On this edition of The Predictable Revenue Podcast, co-host Aaron Ross welcomes Patrick E. McLean, communicator and President and Editor-in-Chief of the good words (right order) consultancy.

Patrick is a veteran writer, creative, and advertising professional. He’s worked in national agencies, consulted for some of the world’s largest companies (Amazon, for instance), and run his own shops as well.

Throughout the pod, Aaron and Patrick discuss an unflinching pillar of business: clear and effective communication. Highlights include: why Patrick teaches companies to kill words ([4:30]), how much editing content actually needs ([7:58]), establishing a regular draft process ([10:48]), and the importance of case studies ([19:31]).