Perhaps nothing makes a faster and more profound impact on clients, prospective clients, the media, employees and other audiences than that of the written word. In fact, research shows that nearly 90% of what you create is not seen as different or relevant enough to create much impact. Many A/E/C firms have technical teams weigh in on proposals, presentations and marketing materials. Even marketers find their strengths lie more in strategy and planning, rather than articulating expertise in an engaging, compelling and lasting manner. While accuracy is important, firms often lose out in the early stages of proposals because they don’t understand how to craft messages or get dropped later during consideration.