Writing with Impact

There’s no such thing as generic “good” writing. Writing quality—and impact—comes from how well it fits its purpose. This course shows how to give all your writing more impact, regardless of its purpose. Writer and journalist Tom Geller helps you find your own reasons for writing, demonstrating how to use those reasons to drive the words you choose and the tone you take. Plus, he shares how to leverage your understanding of grammar and sentence structure to write nearly anything with maximum impact. Upon completing this course, you’ll be equipped with practical tips for making your prose clear, concise, and right for its specific purpose.

Writing White Papers

White papers were originally produced by governments, but now serve a vital purpose in marketing departments worldwide. A white paper is a deep dive into a concept, initiative, or product, designed to educate and persuade by framing issues in a clear way. In this course, corporate communications pro Tom Geller leads you through the format, purposes, and uses of white papers; helps you define what you want your paper to be; and then helps you make it a reality. You’ll finish this course with information about where white papers fit in the greater business ecosystem—and how to make your paper the best it can be.

Writing Case Studies

Screenshot from "Writing Case Studies"

Another in a series of “genre writing” courses. Previous ones are Writing Formal Business Letters and Emails and Writing Articles. Available on Lynda.com and LinkedIn Learning.

Course description as published:

If you have helped a customer achieve success, you can document it in a case study, which is how you tell the world about it. In this course, learn about typical types of case studies, which fit both online and print formats. Explore strategies for making a compelling case study. Find out how to avoid some common pitfalls.

Topics include:

  • Benefits of case studies
  • Examples of case studies
  • Examining who reads case studies
  • Narrowing your audience
  • Appealing to different audiences
  • Formatting and style
  • Inspiring empathy while interviewing the customer
  • Gaining buy-in and getting the customer to tell your story
  • Extracting and organizing quotes
  • Writing a case study
  • Incorporating additional media
  • Avoiding common pitfalls

Learning Bitcoin and Other Cryptocurrencies (2018)

A ground-up rewrite of my highly successful 2014 course, Learning Bitcoin. Available on LinkedIn Learning and by subscription through Lynda.com. (Watch it for free.)

The new version includes information about Ethereum, Ripple, IOTA, and ICOs. Description by Lynda.com:

“Bitcoin is a form of money that only exists online. While it’s making headlines around the world, many people don’t really understand how bitcoin works or the underlying concepts of cryptocurrency.

In this course, Tom Geller demystifies bitcoin, revealing the promise and perils of the new crypto economy. Tom begins by explaining what bitcoin is, how it originated, and how it compares with other cryptocurrencies. Next, he explains how to get started by creating a bitcoin wallet, buying and selling bitcoin, and protecting your transactions.

He discusses other top cryptocurrencies—Ripple, Ethereum, and IOTA—and explains how “initial coin offerings” (ICOs) have changed the investment landscape. Finally, he covers bitcoin mining, threats to the bitcoin economy, and how to connect with others in cryptocurrency communities.”

Deej (feature documentary)

I did additional cinematography for this documentary about an autism self-advocate, and helped outfit him with a GoPro rig to capture video from his point of view. My shots (at the subject’s home in Oberlin, Ohio) open both the film and the trailer. Broadcast premiere on PBS’ “America ReFramed” series.

Traveling for Business

Travel is expensive, so you need to be sure your time “on the road” justifies the investment. In this course, Tom Geller outlines what you need to do before, during, and after your business trip to keep yourself comfortable, meet your client’s or employer’s objectives, and take care of your home while you’re away. Learn the tools you need to stay in touch with the office, and find out how to pack a “go bag” that prepares you for business. Tom also provides guidance on managing transportation and staying safe in your new city, and outlines tips for reporting back what you’ve learned when you return home, so each trip is easier and more productive than the last.

Topics include:

  • Setting up a mobile office
  • Planning travel
  • Securing your home and office before you leave
  • Getting work done on the road
  • Getting comfortable in a new location
  • Planning your next trip

Writing Formal Business Letters and Emails

Learn how to write formal business letters and emails that are short, clear, and to the point. This course teaches you how to get results and build better relationships with clients, colleagues, and customers. Writer and journalist Tom Geller helps you clarify your goals, research your topic and intended audience, and structure your correspondence. Plus, get tips about writing for accessibility—making your writing comprehensible, concise, and appropriate for all readers—and following up on communication.

Topics include:

  • Defining your goals
  • Conducting research
  • Setting the tone
  • Writing for accessibility
  • Sending reminders
  • Continuing the conversation

Public relations services

Logo of the Grey Group

After four years in technology journalism, I “jumped the fence” to become a Senior Account Executive at GCI Group (now part of Grey Global Group). I specialized in high-tech clients, including Sun, Qualcomm, Globalstar, and Penguin Computing. Later founded Silicon Valley P.R. (sold in 2002).

Commerce Guys rebranding project

This online-commerce software company hired me to help re-tool their product line’s branding and marketing during a one-week onsite summit at their Paris offices. This involved group brainstorming, production of new content, and iteration, leading to a highly successful launch. They later hired me to return for other on-site projects, in both their Paris and Ann Arbor offices, and I provided ongoing services remotely.

No, THIS is what bitcoin is, really…

Blog post as it appeared online

A rebuttal to a misleading critique of bitcoin’s economy. Full title is “No, THIS is what bitcoin is, really: Four ways Greg Leffler is wrong, wrong, wrong”. (Personal post; not commissioned by LinkedIn.) It was a viral hit, garnering over 2,600 Likes within a week.

Coverage of Turkish protest in The Netherlands

Scene from the video

Camerawork and interviewing for this piece was my first gig for Zoomin.tv. I grabbed my equipment after hearing the protests from my apartment, which is around the corner from the Consulate.

Video for “Model Learning”

Screenshot of the video as it appears on Vimeo

An interview with Frits Vaandrager of Radboud University (The Netherlands), on a system that probes unknown systems to figure out their inner logic.