Words have power … given that they’re the right words. To inspire someone to act upon your words, every message you put out “there” must be:

AUTHENTIC to who you are and what you stand for, so people will believe it.
RELEVANT to your audience, so they will care.
ENGAGING, so people will listen and tell others.
CONCISE, so anyone can repeat and understand it.

At Lynchpin Ideas, we think every website, script, ad campaign, blog or other bit of copy we write warrants that degree of thinking. And likely, so do you.