I have the fortune to review a few important blog posts every year and the biggest value I add is to call out sentences or sections that make no sense. It is quite simple and you can do it too. Without clarity only those at your company in marketing and sales (whose job it is to work with what they get) will give you the courtesy of a cursory read and a like on LinkedIn. This is all that most corporate writing achieves. It is the norm and it is understandable. But if you want to reach an audience beyond those folks, you have to make sure you're not writing nonsense. And you, as reviewer and editor, have the chance to call out nonsense if you can get yourself to recognize it. Immune to nonsense But especially when editing blog posts at work, it is easy to gloss over things that make no sense because we are so constantly bombarded by things that make no sense. Maybe it's buzzwords or cliches, or simply lack of rapport. We become immune to nonsense. And even worse, without care, as we become more experienced, we become more fearful to say "I have no idea what you are talking about". We're afraid to look incompetent by admitting our confusion. This fear is understandable, but is itself stupid. And I will trust you to deal with this on your own. Read it out loud So as you review a post, read it out loud to yourself. And if you find yourself saying "what on earth are you talking about", add that as a comment as gently as you feel you should. It is not offensive to say this (depending on how you say it). It is surely the case that the author did not know they were making no sense. It is worse to not mention your confusion and allow the author to look like an idiot or a bore. Once you can call out what does not make sense to you, then read the post again and consider what would not make sense to someone without the context you have. Someone outside your company. Of course you need to make assumptions about the audience to a degree. It is likely your customers or prospects you have in mind. Not your friends or family. With the audience you have in mind, would what you're reading make any sense? Has the author given sufficient background or introduced relevant concepts before bringing up something new? Again this is a second step though. The first step is to make sure that the post makes sense to you. In almost every draft I read, at my company or not, there is something that does not make sense to me. Do two paragraphs need to be reordered because the first one accidentally depended on information mentioned in the second? Are you making ambiguous use of pronouns? And so on. In closing Clarity on its own will put you in the 99th percentile of writing. Beyond that it definitely still matters if you are compelling and original and whatnot. But too often it seems we focus on being exciting rather than being clear. But it doesn't matter if you've got something exciting if it makes no sense to your reader. This sounds like mundane guidance, but I have reviewed many posts that were reviewed by other people and no one else called out nonsense. I feel compelled to mention how important it is. Wrote a new post on the most important, and perhaps least done, thing you can do while reviewing a blog post: edit for clarity. pic.twitter.com/ODblOUzB3g — Phil Eaton (@eatonphil) January 29, 2025

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I started the NYC Systems Coffee Club in December of 2023. It's gone pretty well! I regularly get around 20 people each month. You bring a drink if you feel like it and you hang out with people for an hour or two. There is no agenda, there is no speaker, there is no structure. The only "structure" is that when the circle of people talking to each other seems gets too big, I break the circle up into two smaller circles so we can get more conversations going. People tend to talk in a little circle and then move around over time. It's basically no different than a happy hour except it is over a non-alcoholic drink and it's in the morning. All I have to do as the organizer is periodically tell people about the Google Form to fill out. I got people to sign up to the list by posting about this on Twitter and LinkedIn. And then once a month I send an email bcc-ing everyone on the list and ask them to respond for an invite. The first 20 people to respond get a calendar invite. I mention all of this because people ask how they can start a coffee club in their city. They ask how it works. But it's very simple! One of the least-effortful ways to bring together people in your city. If your city does not have indoor public spaces, you could use a food court, or a cafe, or a park during months where it is warm. For example, the Cobble Hill Computer Coffee Club is one that meets outdoors at a park. Good luck! :) How I run a coffee club, a short guide for others who might be interested in running one. It's very simple!https://t.co/UgRWDQOA3v pic.twitter.com/5wYrLW7u6D — Phil Eaton (@eatonphil) December 31, 2024