Creating content
![Project descriptions should be engaging and interesting, not just the facts](/images/joomlart/article/0243cbf1978673fe443d7558de6ab4f0.jpg)
Many project descriptions are just-the-facts descriptions of what was done on a project. This format misses out on some huge opportunities to help sell the firm’s services. To do this, a project description needs to engage the reader, keep them reading, and by the end the reader has learned something useful.
![Content must persuade as well as tell](/images/joomlart/article/7af0193b8351bd1eb04c09dfe5731fa3.jpg)
Many of the business professionals I work with are deeply in love with their work. For example, I talked recently with an engineer in Montreal who is a firm believer that a chemical process called electrocoagulation (EC) is the next biggest thing in water purification.
![](/images/joomlart/article/da89514e409822180ac867ab6712269d.jpg)
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Does your firm see greener pastures in other markets? Other industries, maybe, or other parts of the world? Your thought leadership strategy can help make that happen.
![](/images/joomlart/article/acaf69a47291143b36612c5b483fc572.jpg)
In his book “The Tipping Point,” Malcolm Gladwell raises the idea that 10,000 hours of practice makes one competent at a task – whether it’s Bill Gates learning to code, or The Beatles performing outside a Hamburg stripper bar.
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If it’s not impacting, why are you doing it?
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I heard this recently from a senior member of the marketing team at one of my biggest and longest-duration clients (18 years!!!!). That proportion is true for my firm, and I expect it’s like that for your firm too.