with her makeup and fancy hairpieces and jewelry or swimming in her great swimming pool of a bathtub or stealing sugar cubes from her crystal sugar bowl with the fabulous sterling tongs. She gave me gifts fit for princesses, such as the moon and the blue rock, but she also taught me valuable life lessons – other equally important treasures. Here are some of my favorites:
Never pay a cent in interest. She never had a credit card, always used cash, and thought it was plain silly to purchase something one didn’t have the money to buy. A very valuable life lesson, indeed.
Balance your checkbook to the penny every month. I was so good about this… until everything became electronic. I’m sure she would still be balancing her checkbook if she were still around.
When passing the salt and pepper, set them down on the table. She taught me that it’s rude to hand the shakers to someone. I don’t get that one, but I’ve tried to continue that practice because she said it’s “the proper etiquette.”
Don’t chew gum because it’s not ladylike. I failed at this one. I’m the worst gum chewer. I chewed gum when she wasn’t around, and I still chew gum. But I know it’s not ladylike.
Everyone needs beautiful calling cards. We don’t use calling cards anymore – not the way they were originally intended to be used. Grammy had a beautiful sterling silver stand with a bowl on top that contained calling cards by her front door. I was fascinated with the whole setup – especially the small cards with names in fancy script. She explained that leaving your calling card before leaving someone’s home was an expression of gratitude for the hospitality. It sounded dreamy and so elegant to me. She gave me my own calling cards with my name engraved in fancy lettering. I put them inside my handwritten notes and letters to my friends and family.
Send handwritten thank you notes. I love writing and mailing thank you notes. I’m sure, like most kids who are made to write thank you notes, I thought it was an unnecessary chore when I was younger. I am so glad I followed her advice on this one. I love beautiful stationery, and I love the whole process of writing a note and putting it in the mail. Everyone loves to receive a handwritten note in the mailbox!
Grammy’s legacy
I fell in love with writing a long time ago. I’m certain that my grandmother’s great imagination and fabulous stories told in her dramatic, adventurous, and often mysterious way encouraged my attraction to words and stories. I miss her. I’m forever grateful to her for the time she spent with me and the gifts she left with me.
What are some of the gifts you received from your grandparents? I’d love to hear your stories! Perhaps I’ll compile them in a book about the very best gifts. Email me at hanna@writewellservices with your stories!
I recently ran across this picture of me and friends from high school on the last day of our senior year. Seeing the picture with all of us touching, hugging, smiling, NOT WEARING MASKS, left me feeling nostalgic for the days before the COVID shutdowns. The physical and financial damage this pandemic has done is obvious–and tragic–but the emotional scars will take years to uncover.
Humans are relational beings; the entire country has made an involuntary paradigm shift regarding how we communicate, relate, work, parent, shop, live, and play. Every aspect of how we live has changed. I worry about how we will emerge once (and if) we can ever get this virus under control. Will people even know how to be with each other once again?
My youngest son is quite possibly the most even-keeled, naturally happy-with-life person I’ve ever met. He has always made friends easily, and he has also always been content being alone. This past year has been really hard for him. He’s away at college, and he lives off campus. The isolation has wreaked havoc on him mentally. He’s not special or unique; my point is that watching this happen to him–one of the few I thought would be okay during all of this weirdness–has me so burdened for everyone out there.
What can we do? Well, the shut downs are not unlike any other adversity; they present an opportunity for us to respond. And how we choose to respond will largely determine what happens next.
Being shut down does not have to mean being closed off.
There’s a very cool concept in our universe: when we do something for others, it almost always comes back around to us even bigger and better. My advice to my kids (and myself) is to reach out using old-school methods of communication. Here are some suggestions:
Write a note to someone and send it through the mail.
Leave a gift on the doorstep of a neighbor.
Pick up the phone and make a voice call to a parent or friend.
Make a meal for someone who is struggling.
Wake up each morning with the goal of connecting with someone in some way every day.
Reaching out and connecting with someone is reciprocal. It’s kind. And it will fill your own soul.
Last week, a new client reached out to me for help with her resume and LinkedIn profile. Back in BC (Before COVID), I would have met with her to discuss her needs. You don’t get better communication than face-to-face conversation. Since most people aren’t meeting in person in these COVID days, we spoke on the phone briefly, and I thought I understood what she wanted. When I delivered, she was disappointed. I was embarrassed and frustrated.
I thought I had returned quality deliverables. What went wrong? I decided to start from the beginning. I asked her very specific questions and pulled more details from her about what she wanted. I revised and delivered again, and this time, she was thrilled! She even asked if she could refer me to her networking group. This was a win/win!
What a great lesson in communication! I thought I understood what she wanted. What she seemed to be asking for was something I was very comfortable delivering. Asking the right questions, listening, and then clarifying would have saved me some embarrassment and time and her some disappointment and concern that she had wasted her money.
Moral of the story: To work efficiently and provide a winning deliverable for the client, don’t rush, and don’t assume all clients know how to accurately convey their needs. Ask the right questions and LISTEN. And if you don’t get it right, be willing to start over.
#FDOC looked very different this semester. I told my sons–both of whom attend Appalachian State University–that I wanted the traditional FDOC pictures even though nothing about this semester is traditional. Even though I’ve had kids in college for 8 years now, I still miss sending them off to school on the first day of classes.
I received this picture today from one son. The other son didn’t need to send a picture because both of my boys–like many in NC–had the same experience. 2 hours into the first day of classes and the online system crashed.
Like every college student, my sons worried all summer about what this semester would look like. They even contemplated working during fall semester instead of attending classes with hopes that things will return to normal by January. But they both decided to enroll in classes, keep plugging away at their degrees, and make the most of this bizarre situation.
I was stumped. While trying to find something encouraging to say to my frustrated boys, it occurred to me that there are some powerful rewards to be had in this uncertain and ever-changing COVID atmosphere. Everyone–and I mean absolutely everyone–is being presented with opportunity after opportunity to learn some valuable lessons: to be flexible, to adjust, to approach situations differently, to make the most of often inconvenient situations, to make sacrifices, to extend grace.
Our world needs more of all of that. Tensions are high, people are stressed and worried and afraid and lonely, and no one can predict what tomorrow will look like. We can all gain from the lessons we’re being given the opportunity to learn. Maybe COVID is here to teach them to us.
Like most everyone, I’ve been in a bit of a slump since March. When the COVID-19 quarantine began, I lost over half of my content writing and social media business–and, while I was disappointed, I totally understood why. My clients were losing all or part of their livelihoods, too. The marketing budget was the first to go.
I was enjoying a surge in momentum just before the country shut down; I attribute much of that to showing up to networking functions and participating in Chamber of Commerce events. Those events are either no longer happening or are happening virtually with a massive reduction in participation. So, like many Americans, I’m hanging in there, doing what I can do, and hoping work picks back up.
Then the coolest thing happened unexpectedly yesterday. I sent email to someone asking for a quote for a client post. I don’t know the person and reasoned that electronic communication would be simple: I request a quote, and the quote comes back to me in my In Box. Easy! After I sent the email with the request, I left my desk and went to the kitchen in search of a snack. My phone rang with an unrecognizable number, and when that happens, I don’t usually answer–but I did answer. It was the person I had emailed. It took a few moments for me to put together who I was speaking to, so I had to scramble for a pen and something to write on. Annoyed, I prepared myself to take down a quote on a Papa John’s coupon.
As soon as I got my quote, I thanked the guy and was trying to wrap up the call when he said, “If you have another minute, I’d love to know exactly what you do.” Caught off guard, I pulled myself together and responded with my elevator pitch. His response? “Do you mind if I pass your name along? I’ve had a couple of conversations in the past week with people who could use your services.”
Now, I don’t know if that brief interaction will result in new business for me, but it was a timely reminder to me to remain open to unexpected opportunity. Seemingly random conversations can have positive, impactful results. And now is the perfect time to get in the habit of keeping our eyes and ears and hearts open; busy, complicated, harried life has moved to the slow lane. Making time for a simple conversation can open doors, create new friendships, make business connections, and change the course of a day or a life. I don’t want to be too impatient, too encumbered, too I’m-not-sitting-at-my-desk-with-all-my-stuff-right-now-so-I’m-going-to-mostly-blow-this-off; I want to be available to opportunity–don’t you?
Healthcare workers are today’s heroes; as they are caring for their patients in often stressful and sometimes tragic environments, they are also sacrificing their own health and time with their own families. Sadly, due to COVID-19, they are facing another challenge: the long-term, repetitive use of face masks for hours at a time is causing mask-induced ear pain and even breakdown of the skin, according to nurse.org. But they cannot give up wearing PPE for their own protection as well as the protection of the patients and staff around them. I’ve recently met someone who is doing something about this face mask issue. At a recent appointment, my physical therapist and I were discussing the pandemic and all of its awful ripple effects.
Sadly, due to COVID-19, they are facing another challenge: the long-term, repetitive use of face masks for hours at a time is causing mask-induced ear pain and even breakdown of the skin, according to nurse.org.
We talked about face masks, and he told me about a new project he is working on with a friend: a device that reduces or even removes pain and skin issues. The device, The Mask Helper, was inspired by some nursing friends who reached out to see if a surgical mask adjuster, designed by a Canadian Boy Scout, could be created. Ben Lee, professional swim coach with Team Elite Aquatics and LA Current, along with sons Aidan Lee (13) and Maddie Lee (14), rising freshman and sophomore at Community School of Davidson, and Tyler Clary, 2012 Olympic Gold Medalist got together and decided to help.
Using a 3Dprinter he originally purchased to prototype custom swim training equipment with Tyler, Ben started printing and donating batches of The Mask Helper. Small-batch donations to Novant Health and several hospitals in Orange County, CA, turned into requests for significantly larger orders, and it became clear that the need was much bigger, so Ben invited Dr. Yordan Ascanio, DPT, physical therapist at In Motion Fitness in Cornelius, to become a partner and help scale the operations. When they began, they had no idea how popular these mask adjusters would become; requests grew overnight from double digits into tens of thousands at a time. So far, they’ve sent The Mask Helpers to hospitals, skilled nursing facilities, outpatient clinics, restaurants, and other places all over the United States.
The Mask Helpers are made out of biodegradable PLA (polyactic acid) and are printed in batches of 20 per 3D printer. Each batch takes about 2 hours to print, and currently, all of The Mask Helpers are being printed at Ben’s home in Davidson, NC. Because of the current demand of 80,000+ units per month, they have purchased 10 new printers to meet that demand and are exploring locations that can support this project and future growth.
I wondered about their vision, both currently and for the future, and this is what they told me: “Our vision is two-fold. First, it’s clear that COVID-19 has changed our lives. Frequent mask use is the new norm; we believe ear pain doesn’t have to be. It takes healthcare professionals and frequent mask users months and sometimes years to get acclimated to wearing a mask due to pressure exerted by the elastic bands around the ears. By offering The Mask Helper, we hope to help people and organizations heading back to work transition quickly to mask wearing while providing comfort and safety at the same time. Second, 3D printing is a great way to prototype quickly and offer customization at scale (we were able to ramp up from producing 750 units of The Mask Helper per week to nearly 20,000 units per week in under a week). We believe there is a large potential for 3D printing to revolutionize the medical industry. We want to work with hospitals and medical facilities to identify short- and long-term needs and help them innovate, prototype, and scale (think: anything from PPE and nasopharyngeal swabs to surgical tools or even 3D printed organs). They are also open to working with other industries who need products that can be printed on a 3-D printer.
Ben and Yordan are selling The Mask Helpers for $2/unit plus shipping for quantities of 100 or less; volume pricing is available for larger orders. To help defray costs and to be able to continue to donate to those in their local communities, both Ben and Yordan have personally invested in the machines and raw materials needed to print the devices. To honor their original vision, they continue to donate a percentage of all sales. When I asked what healthcare workers are saying about The Mask Helpers, they told me, “They are ecstatic to find relief from the pressure and boils around their ears from extended mask use and are grateful not to have to choose between their personal comfort and the safety of their patients and loved ones.”
If you’d like to help, you can go to www.themaskhelper.com and make a donation, place an order for yourself, or order in the name of someone or an organization. All donations will go directly to purchasing raw materials, production costs, shipping, and donating the actual devices to those in need who don’t have the resources to purchase The Mask Helpers. You can connect Ben or Yordan with those within your organization or network who can help spread the word about the benefits of The Mask Helpers. Finally, you can follow them on Instagram @themaskhelper; tag your friends, share their posts and stories, and take selfies and videos showing The Mask Helper being used and tag them.
For more information or to donate, please contact Ben Lee or Yordan Ascanio at: web site www.themaskhelper.com, Instagram @themaskhelper, email orders@themaskhelper.com, or call or text (704) 286-6680.
Business is down. Fear and uncertainty are creeping in. Need to cut here and cut there to be cautious. What about your social media marketing budget? RAMP. IT. UP!
Why in the world should a business ramp up social media marketing right now when cuts are happening everywhere else? Because there is a very captive audience online. People are stuck at home with lots of extra time on their hands. And they are online. Check this out:
Time spent on Facebook alone is up 70%. Engagement is up nearly 80%.*
So, get your message out there—but not the same message you were putting out there two weeks ago. The world has changed, and your message needs to address the change. Here is what you need to do with your social media marketing right now:
Address the new normal. Most everyone is home; people have either lost their jobs or been sent home to work and even students have been sent home to learn. Most of the nation is under some kind of Shelter in Place order. Face-to-face contact with anyone other than family is (supposed to be) nearly non-existent. Address this. How?
Explain to your audience how your business is operating within the current mandates. How are you protecting your customers and clients, your employees, and yourselves? Show pictures. Do live video. Get it out there to give people confidence that they can continue to give you their business without breaking rules or getting sick.
Offer solutions to current problem. This will look different for different industries, obviously. Put yourself in the mind of someone who needs your product or service. Why do they need it? What problem can you solve for them? Articulate their problems and provide your solutions in your content.
Provide Public Service Announcements related to your industry. People are scrolling online for many reasons, and one main reason currently is for information. Give your audience news and information that provides value and is clearly presented.
Sprinkle in some posts that are not solely about your product, service, or industry;humor, encourage, and relate to your audience. While being sensitive to the current environment, post positive content. We ALL need it these days. Throw in some posts that will make your audience smile or laugh, feel comforted, encouraged, or inspired, and enable them to get to know you as a human being. Memes, funny or endearing pictures of pets and family, and pictures of you being real are great ways to connect with your audience. Remember to BE SENSITIVE always; avoid anything that will create controversy.
Consider ways to give back. There are so many people out there hurting. Brainstorm ways your business can give something back to the community and provide a way for your audience to participate. People want to help, but they often don’t know where to start.
Good luck out there. Be safe and well, and please stay home. ❤
hannarock 