Most writing gets read because of who's behind it. A big name, a familiar logo, a budget that opens doors. I spent a few years finding out what's left when none of that applies, doing stand-up on stages where the audience paid to be entertained and owed me nothing. You learn fast that the only thing keeping people in their seats is the next line earning its place. Everything else - past glories, reputation, intent - counts for nothing.

I don't do it anymore, but that's still the test I apply to every job. Your business isn't like any other, but there's a good chance you make it sound that way. Most things people read online get less time to land than a terrible gag. A bad joke disappears into the night and is forgotten. The same thing happens with bad first impressions. It just takes longer (and does a lot more damage).

I work with businesses so they get noticed and remembered for the right reasons. No punchline, but you'll smile at the results.