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WHWG’s writers work closely with clients to define their message.

Our writers do more than put ideas into words, they help clients frame their arguments and shape their communications strategy.

Our writers have experience in both the Oval Office and the Fortune 500 boardroom. They combine that with a keen understanding of public perception to move critical audiences.

We help clients determine the best venues and mediums to reach these audiences. Our team includes accomplished speechwriters, online content specialists, and talented policy writers.

 How to Write a Memorable Phrase

Clark S. Judge

One of the tricks of effective writing is coining memorable phrases.  Soundbites.  Here are some tips:

Names: Think of the New Deal, the Iron Curtain, the Evil Empire.  By giving your idea or initiative a name, you give people something to remember.

Images and Metaphors:  Look at those names again.  ”New Deal” and “Iron Curtain” each incorporated an image and metaphor into the name.  People are more likely to remember words the conjure a vision in their imaginations than an abstraction.

Popular Culture:  ”Evil Empire” was a reference to Star Wars, which had recently been released at the time Ronald Reagan slapped the name on the Soviet Union.  People are also more likely to remember references to popular culture if only because they know popular culture so well.

There is nothing magical about crafting language that is memorable.  The trick is having ideas and arguments that are worth remembering.

Waltz’ Oscar win like a voyage to a new continent — in more ways than one

Allan Golombek

It’s a lot easier to think of bad Oscar acceptance speeches than good ones.  That is why the acceptance speech of best supporting actor Christoph Waltz at last night’s 2009 Oscars was such a delight. Waltz started off with a great scene-setter, an opening sentence that reminded us of his already-classic line from Inglorious Basterds, referring to the combination of the Oscar and presenter Penelope Cruz as an “uber bingo.”  He then wrapped the usual recognition of his colleagues into a metaphor about discovering a new continent — thanking Quentin Tarantino (”this fearless explorer”) for “putting together an expedition” and producers Harvey Weinstein et al for equipping it, and then again praising Tarantino for his “unorthodox methods of navigation.”   Waltz ended on a gracious note, saying to Academy members ”there’s no way I can ever thank you enough, but I can start right now. Thank you.” Read

The Grace Notes of Leadership

Clark S. Judge

As I write, Mr. Obama has just finished delivering his first State of the Union Address.  We can debate the policies later, but for style, I felt he missed a key grace note of leadership.  Over and over he used the word “I”.  But the essential word of leadership is “we”.  Nothing is about me.  Everything is about us, the people, whom I, the leader, serve.

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