A New Year, a New Writing Style for US Builders Review

Managing editor, Blake Davis, delivers a compelling letter from the editor to introduce our new writing style

Almost one year ago we completely revamped our magazine design. We created a new website with simple navigation and space to highlight our top stories. We also upgraded our marketing and customer service initiatives. What we didn’t do was improve our writing.

Starting with our first edition of the New Year, that’s changing too. Below, you’ll find a letter from our recently appointed managing editor, Blake Davis, which explains (in our new writing style, of course) how and why we are changing.

So go on, give it a read and see what 2017 will bring to you, our features and readers, and our staff:

How do you renovate one of America’s busiest and most beautiful places? You get some friends to help, of course.

That’s the opening sentence for one of the stories in this edition, yet its significance is greater than its high-up placement in a story. That sentence matters because it captures a new style of writing being explored by US Builders Review. For years, the magazine has embraced the style of writing that characterizes so many trade magazines: language that is correct but impersonal; terms that are unfamiliar to many readers; stories that are factual but lack the buoyancy and vitality of the people staff interview. No more.

As the new managing editor, this winter edition marks my efforts—and that of a team of new, hungry writers—to help the magazine write with much greater personality and clarity. Like the first sentence I give as an example, these stories are more casual and more personal than the old ones. They include humor, anecdotes, colorful quotes and analogies you wouldn’t encounter in the “About Us” section of a Web page or the pages of other more conservative magazines with a similar focus.

The purpose of changing the style is to capture the people who bleed and sweat to make their companies work in full color, to make their stories more accessible and more widely read.

The purpose of changing the style is not just my preference. Instead, it is to capture the people who bleed and sweat to make their companies work in full color, to make their stories more accessible and more widely read. It is to employ the perspective US Builders Review staff have acquired through speaking to thousands of brilliant executives and broadcast it through stories that are more specific, provide greater context and are far more enjoyable than stories of the past or stories by other trade magazines.

That first sentence, by the way, refers to an architectural firm whose general manager says it would have been impossible to renovate facilities around Niagara Falls State Park without the help of its longtime business partner. Could you imagine doing construction around this iconic park with visitors wandering into construction areas, with oversight by state departments and the great pressure of not messing up such a beautiful place? I can’t. You should read the story.

Best regards,



I would like to commend the US Builders Review staff for their work in developing and writing a fantastic article for Miller Contracting Group, Inc. It was truly a pleasure to work with their professional and well organized staff.
— Chuck Daniels, Business Manager, Miller Contracting Group Inc.
Ryan at TrueLine was a pleasure to work with and we wouldn't hesitate to recommend him or TrueLine to anyone in the future. They were professional, organized and great to work with through the process!
— James Cahill, President and Partner, J. Calnan & Associates
TrueLine Publishing was a delight to work with. They were extremely patient and worked diligently to get our article written and published. The team always responded in a timely manner and was courteous. I look forward to working with TrueLine Publishing in the future and will recommend them to other businesses.
— Crystal Leos, Business Development, DALLASWHITE Property Restoration
Kyle Gahm was instrumental in coordinating this project from beginning to end. He was always available and a pleasure to work with. It would be a pleasure to work with Kyle down the road. Bill Keaton was very impressive in raising money from advertising which resulted in ASE getting the cover story, so thank you Bill. Lia Prysunka and Jeanee Dudley are both very impressive individuals who deserve a lot of credit for this featured piece. They were both very patient and accepting of any changes we suggested. The format, quality, and resolution was awesome. To sum it all up: Our upper management, who never have been high on PR and things of this nature said that it was "absolutely fantastic" and were blown away. They now are requesting multiple copies of the full magazine and are very proud of the work you all put in. Thanks again.
— Ryan Sanzari, Director of Operations, Alfred Sanzari Enterprises
Professional with attention to customer’s needs. Well prepared vision for article while open to suggestions. Provided plenty feedback and review prior to final draft. Thanks in advance for the assistance and promotion of our organization!
— Jason Lee, LEED AP O+M, Director of Sustainability and Optimization for Harvard Maintenance
The process was simple: we were provided questions that the writers wanted to discuss, we were interviewed, and then we got to see a few drafts before the final version went to print. Given the quality of this publication, on behalf of Giroux, I can assure everyone that all of my partners would be happy to participate in similar articles in the future.
— Barbara Kotsos, Director of Marketing & PR, Giroux Glass
The final product was an exceptionally well written and thorough story integrated with many of our project photos. It is a great endorsement of our company and our work that we are promoting on our website and through social media. We were impressed with the quality of the editorial and the professional follow-through.
— Susan Howell, Marketing Director for Howell Custom Building Group
Thank you all your efforts in putting together such a great article about our company in US Builders Review. DH Construction appreciates the professional manner in which your team worked with us to achieve the stateside exposure we were after; especially taking the time to get all of the facts correct. In short, the article was extremely well put together and we have already received a great deal of feedback, interest, and compliments as a result of the piece. Once again, we appreciate all the effort, and without a doubt, we will not hesitate to work with your organization again in the future.
— Daniel Harrigan, Principal, DH Construction
We are excited to be featured as a case study in US Builders Review and look forward to sharing our company’s story with a national audience.
— Ryan Sanzari, Director of Operations, Alfred Sanzari Enterprises
The staff was very helpful and easy to work with while developing our story. They were always open to our ideas and provided us useful information to maximize our visibility using social media. We were certainly pleased with final article.
— Daryl Whitmer, Marketing Program Manager, Harrison French & Associates (HFA)


Spring 2018



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