What's your water level?

People rise to expectations.  Or sink to them.  How high do you set the bar for your employees, peers and customers?

So often marketers create copy thinking that they have to live by the 3rd grade reading level rule.  I say that’s ridiculous.  Unless your product is for 3rd graders.

It’s okay to expect them to get clever.  It’s okay to treat them with respect.  It’s okay to expect them to make good choices.

I'm not suggesting that you pack your copy with insider jargon or huge words.  But it is okay to let your language set the expectation of what it's like to do business with you. 

When you read your print ad or brochure copy out loud -- does it sound like you and your employees talk?  Then you know you're on the right track.

You also do not have to write every and any possible contingency down -- just in case.  Give people some credit.  I just learned of a company that has “employees cannot sleep while working” in their employee manual.  Come on.  If you have to say that in writing, you need to revise your hiring policies.

Go ahead, expect a little more and watch your boat rise with the tide.