Make evidence easy to check
Separate a verifiable fact from an opinion or sales claim. Keep source notes and obtain permission for customer examples so the finished piece can be reviewed and updated without guessing. Record the date, reason, and owner of important changes.
Explain what changed and why it matters to a publication's readers. A promotional slogan is rarely enough to make a useful story. Keep approvals with someone who can confirm the business facts.
Make the plan fit your market
Use questions from customers in Cleveland, actual service-area information, and examples your business can verify. Local references should explain an offer or decision, rather than insert neighborhood names without a reason. Base local references on service coverage and customer needs, not invented examples.
Answer the main question early, then explain choices, examples, and trade-offs. Headings should help the reader find information rather than repeat a target phrase. Keep private account details out of public briefs and examples.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities