FREE DOWNLOAD: A useful plain language checklist

plain language

FREE DOWNLOAD: A useful plain language checklist

Is your content ‘talking’ to your audience?

plain languageThe whole point of marketing is to start a one-on-one conversation between two people.  Ultimately a conversation between your sales person and their business manager.

Your product is complex and technical.  That’s fine.  But if your content is hard to understand the conversation may never get started.  You need to simplify the language in your content to make your complex, technical product understandable.

Download this useful checklist and keep it handy for when you write your next white paper, case study or blog post.  Make your content more easily understood. More believable. More persuasive.


Download Your Free Checklist


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How to make sure your content achieves your goals


Is your content achieving your goals?content marketing tactics

Last week we looked at how important goals are to strategic content marketing.  And we saw how the goals for your content change through the sales funnel.  Now you need to develop content that will achieve those goals.

This week we look at the types of content -tactics – that will support and encourage your prospects in their journey through your sales funnel.

For you see, the tactics you use to deliver your content will change, along with your goals, through the sales funnel:

  • At the top of the funnel your content needs to build AWARENESS
  • In the middle of the funnel, content must enable EVALUATION
  • At the bottom of the funnel, your content needs to CONVERT

Section 1: Tactics at the top of the funnel

At the top of the funnel you are striving to build awareness.  Awareness of your brand and your products.  Awareness that your solution will solve your prospects’ problem.  You may even need to make your prospects aware that they have a problem, a problem you can solve!

At the top of the funnel you provide quality information that informs your audience.  Content should be engaging and informative not full of hype.

There are many tactics that are effective at the top of the funnel.

Blogs are imperative for top-of-funnel content publishing.  Provide relevant and timely information about problems in the industry and available solutions. And provide the information consistently.  Decide on a schedule and stick to it.

When you post a blog you then post social media updates with links back to your blog and website.

Problem/solution whitepapers are an excellent tactic at the top of the funnel.  (More detail about white papers through the sales funnel here).  And whitepapers are a great call to action.  By downloading the white paper, they are showing an interest.  Ready to be drawn further into your sales funnel.

Infographics can provide information in an entertaining and easy to digest format.  And by requiring an email address to download, they become a powerful call to action.

Newsletters are an excellent channel to build and maintain relationships.  Keep the content 80% information and education and 20% about your company.  How you work, how you interact with your community, your employees.

Provide primary research on trends in your industry.  Conduct and report on surveys of your customers about their pain points, issues with current solutions, emerging trends.

Regardless of the tactic used, always provide value.  The top of the funnel is about building awareness.  Establishing trust. And that only comes through quality content provided consistently.

Section 2: Tactics in the middle of the funnel

In the middle of the funnel your prospects are evaluating your solution.  Making comparisons.  Showing some interest but keeping a distance.content marketing tactics

Therefore, in the middle of the funnel, your tactics should provide information that will assist them in their evaluation of your solution.

For you, the middle of the funnel is all about lead magnets.  Lead magnets that compel your prospects to take action.

What is a lead magnet?  A lead magnet is an irresistible bribe that gives a specific chunk of value to a prospect in exchange to their contact information.

In the middle of the funnel the best tactics include:

Educational resources including case studies, free reports, eBooks, and white papers.  Numbered-list white papers are very effective in the middle of the funnel.  They provide information in an easy-to-read and skim-able format.

Useful resources can be even more powerful than educational resources as lead magnets.  Checklists, templates, tool kits, resource lists all provide that chunk of value that compels your prospect to give you their contact information.

A quiz or survey on a relevant industry topic can entice readers to divulge contact details as well as provide valuable information for blogs and articles.

Webinars and events are an opportunity to provide valuable content while gathering contact information.

In the middle of the funnel your tactics must continue to provide valuable information.  Information your prospects are willing to trade their contact details for.  Lead magnets that change prospects into leads.

Section 3: Content at the bottom of the funnel

At the bottom of the funnel you are striving to convert your leads into customers.  Here you need to provide specific details about your solution.  Enough detail to convince your lead that your solution will in fact solve their problem.

At the bottom of the funnel effective tactics include:

Showing how your solution works with a demo/free trial.

Providing specific, technical information in a backgrounder white paper.  Give your leads all the information they need to convince themselves that your solution will solve their problem.

Using customer success stories to demonstrate how your solution worked for a specific customer.  These stories are closer to testimonials than case studies.  The point is to demonstrate your solution and your services.


You can now see that the tactics you use change as your goals change through the sales funnel.  It is also clear that mapping your content to your buyers’ journey is critical for a good return-on-investment for your content:

  • At the top of the funnel publish content that builds AWARENESS of your brand, your solution.
  • In the middle of the funnel provide information that encourages EVALUATION of your solution.
  • At the bottom, tactics must CONVERT leads into customers.

Next week, we check out how to measure how well your tactics are working through metrics.


Do you have trouble producing enough content to satisfy your audience?  Do you struggle producing white papers and case studies? Lack the time to write those blogs, that newsletter article?

I am an expert water quality scientist with experience in the water industry. I understand the science behind your solutions.  I can interpret the jargon.  I can explain complex ideas in simple terms and compel your prospects into action.

Contact me to discuss your next content project.



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Five simple steps to start the conversation (Step 3)


We now know that if you find one emotionally compelling idea and adopt an easy-to-read style your content will be easier to understand.  This week we look at Step #3: Write concisely and to the point.

Step #3: Write concisely and to the point

When writing about complex technical subjects, you need to construct your sentences carefully.  Direct, simple sentences will help get your point across.  In fact, long sentences almost always have complex grammatical structures.  This puts a strain on the reader’s immediate memory.  The reader has to retain several parts of each sentence before he can combine them into a meaningful whole.

Here are a few tricks to help you keep concise and to the point:

Trick #1: Keep sentences and paragraphs short.

The average length of your sentences should be 20 words or fewer

Trick #2: Sentences should focus on one idea

Keep it simple. Cover only one idea per sentence and one theme per paragraph. Get to the point; don’t wander around first.  Find one emotionally compelling idea, as we discussed in the first post in the series.  Find it here.

Trick #3: Use the active voice

Use the active voice.  The passive voice tends to seem evasive:

The standards were breached.

Who breached the standards? As a reader, you might think: Is the writer trying to hide something from me? If you don’t want to appear to be hiding something, you should use active voice:

The refinery breached a water quality standard.


Keep you writing concise and to the point.  Keep sentences short and focused on one idea. Use the active voice.


Do you have a white paper or case study that didn’t bring the return on investment you had hoped for?  Perhaps it needs a Readability Revamp. 

I am a water quality scientist with fantastic writing skills.  I offer a service that can improve your content’s ROI.  I take the text and bring the FK score down.  I improve the readability without “dumbing” it down. By increasing understanding, I help your readers take the action you desire.


Contact me to discuss your next content project.




Stay tuned next week for Step #4: Make it skim-able

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Five simple steps to start the conversation (Step 2)


We saw in last week’s post that if you find one emotionally compelling idea it will be much easier to write clearly and concisely.  This week we look at Step #2: Use an easy-to-read style.

Step #2: Use an easy-to-read style

When you use an easy-to-read style, your reader can focus on your message rather than muddling through dense text.  These three tricks can help you develop that easy-to-read style.

Trick #1: Use personal pronouns

Using personal pronouns gives your writing a conversational tone.  Personal pronouns seem to connect the reader to the writer.  And that conversational tone helps your reader focus on your message rather than your language.

Just be sure that personal pronouns are right for the content.  It may not be appropriate in every situation.easy-to-read style

Trick #2: Avoid jargon

It’s easy to be drawn to words that are common in your industry. But are they common to your audience?  When writing for non-specialists and you have a choice between words, use the common, everyday word.

A couple further pointers on word choice:

  • Use positive words. Negatives like don’t in front of a verb can make some readers stumble.
  • Avoid long strings of nouns. Sentences with several nouns in a row can be difficult to navigate.
  • Use inclusive language. Unless your document is about men, don’t use only male pronouns (he, his).

Sometimes you may have to use a technical term, even when you’re writing for non-specialists. In that case, choose words that will help your readers.

Trick #3: Avoid padding with words like very, really, actually, or carefully

These words don’t serve any purpose.  Keep in simple, keep it easy to understand.


By adopting an easy-to-read style, you can start a conversation by engaging your audience.  Use personal pronouns, where appropriate.  Avoid jargon by choosing the right word. Avoid padding your text with words that serve no purpose.


Do you have a white paper or case study that didn’t bring the return on investment you had hoped for?  Perhaps it needs a Readability Revamp.

I am a water quality scientist with fantastic writing skills.  I offer a service that can improve your content’s ROI.  I take the text and bring the FK score down.  I improve the readability without “dumbing” it down. By increasing understanding, I help your readers take the action you desire.

Contact me to discuss your next content project.



Stay tuned next week for Step #3: Keep it concise and to the point

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Have any idea who read your last white paper? You need metrics.

measure white paper success


Who read your last white paper?

You’ve made a big investment in terms of time, money, and yes, your personal reputation on this white paper.  You told management a strategic white paper campaign would send your conversion rates soaring.measure white paper success

You’ve released the first white paper and are promoting it effectively (see this recent post on promoting white papers here).  Is it working?  Is the white paper achieving the goals set for it?  How can you tell?

Metrics.  Metrics are things you can count.  Things that measure the response to actions taken.  It has long been recognized that if you don’t measure it you can’t improve it.  That applies to many aspects of business.  Marketing is no exception.

In last week’s post, we discussed promoting your white paper.  This week we think about how to measure the effectiveness of the white paper campaign.  And how to measure the effectiveness of the promotions.

Metrics to use to tell if your white paper is a success

At each stage of the white paper promotion there is a metric you can measure.  There are metrics for:

  • Your landing page
  • Your website promotion
  • Your newsletter and email promotions
  • Your social media promotion.

Then we look at the key metrics in any marketing campaign: those that measure the Return on Investment (ROI).

The landing page

The landing page is a critical link in both the promotion of the white paper and in measuring success.  Key metrics to use:

Metric:              Downloads

  • The # of times a PDF of the white paper was downloaded from the landing page.
  • A key metric to track the reach of a white paper.

Metric:              Landing page bounce rate

  • The ratio of visitors who leave a landing page quickly, as though they weren’t interested.
  • To measure roughly how engaging a landing page is to visitors.

Metric:              Registrations

  • The # of visitors who filled in a form so they could view or download the white paper.
  • To count how many prospects a white paper generated.

Website promotions

You can check interest in, and the reach of, the white paper through these metrics:

Metric:              Clicks

  • The # of times anyone clicked on an ad for a white paper.
  • A way to measure interest in a white paper; used to calculate CTR (see next).

Metric:              Click Through Rate (CTR)

  • The total # of clicks divided by the total # of impressions for an ad.
  • To measure the effectiveness of a web banner or pay-per-click ad.

Metric:              Page views

  • The number of times a webpage with an HTML white paper was visited.
  • To measure the reach of a white paper formatted in HTML rather than PDF.

Metric:              Permalinks

  • The number of times the white paper was linked by other blogs.
  • To measure the reach of a white paper in the blogosphere.

Newsletter and email promotions

Newsletter and email promotions are extremely cost effective.  These metrics will help you measure the robustness of your email list and the effectiveness of the newsletter/email campaign.

Metric:              Email bounce rates

  • The # of undeliverable emails divided by the total # of emails sent.
  • To measure the quality of an email list.

Metric:              Opens

  • The # of people who opened an email for a white paper.
  • To calculate the open rate (see next).

Metric:              Open rate

  • The total # of opens divided by the total # of emails sent.
  • To measure the effectiveness of an email campaign for a white paper.

Social media promotions

The social media promotion is about building your brand, your thought leadership.  These metrics help you determine the reach of your social media campaign:

Metric:              Comments

  • The # of comments posted after a post about a white paper.
  • To measure the reach of the white paper content in the blogosphere.

Metric:              Likes

  • The # of times something was “liked” on social media.
  • To measure the reach of a white paper on social media; may not be relevant to sales.

Metric:              Reposts

  • The # of time a white paper was reposted or quoted in other blogs.
  • To measure the reach of a white paper content in the blogosphere.

Metric:              Retweets

  • The # of times a white paper was retweeted on Twitter.
  • To measure the reach of a white paper on social media; may not be relevant to sales.

Return on investment

This is where your reputation stands or falls.  These are the numbers that business owners and chief executives focus on.  Revenue and sales.  Metrics for determining the ROI of a white paper campaign are:

Metric:              Cost-per-lead

  • The total cost of a campaign divided by the # of leads generated.
  • To compare the cost effectiveness of various campaigns and tactics.

Metric:              Leads

  • The # of leads generated by the white paper, qualified by marketing, and passed on to sales.
  • A key metric to track the marketing ROI on a white paper campaign.

Metric:              Revenues

  • The amount of revenue resulting from sales to qualified leads generated by this white paper.
  • Probably the most important metric of all, and very persuasive if you can track it.

Metric:              Sales

  • The # of sales resulting from qualified leads generated by a white paper.
  • A key metric to track the results generated by a white paper campaign.


Whichever metric you decide to monitor, keep it up.  Gather data.  Try different headlines.  Optimize the landing page.  Learn what you audience responds to.  That is the power of metrics and it is pure gold.


A persuasive white paper uses simple language to explain complex technologies.  In this special report, you will discover the true value of a persuasive white paper.





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6 Essential Promotions for a Successful White Paper


Is your white paper being read, shared?

If it isn’t, it might be that you haven’t been promoting it effectively.

Promoting your white paper is critical to its success.  As content marketing tactics go, white papers are a sizable investment.  You want to make sure it does its job.  That means promotion.promoting white paper success

It is important that the marketing team understands that the more effort they invest in promoting a white paper, the more likely it is that it will succeed.  There are six separate yet equal aspects to a successful white paper promotion.

It is important to think about promotion very early in the white paper process.  And to continue that process until the very end:

  • During white paper drafting.
  • Upon release on the white paper.
  • And for long after the white paper is released.

There are many more ways to promote your white paper but the six we discuss here are essential for a credible ROI.

6 Essential Promotions for White Paper Success

All six promotions are essential for white paper success.

  1. Website promotions

The obvious place to start to promote your white paper is on your website.  Feature the white paper prominently on the home page.  Place an action button prominently, linking to the white paper landing page.  Collect emails and names.

Your company blog is another channel on your website.  Post a blog about your white paper launch.  Post another one with a summary of the white paper.  That will either entice a prospect to download the whole thing or, if only the blog is read, will continue to build awareness of your brand.

You can also repurpose the white paper content into posts but that is a topic all in itself.  Stay tuned in coming weeks for a post about repurposing white paper content.

  1. Newsletter promotions

Newsletters are another obvious choice to promote a white paper.  Place an ‘ad’ in the sidebar of the first page of the newsletter.  Have a compelling button that again links to that all-important landing page.

You could write a small article that summarizes the white paper and place it in the newsletter.

It is also a good idea to arrange for it to be mentioned in your channel partners’ newsletters.

  1. Email promotions

Email is a cost-effective way of promoting your white paper.  You can:

  • E-mail it to your sales force to educate them in the key benefits.
  • E-mail it to your channel partners – your distributors and dealers.  They too will benefit from understanding all the features and benefits of the new product or service.
  • E-mail it to your house list of prospects and clients. Get it out there and get it shared.
  1. Social media promotions

Speaking of sharing, social media is another essential promotion for your white paper.  You need to tweet about it on Twitter.  You need to announce it to any appropriate LinkedIn groups.  Place links on all social media sites, linking back to the landing page on your website.

  1. External promotions

There is nothing wrong with the old favorites.  Press releases are still effective at spreading the word.  Go ahead, publish a press release about it.

  • Send the press release along with a copy of the white paper to journalists who cover your space.
  • Send the press release along with a copy of the white paper to bloggers who cover your space.

Don’t forget, there are sites where you can post your white paper for free.  Use all available channels.

  1. Internal and personal networking promotions

Promoted internally, white papers can educate your sales team.  That sales team is then better able to promote the white paper! Beautiful.

A slide deck and presentation based on white paper content is effective for educating and networking.  The same presentation given to the sales team can be presented at networking events, like association meetings, conferences, workshops.  All great places to promote the white paper.


Now that you know how to promote your next white paper, just remember to maintain the push.  You must promote for months to get full value out of your white paper.  Promote strongly right up to when the next white paper is released.

And remember: if you don’t measure it, you can’t improve it.  Next week we will look at how to measure the impact of your white paper promotion efforts.



A persuasive white paper uses simple language to explain complex technologies.  In this special report, you will discover the true value of a persuasive white paper.


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Can an educated sales team close more deals?

white papers educate


If your sales team doesn’t understand all the features and benefits of your product, you could be leaving money on the table.  Products in the water industry use complex technologies to solve challenging problems

Does your sales team truly understand all the features and benefits of your innovative, earth-shaking, new product?  Maybe not as well as they could.

How can you get them up to speed in time for product launch?  A white paper can do that job.

“A white paper?”, you ask.  Indeed, the water industry publishes white papers for all sorts of reasons.  White papers can:

  • generate leads
  • influence a selection committee
  • redefine a market space through your solution.
  • build authority, credibility, and thought leadership
  • keep up with competitors who have white papers.

Another powerful use is education.  You can educate potential customers, channel partners, and the media.  But most importantly, your own sales force.  They are at the forefront of your marketing strategy – the face of your brand, literally.

Read on to discover how white papers educate your sales force, which can lead to increased conversions.

White papers educate your workforce

The best type of white paper to use to educate will depend on the sales team’s technical sophistication.  Are they trained sales and marketing people?  Or are they qualified engineers?  Credentialed scientists maybe?  A mix of all?  Let’s think about the three main types of white papers and see how they can help educate your sales team.

  1. A problem/solution white paper helps your team understand an industry-wide problem. It then explores the technology in the market that provides a solution.  The white paper then describes and  explains your ‘new’ technological solution.
  2. A numbered list white paper could be used to itemize the features and benefits that you want the sales team to focus on.
  3. A technical backgrounder could be used to provide the team with all the technical features that prove the benefits. Visuals, like graphs and charts, could illustrate the proof.

Then again, you could also mix it up.  Combine two types to come up with something even better.

For educating the sales force, a problem solution combined with a numbered list could be magic.  The problem sections would give the team the information they need to understand the problem and your customers’ pain points.  The solution section would fully define the technology behind your product – the solution.  A numbered list could list and define all the features and benefits in an easy to read and remember format.

Depending on your product and your sales team, a technical backgrounder could also be mixed up with a numbered list.  The background section would provide in-depth technical details about your product.  The numbered list section would list statistics and specifications that the sales team then highlights with customers.


Whatever type of white paper you choose, just be sure not to leave money on the table.  Educate your sales force so they can sell all the benefits of your product.

White papers are a valuable tactic in a content marketing strategy.  Professionally developed and actively promoted white papers can generate leads, build thought leadership and, importantly, educate.



A persuasive white paper uses simple language to explain complex technologies.  In this free special report, you will discover the true value of a persuasive white paper.







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How can white papers help the water industry?

content marketing goals


Are you losing prospects in the long water industry sales funnel?  Do they enter the funnel confidently but then get lost among the treatment options?  White papers help!  White papers have the power to lure prospects into your funnel.  Lure them in and keep them engaged right through to conversion.

White papers helpBut what kind of white paper?  When?

By understanding the sales funnel and how decisions are made when the problem is complex and the solution expensive, the right type of white paper can be chosen for each point in the funnel.

Top of the funnel – generate leads

B2B customers need time and information to make decisions.  And decisions in the water industry are about complex problems that require expensive solutions.

At the top of the sales funnel, the object is to get the attention of potential customers.  Generate leads.

A problem/solution white paper is very effective at generating leads.  First you define the problem your prospects are trying to solve.  You provide quality information about the solutions already in the marketplace.  You then introduce the new type of solution your company provides.

The idea is to provide information upon which a buyer can base a business case – never use the hard sales pitch at the top of the funnel.  Never mention specific products in a problem/solution white paper.

A problem solution white paper is used:

  • To generate leads at the top of the funnel.
  • To educate salespeople and channel partners.
  • To educate analysts, bloggers, and journalists.
  • To redefine a market space.
  • To build mind share.

Middle zone – maintain interest and information flow, build competitive advantage

The middle of the water industry sales funnel can be excruciatingly long.  You must maintain interest without exerting pressure.  Do it by providing controversial, educational, and possibly even entertaining information in a numbered list format.

A numbered list white paper might be a set of tips, points, questions, or answers about an issue.  They tend to provide quick summaries in an easy to read format.

People love numbered lists because:

  • They are easy to scan.
  • You always know where you are.
  • They are an easy read.
  • The structure is clear.
  • You’ve been reading them for years.

Numbered list white papers are relatively quick to produce since they tend to present highlights rather than deep analysis.  The points presented can almost be random with the numbering system holding them together.

A numbered list is especially powerful:

  • To get attention with provocative views
  • To help prospects along that area already in the funnel
  • To cast doubt on your competitors.

A numbered list keeps the information flowing into the middle of the sales funnel.  At its best, a numbered list white paper encourages discussion by introducing sometimes controversial ideas about the problem or about solutions currently available.

Bottom of the funnel – pulling in the sale

At the bottom of the funnel you want to pull in the sale.  A technical backgrounder white paper provides detailed technical information about the features and benefits of your product, process, or service.

A backgrounder has a tight focus on one offering from one vendor.  This type of white paper is also referred to as an evaluator’s guide or a product briefing.  It tends to do one of the following:

  • Explains key features, functions and benefits in more detail than a brochure or data sheet.
  • Explains new, unfamiliar or misunderstood technology to a technical audience.
  • Supports a product launch by explaining the product in technically detailed terms.

A backgrounder-style white paper is powerful in the late stages of a buying decision. It can help the buyer or buying committee make a final decision.  The white paper needs to provide specific details of how the features of your product, process, or service will benefit the buyer.  And how those features will solve their problem.

At this point features are as important as benefits, sometimes even more important.  The buyer needs to know that your product/process/service will solve their problem.

Post Sale – maintain interest and relationships by re-purposing white paper content

After the sale, your content can help build stronger customer relationships. Relationships that can lead to future sales.  After publishing an effective white paper, the content can and should be used to feed other channels.

To establish thought leadership, you must provide new and engaging content continually.  Search engines like Google assess content as well as keywords.  And white papers are expensive. Re-purposing their content makes good business sense.

Each section of a numbered list could become a post on your blog.  They could each be re-reworked into an article in your newsletter. Both the blog post and the article should contain a link to the full white paper on your website.

A problem/solution white paper could be presented at a conference with a PowerPoint slide show.  Several white papers could be tied together and published as an e-book.


White papers can engage and educate your prospects all the way through the sales funnel. They make an excellent call to action in a strategic content marketing campaign.  Prospects who download the white paper are expressing an interest in the solutions offered.  Be sure to collect information when they do.  Then follow up. Follow up. Follow up.


A persuasive white paper uses simple language to explain complex technologies.  In this special report, you will discover the true value of a persuasive white paper.




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Does your water industry writer have these 5 key skills?

research skills

There comes a time in the life of every business when you realize you need a freelance writer.  A time when your key personnel are busy doing the things they do best.  The things that build your business and sell your products.

You know marketing today is focused on the internet as a way to reach potential customers.  And the internet is focused on content.  You have developed a content marketing strategy.  You have worked up a content calendar.

Now you need a freelance content writer.  How do you choose the best writer for water industry content marketing?  In this series of five posts we will explore 5 key skills your content writer should have in spades.

This week we look at Skill #1: Writes Well

Skill #1:           Writes Well.

It would seem obvious but the most important skill you want in a content writer is the ability to write well.  The ability to write clearly and concisely.  But it’s more than that, isn’t it?  The information you need to convey to your prospects is complex.  It’s scientific.  It’s technical.  And the language used in water industry content to provide this complex, scientific, and technical information is often unreadable. That is- it’s hard to understand.

writes well

A few things can make it hard to understand. The most likely is because the language isn’t simple enough.  And that’s important because simpler is easier to understand.  Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”

How do you know when your content is readable?  It’s something called the Flesch Kincaid (FK) score.  It is a measure of the complexity of the text.  The score is derived from an analysis of the length of sentences, sentences per paragraph, and the common nature of the words.

writes well

For clear communication, as you want in your marketing content, a FK score of less than 8 is recommended.  In a random sampling of ten water industry websites, the average FK score was 16.

The other important attribute of a readable asset is structure.  The content needs to be presented in a logical sequence that draws the reader, your prospect, right through to the end. To the call to action.

The structure is unique to the type of content, which is unique to the audience.  And the audience changes as they progress through the water industry sales funnel.

Skill #1, then, for a content writer in the water industry is the ability to write well.  The ability to convey complex scientific and technical information in clear concise language.


Do you have a white paper or case study that didn’t bring the return on investment you had hoped for?  Perhaps it needs a Readability Revamp.

I am a water quality scientist with fantastic writing skills.  I offer a service that can improve your content’s ROI.  I take the text and bring the FK score down to 8 or below.  I will improve readability without “dumbing” it down. I will help your prospects take the action you desire.


Contact me about your content requirements.



Stay tuned next week for skill #2:        Water Knowledge

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Welcome to Water Copy

It’s always been about water…

Ever since I was a kid, I have had a fascination with water.  Swim lessons in the rain in Seattle.  Body surfing off California till our lips turned blue.  Tubing down rivers in Arizona.  Snorkeling on the Great Barrier Reef.

That fascination with water has stayed with my all my life.  In my professional life water – quality, quantity, management, and use – is what has captivated me.

And in my professional life I have been well served by my love of reading and writing.  I love to research a topic and find the compelling idea at its core.  And then to prove that compelling idea in simple and concise language.

I love how words can transform complex scientific and technical concepts into stories that engage your prospects.  How stories can persuade, compel, empower

Okay. So, it’s always been about water and words…

I am now a freelance content writer with a focus on industrial water management and use.  I understand the science behind your wastewater treatment technology.  Better yet I understand your prospects and clients.  I understand the challenges they face in managing water and wastewater.  I know their pain points: supply, treatment, compliance.

I can help you communicate your value to your prospects and clients in effective ways.  I can help you build thought leadership in integrated wastewater management.

So, how do you persuade prospects to visit your website, connect with you, to contact you? You need to engage them both emotionally and rationally.  Find the emotionally compelling idea that will spark their interest.  Then prove to them that your solution will solve their problem.

How do you build thought leadership in your niche?  By providing compelling content on a consistent basis.  Allow me to help you with effective content assets: white papers, case studies and newsletters.


Extensively researched and effectively written, I write whitepapers that nurture leads through the lengthy sales funnel for wastewater treatment plants.  White papers vary in length, style, and investment.   We work together to address information needs at different points in the sales funnel.  We develop a white paper strategy that will pull in leads and nurture them into clients.


I write case studies that tell your success stories.  Given access to the happy customer I craft a story that testifies to your brand. Your solution. These success stories are testimonials to your solutions as well as to what it’s like to work with your company.



Together we develop a newsletter strategy that streamlines the process.  That makes generating a newsletter that people want to read a piece of cake.  Newsletters chock full of meaningful content.  But that also show your personal side.  Your employees, Your impact on the industry and the community.

Let’s work together and create content that will generate leads, and build your brand. No one else researches the problems you solve like I do.  And I will work with you until you are satisfied with the final product.

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