Tuesday I got an email containing a big announcement from a freelance writer I'd never heard of: Eric Schoeniger, from Gwynedd, Pa.
"After 12 years as an independent writer and marketing communications consultant, I’m now providing trusted content services as Cadwalader Communications LLC."
I wrote him back and asked him if he tells the guy on the next stool in the town tavern in Gwynedd that he provides "trusted content services."
"Ha!" he replied. "OK, I understand your point. But it got you to take notice, didn't it? If I said Cadwalader Communications was freelance writers, which it is, it wouldn't have made any impression at all."
And then, Peter Faulk-like he added, "And, by the way, 'trusted content services' are services to provide content that clients trust. Which is pretty accurate."
With writers like you, I told him, we don't need corporate ciphers.