What if writing took you half of the time it currently does? What if you were good enough, fast enough and disciplined enough to turn your insight and experience into a career-changing stream of content on LinkedIn or an industry changing blog or book?

Extend this what-iffery to an entire organization? What if people spent less time dealing with bad email and more time getting things done? What if everybody seemed to get an extra 10 IQ points because clarity made everyone more strategic. What if proposals never lost sight of the customer and her needs? And, most of all, what if your content in all channels became sharper, more engaging, and more effective?

After 20 years as a professional, deadline-hitting, mortgage-paying writer, I can assure you that all of these what-if’s are possible. Sure, writing is work. But it’s no harder than any other work. (And a lot less sweaty than most) If traditional writing instruction wasn’t so horribly broken, you, and everyone else in your organization would have learned it already and moved on with your lives.

Writing Education is a Mess

By the time the average person graduates from college, he or she has over 1700+ hours in direct instruction in their native language and still can’t write worth a damn.

This is because writing — the kind of clear, persuasive writing that people use to get things done — isn’t taught anymore. If you want help, your choice has been between a burnt-out English Lit Grad Student who says he’s a novelist, but has never finished anything in his life (including college) or some tone-deaf “business writing” hack who treats words like my grandmother treated vegetables — boiling them until they lack all taste and nutrition but are thereby guaranteed to offend or inspire no one.

It’s like taking SCUBA classes with a guy who can’t swim. Or trying to learn to hit a major-league curve ball from a guy who’s never been up to bat.

A Better Way

We use a performance support model to teach writing and messaging. Which is a fancy way of saying, the best time for somebody to learn something is when they need to actually it. So the class time is focused on the most critical topics, and the rest is delivered in real-time, one-on-one coaching when someone has to write something.

We’d love to talk to you about the challenges that you and your organization are facing. So please, don’t hesitate to reach out.


Patrick E. McLean